Art's Blog

Super Sauce.... by Art Rothafel

It seems.... the secret is out!  When I tell people our supplements are formulated specifically for athletes and active lifestyle enthusiasts, they quite often just laugh and say... "That's just a bunch of marketing hype." 

That is, until they try our HI (high Intensity) Performance Combo ( I called it the Super Sauce).  Branched Amino Acid tablets and Endurance Plus.

While I can't make any recommendations or suggestions (damned lawyers!) I can tell you what competitive trainers and several professional athletes do with these products:

180 lb Male  (typical protocol)

1.) 30 Minutes - Pre-Event or Max Intensity Workout:  Four (4) BCAA tablets and Five (5)) Endurance Plus Capsules.    Drink plenty of water to help with uptake

2.)  Post-Event or Max Intensity Workout:  Four (4) BCAA tablets immediately after workout. Drink plenty of water to help with uptake

Listen to this...!   Some wackos (mostly cyclists!) actually break open the Endurance Plus capsules and mix with their water.  Chug-a-lug!  Yuck!

At any rate.... for those of you with serious athlete type clients.... give this a try!

To  your continued Success!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

It's a Funny Business... by Art Rothafel

This is a funny business. 

I received two phone calls on Saturday from two very different fitness professionals. 

The first call came from a guy I'll call "Ben."  He's ACE certified and owns a small personal training studio in Iowa. 

He called because he was curious about private-labeling some products but didn't really understand it or even see the need. 

The conversation went something like this:

"Will this stuff sell itself?  Because, look, Art, I'm in the business of selling my specialized services.  I consistently have a full book and don't have time to be messing around with all kinds of other activities and inventory...."

Those who know me can imagine my response.  I just went off.....!

Next call came just 10 minutes later from another guy I'll call "Frank."  Frank is married, two kids, has a Bachelor's Degree in Exercise Physiology, is certified through ACSM and NSCA and owns a studio on the west coast of Florida.  His curiosity about private-labeling took him to a whole different place. 

Our conversation went something like this:

"Art, I've researched and visited several commercial weight loss centers (Weight Watchers, NutriSystem, Jenny Craig) as well as a couple Gold's Gym pro shops.  I see the higher profit margins are in the products when compared on balance with my time.  In fact, it appears to me that most the money at the commercial weight loss centers is made through product sales.  What's the best way to get started?"

Amen.  Frank totally gets it from a successful business perspective. 

Meanwhile, Ben is consumed with himself, his time, his effort.  He has an "old school" narrow focus (sessions) and, in my opinion, will be replaced by guys like Frank who inherently understand fitness, when operated as a club or studio, is a business... and business requires cash flow! 

It's a funny business!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

I'm a Size Healthier.... by Art Rothafel

 Brilliant tagline...  Too bad it didn't come from the Fitness Industry!

Surprise! 

Looks like Jenny Craig may be peeking over the fence into your backyard. 

The company is sniffing out new markets and one looks remarkably like your membership. 

Enter the new Queen Latifah advertising campaign for Jenny Craig with the cool tagline: "I'm a size healthier!"

So what's this all about? 

The commercial weight-loss market has become fiercely competitive, and companies see a chance to expand their share of the overall business by focusing on getting healthy -- not necessarily slimming down quickly -- to attract larger numbers of potential customers.

The Queen Latifah ad campaign for Jenny Craig aims for a different, potentially bigger, consumer base. YOURS! 

Just listen to what Scott Parker, Jenny Craig's vice president of marketing, has to say:

"We are appealing to that segment of people who have more health-related and perhaps more moderate weight-loss goals, and we had never gone after them before."

So, here are the big questions in my mind.  How long until Jenny Craig and Weight Watcher's begin to offer small circuits inside their facilities?   Or, do we see a buyout of a few "Women Only" franchises in the works?

I will most definitely keep an eye on this one.

To your continued Success! 
Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

Junkyard.... by Art Rothafel

 Remember my rant about Frontier Airlines?

Well, here's an update.  Yesterday, (April 11, 2008) the airline filed Chapter 11 Bankruptcy Protection.  Yes, I know there are plenty of factors involved, not the least of which are economics, fuel costs, unions, etc.

But, still, it's the fate of all companies who choose a price-point strategy and then implement advertising campaigns that over-promise the customer experience and under-deliver on that same promise.

It happens in our industry, too.  Look at Bally's.  In my opinion, 24 Hour Fitness is headed in the same direction since the departures of its most experienced management. 

This is why the smart clubs, studios and trainers stay "premium priced" for memberships/sessions and carry only best-of-breed, premium priced, branded products.

A premium or boutique strategy allows them to hire and train real fitness professionals.  It allows a fitness professional to create over-the-top customer service and a higher level of operations excellence for his or her business.

YOU SIMPLY WILL NOT FIND IT WITH A PRICE-POINT STRATEGY!

Frontier Airlines is just another example of the low-priced "over-promise/under-deliver" corporate junkyard! 

To your continued Success!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

No Treachery Needed... By Art Rothafel

 There's a saying among "seasoned" business professionals that goes:

"Old age and treachery will trump youth and enthusiasm every time."

New research as well as some of our own sales statistics indicate there's some truth in this adage. 

When we started our company in 1989, the average age of our customer/fitness professional was 28.  It seemed that fitness professionals in their 40's and 50's just didn't exist (unless they were club owners). 

Today, we sell to numerous trainers in their 40's, 50's and, yes, 60's -- both male and female.  And they are extremely successful.  In fact, many of them made career changes from Corporate America to the Fitness Universe.  And with them came their business skill sets which quite often explains their understanding of marketing, branding, operations and ultimate financial success.

Here's another reason:  The aging baby-boomer population prefers to work with trainers and other fitness professionals who are their same age.  Someone who "walks in their shoes" and understands them.  Peers.

So, if you're a fitness professional in your late 30's or older...  hang on to your hat.  The future is bright! -- No need for treachery!

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

Homocysteine is the Bad Guy....

HA!  Did you hear the latest research on Vytorin and Zetia? 

Man, I just hate statin drugs and the whole "Big Pharma" approach to heart disease, aging, wellness, etc.  It's all based on drugs and profits.

Dr. Ponzio (my G.P.) and I have been battling for years over my high cholesterol (202 total; 44 HDL and 126 LDL) with he wanting to put me on Lipitor or Zetia or Vytorin.  And, me, resisting.  Why?

Because, if you do the research you discover it's not the cholesterol that kills you.... it's the plaque build-up.  Cholesterol is NOT the "bad guy." 

I even went and had a full body scan in 2004 just to prove to him I didn't have plaque build-up.  I scanned quite normal despite the high cholesterol.  (However, I do take red yeast rice capsules and Co-Q10 as part of my daily supplement routine).

Plus, there are plenty of studies that demonstrate elevated homocysteine (a naturally-occurring amino acid) could be the real culprit when it comes to arterial plaque build up. 

In lay terms, homocysteine, sort of roughs-up the arterial walls making it easier for plaque to build up.  Sort of like the low-lying water level tree and shrub branches along the banks of a river.  Homocysteine can be neutralized through a simple B-complex consisting of B6, B12 and Folic Acid.   (some of the most inexpensive vitamins available!)  Of course, Big Pharma doesn't want to promote this kind of stuff. (There's no conspiracy theory, here.  It's just not in their best interest to promote anything where there are no profits)!

I've asked our manufacturer to formulate an Homocysteine Neutralizer Formula.  Be on the lookout sometime late this summer. 

Hopefully, as you train more and more aging baby-boomers, you can get them off this notion of "anti-aging through modern chemistry" and get them re-focused on:

"anti-aging through proper nutrition and physical activity!"

As usual, it all starts with education....!

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

New Profits..... by Art Rothafel

 What a breath of fresh air.  Actually, a wind storm!

This week alone we've received 22 phone calls (we actually  track this stuff) from multi-club marketing directors, franchise owners and licensing directors as well as  several other fitness facilities inquiring and purchasing samples of our fitness components with just one thing in mind.

Create new profit centers! 

I've been preaching this strategy forever so maybe it's sinking in!  More likely it's that necessity is the mother of invention.  Whatever the case, Marketing 101 dictates that every business must maintain existing profits AND, develop ADDITIONAL PROFIT CENTERS. 

Most the calls were about Supplements and Skin Care.  And for good reason.  These two product lines offer some very exciting opportunities.  Not to mention the no-compete and price protection of having your own brand.

Several of the more marketing savvy trainers (NexGen Trainers) have discovered the advantages of "bundling."  Many fitness professionals bundle the Journal with the Nutrition and Menu Planning CD.  Some bundle the Journal, CD and Reference Manual. 

But, did you know we'll bundle whatever you want? 

For example, several fit pros running boot camps bundle a branded, personalized T-shirt with a Journal, Multi-Vitamin and Sunscreen.  It's a very cool bundle that can be packaged in a clear plastic clamshell box.  Just call Christina or me:  800-340-7011.  We'll make it happen!

Here's a nice "Cardio/SkinCare" package: AHA/BHA, Marine Moisturizer with Lipotropic Plus and Super L-Carnitine.  This works because during cardio, skin pores open up and sweat out various toxins, etc.  And, cardio exercise also opens up the little skin-deep capillaries (more blood blow) thus making the skin more receptive to the skin care products.  Bottom line:  The skin just glows due to increased oxygen, blood flow and proper skin care maintenance.  Try it yourself.  Then call us if you're interested in creating the ultimate Cardio/SkinCare Package!  800-340-7011.

Use your creativity and we'll create custom, branded packages just for you.  It just may breathe some fresh new air into your business!

To your continued SUCCESS!
Art Rothafel
art@privatelabelfitness.com
tollfree: 800-340-7011
www.privatelabelfitness.com