Art's Blog

Could this be the Secret Fitness Program

Funny!  I received a huge amount of response from private e-mails, facebook, twitter and even a call from a reporter regarding the Walmart Fitness Center rumor.

Listen.  I doubt this will ever happen.  It's just a rumor that's been around the trade shows and other marketing venues for a while.

Here's a video sent to me... that I reposted on YouTube.  This is just about right!

Brand ID and Simplicity

No doubt, you know exactly what brands are behind 3 of the 4 logos posted here. 

Why is that? 

Well, for one thing, the first three have been pounded into your brain for many years by some of the top, global marketers in the world.  Over time, they've become part of the landscape.

But have you noticed how they've dropped their names from their logos? 

Have you noticed the new trend toward simplicity in design?  Even Gatorade is now just "G" with a lightning bolt.

Do you think that athletes in Japan, China, Italy, Spain and practically everywhere in the world understand what the "swoosh" represents.  You bet they do. 

Simple designs, that reflect an entire organization, are very powerful in that they eliminate language barriers.   They are, in fact, symbols.

If you are creating a new logo or rejuvenating your existing logo... it's important to think strategically.  The world is becoming a much smaller venue.

Oh... and the fourth logo... heck, I have no idea!

Is Walmart the Next Curves?

I've been hearing this rumor for more than a year... that Walmart is thinking of operating 2,000-3,000 sq. ft. co-ed circuit training facilities as part of their super stores. 

I have my doubts.

Nonetheless, it makes me think...

Why would Walmart want to get into the fitness business?  And, could they succeed?


Increased customer traffic:   They'd love to have their customers come to their locations 3 or 4 times a week.  After all, once there, wouldn't it be just as easy for their fitness members to shop for a few things?

Facility:  Heck yes.. it would be easy for Walmart to carve out 3,000 square feet and add a separate entrance to any of their super stores.

Parking:  They've go plenty of it.

Systems:  If ever there was an organization that has "systems" it's Walmart.  They track everything.. so firing up a club operating system would be "child's play" for these guys.

Training:  Couldn't be any worse than what some of the "budget" clubs offer right now.  But, get this...  Walmart could offer personal training for free based on purchases in the store!  And, if the trainers aren't busy.. well... they could stock shelves!


Could They Succeed?

In the end, I seriously doubt Walmart will ever do this.  I was in my local Walmart today.  Most the people in the store don't look like they're interested in working out!

More importantly, Walmart simply doesn't have the "passion" for fitness.  In my 25 years of fitness business, I've learned one very important thing.  If you're only in it for the money... you are doomed to failure. 

Sure it helps to be smart and creative.  But, in fitness, the truly successful have the "passion!"

Walmart?  Not so much!

Deal of the Week

The economy being what it is, I've been getting incredible deals on all sorts of things -- and especially apparel. 

 

Some of this is so absolutely incredible, that while we can NOT actually put your logo on it.. well, it's too good of a deal to pass up. 

 

So, I'm letting you in on below wholesale pricing!  I hope to do this once a week, so be on the look out for my "Deal of the Week."

 

Here's this week's "Deal of the Week." 

Port Authority Signature^® - Ladies Stretch Poplin Shirt. 
Just $12.99!!!!

Available in Olive Green ONLY!  Order by phone ONLY - 800-340-7011

This classic workplace favorite has a crisp, clean look and a touch of spandex for flexibility allowing for full range of motion.  The perfect shirt for the female fitness professional...  

This shirt normally retails in stores for $39.99 to $49.99!  Your Price: $12.99  

YOU SAVE $27.00!
(limit - 5 shirts per order)

• 98/2 cotton/spandex
• Traditional, relaxed look
• Open collar
• French front placket
• Dyed-to-match pearlized buttons
• Two back pleats
• Button-through sleeve plackets
• Adjustable cuffs

O.K. so this deal is first come, first serve and we're sure to run out so call us today.  We will not take your money unless we're 100% sure we still have inventory.  

Available in Olive Green ONLY!  Order by phone ONLY - 800-340-7011
(limit - 5 shirts per order)

Free... Free ... Free!

Nothing like free stuff with a purchase.  I think the banner pretty well sums it up, but here are a few details:

• All posters are 8.5" X 11"
• All posters are laminated and will last
• Each order gets two (2) posters
• Each poster will include YOUR JOURNAL IMAGE
• Each poster will include YOUR LOGO at the bottom of the page. 
• Offer expires on Feb 28th, 2010
• Click HERE to BUY NOW!
  

Absolute Best Brander...

There's a reason P&G is considered the Master of Branding.  Over the years, I've known several P&G brand managers and they are awesome!  Here's an example. 

This is one of the best commercials I've viewed in years.  It "touches" you.  P&G is all about connecting with it's target audience. 

This :60 commercial evokes emotion... not just with Moms...  but, almost everyone.

After viewing, ask yourself... "Could our industry evoke the same emotion (and message) about one's own health and well being?"

Coming Soon... Blueberries & Coffee...

I just finished the sample of this new product.  It is really outstanding... and its light fruit scent smells fantastic.. really fresh! 

Our private-label skin care line continues to get the highest levels of enthusiastic response. 

Fitness professionals willing to take a chance with the skin care formulas have been astounded at the response from their clients and continue to increase their orders...  

It's become a significant profit center! (100% mark-up!)

So we're continuing to expand the line.

Here's the newest: 

Blueberry & Coffee Bean Exfoliating Cleanser
Available in March 2010

It's a high-powered anti-oxidant fruit blend and anti-aging peptides provides new ways to quench the skin’s need for free radical fighting power.

• APPEARANCE:   Translucent exfoliating gel cleanser, with the light scent of natural berries.
  
• USE:  Apply to face and neck with circular motion. Rinse thoroughly with cool water.
  
• BENEFITS: Exfoliating with this new cleanser is an important step to a smoother skin texture. It removes dead skin from the surface of the skin and will thus allow other products to absorb quickly. After rinsing thoroughly with cool water, follow with a day or night moisturizer or special Serum.

Key Ingredients:  High-powered anti-oxidant fruit blend and anti-aging peptides provides new ways to quench the skin’s need for free radical fighting power.

Anti-Oxidant Blend includes:

Reservatrol; Is one of the most powerful antioxidants, high in proanthocyanidins, a group of bioflavonoid superior to most because they are water soluble and much more easily assimilated by the body. A hard-working free radical scavenger, it prevents skin cell damage caused by sun exposure and pollution.

Theobroma Cacao (Cocoa) Seed; High levels of antioxidant polyphenols (natural anti-oxidant.
Vitis Vinifera (Grape) Fruit Extract; High ranking Polyphenols (natural anti-oxidant)
Coffea Arabica (Coffee) Extract; High ranking Polyphenols (natural anti-oxidant) the fruit of the coffee plant. Known to have anti-inflammatory properties.

Camellia Sinensis (Green Tea) Leaf Extract; anti-inflammatory botanical
Gellidiela Acerosa extract; Algae Extract with beneficial enzymes & minerals
Garcinia Mangostana Peel Extract; inflammatory fruit, high in anti-oxidants known as xanthones.

Elettaria Cardamomum Seed extract; member of the ginger family

Saberry Fruit Extract – anti-oxidant with antiseptic properties.

Papaya Fruit Extract – Natural Enzyme to digest dead skin cells to reveal fresh youthful skin texture.

List of ingredients:

Aloe Barbadensis Leaf Extract, Cocamidopropyl Betaine, Acrylates Copolymer, Disodium Laureth Sulfosuccinate, Sodium Cocoyl Isethionate, Glycerin, Polyethylene, PEG-18 Glyceryl Oleate/Cocoate, Resveratrol, Coffea Arabica (Coffee) Extract, Vaccinium Angustifolium (Blueberry) Fruit Extract, Emblica Officinalis (Saberry) Fruit Extract, Theobroma Cacao (Cocoa) Seed Extract, Camellia Sinensis Leaf Extract, Garcinia Mangostana Peel Extract, Vitis Vinifera (Grape) Fruit Extract, Carica (Papaya) Fruit Extract, Lycium Chinense (Goji Berry) Extract, Punica Granatum (Pomegranate) Extract, Euterpe Oleracea (Acai) Extract, Vaccinium Angustifolium (Blueberry) Seed, Hamimelis Virginiana (Witch Hazel) Tocopheryl Acetate, Retinyl Palmitate, Allantoin, Panthenol, Sorbitol, Phenoxyethanol, Caprylyl Glycol, Sorbic Acid, Sodium Hydroxide.

Miracle Weight-Loss Program - by Art Rothafel

I figure… what the hell?  With all the bogus commercial weight-loss programs, magic pills and just plain ridiculous physiological protocol being marketed to Americans… why not go EXTREME!

Even though weight (pounds on the scale) is a meaningless measurement compared to body composition, most doctors, the NIH and others just can’t seem to kick the old habit -- the height/weight standards developed by Metropolitan Life Insurance in the 1950’s.

So, if it’s restricted-calorie dieting you want… I plan to offer the Ultimate Experience.

Here’s how it will work:

We drop you by parachute into the mountains of Pakistan.   There are plenty of caves so finding shelter should be no problem.  Food, on the other hand... may be an issue (A ha... you see how this works!)  You simply need to figure out how to find food, eat and survive. 

Truly significant weight-loss is guaranteed or your money back.  Your friends back home will be so surprised to meet the "new you!"

I’ll tell you this plan is no more stupid than half the stuff out there.  Remember fen-phen?  Thank you, doctor. 

Listen, consumers really only need to know one thing.  All weight-management programs that use pounds-on-the-scale as the final measurement are FAULTY in design.  It is an automatic red flag. 

The fitness industry has the only viable weight-management protocol. 

• Proper Nutrition
• Productive Exercise
• Positive Motivation

But, for those looking for the Guaranteed Miracle Weight-Loss Solution... the plane departs LAX at noon!

Tell Your Brand to "Go Party!" .... by Art Rothafel

If you own a club, studio, spa or other fitness venue... ask yourself this: 

Does your brand get out much?

For most, the brand stays home.  That's sad.

Today's marketing savvy fitness professionals send their brands out into their market areas.

A client or member:

• Wearing your logo on a shirt, cap or other apparel...
• Carrying a Journal, Reference Manual or CookBook with your logo..
• Storing your branded supplements on the kitchen table...

... is the essence of micro-branding.  It is showing practical application of YOUR BUSINESS.

This is the most POWERFUL marketing in the world!

So...  consider doing what the most successful fitness professionals do: 

Kick your brand out of the house.. and tell it to "Go Party!"