Sports Beat Inks Deal To Manufacture Heart Rate Monitors FOR DUMMIES

Sports Beat, manufacturer of Reebok and CardioSport Heart Rate Monitor sport watches, has added the FOR DUMMIES brand to their growing product offerings.
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And The (Sports)BEAT Goes On…

DEER PARK COMPANY Signs License FOR DUMMIES®

September 4, 2007
Deer Park, NY

Sports Beat Inc., a Deer Park, NY-based manufacturer of heart rate monitors and pedometers has signed an exclusive licensing agreement with For Dummies®,
a branded imprint of John Wiley & Sons publishers, to manufacture and distribute 5 variations of combination wrist watch-heart rate monitor-pedometers. The successful FOR DUMMIES® formula will be applied to the Heart Rate Monitor FOR DUMMIES™ instruction guides packaged with each timepiece.

According to Lou Dionisio, President of Sports Beat Inc., “This is one of the most exciting developments in our 11 year history. The strength of the For Dummies® brand will enable us to reach new heights in sales and distribution. We will be bringing out heart rate technology to the masses in a simplified, easy to use and understand, fun application.” None of the variations of heart rate monitor requires the use of a chest strap, often viewed as cumbersome and annoying to the casual athlete. “We plan to sell these units through mass-merchandisers and less-traditional retail settings, beside our sporting goods retailer base.”

“Our FOR DUMMIES® line offers concise instructions and explanations as to the benefits of using a heart rate monitor,” states Russell Baier, Vice President of Sports Beat, Inc. “The Dummies-logoman on each package is peering at his watch saying, ‘Exercise smarter, not harder.' ” The package also explains several benefits to the user: burn fat, lose weight efficiently and improve health and fitness.

“Each package also illustrates how to find your Target Heart Rate Zone, in graphic form, depicting the users age and pulse beats per minute, which is key to working most efficiently.”

“We selected our tried-and-true strapless monitors because the user simply places 2 fingers on the watch's contact points and their heart rate appears within seconds,” added Dionisio. “These units are as accurate as your doctor's electrocardiograms. All in a sports watch on your wrist.”

The FOR DUMMIES name is a successful, world-wide leading brand. For Dummies is sold in 50 countries, has been translated into 39 languages, has sold over one hundred and fifty million copies of books and is currently in over sixty four million U.S. households. The power of the For Dummies brand is indisputable. Ali Della Penna, Licensing Manager for Wiley, says, “we saw this product as perfect fit for the brand. Everyone learns when they first enter a gym and receive their one hour complimentary personal training session that there is a target heart rate at which you should be working out at in order to burn fat more efficiently. The products available to consumers at the moment are really geared towards the professional and not towards the average person interested in losing weight and improving their cardio vascular fitness. The Heart Rate Monitor For Dummies is a way to make the training tool of athletes more accessible and easy to use and understand for the average consumer.”

The FOR DUMMIES® line of heart rate monitors is geared for the more casual fitness enthusiast. “We want to attract the average man, woman and child who wants to get into better shape, lose a few pounds, improve fitness or rehab from injury or illness,” added Baier. People recovering from heart ailments, or directed by their physicians to increase their exercise regimen, will benefit greatly from the proper use of a heart rate monitor.

Sports Beat Inc. is also the exclusive manufacturer/distributor for Reebok and CardioSport heart rate monitors and impulse brand pedometers. Reebok combines wireless heart rate technology (wearing a chest strap) and strapless in their line. They are also the first to introduce a hybrid unit that can be used with or without the chest strap. “We're proud to be the first in the industry with this technology,” added Dionisio. “Being innovative is how we intend to grow our business. We're certainly moving in that direction with new products and strong brands.”

Comprehensive websites have been established to support consumers and retailers. Please visit www.DummiesHeartRate.com and www.SportsBeatUSA.com for complete details. In addition, you may contact Sports Beat, via e-mail, at SportsBeat@SportsBeatNY.com.


For additional information Contact: Ken Arstark
KIA Communications
147 Irma Drive – Suite 1a
Oceanside, NY 11572
karstark@optonline.net
516.596.8762
www.DummiesHeartRate.com



About FOR DUMMIES®
With near universal name recognition, more than 150 million books in print, and over 900 + topics, FOR DUMMIES is the world's bestselling reference series. With loyal customers around the globe, FOR DUMMIES enriches people's lives by making knowledge accessible in a fun and easy way. Described by the New York Times as “more than a publishing phenomenon, but a sign of the times,” For Dummies span every section of the bookstore, covering everything from health to history, music to math, sports to self-help, technology to travel, and more. The FOR DUMMIES brand has expanded into new products and categories with an extensive licensed product line, including fitness and hobby DVDs, grilling kits, business software, cleaning products, automotive kits, craft kits, and apparel. For more information, visit Dummies.com. FOR DUMMIES is a branded imprint of Wiley.

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