Keys Fitness Products will target distribution of its Ironman Fitness personal health and fitness accessories to national grocery, drug, and mass merchant retailers throughout the United States hoping to reach female consumers, ages 18-54, who purchase 60% of all health and fitness products. The company will continue to market its complete Ironman Fitness line of home exercise equipment 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.
“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.”