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Date: 9/28/2009
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Muscle Beach® Launched As Worldwide Fitness Brand | Muscle Beach® Launched As Worldwide Fitness Brand

Muscle Beach®, the fitness brand based on the Santa Monica, CA venue that launched the fitness movement, is now available to fitness businesses worldwide. Muscle Beach, an American institution and fitness icon, has long been recognized as The Birthplace of Fitness®. Today, it stands as the flagship brand of Multinational Brands, Inc., based out of Wilbraham, MA. The company was founded by Daniel Tschirret, an MBA and 40 year fitness industry veteran, who launched the brand to bring legitimacy back to an industry that some see as riddled with gimmicks and fads.

Muscle Beach® gives fitness businesses the flexibility to easily adapt to an ever-changing marketplace. Rather than focusing on just one type of business, i.e. a fitness club, the brand penetrates the market with a variety of options that also include: tanning salons, massage studios, sports beverage bars, sandwich shops, sports nutrition centers, and fitness equipment stores.

The brand is structured as a dealership, rather than a franchise, which eliminates or greatly reduces many of the traditional franchise fees.

Chairman Tschirret noted that the process of opening a new store or converting an existing one is quick, simple, and very affordable. He sees the company’s easy entry and exit policies, coupled with industry-low price points, including just $95 a month to start a personal training business, as the formula for pushing their market share to a dominant level. With the blink of an eye, any fitness business can instantly transform itself into The Most Trusted, Most Respected Name in Fitness™. According to Tschirret, “Never before has a fitness franchise offered a monthly agreement, or upon leaving, no subjection to a non-compete clause.”

He adds, “It’s our way of putting our money where our mouth is. Our brand is more trusted, respected, and recognized than any other. Our affiliates know that. That’s why they won’t be leaving us anytime soon. And since they won’t, why would they ever need a 5 or 10-year contract? But if they ever do, we offer those as well.”

You can start a Muscle Beach® fitness club for as little as $149 per month, making the brand affordable to even the smallest club or a modest investor. No new equipment, club remodeling, or corporate-colored equipment is required. Although there are no special requirements, owners are encouraged to display images of Muscle Beach, the venue that popularized fitness.

The company is currently interviewing single and multi-unit operators, as well as area and master developers, both domestically and internationally.

About Muscle Beach®
Muscle Beach®, the flagship brand of Multinational Brands, Inc., is based on the legendary venue that served as the foundational launch point for the multibillion dollar fitness industry. It’s where fitness legends Harold Zinkin, Jack LaLanne, Joe Gold, Steve Reeves, Joe Weider, and many others, got their start. Its long legacy, deep lineage, storied history, and legendary reputation, have earned it unprecedented recognition, respect, and prestige. The brand was founded by Daniel Tschirret, BSBA, MBA, a 40 year fitness industry veteran, who is currently building it into the most globally dominant fitness brand of all time.

If you would like more information about owning a Muscle Beach® fitness club, go to

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