Welcome to our comprehensive profile on Muscle Flex Inc. (OTC: MFLI)

OVERVIEW

The Complete Package

The Complete Package has 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 make-up, hair, wardrobe, and attitude to standout from the rest? What interaction takes place when theyre living with the competition? Whos their friend and whos 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 audience will also get to follow Danny's day-to-day business operations, the building of the Bravada brand and the interaction between his Bavada staff and the contestants in a Beverly Hills, 90210 setting.

And that's just season one! Which contestant
will demonstrate the best staying power? Stay tuned!

What Will the Winning Contestant Receive?

With its headquarters in beautiful Beverly Hills, California, BRAVADA and its CEO, Danny Alex are looking for one girl to represent the company as its future face and image in advertising, promotions as well as its business, The Complete Package!! She is a girl who is not only beautiful but also has a lot more than just looks. The Complete Package is a girl who embodies all of those things that completes what anyone would consider, a 'complete women' ... sex appeal, confidence, intelligence, fitness, athleticism, spirit and heart, and at the end of each week, one girl will have to go!!

The Complete Package is all about 10 beautiful and ambitious girls trying to convince BRAVADA's CEO that they are the perfect female personality to officially represent the company for the season. But there's more! Through it all, Danny is also trying to run his company, BRAVADA International.

Its not a beauty pageant and its not a fitness contest ... The Complete Package represents the complete woman where, sometimes, just having the prettiest face isn't the one!

Muscle Flex Inc. announced that Kim Kardashian has partnered with Muscle Flex to endorse its sassy and sexy Muscle Flex VATA Brasil™ Sports and Active Wear Collection (www.MuscleFlexVATA.com). Kim Kardashian is synonymous with style, beauty and fashion and is the perfect individual to showcase the Muscle Flex VATA Brasil Active Wear Collection. As one of the most watched and written about women today, Kim Kardashian is very selective in the products that she chooses to endorse and ensures that their quality and styling are commensurate with her international persona. Muscle Flex Inc. is excited to work with Kim Kardashian in propelling the Muscle Flex VATA Brasil Sports and Active Wear Collection and to continue to expand its quality, styling and brand awareness.



Muscle Flex was introduced to Kim Kardashian through its public relations and marketing partner TLK Fusion (www.TLKfusion.com). Muscle Flex CEO Danny Alex, provided Kim Kardashian and Kris Jenner with a selection of pieces from the collection to assess their styling feel and quality.

"I have been in search for the perfect fitness gear, and Muscle Flex VATA workout wear is stylish and comfortable, perfect for my lifestyle!" - Kim Kardashian

Kim Kardashian continued, "I look forward to working with Danny Alex and Muscle Flex in branding and showcasing the Muscle Flex VATA Brasil Sports and Active Wear Collection. The collection has an amazing feel, incredible fit and that sassy Brazilian flare."

"Kims participation and endorsement of the Muscle Flex VATA Brasil Collection is the perfect fit for Muscle Flex and the Muscle Flex VATA Collection," commented Danny Alex, CEO and Founder of Muscle Flex. "We have spent a lot of time and energy selecting and presenting the entire collection and are inspired that we are able to work with someone of Kim Kardashians caliber and taste.

Over the past few months, Muscle Flex has been developing what it calls a “company defining media project” with its public relations and marketing partner TLK Fusion (www.TLKfusion.com) as well as other high profile Hollywood entities and individuals.  Due to the size and scope of this project, Muscle Flex is focusing its time and efforts on the development and completion of this project that it expects to detail to investors within the next 2-3 weeks.  As a result, Muscle Flex will release its product commercials, The BUDDY and The Beagle, at a time that is more advantageous given the current TV media project in development.



About Muscle Flex Inc.



Muscle Flex Inc. is a leading edge fitness, health and lifestyle company that develops exciting brands and new products to market using direct response TV advertising and commercials as well as cutting edge brand and image marketing through the creation of television media content for network and cable television distribution.

Muscle Flex Inc. is focusing on delivering personal health and fitness products to consumers through its direct marketing strategies. The Company is structured as a platform company that is outsourcing manufacturing and distribution, while maintaining its focus on identifying and designing new products for the healthy lifestyle marketplace. The Company is launching three new inexpensively priced products in the second half of 2009. They believe the weak economic environment favors the adoption of new products with low price points. The marquee product, the Muscle Flex™, is a home fitness product that is scheduled to launch in early 2010. The product offers the benefits of flexibility and strength training along with a cardiovascular workout all from one piece of equipment. The Muscle Flex Inc. direct marketing model is designed to successfully launch new products by cross-marketing and selling using multiple sales channels, such as infomercials, advertorials, the Internet and select retail stores. Leveraging the global brand awareness of "As Seen on TV” product and a growing portfolio of whollyowned trademarks and patents, Muscle Flex Inc. is competitively positioned to capture share in the consumer products market. Past performance in the direct response TV industry has shown strong market acceptance for home fitness equipment and many other everyday use consumer products.

Muscle flex Inc. are experts in delivering revolutionary and functional health and fitness products / devices via direct response.  With years of fitness experience, Muscle Flex Inc. is poised to add additional health & fitness products to its consumer offerings.

Muscle Flex Inc., is  a company dedicated to providing the most exciting, highest quality and lifestyle applicable health, fitness and beauty products by the direct response "As Seen on TV" system.  The Vitamin BUDDY is the first of a number of products scheduled for release by Muscle Flex Inc. and Danny Alex is the colorful and chronically upbeat host of the Vitamin BUDDY series of infomercials.

Muscle Flex Mission Statement

Muscle Flex Inc. is a company dedicated to providing the highest quality health, fitness and lifestyle products that enrich and provide unequivocal betterment for an individual both physically and emotionally. To this end, Muscle Flex strives to always keep respect and honesty in all it delivers to its customers and provide the highest regard on the value of each individual. Muscle Flex believes it is its fiduciary duty to help in assisting all individuals attain a healthier lifestyle who have been disadvantaged one way or another by circumstances that were not of their choosing or control.

The Muscle Flex Corporate Philosophy

There are two main items that are at the center of their corporate philosophy; Limit Dilution and Increase Retained Earnings.

Dilution is the single most destructive event for shareholder value and an appreciating share price. The other item that Muscle Flex Inc. considers a top priority is Retained Earnings. Revenue that does not generate positive cash flow will eventually be dilutive to all shareholders through the need to raise additional capital to cover the monthly burn rate. At Muscle Flex Inc., it is a priority to control their fixed costs; especially all of those items concerning General and Administrative expenses.

Their attention to controlling their fixed costs is the basis by which they as a management team can limit dilution in all of its forms and provide investors growing retained earnings ... it is not just their corporate philosophy ... it is the way they do business.

Executive Summary

• Muscle Flex, Inc. is a specialty marketing firm that utilizes direct advertising for healthy lifestyle products.
• The Company has the rights to the Muscle Flex™, a home fitness unit that provides strength and flexibility training along with a cardiovascular workout. This is the first personal fitness product that combines the benefits of all three.
• Muscle Flex, Inc. is executing a platform business model whereby the Company outsources manufacturing and distribution, while focusing its efforts on its core competencies of identifying new personal health related products and designing and infomercials for the healthy lifestyle market.
• The Company is on schedule to air infomercials and advertorials for three new products that are inexpensively priced in the second half of 2009. We expect these three products to ramp up in 2009 and 2010.
• The Company is completing final design changes on the Muscle Flex™ product, and is scheduled to complete the initial infomercial for it in 2009. Initial airtime is scheduled for early 2010.
• Separate contract manufacturers have been selected for the initial three products that will be introduced in 2009, along with the Muscle Flex™ product.
• Americans spent over $66 billion on sporting goods equipment and apparel in 2006, and over $17 billion on health clubs. The baby boomer generation has a record of spending on healthy lifestyle and better physical fitness to improve the quality of life.
• Many highly successful home fitness products were initially sold through direct advertising, including the Bow-Flex, Total Gym and Nordic Track. These products sold for $1,000 to $5,000 per unit. We believe the Company's price point of $400 to $500 per unit is very attractive for a versatile and beneficial personal fitness equipment.

Investment Highlights

• The Company's business model of outsourcing manufacturing and distribution lowers its requirement for initial capital during the product ramp up phase.
• The outsourcing business model also reduces ongoing operational risk since a large percentage of manufacturing, distribution and marketing expenses are a variable cost.
• The first three products will be launched in the second half or 2009. The Muscle Flex™ home fitness unit is scheduled for launch in early 2010.
• Muscle Flex is an innovative home fitness product that provides strength training, flexibility training and a cardiovascular workout in one unit.
• The Company will use direct marketing through advertorials and infomercials, which have proven very successful for personal health and fitness products.
• Muscle Flex is in discussions to create a pilot program for prime time TV and/or cable about healthy lifestyles.
• The Company plans to use celebrities in its infomercials.

Business Model

Muscle Flex Inc. is executing a business model that outsources manufacturing and distribution operations to entities with considerable experience in these areas.  This model minimizes the initial capital required to ramp up production, marketing and distribution, while enabling management to leverage its intellectual capital.  The Company has agreements with manufacturers in China for each of its first three products.  For the Muscle Flex™ product, the Company has contracted with a manufacturer in Viet Nam and is seeking a second manufacturer.  Contract manufacturers source the necessary raw materials and make the product to the Company’s specifications.  MFLI has agreements with call centers to outsource all ordering and distribution of products to consumers.

By outsourcing much of the operational functions, the Company can focus on leveraging its intellectual capital by:

(1) identifying new personal health and fitness related products that can benefit from direct marketing,
(2) designing infomercials and advertorials that clearly convey the products benefits,
(3) effectively marketing the infomercial, and
(4) creating a healthy lifestyle pilot program.

Designing infomercials may include the use of a celebrity as the infomercial MC, and/or may highlight endorsements by celebrities.  The direct marketing advertorials are 30 seconds to 5 minutes long, and the infomercials are 20 to 30 minutes.

Each infomercial and advertorial goes through a media test phase which provides data on its effectiveness.  With this information, the Company forms agreements to pay media outlets a percentage of gross revenues for the air time in launching the infomercial/advertorial to a broader audience.  This business model incorporates a high level of variable costs for each component, from manufacturing to marketing and distribution.  On an ongoing basis, the Company’s business model lowers operating risk since much of the costs are incurred relative to sales volume. 

The direct response marketing and distribution is an important component in executing this low cost business model.  An effective order and distribution system improves customer satisfaction with courteous service and on-time delivery of products.

Market for Home Fitness

The Sporting Goods Manufacturers Association reports sales in the US of sports equipment and apparel was $66.4 billion in 2006.  According to the Mercanti Group, approximately 43 million Americans belong to health clubs.  Revenues from health clubs are over $17 billion annually.  Americans are clearly willing to spend on their physical health needs.  The aging baby boomer population has been far more focused on healthy living practices in older age as compared to older generations.

It is estimated that up to 65% of the US adult population is overweight or obese, and yet, spending on new diet fads continues.  More Americans are becoming aware of the need for healthier living including low impact exercise that leads to a higher quality of life.  We believe as the baby boomer generation moves into the pre-retirement and early retirement age, the interest in quality of life and personal health increases.

In the last several decades, the baby boomer generation has provided an increased emphasis on personal health.  The trends of more health clubs with treadmills, stationary bikes, and other aerobic devices and the popularity of workout regimens including weight machine and free weight training, all occurred to meet the health requirements of the baby boomers.  Several in-home fitness products sold through infomercials have performed very well.  The Bow-Flex strength training, which sells for up $5,000 per unit, has generated over $1 billion in revenues.  The Total Gym, which costs up to $2,000 per unit has generated revenues of approximately $2 billion.  The Nordic Track set the record for the highest number of personal fitness units sold in one month through direct advertising at 350,000 units.  The direct advertising marketing channel has clearly shown that it is effective for home fitness equipment.