SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

October 14, 2009 05:00 ET

Muscle Flex Prepares for the November National Launch of The BUDDY Tablet Caddy and The Beagle StepFit Pedometer Infomercials and Provides Detail on Its Marketing Strategy

LOS ANGELES, CA--(Marketwire - October 14, 2009) - Muscle Flex Inc. (PINKSHEETS: MFLI) ( announced today that it is preparing for the November national launch of the The BUDDY Tablet Caddy™ ( and The Beagle StepFit™ Pedometer infomercials ( Muscle Flex will be launching both products simultaneously with each product being featured in their own 2-minute infomercial. The Muscle Flex strategy is to open up markets for each of its products through a multi-faceted marketing approach. This includes:

1. Airing and releasing The BUDDY and The Beagle in the same markets to
   intentionally increase the repetitive effects of the TV exposure.
2. Cross pollinating and up-selling The BUDDY with the The Beagle, and vice
   versa, by offering the other through an up-sell to the consumer with an
   applied discount (20% - 25%) both through the online ecommerce engine
   and live operator sales.
3. A dedicated one-page landing page for each product.
4. Reinforce each local market with print media; primarily newspaper and
   direct mail pieces.
5. Online Guerilla marketing tactics.
6. "Pay per performance" TV media as well as TV media purchase.

Muscle Flex strongly believes in "brand visibility & recognition" as it develops each market, which is why releasing multiple products in the same markets is a key element in maximizing the revenue potential of each product campaign and allowing Muscle Flex to release subsequent products in markets in which it has established brand identity and recognition.

The Muscle Flex strategy is a "Drive to the Internet" strategy where transaction costs are the most advantageous; however, a 1-800 customer order feature is always included on all product releases. Each respective one-page landing ecommerce page for the BUDDY and The Beagle is currently being finalized.

Muscle Flex has a number of additional products that are ready for commercial distribution which include an at-home water filtration product it expects to retail from between $19.95 - $29.95, the Muscle Flex VATA Brasil™ Sports and Active Wear Collection and several other products that Muscle Flex will provide additional details on shortly. Muscle Flex is focusing its time and resources in the lower priced item categories which requires a fraction of the resources to bring a product to market and dramatically mitigates risk by spreading its resources across a number of consumer products as opposed to one large high priced item. As well, 2-minute short form commercials allow for 24 hour / 7 day penetration into national cable and network markets as opposed to the 30-minute format which is limited in the time and day it can air. This allows Muscle Flex to grow its brand(s) and consumer awareness across a wider audience from both a demographic and geographic perspective.

About Muscle Flex Inc. (

Muscle Flex Inc. is a leading edge fitness, health and lifestyle company that develops exciting brands and new products to market using direct response TV advertising and commercials as well as cutting edge brand and image marketing through the creation of television media content for network and cable television distribution.

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. "Muscle Flex" is a Registered Trademark of Muscle Flex Inc. "The BUDDY Tablet Caddy" and "The Beagle StepFit" are Trademarks of Muscle Flex Inc.