HARDBODY Fit Female News & Events

This ad from Nike was created in 1995 but it’s still one of my favorites. If you let me play sports…

I have a feeling you’ll be seeing more supplement companies looking to tap into the success of the MMA world. Champion Nutrition takes a bold step by teaming up with TapouT, one which no other supplement line has done to date.

Good move? Only time will tell but if you were going to partner with a successful brand in MMA, TapouT is a logical choice. You’re sure to see a TapouT shirt or hat at any bodybuilding/fitness event and go to a MMA event you can’t blink without seeing the logo.

GRAND TERRACE, Calif., Apr 28, 2009 (BUSINESS WIRE) — TapouT, the premier mixed-martial arts apparel, gear and lifestyle brand, announced today a licensing agreement with Champion Nutrition to offer sports enthusiasts TapouT Sports Nutrition products. Under this relationship, Champion Nutrition will design, distribute and market the Tapout Sports Nutrition brand to all retailers in the United States and abroad. TapouT Sports Nutrition products will be available in mass-market retailers beginning this summer.

– Read the Full Press Release Here.

This is a creative way to advertise. People at this bus stop can have a seat and the sign will share their weight. It would definitely make me think about fitness after sitting down and seeing my weight displayed. Props for innovation from “Fitness First.”

FitnessFirst marketing.

Bodybuilding.com has become one of the biggest and best companies in the health and fitness industry. That doesn’t happen by staying stagnant and content with how things are done. It requires constant progression and change. One way they are evolving is through the look and usability of their web site. If you haven’t been to the site recently, check out some of the new subtle changes they’ve made. The black background is being phased out and replaced with a cleaner, crisp white and blue color scheme. Still the same great content and exceptional customer service when ordering supplements from the store.

This is an interesting approach by the folks at NIKE Ashoka. They have created “GAMECHANGERS” which encourage people to “change the game for women everywhere”. The video below intentionally features stereotypes that have prevented women from equality in sports. Stating things like, “Their weak minds match their weak bodies. So more sports scholarships are given to boys.”

Think this will help?

Close to three years ago the first episode of Hardbody Radio launched with legendary IFBB Pro Lenda Murray as the guest. The show, hosted by Larry Pepe, was one of the first female only shows. I was happy to be part of it and there is still a chance Hardbody Radio could be resurrected. You may have a better chance at winning the lottery than that happening so don’t hold your breath. Whether you’d like to call them radio shows or podcasts doesn’t really matter to me, I lump them in the same category. Technology has come a long way and now anyone with a computer and a telephone can have a “radio show”. Even with a couple hundred bucks you can put the same show on an AM radio station. When polled here 60% of you said you don’t listen to online radio shows and those of you that do listen said it depends on the guest.

Do I think online radio shows are a good idea? Yes and no. The person being interviewed gets a platform to share their story, which is great. If that helps to motivate and inspire others, I’m all for it. Personal trainers can talk about their services, diet gurus can share their thoughts on nutrition, competitors can tell others a bit about themselves personally and the list goes on. The hosts can benefit by using it as a self-promotion tool. It’s one more way to get their message out to an audience. Some hosts don’t need advertisers because their model is geared towards promoting themselves or their services. Other shows rely on advertisers in order to make it worth their time.

Anyone can put out a podcast. Creating a quality one that people are interested in, is not easy. Just because you have a radio show doesn’t mean it’s good and people will listen. At the end of it all, it’s still a business. Sure it may start off fun and money isn’t the object but the novelty eventually wears off. When hours of time are being devouted each day/week and there is no financial return it only lasts so long.

It’s ultimately up to you, the listener, to decide if the show is any good.

I receive a number of emails every day and a few of them are newsletters from competitors, models or trainers. A newsletter is a good idea to let everyone know what is going on in your world, what’s coming up, etc.

While sorting through hundreds of old emails that have been piling up in my inbox, I ran across one email that had a large PDF attached to it. Please do NOT send people HUGE pdf files. If you have a printed newsletter that is great but when sending it out via email, please compress the PDF and not have it be 10 megabites big. I’d suggest using an email program like Constant Contact or something similar to create a newsletter. Attaching PDFs is fine, just make them small in file size.

Another email, which also had a PDF, was more managable and I opened it out to have a read. It was laced with misspellings and grammatical errors. Do yourself a favor and have someone proof read your email before sending it out to the masses. This person has a “team” of competitors. Cool. Well no, not really cool at all when I read…

“XYZ competitor came in the best I have ever seen but at this level as we found out you must have more mass on your upper body to compete with some of these gorillas.”

I’m not sure if this trainer was attempting to be funny or if he really views the pro figure competitors as “gorillas”. Either way not a good idea. Publishing a newsletter that puts down the competition, when your competitor doesn’t place well, is not a good idea. Focus on the positives and don’t bother mentioning the negatives. It only takes away from the point of what you’re trying to communicate. The only thing I remember from this newsletter was the line above, nothing else sticks in my mind.

Is that the type of thing you want to have people remember you for? I’d hope not.

The supplement industry spends millions and millions of dollars in advertising every year. (I’m mainly refering to print advertising.) Can you name ONE supplement ad that caught your attention and made you buy the product?  Makes you think, huh? Sure there are some ads with great photography but most lack even that. The ad typically has a dude lifting a weight and a nice, big product shot. If that’s not the ad it’s a girl in a bikini with a product shot. This type of advertising may work for a newbie consumer but what about the experienced competitor and a more educated consumer? Where’s the ads that cut the crap and have an actual message and concept? They may be out there but it will take some looking to find it.

I saw a new ad for a company who will spend hundreds of thousands of dollars this year in the bodybuilding community. They will sponsor shows, have booths at the expos, athletes on their roster and ads in the magazines. If you’re going to spend this kind of money wouldn’t you take the time to do distiguinsh what makes your product different then the competitors? Apparently not. Stick a no-name guy (who isn’t even lifting heavy weights on there) slap the product nice and big and call it a day. BRILLIANT! If this company continues with this type of advertising we won’t hear about them in another year or two. They’ll have spent their money with nothing to show in return. Why? Because they listened to some “expert” with no real marketing or branding experience. They didn’t bother to think about the consumer and what message they are sending. There will be no buzz about the product.

Let’s see if the supplement companies can do anything creative this year. While they are trying to figure it out, you can take note on your own personal branding. STAND OUT and think through your message - be who you want to be but don’t be another cookie cutter wannabe.

Rant over. Yes, I do feel better. That is all. Carry on.

Women ask me weekly how they can get noticed in the fitness industry. One of the things I tell them is, everyone has a story to tell; some are just a little more interesting than others. Think about why you got into competing and what makes you different than everyone else. If you don’t compete that’s ok, whatever it is you do there is an angle. Writers are always looking for an angle to a story. Don’t be afraid to tell your story. If you’re a personal trainer, great! Remember there are thousands of personal trainers, so what makes you unique and why should I care?

Use your local media to gain exposure, you never know where it may lead. Joe’s repair shop may be inspired by your story and end up sponsoring you. You don’t have to be endorsed by a supplement company to help pay for competition costs or defray your expenses. Think about what’s near you and the contacts you already have.

There’s a good interview on USA TODAY that talks about standing out. One question/answer stood out to me…

Q: When people first begin their careers, their parents tell them hard work is the secret to success. Is that enough to advance the average person beyond the cubicle?
A: You have to know your audience, whether you’re an accounting temp or lighting up a TV screen. Know how to fit in and connect with the people around you. Be a sponge. Try to know as much as you can. What makes the office or the company run successfully? I notice people who add something to the mix. Personality stands out. You never know when an opportunity will come your way. You can’t sit with your head down in a cubicle and expect to grow. You need to do the job well and also learn to create the opportunities for success.

This is a great thought-provoking answer. Think about it. Are you standing out in whatever it is you seek to achieve?

Uniquely Oakley Women.

I ran across a female dedicated site for Oakley sunglasses. The well designed site showcases a few female athletes where each one tells their story. It’s an impressive list of female athletes and a different approach to marketing a product, in this case sunglasses. This is the type of thing I’d like see more female competitors pursue. Think beyond supplement companies for endorsements and sponsorships. I’m guessing many of you wear sunglasses, why not approach one of these companies with your story and seek sponsorship? There are many opportunities out there and I’d encourage any woman looking for an endorsement to get creative in 2009.

A collection of extraordinary women, living by their own rules. Each has a story to tell — through words, images and even more, through their actions. Uniquely Oakley reveals the individual spirit behind each one and what it is that powers her soul.

– Check out the Oakley Web site.

Fans of Pauline Nordin just got a bit happier today… Pauline has opened up her online shop today. Check out the well designed site at fighterdiet.com. You can purchase photos, online training, ebooks and more. You can also keep up with Pauline (or try to this woman is busier than the Energizer Bunny) on her blog.

Pauline’s new online store.

If you’re not familiar with the term, “Guerrilla Marketing” - wikipedia does a good job of explaining it.

Guerrilla marketing is an unconventional system of promotions, running on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. Typically, guerrilla marketing is unexpected and unconventional, where consumers are targeted where they would not be expecting, which can make the idea that’s being marketed memorable, generate buzz, and even spread virally. The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.

This is a perfect example of what was described above. The fitness industry could take a cue from AXE deodorant on how to creatively market with a small budget. AXE sent a guy to  a women’s only running event and seconds before the start he sprayed himself with AXE deodorant. The lad was running for his life as the women’s race began. Funny, simple and not something you’d expect to see at the beginning of a race. It also created a buzz - this is a key component that many people fail to do.

Think of yourself as a product or if you have a product take a step back and look at it. How are you marketing yourself or your product? Could you utilize guerilla marketing to your advantage? Maybe, maybe not. That’s for you to decide but it can be an effective tactic if done correctly.

I’m a social networking geek. It started with Friendster years ago, then it was myspace and now it’s facebook. I’m amazed at the technology that facebook has to offer it’s collective society. The coolest thing has been hearing from people I haven’t seen or heard from in over 15 years. I find myself spending far more time than I need to updating my status, participating in snowball fights and wondering what the hell I am doing getting poked at and why am I poking this person back?! I ran across this amusing video that pretty much sums up the social networking sites. If you don’t participate in any of them you won’t see the humor in this but those of you who have myspace and/or facebook accounts will get a chuckle.

There are a number of great things that can come from social networking sites and like anything there can be drama. When we conducting a poll a few months ago, the majority of voters said that “YES” myspace or facebook caused drama in their life. Maybe you moved a friend out of your top friend’s list on myspace and it pissed that person off. Did you move them from the number 2 spot to the number 6 spot? Ohhh don’t do that. My new favorite drama causing move on facebook is updating your “status”. If you change it from “single” to “it’s complicated” watch the messages pour in.

Check back as I’ll explore the topic of social networking and how you can use it to your advantage in the days ahead.

I ran across these ads for Gold’s Gym. They were done by the ad agency Bleublancrouge out of Montréal, Canada. Interesting approach…

If you’re interested in being part of the 2009 Arnold Classic Fitness Fashion show now is your chance. It’s a good chance for clothing companies to get some exposure as well as those wanting to get their name and faces out there as a model. The following info is how you can be part of the event:

We are currently looking for models and clothing companies to volunteer for the 2009 Arnold Fitness Fashion Show in Columbus, Ohio March 8th, 2009.  If you are looking to volunteer for this great event here are the guidelines for consideration.  It will be a great opportunity and NO previous experience is necessary.  We are looking for all ages, sizes, and faces.  Here is how to volunteer. If you are a clothing company wanting to have clothes in the show - contact Heather Bear.

We are NOT excepting email applications this year due to the HIGH volume of email.  YOU can ONLY be considered by mail.  The deadline for your application is January 1st, 2009.

Send the following info:

Name
Address
City, State, Zip
Age
Height
Weight (the day of the event)
Size pant
Size top
Bra size
Number you can be reached at all the time:
Email
Website ( if any)
Bio
Picture ( this can be professional or non)  We just want to see who you are!
Please also indicate the following info:
Are you a competitor?
Have you been in the fashion show before?

Send all this information to, please double check that you have all the info provided:

Get Phat Inc.
Attn: Fashion Show
PO Box 297
Graham, NC 27253

All models will be picked and notified by Jan 1st 2009.  At that time more information will be given on the event.  Please make sure you are flexible on March 8th and not assigned to any booth work at the Classic.

All pictures and applications will be given back to each of you at the event. If you would like it returned after Jan 1 ,then please include a self addressed stamp envelope. Thank you.

We wish you the best of luck and feel free to pass along this info to anyone who may be interested in volunteering for this wonderful event.

Thank you,

Jen Hendershott

I’m constantly asked by a variety of people how they can get noticed in the fitness industry. There are a number of ways but one of the simplest is YouTube.com. You’ll need a video camera and a computer. Aside from that it requires only a little time and creativity.

Start by setting up your own account on youtube. Once you are a registered user of the site you can set up your own channel. This is where you can post information about yourself and  showcase your videos. You can customize the look of the page as well as a variety of other features. I set up my own channel nearly three years ago and admittedly I don’t update it as often as I should.

If you’re a personal trainer perhaps you set up a channel and give your own training tips. If you’re a suit maker - create videos about what makes a good suit or bad. Those of you who love to cook demonstrate your own cooking tips. Perhaps you like to workout and want to show others how you train. Like to do makeup for competitions - demonstrate how to do your own makeup for a show without looking like a clown.

Think it through before starting and consider how putting the time into the videos will help get you noticed in the industry. It doesn’t have to always be serious. I like to have fun and not take myself too serious, so some of the videos I have posted show my sense of humor and are simply for entertainment purposes. The key is to make it what you want it to be and the content you want to be attached to when others view it.
Do you have your own YouTube channel? If so put the link in the comments field for our visitors.

I found this well executed ad for Adidas…

The copy reads:

New muscles are proof of how far you’ve come. They’re proof of your commitment. Proof of your early morning runs. With every run you feel muscle that are getting stronger - muscles that never used to be there. When you don’t notice your running gear all of a sudden you start to discover a newer, prouder version of you. Adistar Ride - Made for your Motion.

I’d like to see the supplement companies give more thought to their advertising. Instead of sticking xyz competitor and a product shot; why not spend a little time and effort into developing a concept? The supplement companies (generally speaking - not all but most) fail to evoke emotion and create any type of creativity in their advertising. I’m not saying the ad shown above is the greatest ad ever created but it starts to create an emotional connection through the photography and body copy.

The Muscle Flex web site features IFBB Pro Monica Brant on their homepage. A testimony from Monica about the product states, “I have never been on a machine quite like The Muscle Flex. I do believe it is the only machine of its kind! It gives a complete strength and cardio work out while also an incredible flexibility training session too. It’s an amazing way for anyone to get into shape, become more flexible and FEEL HEALTHY and FIT! PS.. Ladies!! This machine is dynamic for shaping our trouble spots.. you know, the glutes and thighs!!”

The company’s press release revealed some of their future plans which include infomercials. Perhaps we’ll see Monica in one of them.

Muscle Flex(TM) to Produce and Implement a National Infomercial and Media Strategy for the Muscle Flex(TM)
BEVERLY HILLS, Calif., Nov 12, 2008 (BUSINESS WIRE) – Muscle Flex Inc. (Pink Sheets:MFLI) announces that it’s producing and implementing a national infomercial and media development strategy for the Muscle Flex(TM) (www.TheMuscleFlex.com) in-home fitness machine after a successful market test. The Muscle Flex(TM) is the new generation in-home fitness machine and is the only comprehensive machine that provides strength, cardio and flexibility as its primary benefit.

In-home Fitness machines are one of the most successful infomercial and direct market products. Other fitness products such as the Total Gym, Bow Flex and The Gazelle have sold in excess of $1 billion each via infomercials. Our initial test and feedback suggest that the Muscle Flex(TM) has the potential to be the next mega-hit in the multi-billion dollar infomercial TV fitness market.

The Muscle Flex(TM) marketing plan will be a multi-pronged approach which includes:
1. 30-minute & 2-minute Muscle Flex TV infomercials - The 30-minute long form and 2-minute short form Muscle Flex infomercials will air in a number of test markets and expand as demand dictates.

2. Performance based marketing programs with third party vendors via the Internet, print and TV — Upfront marketing costs are paid for by third party marketing vendors and Muscle Flex provides a commission on a per unit basis.

3. Additional avenues of proprietary media creation with strategic partners — Currently specific projects are under development and Muscle Flex hopes to make an announcement shortly.

The complete Muscle Flex(TM) marketing strategy will include an affiliate program as well.

The Muscle Flex(TM) is the only in-home exercise machine of its kind that delivers strength, flexibility and cardio training all in one fluid gliding motion. The Muscle Flex(TM) is the “Natural Fountain of Youth(TM)” as it improves and builds strength and posture, flexibility, sculpts, tones and develops long lean toned muscles. Go to www.TheMuscleFlex.com to learn more.

“Muscle Flex” and “Natural Fountain of Youth” are trademarks of Muscle Flex Inc. All Rights Reserved.

About Muscle Flex
Muscle Flex Inc. develops and creates media properties and is a product incubator in the health and fitness sector. The Corporate strategy is to develop media content for public consumption and distribution and to bring unique and innovative products to market via direct response marketing strategies such as infomercials, advertorials, traditional retail and other associated advertising vehicles too expeditiously and economically market products worldwide.

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 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 CelebDirect to be materially different from the statements made herein.

SOURCE: Muscle Flex Inc.

Need a lesson in how to market yourself and go beyond the fitness and figure world? Take a chapter from IFBB Figure Pro, Kristal Richardson’s book. Kristal is a spokesperson for Tight Curves and she’s using her position as an IFBB pro and personal trainer to get a little publicity beyond the fitness industry. Scratch that. She’s getting a great deal of publicity for herself and in the process the company she represents. Her latest mention was in the Chicago Tribune where she provides a few fitness tips to their readers.

If you hate sit-ups, you’re in luck. They’re one of the top five exercises women should completely avoid, says personal trainer Kristal Richardson.

The other ones to avoid are the ones you’re doing wrong, says Richardson, a Bloomington, Ill., native and “professional figure competitor”—a division of bodybuilding that emphasizes tone, symmetry and lean muscle. So while women can tackle the same workouts as men, their joints are generally looser than a man’s and “poor form and too much weight can lead to stiff joints or even damage.”

Props to Kristal for using her professional status as more than a title on her resume. Read the full story and her tips here.

Millions of Americans voted today and elected Barack Obama as their 44th President. Whether you voted for the man or not, one thing is undeniable; his persistence and ability to motivate helped him win this election. Last month, Ad Age magazine named him Marketer of the Year and with good reason.

“I honestly look at [Obama’s] campaign and I look at it as something that we can all learn from as marketers,” said Angus Macaulay, VP-Rodale marketing solutions “To see what he’s done, to be able to create a social network and do it in a way where it’s created the tools to let people get engaged very easily. It’s very easy for people to participate.”

There is something we can all learn from this election. What you take away from it is up to you. Will we be better off four years from now? Only time will tell but let’s hope that we all are.

I checked into my hotel and had trouble sleeping so I turned on TV. It may have been because of the 4 Diet Cokes (still waiting for mine Mr. Lindsay). Any whoo, you have to love the marketing that runs around 1am. I’d see this commercial before but as I flipped around the tube it was on every other channel. The commercial was of course aimed at people who are up late and probably emotionally eating for some reason and feeling bad about themselves.

The people behind the Bender Ball start the commercial off by flashing text up… “Listen to these results”. The very first line a woman uncomfortably says, “I love my abdominals. Yes, I love my belly. I love my abdominals.” Huh? Any one I know who refers to their midsection as a belly is not usually happy in doing so. Unless your that jolly fat man who delivers presents from the North Pole. Who says they love their abdominals? Maybe I love my abs, maybe.

This infomercial is a real hoot. It wouldn’t be so bad if they ditched the lady with the horny husband and the belly loving woman at the start. Random. I know. Enjoy.