SOURCE: Muscle Flex Inc.

June 22, 2009 05:00 ET

Muscle Flex Inc. Seeks to Expand Its Market Share in the $150 Billion "As Seen on TV" Direct Response Industry With the Release of Three Value-Priced Consumer Products

LOS ANGELES, CA--(Marketwire - June 22, 2009) - Muscle Flex Inc. (PINKSHEETS: MFLI) announced that it is seeking to expand its market share in the $150 billion "As Seen on TV" direct response industry. Muscle Flex has scheduled the release of three new consumer products priced between $9.95 and $14.95 to be marketed using its proprietary direct response TV methodology. The three products are devices used respectively for home security; personal grooming and vitamins/pharmaceuticals. Muscle Flex is developing and implementing short (1 to 2 minutes) direct response television spots to sell each product using the popular "As Seen on TV" icon.

The $150 billion direct response and infomercial industry has been booming throughout the national recession as described in a recent report on CNBC ( The Snuggie sold over four million units in six months and the Spongetech Car Sponge, publicly traded on the OTCBB under SPNG, posted $13 million in quarterly sales thanks to a single product infomercial. Muscle Flex Inc. has a growing list of consumer orientated products that it is developing for direct response TV sales.

"We are anticipating a good market reaction to our three new products that are priced at the low-end of the pricing scale for our 'As Seen on TV' offerings. We can easily and quickly introduce small-sized products to market over our low fixed cost base while limiting the financial risks associated with larger product manufacturing and maximize our profits on a per advertisement basis. We believe we are implementing a profitable and fiscally prudent strategy for rapid growth that adapts to a challenging economic and retail environment," said Danny Alex, CEO of Muscle Flex.

A research report dated June 16, 2009 issued by D. Paul Cohen of Grass Roots Research and Distribution, Inc. (, projected Muscle Flex Inc.'s total revenues to ramp up significantly in 2010 and 2011 with the release of these three consumer products. Projected revenues of $500,000 for 2009 are expected to increase to $8.7 million in 2010, according to the report. Their forecasts assume Muscle Flex raises $700,000 to launch the initial infomercials in 2009. A buy recommendation was issued with a short-term price target for Muscle Flex Inc. of $0.22. The full report can be viewed at

Details of each product are expected to be released shortly with the first product commercial expected to air in late summer 2009. All Muscle Flex products and brand names are being closely guarded to ensure trademark and "first to market" initiatives are met. Muscle Flex plans to pursue any and all applicable patents related to its new products.

Upon completion of each television spot, Muscle Flex intends to run tests in selected national cable and local network television stations. Final product testing and supplier reliability is being confirmed, along with scripting and filming of each short form spot. Muscle Flex intends to roll out each product in stages in order to ensure maximum sales and visibility are attained for each product.

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 shows and content.

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.