Fitness PR Division

This is one of those points in the CPG industry when you wish you didn't let your clients appoint that celeb to co-communicate a brand. It happens all too often a product launches around a star, then suddenly that star fades or implodes as is the case with Tiger Woods. From  a PR standpoint, can Tiger Woods recover from his current debacle? 

In my opinion, yes.  He has gotten himself into a real PR nightmare but, I do think it will only end up helping him in the end as American consumers love to forgive and forget, we build them up just as fast as we tear them down.

There are his endorsements – they all seem to be sticking by him.  I don’t think we will be seeing a Tiger Woods ad played on TV anytime soon but, in the next few months, they’ll come back.  Currently, Woods has deals with Nike, Tag Heuer, Gillette, Accenture and Electronic Arts.  Nike has the most money invested in Tiger - $30 million to be exact.  Gillette, with a $15 million deal, may actually look at this as an opportunity – their image is all about “guy-guys” and to some people, Tiger is just being a guy.  Gillette doesn’t have the same messaging as say, Axe Body Sprays (how about that for an endorsement?) but they are certainly more about the manly men so this may not phase their ad and pr people as much.  But how will they handle backlash from the public?  I guess only time will tell whether Tiger’s bad behavior will have an effect on men’s grooming products.

This current situation doesn’t affect the fact that he is an amazing athlete.  As far as his future in the golf world, he will probably write a book, be diagnosed as a “sex addict”, have every major network after him for interviews, and, he will continue to be an incredible golfer.   He seems to be a pretty private guy so I’m sure if he continues to play it cool and keep it private, it will blow over.

OR, he could divorce his wife, continue his bad-boy behavior, become the spokesperson for Jack Daniels and Trojan, and become the coolest golfer ever…Think about what that could do for the golf world…

Here are our thoughts on what lifestyle products would appeal to the NEW Tiger Woods consumer:

• Viagra
• Trojan Condoms
• Red Bull Beverage
• Listerine

But the real new starlet could be his wife as she comes out swinging, does anyone remember Hillary Clinton when she said she would stand by Bill and America loved her for it. Maybe this is what Elin Nordegren needs to get out from her husbands shadow and relaunch her modeling career or maybe make a guest appearance on BRAVO's Real Housewives.

I remember growing up in the 70's and 80's to the aerobics craze that was the Jane Fonda Workout. And just as she originally introduced baby boomers approaching middle age to fitness some 30-something years ago, she is doing it again by launching World Fitness Day on May 1st.

The Georgia Dome in Atlanta will be the launch location with only 3000 tickets available, but will also be broadcast live on UStream. On hand will be Richard Simmons, Denise Austin (my personal favorite), Billy Blanks and oddly enough...The Pointer Sisters (not really clear on how they fit in with fitness gurus?) The event will benefit the Georgia Campaign for Adolescent Pregnancy Prevention, a charity Fonda founded in 1995.

Lauren Conrad wants teens to know that beauty doesn't always come from the cosmetics aisle or fashion racks. Whether it's getting ready to look your best for a big event or a regular day at school, Lauren has partnered with the National Milk Mustache "got milk?"® campaign and DonateMyDress.org to show how making the right choices, like eating nutritious foods and drinking lowfat or fat free milk, can help teens look and feel their best. As part of her partnership with the "got milk?" campaign, Lauren is asking teens to cast their votes to make "got milk?" history and help style the milk mustache ad she'll appear in this spring.  

Typically when you attach a celebrity name to a product it helps move sales. In the diet industry, celebrity makeover stories are big news. No pun intended of course. But the most recent addition to the Weight Watchers spokesperson lineup is Jennifer Hudson, who I personally think is more of a "real person" type celebrity than say Sarah Ferguson or Jenny McCarthy. Will it help keep Weight Watchers relevant with the celebrity weight loss competition of Jenny Craig with Valerie Bertinelli, Sara Rue, Jason Alexander and now Nicole Sullivan?

"If your shoes don't work out, neither will you.." How true is that statement? We all give countless excuses to why we brush off our fitness routine, but when it comes down to it, since our feet absorb the brunt of our workout, it only makes sense that we make sure we maintain the right fit and comfort level in our workout sneakers.

rykä, an athletic shoe brand began by Sheri Poe (but has since been acquired by American Sporting Goods Corporation,) designs fitness shoes with the unique shape of a woman's foot in mind. One size does not fit all, especially when it comes to the way we wear our shoes. rykä's athletic shoes are narrower in the heel and wider in the forefoot to ensure the comfort of every woman whether it's simply walking a trail with a close friend or working out at the local gym to accomplish a fitness goal.

Wilhelmina Models, the world's leading modeling agency, announces the second annual WILHELMINA HOT BODY MODEL SEARCH, a nationwide effort to find one woman and one man who epitomize beauty, health and fitness.

Along with its partners, leading active lifestyle magazines Shape and Men's Fitness, Wilhelmina Models invites both avid health and fitness professionals and amateurs to register online at www.wilhelminamodelsearch.com, or in person at one of the scheduled open casting calls in Las Vegas, New York City and Miami.

The search ends on November 17. Ten finalists will be brought to New York in early 2011, and two winners of the final challenge will be chosen to join Wilhelmina's elite roster of models, fitness experts and professional and Olympic athletes.  

Mike Sorrentino, aka "The Situation" from MTV's hit reality series The Jersey Shore is extending his 15 minutes of fame well into the holiday season of 2010. Known for his amazing abs (that he really enjoys showing off often), he and his brother Marc along with personal trainer Jon Manfe (otherwise known as The Unit), are releasing a fitness video that he says will get you ripped.

While "The Sitch" may be the butt of jokes for many, it's a pretty smart move to captialize on something that is often buzzed about. The question is, will The Jersey Shore be enough publicity to keep it selling well past the season's shelf life?

*Photo source: The Coast

Do you secretly dream of having a body like your favorite celebrity? If you want to have a figure that screams "I belong in Hollywood!" then your best bet is to try the Hollywood Diet. The Hollywood Diet is a detox system that defies all odds. Dubbed the "miracle diet," this system can help you lose as many as five pounds in as little as twenty-four hours. Although proven to not be a permanent fix, it is the best solution for shredding those stubborn pounds just in time for your big event.

The Hollywood Diet is not your typical meal system. Instead, you have two options: cookies or detox body cleanse. In order to restrict you from taking in unnecessary calories, eating four cookies replaces your usual breakfast and lunch. The cookies provide enough vitamins, minerals and fiber to leave you feeling satisfied for a longer period of time. The detox drinks, however, are what The Hollywood Diet is most known for. The detox substances are concentrated and after adding it to a bottle of water, simply sip the beverage over a period of four hours. Combined with the cookies, you expect to achieve optimum results, which could be up to ten pounds during a 48-hour period.

Although most consider the product to be quite pricey, The Hollywood Diet has proven to live up to expectations. Would you be willing to try it? Learn more at www.HollywoodDiet.com.

Actress Suzanne Somers has had a long history of product promotion. She’s released numerous diet and self-help books, and has been the face of numerous weight loss and fitness products throughout the years. Her latest endorsement is for RestoreLife formulas, a purveyor of vitamins and supplements.

Somers was a good choice for the face of RestoreLife products. She’s known for being outspoken on a number of medical and health issues, and although some of her opinions have been criticized from time to time, she has solid opinions and supports things she believes in. Somers backs RestoreLife products and vouches for their purity and effectiveness.

RestoreLife’s nutritional supplements are made from the finest quality of natural ingredients and vitamins. The products have received 5-star reviews and customers continue to voice their satisfaction with the quality of the supplements. The best sampling of RestoreLife products is the 3-Pack Supplement Starter Kit. It includes Omega-3 Renew, Vitamin D3 Renew, and Resveratrol Renew, all products which promise to improve overall health and well-being for middle-aged and older women.

If you grew up watching Alison Sweeney on Days of Our Lives like I did, I'm sure you will agree that you feel a sort of kinship with her. And I can relate to her now, more than ever, in this season of my life. Just like her, I am a mom (although take her kids times 2 for me) and juggling a fast paced career. And just like her, and most other women who have had children, I struggled (and still do) with my weight post-pregnancy. Much like the website/blog in her namesake is friendly and most of all, real, so is her new book The Mommy Diet.

As host of The Biggest Loser, I'm sure Ali learned a thing or two about diet and exercise. I'm equally as sure that she listened to feedback from the public on what they like about Biggest Loser and what they don't. And as most of us know, we are more likely to be encouraged and motivated by diet tips that we can easily assimilate into our own individual lifestyles than by military style regimens. 

Sure to be a hit, The Mommy Diet, will guide you step by step through pregnancy and thereafter so that you can be healthy and not have to worry about carrying around that "baby weight"...even when your youngest is now in preschool. (Not speaking from experience or anything!)

Check out The Mommy Diet on Amazon.com and see all of Alison Sweeney's health, fitness and lifestyle tips on her website www.AlisonSweeney.com.

Janet Jackson has always publicly talked about her struggle with her weight, no thanks in part to the tabloids who blast her each time she gains or loses a dress size. Even today, as I stood at the convenience store there was a tabloid where they had her on the front page with claims that she gained weight. As we've watched her ups and downs over the years, we have always rooted for her, because despite being in the public eye for all of her life as part of the Jackson family, she remains a very down to earth and beautiful person.

In conjunction with the launch of her new tour, she has also launched a wellness book. "True You: A Journey to Finding and Loving Yourself" focuses on Jackson's story of her struggle with body image from her pre-teen years until today. With constant reinforcement from those around her and the media that her body was not right, her self esteem dwindled leading to ups and downs in her weight well into adulthood. 

Her story is honest and raw, and revealing of who she really is. For those of us who have battled the rollercoaster ride of self worth as seen through our body image, this is one book you will want to read. Find it at Amazon.com.  Let us know your thoughts via on our Twitter page at @PierceMattiePR.com

I have long had a (pretend) love affair with Matthew McConaughey. Well, who hasn't really? Almost all of his movies are hits (I can't wait to see The Lincoln Lawyer, can you?) and as he ages, he seemingly gets better looking. Being on set and squeezing in family time means coming up with unique ways to fit in fitness into your daily routine. McConaughey likes to golf, do yoga, go surfing, running, cycling...he's not your typical gym guy. So it makes sense that in April's issue of Men's Fitness, McConaughey explains that he lifts rocks to stay fit. Yes, rocks...as in the kind found in your backyard.

As McConaughey explains it, you can lift the rocks over your head, rest them on your shoulders, shift weight--all which tone your muscles. You learn your body's weakenesses, as well as its strengths.

So many times when we think of fitness, we automatically envision tredging to the gym. But as McConaunhey shows us, fitness doesn't have to be anything extravagant (didn't Richard Simmons show us we could use soap cans as weights?) and certainly doesn't have to cost us a dime. Mother Nature provides us with all we need anyway, so is it really a stretch that it now includes rocks in our workout as well?

I have long had a (pretend) love affair with Matthew McConaughey. Well, who hasn't really? Almost all of his movies are hits (I can't wait to see The Lincoln Lawyer, can you?) and as he ages, he seemingly gets better looking. Being on set and squeezing in family time means coming up with unique ways to fit in fitness into your daily routine. McConaughey likes to golf, do yoga, go surfing, running, cycling...he's not your typical gym guy. So it makes sense that in April's issue of Men's Fitness, McConaughey explains that he lifts rocks to stay fit. Yes, rocks...as in the kind found in your backyard.

As McConaughey explains it, you can lift the rocks over your head, rest them on your shoulders, shift weight--all which tone your muscles. You learn your body's weakenesses, as well as its strengths.

So many times when we think of fitness, we automatically envision tredging to the gym. But as McConaunhey shows us, fitness doesn't have to be anything extravagant (didn't Richard Simmons show us we could use soap cans as weights?) and certainly doesn't have to cost us a dime. Mother Nature provides us with all we need anyway, so is it really a stretch that it now includes rocks in our workout as well?

I have long had a (pretend) love affair with Matthew McConaughey. Well, who hasn't really? Almost all of his movies are hits (I can't wait to see The Lincoln Lawyer, can you?) and as he ages, he seemingly gets better looking. Being on set and squeezing in family time means coming up with unique ways to fit in fitness into your daily routine. McConaughey likes to golf, do yoga, go surfing, running, cycling...he's not your typical gym guy. So it makes sense that in April's issue of Men's Fitness, McConaughey explains that he lifts rocks to stay fit. Yes, rocks...as in the kind found in your backyard.

As McConaughey explains it, you can lift the rocks over your head, rest them on your shoulders, shift weight--all which tone your muscles. You learn your body's weakenesses, as well as its strengths.

So many times when we think of fitness, we automatically envision tredging to the gym. But as McConaunhey shows us, fitness doesn't have to be anything extravagant (didn't Richard Simmons show us we could use soap cans as weights?) and certainly doesn't have to cost us a dime. Mother Nature provides us with all we need anyway, so is it really a stretch that it now includes rocks in our workout as well?

It’s no secret that Kim, Khloe, and Kourtney Kardashian are superstars. From magazine covers to TV shows, it’s almost impossible to ignore their media presence. Over the past few years, our population has become consumed with the glam Kardashian lifestyle, and QuickTrim saw this national obsession as a fabulous business opportunity.

QuickTrim Diet System promises bikini-body results by aiding in calorie burn and boosting energy levels for supercharged daily workouts. The diet supplement brand has been working with the jet-setting sisters since 2009, and the girls have consistently praised QuickTrim for their hot bods. While the Karadshian trio was certainly never overweight, they’ve slimmed down and toned up, saying they owe it all to the Fast Cleanse program.

Just recently, The Kardashians and QuickTrim partnered with GNC for a Lose To Win contest. After purchasing any Kardashian-sponsored QuickTrim supplement, contestants can submit a letter or video of their own “Inspiring QuickTrim Success Story”. Kim, Kourtney, and Khloe will select 10 lucky winners who will receive trips and cash prizes. The grand prizewinner will receive $50,000 cash, hotel & air fair to meet the celebrity sisters, a $2,000 shopping spree and the chance to appear on national television as a QuickTrim spokesperson.

A three-minute unpaid praise of thinkThin bars by Ryan Seacrest on his popular radio show, a weight wellness tip by actress Gwyneth Paltrow and celebrity trainer Tracy Anderson, and a cover story in the LA Times business section; these are just a few recent milestones Lizanne Falsetto, CEO and founder of Think Products, never dreamed of attaining ten years ago when she started baking these delicious gluten free thinkThin bars in her small kitchen. Better yet, she never dreamed she was concocting a recipe that would become the No. 1 ranked energy bar in the Southwest Region.

Heidi Klum has always been one of the best known faces in the modeling, fashion and TV worlds. She started out her career in the modeling industry and is well known as being one of the Victoria’s Secret models. As she modeled for the top designers, she became well acquainted with global fashion trends. What amazes me (and I am sure everyone else too) about Heidi Klum, is how she seems to be able to do everything. She was on the Forbes List of the richest and most powerful actors, actresses, and musicians. She is a mom, has a career as a TV show host, a model, and now a designer, and still manages to look stunning. Who would ever guess that she's had a few chidlren? It is no surprise that she works out to maintain her figure.

In order to have a good workout, it is important to feel good. Everyone knows that in order to run comfortably, you need a shoe that is suited to running. Although it has been said many times before, many people do not realize that you are what you wear! If you dress like a slob to the gym, you will not feel motivated to perform your best. On the other hand, if you dress well to the gym, it can not only improve your attitude, but also your performance.

Last Fall, Heidi Klum introduced her line of fitness apparel with New Balance, otherwise known as HKNB. Her collection features pants, hoodies, sweatshirts, versatile sweaters, leggings, tunics, woven and knit tops, dresses, and shoes. Her entire collection looks really stylish and feminine. I am definitely motivated to go for a run! Heidi Klum for New Balance is not currently available in stores but can be purchased at Amazon.com.

Heidi Klum has always been one of the best known faces in the modeling, fashion and TV worlds. She started out her career in the modeling industry and is well known as being one of the Victoria’s Secret models. As she modeled for the top designers, she became well acquainted with global fashion trends. What amazes me (and I am sure everyone else too) about Heidi Klum, is how she seems to be able to do everything. She was on the Forbes List of the richest and most powerful actors, actresses, and musicians. She is a mom, has a career as a TV show host, a model, and now a designer, and still manages to look stunning. Who would ever guess that she's had a few chidlren? It is no surprise that she works out to maintain her figure.

In order to have a good workout, it is important to feel good. Everyone knows that in order to run comfortably, you need a shoe that is suited to running. Although it has been said many times before, many people do not realize that you are what you wear! If you dress like a slob to the gym, you will not feel motivated to perform your best. On the other hand, if you dress well to the gym, it can not only improve your attitude, but also your performance.

Last Fall, Heidi Klum introduced her line of fitness apparel with New Balance, otherwise known as HKNB. Her collection features pants, hoodies, sweatshirts, versatile sweaters, leggings, tunics, woven and knit tops, dresses, and shoes. Her entire collection looks really stylish and feminine. I am definitely motivated to go for a run! Heidi Klum for New Balance is not currently available in stores but can be purchased at Amazon.com.

One thing that marketing has taught us over the years is that bigger than life spokespeople (aka celebrities), at least when it comes to weight loss and fitness (and no pun intended), don't work when trying to sell a product or lifestyle. The consumer seems to be sold on the real, everyday person who tried everything, struggled with their weight for years (as most of us have) and then, one day found the solution to their problem. Consumers like testimonials that aren't "all I took was this pill and lost 20lbs overnight!" Despite being a make it happen now society, they like to hear that the solution isn't a magic pill.

That's why diet and fitness expert, Gabi Rose, is so successful. She struggled with her weight, at one time wearing a size 26 and with a dedicated plan to lose the weight in a healthy way, now wears a size 2. While her story of losing 130 pounds may be amazing, as we all know the proof is in the pudding (the low-fat kind...) and losing is only half the battle. The true testiment is when you are able to keep it off. That's when consumers are sold on a lifestyle brand such as Rose's--because it is proven to work.

Women's Entertainment saw this and will now feature Rose in a new series on WE called, "Absolute Beauty." Rose will host the show and spotlight her scientific weight regimen. She'll be traveling to different locations, since obesity is a global epidemic. I'm sure the show will hit a tone with all women looking to figure out not only how to lose the weight, but how to keep it off as well.

Absolute Beauty will begin airing in January 2012.

The TV series The Doctors is becoming more and more popular since its original airdate in 2008. The show mainly focuses on medical and health issues, as well as providing discussions based on questions presented by various audience members. An emergency room physician hosts the 60-minute series, along with another trained physician, a pediatrician, obstetrician, and plastic surgeon. Another interesting aspect of the show that many viewers are unaware of, is that Phil McGraw, the host of Dr. Phil, created the hit show.

For their fourth season they have added on a new co-host whom we all admire - Jillian Michaels. Jillian Michaels is largely well known, particularly for her nutrition, weight-loss and coaching expertise. She became even more inspiring through training and coaching on the TV show, The Biggest Loser.

Not only has Michaels achieved these inspirational TV roles, but she has mounds of other accomplishments, such as; holding a black belt in martial arts, 2 personal trainer certificates from the leading certification programs in the United States - the National Exercise & Sports Trainers Association (NESTA) and the American Fitness Association of America (AFAA), holds a nutrition and wellness consultant certificate with the American Fitness Professionals Associates (AFPA). Michaels has also written four bestselling books, such as; Making the Cut, Unlimited: How to Build and Exceptional Life, and more. In addition to her popular books, she has created countless workout and weight-loss DVDs that are listed as best sellers, like Ripped in 30, and Yoga Meltdown. She even has 3 video games the Wii system to help you with your fitness level!

Michaels is also actively involved in many charities by holding the position of the ambassador for the American Cancer Society, the ambassador for Stand Up 2 Cancer, and works on various programs to help stop childhood obesity.

Check out their local listings on their website to find out when you can watch!

Will you be tuning in to watch this season ofThe Doctors? Tweet us @PierceMattiePR!

As we’ve all seen and heard, one of the best ways to get fit and relieve stress is through yoga and pilates. Vince Vaughn’s mother, Shea Vaughn has lived her life in belief that stress and negative attributes can be eliminated through yoga and exercise practices.  - And as we can all see in the above image, for a woman in her seventies…. She looks ah-maz-ing!

Shea has written a book that shares her knowledge on how to live a healthy and positive lifestyle. Shea Vaughn’s Breakthrough: The 5 Living Principles to Defeat Stress, Look Great, and Find Total Well-Being contains her thoughts and advice on how to achieve a healthy and successful life. The 5 living principles she refers to are: commitment, perseverance, self-control, integrity, and love, all of which contribute to anti-aging and stress-relieving methods.

Shea uses yoga, tai chi, martial arts, dance and pilates to stay fit and healthy along with a positive and committed mind sight. In her book she explains and guides you how to achieve this ideal lifestyle.

Breakthrough is a good learning and inspiration tool to kick off your new healthy and fit lifestyle. What better way to being a new year with a new, healthier and stress-free lifestyle?

Are you going to read Breakthrough? Also a good Holiday gift idea for those on your list. Let us know what you think @PierceMattiePR.

Chef Kent Rathbun tackled the culinary scene when he won the Food Network's show Iron Chef America with his brother Kevin Rathbun in 2008. Kent has been perfecting his passion for the culinary arts since the tender age of 9 years old. He studied in several cities such as Dallas, New Orleans, and even Bangkok, Thailand. Throughout his travels he picked up tidbits of tricks that contribute to his signature recipes that have leveraged his popularity today.

Chef Kent Rathbun has seven renowned 5-star restaurants, all located in Texas. The themes vary from Pan-Asian cuisine, to wood fire grills and steakhouses, all sure to satisfy anyone’s taste buds. Chef Kent Rathbun has also proven to be a chef for the stars. He has been featured on several television shows and cooks many prestigious meals for events. For instance, he is a regular guest chef for a “Taste of the NFL”, and has cooked for the 2001 Inaugural Ball. Most recently, Rathbun was able to personally cook his signature Lobster Shooters for Oprah, during a small screening party for the movie Red Tails.

Aside from operating his seven restaurants and cooking for celebrities, Kent has his own product line called “Kent Rathbun Elements”. This line features various sauces, marinades, and dressings. These may be simple condiments, but will add exceptional flavor to daily household meals. The products are available at all Central Market locations; however, if you do not reside in the Texas area, you can also enjoy these savory additions by purchasing Kent Rathbun Elements on www.kentrathbun.com.

Although, Kent Rathbun remains faithful to his mouthwatering dishes, he still strongly believes in maintaining healthy eating habits. After he realized the importance of healthy eating, Rathbun incorporated some of his healthy lifestyle choices into the dishes served at his restaurants. He even offers cooking classes for $400 per class, which demonstrates cooking techniques that anyone can learn. One of his classes called “Farm to Table” encourages and teaches people how to cook healthy meals straight from fresh foods grown locally.

Finally, Kent Rathbun is an advocate for subscribing to weight loss programs via mobile technologies. He relies on the Weight Watchers mobile application to help with the lifestyle changes necessary to transition to healthier diets and lose weight. After becoming acquainted with the program, he as ultimately found the balance between savory and healthy.

Have you ever tasted Kent Rathbun’s tasty treats? How do you balance taste with healthy eating habits?Tweet us @PierceMattiePR

How do you bring an international brand to the U.S., open more than 170 stores in a credit crisis, win loyal customers for repeat business across North America, and earn the #1 Zagat rating in today's economy? Be Likeable.

That's what Red Mango, Inc. Founder and Chief Concept Officer Dan Kim will discuss as a featured speaker at the first annual Likeable U Awards: Creating a More Likeable World, during Internet Week (IWNY) on May 15 at the Desmond Tutu Center in New York City.

"Social Media Beyond the Buzz," the theme of the meeting, is a hot topic for Kim who credits Facebook, Twitter, Instagram, Pinterest and more for facilitating a dialogue between Red Mango® and consumers that has resulted in an international franchising success story. With more than 500,000 Red Mango followers on social media channels, Kim will discuss the importance of pictures in building social media relationships with the Likeable U crowd.

"Social media is our direct lifeline to our consumers," Kim says, who opened the first Red Mango store in the U.S. in 2007 and continues to expand the brand across the Americas. "I want Red Mango customers to feel that they can directly contact me and have a say in our products. Images are also an important aspect of social media.  Giving fans a visual allows for great feedback."

Contradicting the idea that big brands need big advertising dollars to establish themselves, Red Mango has fostered a grassroots connection with its audience through social media and brick-and-mortar locations, letting its healthy products support the slogan to "Treat Yourself Well"®.  

With more than 170 locations in North America, Red Mango offers over 50 flavors of all-natural frozen yogurt, fruit and yogurt parfaits, and, uniquely delicious smoothies that are made with fresh fruit (instead of frozen fruit) and sweetened with all-natural stevia.