CEO Stephen Adele Elaborates on Product Status of iSatori, Inc.

Another Industry Leading Product, Bio-Gro(TM), Sets Focus for Company's Future

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CEO Stephen Adele Elaborates on Product Status of iSatori, Inc.
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DENVER, CO--(Marketwired - Oct 31, 2013) - iSatori, Inc. (OTCQB: IFIT), an emerging leader in the development and marketing of scientifically engineered nutritional supplements for healthier lifestyles, today continued its recent interview series conducted with Stephen Adele, Company Founder and CEO. The interview was conducted by Transition Partners, Limited. Excerpts from the interview follow.

Transition Partners: We have heard a great deal about your Company's expansion into the food, drug and big-box mass consumer marketplace with Energize, including mass merchandising venues such as Walmart and Walgreens. What other "blockbuster" developments can you speak of in the product area for iSatori?

Stephen Adele: Bio-Gro is our newest, blockbuster product. It is a "category-defining" sports nutrition product.

Transition Partners: What is a "category-defining" product?

Stephen Adele: This is a term used in our industry to connote the fact that it exists in a domain all of its own. It's not a 'me too' product. In our case, Bio-Gro is a bio-active peptide, or BAPs as we call them for short. Bio-active peptides have traditionally been used in the big pharma medical arena, and now we have worked with them, to make them DSHEA-compliant, and introduced them for enhancement of bodybuilders and sports athletes. Until we recently launched them, under the name of Bio-Gro, these bio-active peptides had not been recognized as a category unto their own within our industry.

Transition Partners: That [sports nutrition] seems like a somewhat limited audience for iSatori?

Stephen Adele: I understand, but not necessarily. Keep in mind, there are several $100-million plus sports nutrition-specific supplement brands within our $30-Billion industry, so there's plenty of room for this product to grow in popularity within our "niche." With the advent of weekend warriors and the current fitness craze, more and more people are focusing upon physical fitness, aesthetics of their physique and sports performance, has placed a high demand for supplemental aids. Their collective avid commitment to building their bodies and related intense physical exercise, many times leaves their bodies in a state of needing "help" for recovery enhancement and muscle rebuilding, through a technical process known as "muscle protein synthesis." That's where Bio-Gro comes in. It is a "protein synthesis amplifier" -- a performance supplement, in powder form, designed for exercise enthusiasts, sports players, as well as bodybuilders to help them enhance recovery, improve strength and build lean body mass, faster.

Transition Partners: So, how can you be sure that Bio-Gro is a "category defining" product? 

Stephen Adele: The nation's largest sports supplement retailer distributor, Europa Sports Products (www.europasports.com), of Charlotte, North Carolina has recently confirmed this fact to us. Europa is showcasing our Bio-Gro product as its first ever "bio-active peptide", and was added as a brand new category offering from them. Additionally, Europa's customers, like leading web retailer, www.TigerFitness.com, have also jumped on board, and also created "bio-active peptides" as its very own product category. Interestingly, a new category has been not created in the sports nutrition industry since Nitric Oxide (NO) and BCAAs (branched chain amino acids), back in the early 2000's, and now they're all but ubiquitous with sports nutrition products. Given the fact Europa has such a broad distribution wingspan in specialty, selling over 6,000 products, they will be positioning Bio-Gro to occupy a special place to all of its retail customers.

Transition Partners: What kind of store customers does Europa sell to?

Stephen Adele: Europa sells to prominent online retailers like bodybuilding.com, tigerfitness.com and land-based stores like Gold's Gym and Smoothie King, as well as over 9,000 other health and supplement retailers throughout the United States.

Transition Partners: So, since Europa has denominated Bio-Gro as a new category-defining product in your industry to its distributor clients, this major footprint means that you are gaining a new industry-defining category because of the breadth and scope of Europa's distribution pattern?

Stephen Adele: Precisely. Just because Europa calls it a category-defining product in and of itself does not create that mantle. It is the combined "pull-through" effect of such a category-defining product by ourselves, through our multi-platform education to consumers and retailers alike, coupled with Europa's experienced and passionate sales team and retailers, some of which were mentioned earlier in our interview, is what creates and expands the category defining new niche for our industry.

Transition Partners: So, do you believe Bio-Gro will contribute as much to revenues and earnings in 2013 as will Energize which is currently distributed through Walmart and Walgreens?

Stephen Adele: We believe that investors should focus on this new product's metrics as much as Energize in Walgreens and Walmart. We cannot speculate with specificity the exact amount of contribution due to the uptake of Bio-Gro which will occur later in 2013 and into 2014 as we expand our distribution footprint into many more retailers with Bio-Gro. But, since we can see Bio-Gro gaining more and traction in retail with increased distribution, we remain optimistic about this new item to help fuel our continued growth as a company.

About iSatori, Inc.

iSatori, Inc. is a consumer products firm that develops and sells nutritional products in the performance, weight loss, and energy markets through online marketing, Fortune 500 retailers, and thousands of retail stores around the world. More information about the Company is available at www.iSatori.com.

Forward-Looking Statements

Statements made in this news release relating to the Company's future sales, expenses, revenue, product developments, and all other statements except statements of historical fact, are forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. These statements are based on assumptions and estimates that management believes are reasonable based on currently available information; however, management's assumptions and the Company's future performance are both subject to a wide range of business risks and uncertainties, and there is no assurance that these goals and projections can or will be met. Any number of factors could cause actual results to differ materially from those in the forward-looking statements, including, but not limited to, the timing and extent of changes in demand for the Company's products, the availability and price of ingredients necessary to manufacture such products, and the outcome of any current or future litigation regarding such products or similar products of competitors. All forward-looking statements are made only as of the date hereof, and the Company undertakes no obligation to update any such statement. These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Contact:

iSatori, Inc.
Stephen Adele
303-215-9174
Email Contact

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