Joe Chism Chad Doocy Justin Huether Courtney Moriarty

1. AquaLift Joe Chism Chad Doocy Justin Huether Courtney Moriarty Sports Marketing Fall 2008

2. Mission Statement It is the primary goal to provide consumers with a new, innovative product that will assist in achieving a maximal level of physical performance. It is our hope that this product will reduce the occurrence of injuries and enhance athletic performance by improving strength, balance, stability, and overall physical condition.

3. AquaLift Steel Barbell Removable AquaCylinders Removable AquaCylinders Our patented AquaCylinder is made of a durable polyurethane compound that can hold different volumes of water. The cylinders are interchangeable on any standard Olympic barbell (with a special attachment) or the AquaLift bar bought through our company. The cylinders will be offered in 1,3,5, & 7 gallon sizes

4. Multi-Functionality • Main use is the basic core lifts – the “Big 4” • Bench Press, Squat, Military Press, Dead Lift. • Can also be used with secondary exercises - Tricep Extensions, Bicep Curls, Shrugs, etc. • Since the AquaLift system can be used with a standard bar, no specialized racks are needed

5. Goals • To increase awareness of the product and company • To shape our company’s image so we can sell new products in the future • Find a specific target market for each product we sell • To make profit • To show consumers new trends in exercise science • To create an advantage over competitors, through association or exclusivity • To gain unique opportunities, like sole event sponsorships or university endorsements

6. Intentions • Sell to health clubs, fitness centers, strength and conditioning programs, and schools. • Make it high-quality and safe, yet affordable. • Wide range of uses and weights to make it practical for persons capable of resistance training.

7. Trends in the Fitness Industry • Unorthodox methods (“Rocky” training) • Leaning away from traditional lifting to gain a competitive edge • Kettle Bells, Sand Bags, Chains, Bungees, Water, etc. • Why? • Using these methods helps with balance and stability • Incorporates full body movements and emphasizes core strength • Can be used in training for any sport • Varying resistance requires focus and determination

8. Market Segmentation and Key Target Populations • Demographics – We are looking to sell mostly to athletes and fitness professionals, but make it marketable to in-home users. • Geomarket – Sellable to relatively anyone through the internet • Psychographic – We are looking for teams and individuals who want to add an edge to their performance. • Product Usage Rates – This apparatus should be used in conjunction with a fully developed resistance training program. It can be used as much or as little as the trainee or trainer decides.

9. Product Benefits • AquaLift is unlike conventional weightlifting equipment because it incorporates stability and balance while enhancing core strength. It also requires focus due to the fact that the water has a movable center of gravity. • Due to the fact that the AquaCylinders can be used with any standard bar, a multitude of lifts and exercises can be accomplished • Our product can accommodate most users – varied water levels means individualizing.

10. SWOT Analysis • Strengths • New Athletic Trends • Balance and Stability are not as prominent in training, our product blends those aspects with strength and endurance while focusing on the core • Weaknesses • Not yet main-streamed • Few studies done on effectiveness • Opportunities • Innovation • People are looking for new advantages over competition • Threats • People aren’t willing to change habits or try new ideas

11. “Impossible is Nothing” • Weakness into Strength • Threats into Opportunity • It will take time for our product to become well-known, but we can force it into the main-stream segment by letting college teams and sports training facilities use AquaLift. • When the success is apparent from our trial tests, people will be more apt to try our product in their personal settings.

12. F R E Q U E N C Y E S C A L A T O R Heavy Users Medium Users Desired direction of movement in frequency Light Users Media Consumers Aware Non-Consumer Misinformed Non-Consumer Non-Aware Non-Consumer

13. External Sources Secondary -Research Reports -Trade Press -Trade Shows Data-Based Marketing System Consumers Non-Consumers Internal Sources -Sales Records -Inquires -Accounting Records -Letters/Calls (Complaints/Praises) Primary -Personal Observations -Surveys -Personal Interviews -Experts Feedback Loop Integrated for effective decision making Marketing Decision Product Consumer Reaction

14. We will introduce this product into the market through a “trial phase” with some national college sports programs and sport training facilities. As these teams and athletes begin to stand out and make huge gains our business will begin to boom. As with all products, we expect to see decline in the sales of AquaLift at some point in the future. However, since our equipment is not an everyday item, we forsee that AquaLift and the AquaCylinders will not reach full maturity for some time. When that time comes, we plan to enhance this product with various attachments and improvements we will develop with the help of feedback from our consumer. We will also come out with new innovative products such as water weighted balls, water “sand bags”, and other products. Our hope is to continue to satisfy our consumer needs to prevent from declining. Product and Brand Cycles

15. AquaLift Association in all Realms of Sports • Sponsors • Look into sponsoring an MMA event, Gym, Sport Facility • Look for endorsements from collegiate or professional athletes • Look for sponsorships from Weightlifting Empires (Power-Systems or Hammer Strength) • Athletes • Allow a college sport’s weight room to use our product with their athletes and look for an increased level of performance on the playing field. • Agencies • Use agencies to create brand associations • Agencies can connect us with sponsors, events, etc. • Health Clubs • Less intimidating for the everyday “Average Joe”

16. Core Issues • Satisfaction = Benefits – Cost • Price • Cheaper than competitors • More versatile and adaptable • Value • Multi Use • Made to last • Brand Reputation • High Quality • Known to be used by “winners” • Selection Variety • Different sizes of AquaLift cylinders available • Service • Money Back guarantee if not satisfied • Willing to replace defective and tainted equipment • Willingness to give consumer satisfaction

17. 1 Gal. Set - $127 8.5 lbs/cylinder 3 Gal. Set - $162 25 lbs/cylinder 5 Gal. Set - $193 41.5 lbs/cylinder 7 Gal. Set - $215 58 lbs/cylinder Bar (50 lbs, with built-in locking mechanism) - $200 Olympic bar attachment piece - $50 Pricing • Abrasion Defying • Tear Resistant • Withstands Weather • Heat and Cold Resistant Our specialized AquaLift bar will be adaptable for use with chains and will allow the use of added plates.

18. Promotion • Advertising • Personal Selling • Publicity • Sales Promotion

19. Advertising • Webpage: www.aqualiftsports.com • Commercials on Spike and ESPN • Ads in Strength and Conditioning Journal • Flyers in sporting stores

20. Personal Selling • Salesmen in gyms and health centers • Trade Shows • State Fair • Weightlifting Conventions

21. Publicity • Performance studies • Personal testimonials • New gym tours • Comparison articles (Bench vs. AquaLift)

22. Sales Promotion • Buy 2 sets of AquaCylinders, receive the free AquaLift Barbell • Beach Season Blowout (10% off) • Displays in stores

23. Advertising Communication Process Perception Process Source (Advertiser) Receiver (Audience) Destination Message Channel (Media) Channel (Word-of-mouth)

24. Signage/Endorsements Flyers and Posters in fitness clubs, gyms, health-oriented businesses (GNC) Endorsed by major colleges/universities

25. Public Relations = Media + Community • Main goal is to increase traffic • Informing and Communicating • Shaping and Enhancing our Image • Gaining Popular Support • Recruiting and Developing Business • Launching New Products/Innovation • Generating and Collecting Feedback

26. Informing and Communicating • We plan to maintain contact with beginning weight-lifters, starting with high school athletes. • Compilation, Presentation, Dissemination • Publish informational brochures, support studies, user manuals

27. Shaping and Enhancing Image • Our products are safe and made with well-constructed materials • Guaranteed with warranty against defects and deterioration over time, but not misuse • Our state-of-the-art customer service team will ensure satisfaction

28. Public Relations = Media + Community • Main goal is to increase traffic • Informing and Communicating • Shaping and Enhancing our Image • Gaining Popular Support • Recruiting and Developing Business • Launching New Products/Innovation • Generating and Collecting Feedback

29. 5 P’s • Product • Place • Price • Promotion • Public Relations

30. Sources • Polyurethane -http://www.sdplastics.com/polyuret.html • Textbook Hardy, Stephen, Bernard J. Mullin, and William A. Sutton. Sport Marketing. New York: Human Kinetics, 2007.