SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

September 30, 2009 05:00 ET

The Muscle Flex/Sterling Worldwide Entertainment's Daytime Primetime TV Show "Sugar Free" Garners Major Interest From Global Television Distributors

LOS ANGELES, CA and MIAMI, FL--(Marketwire - September 30, 2009) - Muscle Flex Inc. (PINKSHEETS: MFLI) ( and Sterling Worldwide Entertainment, LLC (, a subsidiary of Visual Industries, Inc., jointly announced today that their television show "Sugar Free," which is currently in pre-production, has received significant expressions of interest from global television program distributors and have engaged the interested media conglomerates in discussions regarding the show. Muscle Flex® and Sterling each hold a 50/50 ownership in "Sugar Free" and share equally in its future revenue streams. The companies are now in the final stages of pre-production for the TV pilot, which, upon completion, will be pitched to major television networks and national cable stations for North American and International distribution.

The initial interest is derived from the timely and compelling program content of "Sugar Free" as well as the strong relationships Sterling enjoys in the global television space. Interest in "Sugar Free" is not limited to the actual program broadcast but also extends to sales and distribution of the "Sugar Free" DVD series.

In an age where more than 21 million people (7% of the population) have diabetes and even more suffer from obesity and other illnesses, "Sugar Free" delivers real-life, practical solutions to anyone seeking to develop and maintain a healthy lifestyle. Hosted by a top-rated TV celebrity with a loyal fan base, "Sugar Free" takes a fun, in-your-face approach to demonstrating sugar-free recipes, exercises, and how to maintain a sugar-free life at work events, lunches, and dinners. In addition, celebrity guest appearances will add variety and depth to keep programming fresh on a daily basis.

"Revenue derived from a television program like Sugar Free can be significant. With the huge success of such TV shows as 'The Biggest Loser' and 'Celebrity Fit Club,' diet and exercise shows have been spun into television gold," said Danny Alex, CEO of Muscle Flex Inc. "'Sugar Free' has it all -- the information, ideas and personalized motivation to help viewers get healthy and stay that way. The show is truly different -- it's a cooking lesson, self-help talk show and reality TV all in one."

Kira Baskerville, CEO of Sterling Worldwide Entertainment, said, "'Sugar Free' will be a show that will help many people worldwide live healthier, longer lives. Sterling is excited to bring 'Sugar Free' to the international market place with Muscle Flex."

"Sterling not only possesses the talent and experience to develop an A-class daytime/primetime TV program but they also have long-standing relationships that can propel 'Sugar Free' into widespread distribution globally," commented Danny Alex, CEO of Muscle Flex Inc. "Sterling has successfully launched health and wellness TV shows globally, including the U.K., Europe and the U.S. 'Sugar Free' is one of Muscle Flex's best kept secrets and its potential has not been fully addressed by investors."

The overweight epidemic affects millions of people both young and old. As such, "Sugar Free" is expected to appeal to the 18- to 49-year-old demographic. However, as "self help" and "living a better life" resonates with persons of any age, the show is expected to reach an even broader audience in the U.S. Additional details of the show will be released at a future date in order to protect proprietary content, ideas and information.

"Muscle Flex" is a Registered Trademark of Muscle Flex Inc.

About Sterling Worldwide Entertainment, LLC (

Sterling Worldwide Entertainment, LLC, creates and delivers premium products in the entertainment market. Sterling enjoys relationships with award-winning producers, directors, and writers. Our relationships have expanded to include key financial institutions and distribution companies. It is Sterling's continued goal to create critically acclaimed work that also achieves commercial success and garners significant returns throughout the life of the film or project.

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.