🕐28.04.11 - 23:00 Uhr

DIGITAL SHELF SPACE TEAMS WITH GEORGES ST-PIERRE TO GRAB STAKE IN FAST-GROWING $60 BILLION INDUSTRY






Digital Shelf Space Teams with Georges St-Pierre to Grab Stake in
Fast-Growing $60 Billion Industry

Click Here for a Free Real-time Stock Quote on TSX-V: DSS

Did you ever wonder why you see ads for the P90X training program all over TV, magazines, and online?

The reason is that P90X makes a lot of money.

Bloomberg recently reported:

P90X, flogged countless times daily on cable TV, is an anomaly in direct marketing. Most of the pills and potions seen on infomercials seem to offer physical perfection with little effort. Horton, [the man behind P90X], has persuaded three million people to pay $140 for his 12-DVD program by promising three months of pain and perspiration in a routine that combines resistance training, yoga, boxing, weight lifting, and a strict diet.

[Beachbody, the maker of P90X,] has sold $420 million worth of P90X DVDs since they were introduced in 2005, and buyers of the program will drive nearly half of Beachbodys $430 million in revenue this year.

The P90X systems success is just a sign of the rapid growth in the overall health and fitness industry.

There are now more than 50 million gym members across the United States and more are joining up each year.

According to SGMA, an association of leading sports and fitness brands, the industry is set to pass $60 billion in total sales this year. The home fitness subsector - which includes products ranging from treadmills, dumbbells, and videos like P90X - passed $4.7 billion in total sales in 2008 (the most recent data available).

Digital Shelf Space (TSX-V:DSS), an up-start entertainment media company, has its sights set on claiming a big share of that market and has an innovative strategy for doing it.

DSS has inked a partnership with Georges St-Pierre, the biggest (and most marketable) star of the Mixed Martial Arts (MMA) world. It has completed filming and production of a fitness DVD program starring and endorsed by St-Pierre called GSP RUSHFIT. The six DVD set launched in December 2010 and the early sales point to RUSHFIT being a major hit in the fitness space.

DSS is now well positioned to claim its stake in the $60 billion health and fitness market.

The Big Launch Starts April 30th, 2011

DSS has its sights set on getting a sizeable chunk of the growing - and potentially very lucrative - market and has an aggressive, high-potential strategy for doing it.

With St-Pierre on board, DSS is set to quickly carve out a part of the health and fitness market by marketing directly to the growing Mixed Martial Arts (MMA) audience and the broader home fitness market.

The MMA market is one of the fastest growing professional sports segments. The most recent Ultimate Fighting Championship (UFC�) event attracted 2.4 million viewers on Spike TV. Its estimated (no official numbers are released) that between 500,000 and 1,000,000+ viewers pay $44.95 for each of its monthly UFC� pay-per-view events to watch them live. And there are hundreds of thousands of more uncounted viewers at bars and other public venues.

UFC� is big and St-Pierre is the biggest and most popular star of the sport. As the current welterweight champion, St-Pierre is one of the highest paid and biggest attractions of the UFC�. His next event is April 30th at a UFC� pay-per-view event in Toronto, which has set a UFC� attendance record with approximately 55,000 seats sold.

DSS is looking to capitalize on St-Pierres much-anticipated fight to widen the awareness and marketing of its RUSHFIT DVD set starring St-Pierre.

The DVD set was initially released in December and is available at but DSS is looking to get much more exposure in conjunction with this event.

A Great Time for Health and Fitness

The real value of a successful major promotional launch during the UFC� event is that DSS will immediately have a high-profile starting point for expanding into a very lucrative industry.

The health and fitness market has proven a successful product can and will continue to be enormously successful.

As mentioned above, P90X, the "king of fitness DVDs" with its high production quality and focus on an aggressive fitness market has sold millions of copies and generated an estimated $420 million in sales.

P90X, however, didnt have big-name endorsements like most other fitness DVD compilations. It did have high quality video production and a great marketing program, but the growth path is typically slower without a major star backing the product.

Celebrities bring big sales in the fitness world. For example, Jane Fondas fitness videos have sold more than 12 million copies and are part of her $300 million fitness empire. Jillian Michaels, star of NBCs Biggest Loser, has sold more than $75 million worth of fitness videos and equipment. And Billy Blanks ultra-successful Taebo instruction fitness videos have generated approximately $120 million in sales.

DSS is combining both of these strategies in its GSP RUSHFIT launch.

It has the big-name celebrity in Georges St-Pierre and the high-quality production value all focused on a large and growing market.

DSS has secured a partnership with Northern Response (International) Ltd. ("Northern Response") as its exclusive international distribution partner. Northern Response is a firm with more than 20 years of direct response advertising experience. It has successfully led direct response TV ads, Internet and database marketing, and retail sales to market more than 1,000 products. It also has international experience as it has launched advertising campaigns and had sales in 90 countries under the "As Seen on TV" label. Since DSS signed its partnership with Northern Response on March 15, 2011, GSP RUSHFIT is now carried in approximately 525 stores in Canada and Northern Response anticipates the program will be available in up to 3000 stores in Canada by Q3.

But DSS appears to be eyeing an even larger opportunity.

The St-Pierre project is DSS first project. If its as successful as the dozens of other fitness related products in the market, there are likely to be many more to follow for this company.

DSS has signed a deal with a top talent agency which manages Georges St-Pierre and many others.

DSS is looking at hundreds of millions of dollars of potential revenue sources, but the market isnt valuing it as though it is. DSS has a market value of $9 million.

Share Structure:

Common Shares Outstanding: 44,185,743
Warrants Outstanding: 4,436,070
Options Outstanding: 4,418,574
Fully Diluted Shares Outstanding: 53,040,387
Market Capitalization (@ 21 cents per share): $9 million

Management

Jeff Sharpe - Director, President, CEO - is a graduate of the University of British Columbias Human Kinetics program. Mr. Sharpe co-founded BCs largest personal training business Innovative Fitness and directed the companys day-to-day operations, strategic planning and franchise development for 15 years. Jeff was recognized as one of Canadas Top 40 Under 40 Business Leaders in 2006.

Jason Pamer - VP Technology & Product Development - has held key roles with top-tier enterprise software vendors such as SAP/Business Objects and CDC Software. He has led the development and strategy of global business applications and large scale Web properties.

Dave Bogart - VP Marketing & Business Development - is the former managing partner in a Vancouver advertising agency. Mr. Bogart has lead sales and marketing programs for CGA BC, CGA Canada, Woodbine Entertainment and The Canadian Breast Cancer Foundation. He heads the companys content strategy, advertising, marketing and business development initiatives.

Tom Lamb - Director, CFO - is a Vancouver Lawyer specializing in mergers and acquisitions of public companies or reporting issuers. Mr. Lamb is a Sloan Fellow at London Business School and a member of the Law Society of British Columbia.

The Bottom Line

Digital Shelf Space (TSX-V: DSS) is in position to make a major move into a very lucrative industry.

DSS has successfully positioned itself with an in-demand product, featuring a top-tier name with a large following of fans, and is really focused on generating sales from a market of potential customers that could really go for the mix.

It has inked a distribution deal with a major distribution partner that has successfully delivered direct-marketing success in many markets around the world.

The product is just days away from getting a big boost in exposure. Georges St-Pierre is headlining the next UFC� pay-per-view event scheduled for April 30. And if past growth trends continue, it will be the most widely-watched UFC� event in history.

Best of all, if the GSP RUSHFIT product works out as well as the many other celebrity/athlete-backed fitness video and product lines, DSS has a deal with one of the worlds largest talent management companies which manages many of the most marketable athletes in the world.

DSS is currently valued at $9 million. A successful GSP RUSHFIT launch could do a lot to change that quickly. And further launches of new products with big-name athletes or celebrities could multiply those gains even more.

You can follow Digital Shelf Spaces (TSX-V: DSS) development at and check out GSP RUSHFIT at

*UFC� is a registered trademark of ZUFFA, LLC. Digital Shelf Space Corp. is not affiliated in anyway with ZUFFA, LLC.

Click here to contact Digital Shelf Space

Sources:

Digital Shelf Space
Health Club Industry Stats
UFC Ratings
Bloomberg on P90X
Home Fitness Industry Stats

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