'Lexus' of Exercise Machines Succeeds through Newsmax
Take the most expensive exercise machine sold directly to consumers, put behind it the entrepreneurial genius of an American immigrant, add the impact of Newsmax Magazine - and you have a recipe for marketing success.
This made-in-America story begins with Alf Temme, a German who emigrated to the U.S. from Europe in 1963.
Temme settled in California, the land of opportunity, and went into business. Building upon his experiences in Europe, he set up a successful sauna-manufacturing business. By doing so, he became a student of America's then nascent but growing health and fitness industry - creating products that appealed to well-to-do Americans who viewed their health as important and had the money to spend in reaching their lifestyle goals.
After tinkering in fitness products and once owning the Nordic Fitness Equipment chain, Temme was approached by the creator of an unusual personal exercise machine dubbed the ROM - for "Range of Motion."
This was around 1990, and the creator said his machine was better than any other because by exercising on it for just four minutes a day, a user could remain in perfect physical condition.
A skeptical but open-minded Temme investigated the machine and began using it himself.
He soon fell in love with the ROM and made a patent royalty agreement with the inventor.
Temme soon became the evangelist for the ROM, a machine he personally manufactured and which now costs a cool $14,615.
With his claims and its price tag, it was no surprise that the evangelist had few disciples for his ROM.
"I marketed the machines with difficulty," Temme remembered of his early days in the '90s.
The idea behind the machine - that one could exercise just four minutes a day for optimum conditioning - seemed too good to be true. And "experts" shot down the concept without even examining the machine.
But Temme persevered. He knew the machine worked. For one thing, he used it every day. And at 64, looking in Arnold Schwarzenegger-style shape, Temme is a testament to its practicality.
After experimenting with marketing the ROM using local advertisements, Temme decided to go national.
His first national advertising began in Newsmax Magazine, where he began placing full-page advertisements in January 2002.
Temme was among Newsmax's first advertisers and has remained the most consistent, with his ROM ads appearing in every edition since his first more than three years ago.
"From the beginning I received a steady stream of leads from Newsmax readers, and they haven't stopped calling," Temme says. "Like most everyone, they were skeptical, but open-minded to new ideas."
Temme also discovered that Newsmax readers had enormous buying power - and were an audience not only interested in his ROM but also having the financial resources to pay for it.
Temme had hit upon Newsmax readers and their demographic goldmine.
According to readership surveys, more than a third of Newsmax readers have a net worth over $500,000 and some 14 percent of readers have a net worth of $1 million or more. Equifax's FOCUS study of Newsmax readers found that 78 percent are in the prime lifestyle demographic of 45-plus, and close to a third of readers earn $100,000 or more.
With his Newsmax success under his belt, Temme has expanded his print ad campaign to publications like Forbes, Fortune, Robb Report and Popular Science.
But Temme hasn't forgotten that it all began with Newsmax Magazine.
"The ROM is a perfect high-quality product for our readers," Christopher Ruddy, editor of Newsmax Magazine and CEO of Newsmax Media, said.
"It's the Lexus of exercise machines," Ruddy said, adding, "It not only looks good, it actually works."
"We have received positive feedback from our readers who have bought the ROM," he said, confirming Temme's claims.
Word is spreading about the ROM. Already it has caught fire in Hollywood, with several celebrities swearing by its results. Notably, self-help guru Tony Robbins and actor Sylvester Stallone are said to be regular users of the ROM.
Seeing and using is believing. Temme wants others to take a test drive.
He has a 30-day trial rental program so that people can make absolutely certain that the ROM works exactly as advertised.
For more information regarding ROM, please visit www.FastExercise.com, call (818) 787-6460, or send an email to firstname.lastname@example.org.
Profiled by John O. Edwards
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