Ab machines make retail sit up and take notice - abdominal exercise machines

Discount Store News, June 17, 1996 by Richard Halverson

Suggesting that riders aren't dead in the water, Direct to Retail, Natick, Mass., also is bringing out a rider, the Power Rider, at $149.99. In keeping with the popularity of folding treadmills, it will fold flat for storage.

Even Lechters, the housewares chain, is carrying EZ-Krunch, said David Suskenick, merchandising manager for Telebrands. Nordic Track also carries EZ-Krunch in its stores and catalog, he said.

Telebrands introduced EZ-Krunch on TV in early February at $39.95, plus $6.95 shipping and handling, and it hit retail at the beginning of April, he said.

Modell's Sporting Goods, Long Island, N.Y., did an especially good job with EZ-Krunch, running it in its weekly circular, Suskenick said. For Mother's Day, it carried it at $37.95.

PriceCostco and BJ's Wholesale Club also carry the EZ-Krunch at a couple of dollars less than the TV price, he said.

For the end of the year Telebrands is developing a new type of ab machine that will also work all muscles in the upper body in a compact machine set to retail for about $50, Suskenick said.

Fitness Quest sold $12 million worth of Tony Little's Ab Isolator on TV alone, said Dave Petersilge, director of sales.

TV makes millions of impressions, such as using Sugar Ray Leonard to promote its Abs of Steel, Petersilge said. The response for TV exercise pitches is as high as 2%, he said. But many consumers prefer to buy products at retail so they can avoid shipping charges and get instant gratification.