SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

August 24, 2009 05:00 ET

Muscle Flex Inc. Provides a Detailed Financial Synopsis on Product Release Costs and the Company's Current and Future Cash Expectations and Funding

LOS ANGELES, CA--(Marketwire - August 24, 2009) - Muscle Flex Inc. (PINKSHEETS: MFLI) is providing investors with a detailed cost analysis of its product releases as well as its current and future cash funding considerations.

Product Releases

Muscle Flex® ( anticipates that it will have sufficient capital to release 6 value products (products that retail between $9.95 - $19.95) the first of which is The BUDDY Table Caddy™ ( The following is a generic break-down of a Muscle Flex product release by costs:

Infomercial Filming:         $20,000.00
Initial Product:             $10,000.00
Web Development:             $ 5,000.00
Initial Advertising:         $20,000.00
Miscellaneous:               $ 5,000.00
Legal:                       $ 5,000.00
Total                        $65,000.00

The majority of profits from each product line are to be rolled back into additional advertising and inventory to grow each product through revenues generated by sales of the direct response TV program.

"Sugar Free" Television Show

Muscle Flex and Sterling Worldwide Entertainment, LLC (, are in preparations to begin filming their daily prime time/daytime television talk show "Sugar Free." Muscle Flex® and Sterling each hold 50/50 ownership in the show and share equally in its future revenue streams. "Sugar Free" will be pitched to major television networks and national cable stations for North American and International distribution.

Both Muscle Flex and Sterling will contribute $135,000.00 for the completion of the pilot which will be in staged weekly contributions. A yet unannounced top-rated celebrity will host the "Sugar Free" TV show. International distribution opportunities have already presented themselves and Muscle Flex and Sterling hope to make an announcement shortly.

Current and Future Capital Considerations

To date, Muscle Flex has been financing its activities through personal shareholder loans provided primarily by the company Founder Danny Alex ( Danny Alex anticipates providing Muscle Flex an additional $300,000.00 in funding through personal shareholder loans. Another family member, Dana Alex is also expected to contribute up to an additional $100,000 in capital that will be in the form of a convertible debt instrument. If required, additional capital will be considered using equity and / or debt instruments offset by any profits derived from operations.

Upon Muscle Flex achieving profitability, growth of the company shall come almost exclusively from free cash-flow. Muscle Flex is keenly aware of the destructive nature of dilution and seeks to limit at every instance.


To date, Danny Alex has opted not to take his salary but rather leave the cash in Muscle Flex and convert his salary into a shareholder loan. His salary in fiscal year 2008 was $1.00 and in 2009, his salary is expected to be $120,000.00. Danny Alex does not anticipate taking any portion of his salary until Muscle Flex is cash flow positive.

Cash Flow From Operations

It is impossible to know with any specificity if a product will generate positive cash flow. As a company, it is prudent to expect success and failures however, due to the intrinsically low fixed cost base of Muscle Flex, management believes it can maximize the profit potential of each product release through careful cash and cost management. A very low fixed cost base allows Muscle Flex to dramatically increase its ability to successfully monetize a product release into positive cash flow.

The BUDDY Tablet Caddy

Muscle Flex is in the final stages of development for The BUDDY Tablet Caddy™ short form infomercial (60 and 120 seconds). Muscle Flex is anticipating strong sales numbers for The BUDDY Tablet Caddy™ based on its initial informal research study that employed a series of questions designed to determine the potential response from a diverse range and random sample of consumers. The results were exceedingly positive. The majority of people surveyed said they would purchase The BUDDY Tablet Caddy as a TV product offering and skewed even more favorably when the full "As Seen on TV" BUDDY Tablet Caddy offer was told to them at the conclusion of the survey resulting in excess of an 87% favorable purchase rating.

"The BUDDY Tablet Caddy" and "The BUDDY" are trademarks of Muscle Flex Inc., All Rights Reserved.

"Muscle Flex" is a Registered Trademark of Muscle Flex Inc., All Rights Reserved.

About Muscle Flex Inc. (

Muscle Flex Inc. brings new products to market using direct response TV infomercials specializing in the health, fitness, wellness and hygiene sectors. As well, Muscle Flex Inc. develops and creates general television content for network and cable television distribution. Muscle Flex's corporate strategy is to develop new and innovative products for sale and distribution via its proprietary direct response marketing system and the creation of television media and shows for general network and cable broadcast.

This press release contains forward-looking information within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934 and is subject to the Safe Harbor created by those sections. This material contains statements about expected future events and/or financial results that are forward-looking in nature and subject to risks and uncertainties. Such forward-looking statements by definition involve risks, uncertainties and other factors, which may cause the actual results, performance or achievements of Muscle Flex Inc. to be materially different from the statements made herein.