Keys Fitness Products Bulks Up Distribution Channels For Ironman Personal Accessories Line
National Food, Drug And Mass Merchant Retailers Targeted To Maximize Line's Popularity Amongst Female Shoppers
Dallas, TX - Keys Fitness Products – an internationally recognized provider of high-quality home fitness equipment based in Dallas, Texas – will target distribution of its highly popular line of Ironman Fitness personal health and fitness accessories to national grocery, drug and mass merchant retailers throughout the United States in an effort to reach female consumers, ages 18-54, who purchase 60% of all health and fitness products. The company will also continue to market its complete Ironman Fitness line of home exercise equipment – including treadmills, ellipticals and stationary bikes – through its traditional base of major sporting goods retail chains. Keys Fitness is currently presenting the accessory line to buyers and anticipates having the new distribution channels in place by August 2005.
The added distribution channels will bring quality, value and strong name recognition to a female-dominated fitness equipment category that has historically lacked the merchandising strength of a widely recognized, quality brand name. This initiative will also reinforce Keys Fitness' position as the first brand name provider of a unified product line covering all major categories of health and fitness, including cardio conditioning, strength training and hand-held accessory products. And given the immense popularity of the Ironman name, Keys Fitness believes the added distribution channels will help further build brand recognition within the key female demographic, boosting sales of all retailers who carry Ironman Fitness accessories.
More than 135 items from the complete Ironman Fitness accessory line will be available to drug store, grocery and mass merchant shoppers. Of these approximately 25 belong to the premium Ironman Fitness Pro Series line, which is specifically designed for those consumers dedicated to the health and fitness lifestyle. Price points for these items range from $1.99 to $49.99, and include neoprene-covered handgrips (MSRP: $3.99), 9-foot Cotton with Foam Handles Jump Ropes (MSRP: $6.99), 5-pound ankle weights ($11.99) and Chin Up Bars (MSRP: $17.99). Although competitively priced, Ironman Fitness will still provide individual retail outlets with sufficient profit margins.
"Female consumers make up 57% of the drug store, 54% of the grocery and 63% of the mass merchant customer base respectively," said David Williams, COO of Keys Fitness. "Combined with the fact that women traditionally purchase almost 60% of all health and fitness products in the United States, we feel introducing the Ironman Fitness accessory line to these retail distribution channels will substantially enhance visibility and sales within this key demographic."
To facilitate sales of the Ironman Fitness accessory line, Keys Fitness will provide all of its retailers with prepackaged floor stand shippers. These freestanding displays will be available for January 2006 promotions to help bolster what is traditionally the best month of the year for health and fitness products.
About Keys Fitness
Keys Fitness is a respected provider of gym-quality home fitness equipment based in Dallas, Texas. Widely recognized as an industry leader, the company offers a complete range of award-winning exercise equipment, strength-training products and related cardio accessories that help shape millions of lives. With products ranging from state-of-the-art home gyms and elliptical trainers to treadmills and stationary bikes, Keys Fitness offers total fitness solutions to retailers and consumers alike. Their products can be found in more than 7,000 stores throughout the United States and are distributed globally to retailers in 31 countries under brand names such as Keys, Ironman Fitness, CardioMax, Power System HealthTrainer and Karen Voight. For more information visit www.keysfitness.com or www.ironmanfitness.com.
Source: Keys Fitness