Muscle Beach® Now a Lifestyle Brand

Muscle Beach®, a lifestyle brand based on the iconic Santa Monica beachfront that jump-started the fitness revolution, is bringing its legendary name to consumer goods.

Online PR News – 24-September-2012 – MA – South Hadley, MA, US, September 24, 2012 -- Muscle Beach®, a lifestyle brand based on the iconic Santa Monica beachfront that jump-started the fitness revolution, is bringing its legendary name to consumer goods. The company behind the initiative, Muscle Beach, Inc., has appointed one of the nation's leading product licensing agencies, Infinity Licensing, as its exclusive agent. Through Infinity, the Muscle Beach® brand will be licensed to retailers and manufacturers for use on products that are identified with a healthy, fit, and active lifestyle.

“We recently commissioned the award-winning creative firm of Frederick & Froberg, who designed the look and feel of our logo to reflect the essence of Muscle Beach. We’re excited to get it out into the marketplace,” comments Danny Lucien “The Solution” Tschirret, Muscle Beach, Inc., Chairman and Chief Executive Officer.

The design is based on a combination of historical references and contemporary design elements that capture the fame and prestige of the original Santa Monica venue. Frederick & Froberg is a nationally recognized creative agency for sports and lifestyle brands. They have done work for the NFL, the NBA, the USTA, MLS, and NASCAR, and were responsible for creating the 2009 MLB World Series logo and the logo for the 2010 NHL Winter Classic. The new imagery can be seen at

Initially, licenses will focus on street apparel, footwear, athletic clothing, swimwear, exercise equipment, fitness accessories, duffle bags, and back packs, with expansion into other categories expected. Merchandise bearing the legendary name will be marketed around the world and should begin to hit stores in the near future.

According to Peter Van Raalte and David Imhoff, managing partners of Infinity Licensing, "With its widespread recognition and mass appeal, we’re confident Muscle Beach® will be a sought after brand across a wide variety of consumer products.”

Tschirret concludes, “Through our partnership with Infinity, we look forward to becoming one of the world’s leading lifestyle brands."

Retailers and manufacturers who would like to enhance the value and appeal of their product lines with a Muscle Beach® license should contact Infinity Licensing at, or through

About Muscle Beach®
An American pop culture icon, Muscle Beach® is owned by Muscle Beach, Inc., the official, authentic worldwide licensor of Muscle Beach® consumer goods. The company is based in the United States of America, the country that is home to the original venue, and through trademark rights, the brand has a presence in 44 countries. More than 75 years ago, Muscle Beach® jump-started the fitness revolution and was the driving force that made fitness the worldwide phenomenon that it is today.

About Infinity Licensing
Peter Van Raalte and David Imhoff, managing partners of New Jersey–based Infinity Licensing, bring a combined 50 years of experience to product licensing. Each has a successful track record of developing and managing consumer products licensing and promotional programs for an extensive list of properties and brands in the areas of movies, music, television, publishing, business, sports, and art. These include The Lord of the Rings, Austin Powers, Friday the 13th, Gone With the Wind, The Wizard of Oz, Michael Jackson, Justin Bieber, the Rolling Stones, Lady Gaga, Abba, the Flintstones, Hanna-Barbera animation, CNN, Chrysler, Jeep, and many others. Mr. Van Raalte and Mr. Imhoff have both won industry awards, with Mr. Van Raalte winning Character Property of the Year for Clifford the Big Red Dog, and Mr. Imhoff Entertainment Property of the Year for The Lord of the Rings. Mr. Van Raalte is a past Chairman of LIMA (International Licensing Industry Merchandisers' Association), the 1,100 company member licensing industry trade organization.

Contact :
Daniel Tschirret
Muscle Beach, Inc.
108 Silver Street
South Hadley, MA 01075