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Gold/Mining/Energy : Direct Focus Inc. (DFXI)

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To: Dave Inne who wrote (73)	8/2/1997 5:27:00 PM
From: Clement	of 768

Dave, In regards to your mention of demographics, I personally don't think that their primary market is baby boomers. While aging baby boomers are certainly going to be more obsessed with fitness, strength training isn't usually the top of their "get fit" priorities. I would think that something like Nordic Track would benefit much more from such a trend. In fact, in Boom Bust and Echo, Foot warns of lots of health clubs going bust since that's usually the domain of younger people. If you watch the Bowflex ads, they are certainly not aiming for the older crowd (or else they would choose some more appropriate models). Personally, I'm not surprised that Bowflex has remained so low -- so few people follow small caps, but once they become more consistent with their results, more people start watching. As well, Bowflex changed their business model somewhat when they started blitzing TV and doing infomercials instead of their prior usage of traditional print media. I was quite pleasantly surprised that despite the high costs of their new medium, they were able to translate greater sales into greater profits. Clement

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