Muscle Flex to develop direct response television infomercial business

Mar 8 2010

Muscle Flex Inc. (www.MuscleFlex.com) (Pink Sheets:MFLI) announced today that it will develop its direct response television infomercial business exclusively under its health and fitness brand, Muscle Flex. Muscle Flex will become a “grittier” and “edgier” health and fitness brand within the company (BRAVADA International Ltd) that will be marketed to a demographic pre-disposed to an aggressive health and fitness lifestyle. The direct response infomercial business shall form an integral part of the Muscle Flex brand and will utilize a “hard” sales (call to action) approach in the design, marketing and feel of its DRTV and online marketing strategy. Through its trademarks and related intellectual properties, the company unequivocally owns “Muscle Flex” throughout the health and fitness idioms and believes the best way to maximize on the “Muscle Flex” brand is to market its products and services exactly as the name suggests; as an edgy and fitness focused brand. BRAVADA International Ltd will be the name of the parent company and the BRAVADA™ brand will engage in television, media, lifestyle and other related businesses on a macro scale. Additional details regarding the corporate and brand configuration shall be provided in a subsequent news release.

“It was a fairly simple decision to make as the name ‘Muscle Flex’ immediately conjures an image of a much more aggressive health and fitness lifestyle and this is exactly how we will market the brand”

Muscle Flex currently has two completed infomercials: The Beagle StepFit™ (www.BuyTheBeagle.com) and The BUDDY™ Tablet Caddy (www.GetTheBUDDY.com), along with significant product inventory for both. Muscle Flex has also been developing a third product offering for its infomercial business in the much more edgy style and feel. This new Muscle Flex fitness product will be sold via a television infomercial with a comprehensive exercise guide and possibly a video exercise DVD. Muscle Flex expects to retail this new fitness product for under $29.95. Details shall be disclosed shortly. The Beagle StepFit as well as The BUDDY Tablet Caddy infomercials are being re-developed to be synonymous with the new edgier and gritty Muscle Flex brand. The Muscle Flex “drive to the internet” approach will remain an integral part of the overall strategy where the “Muscle Flex Online Shopping Mall” shall provide a wide selection of Muscle Flex branded as well as other third party branded product offerings.

“It was a fairly simple decision to make as the name ‘Muscle Flex’ immediately conjures an image of a much more aggressive health and fitness lifestyle and this is exactly how we will market the brand,” commented Danny Alex, CEO of BRAVADA / Muscle Flex. “We will use edgier graphics, edgier marketing, edgier TV infomercials and a much more focused approach to the health and fitness lifestyle with the Muscle Flex brand. We wanted to segregate the ‘Muscle Flex’ brand from the parent, BRAVADA, so it could autonomously and without inhibition, engage in this polarized ‘fitness’ ambition without affecting the overall corporate identity. When you think of Muscle Flex you think of something a little more hardcore and that is what we will define the brand as, an edgy health and fitness brand."

Recently Muscle Flex Inc. / BRAVADA began a corporate name change and “brand” restructuring to segment the component parts of its business. The name of the company is being changed to BRAVADA International Ltd from Muscle Flex Inc. with Muscle Flex® being the defining health and fitness brand within the company.

BRAVADA / Muscle Flex recently completed the very successful filming of The Complete Package™ TV Reality Show pilot and opening episode (www.TheCompletePackageTV.com). The Complete Package Reality Show will be under the BRAVADA brand as well as any and all media and television projects. BRAVADA / Muscle Flex will be releasing a two-minute sizzle-reel of the Reality Show. The company is currently completing the final edits for the 1 hour pilot and opening episode of The Complete Package and is engaged in discussions with a number of entities with regards to its television airing. Details regarding any developments in this regard shall be provided to investors at a point of time that dictates a material change.

The Complete Package™

The Complete Package, its new reality television show, merges sex appeal, style, attitude and business savvy. The Complete Package winner will be selected on: Beauty, Charisma, Business Smarts, Fitness, Fashion Sense, Intellect, Sex Appeal, Confidence, Spirit and Heart and will represent and be the face of BRAVADA International for one season.

The Complete Package will redefine what sexy is in America. The 10-15 episode series will incorporate all of the drama, humor and the unexpected that comes when women compete. How does a beautiful woman get prepared for the opportunity of a lifetime? What decisions go into hair, make-up, wardrobe, and attitude to standout from the rest in a Beverly Hills, 90210 setting? What interaction takes place when they’re living with the competition? Who’s their friend and who’s their enemy?

This is a 24/7 competition never out of the eye of the camera. Special features in the show will include fashion couture on-a-budget, a swimsuit contest, perseverance, endurance, fitness, sales and business acumen, public appearances, and getting real in the ‘must see and hear’ Truth Booth. Each week one contestant will be eliminated until only one winner stands in the spotlight, The Complete Package.

Source Muscle Flex Inc. / BRAVADA International Ltd