Foreign Fitness Routine Helps Americans Trim the Fat

Market Wire, October, 2005

What was old is once again new, at least for fitness-minded individuals across the country. Kettlebell training, which originated in 18th century Eastern Europe as a tool to train Olympic hopefuls and legendary Russian 'strong men,' has re-emerged stateside as a fat burning strength and cardio workout for men and women. The fitness program is quickly gaining popularity nationwide, with over 250 individuals becoming Russian Kettlebell Certified trainers annually and fitness chains across the U.S. adding kettlebell classes for their members. Iron Core -- the premier kettlebell exercise studio on the West coast -- announced today the release of "Kettlebells: The Iron Core Way"; the first ever series of instructional DVDs for at-home kettlebell circuit workouts.

The "Iron Core" kettlebell fitness program is designed to increase strength, improve balance, enhance flexibility and burn fat through total-body movements that incorporate both weight training and cardiovascular exercises. Utilizing kettlebells, a cast iron weight, ranging from nine to 88 pounds, shaped like a cannonball with a smooth, rounded handle, foundation moves like the swing, clean, and press engage multiple muscle groups simultaneously, resulting in an overall strengthening of the body as opposed to the single-muscle approach typical of traditional weightlifting.

"Kettlebells really develop your core muscles and functional strength like nothing else, which is especially important because the average individual spends much of their day sitting," said Sarah Lurie, Russian Kettlebell Certified instructor and owner of Iron Core. A former fitness competitor, Lurie made the shift from traditional weight training to kettlebells nearly three years ago and in October 2004 opened the Iron Core kettlebell exercise studio in San Diego, Calif. Iron Core is one of only two fitness facilities in the nation that exclusively trains clients using the kettlebell workout program and success has been unprecedented.

"Providing people with an effective tool for long term weight management has been a wonderful experience," said Lurie. "Educating people about this incredible all-in-one workout is my passion. Watching my clients embrace the program and seeing how it changes not only their bodies, but their entire lives, is the reward." All of Lurie's clients at Iron Core have experienced dramatic body transformations, losing significant pounds and inches. After working out with kettlebells for just eight months, one female Iron Core client has completely recreated her body, losing over 30 inches to date. In just 6 months, one of Lurie's male clients has lost over 14 pounds of fat, added five pounds of muscle and dropped two pant sizes.

The nationwide release of "Kettlebells: The Iron Core Way" DVDs enables Lurie to introduce a more approachable version of the kettlebell workout program, which is traditionally viewed as a militaristic fitness regime. The availability of the "Iron Core" DVDs allows newcomers to try the workout at home, and provides kettlebell veterans with a challenging program they can do when not attending classes or private sessions.

"Kettlebells: The Iron Core Way" is currently available in two DVD volumes. Volume I teaches newcomers foundation kettlebell exercises like the swing, clean and press while Volume II instructs individuals on intermediate kettlebell exercises like the snatch, deck squat and windmill. Both volumes also include a 45-minute workout circuit that combines strength training, muscle conditioning and cardiovascular exercise. In addition, the DVD guides viewers through a warm-up, cool-down and abdominal circuit. "Kettlebells: The Iron Core Way" Volume I and II are available for sale on www.ironcorelajolla.com and Amazon.com and retail for $27.95 each or $47.95 for the two-disc set.

Contact: Kelly Urban The Domino Group P: 858-792-2940 Email Contact