Consumers know ActiveForever.com as their one-stop-shop for innovative health products, medical supplies, and occupational health safety equipment. Customers may be surprised to learn ActiveForever is also a fully integrated sales, marketing, warehousing, and fulfillment services agency. Yesterday, Crown Dynamics Corp. announced they have finalized a sales and distribution agreement with ActiveForever.com. Similar to ActiveForever.com, Crown Dynamics Corp. provides products and solutions that “promote better health” and enhance overall wellbeing, so they were a perfect fit to work with ActiveForever. To read more about what customers can look forward to from this joint venture, and what ActiveForever.com CEO Erika Feinberg had to say about it click here.

Active Forever: Strategic Marketing to the Mature Consumer

Wall Street Transcript

Wednesday, July 28 2004

Once upon a time, when you were diagnosed with an illness, you learned everything you could from your doctor about how the illness would manifest itself; the type of treatment available; and what medications would alleviate the symptoms. You considered leaving your job, and you worried that you would become a burden to your grown children.

That’s how it used to be, anyway. Today’s mature consumer is more empowered than ever before to research and demand the products they need to maintain an active, independent lifestyle, despite any health challenge. And ActiveForever knows it.

ActiveForever (www.activeforever.com), based in Scottsdale, Arizona, is a web site merchant that offers medical and health-related convenience products to aging individuals who refuse to let physical ailments define them or their lifestyles.

People suffering from any number of health problems, including diabetes, low vision, arthritis, neuromuscular and spinal difficulties, sports injuries, stroke, and rehabilitation challenges, just to name a few, need access to products that can simplify daily working and living…which is how the company was born.

In 1993, The Redmonds were trying to find helpful products for their aging parents, but had little luck. After much research, they launched a website to feature the products they uncovered that could help other mature consumers, as well as the family members that wished to make the lives of their loved ones easier.

In addition to the web site, they added a small print catalog. After 10 years, The Redmonds were ready to retire, and were on the lookout for someone who could tap into the potential of the business, while still maintaining the heart behind the company.

Meanwhile, Erika Feinberg, a technology executive for nearly 20 years, was seeking out a new business opportunity, namely one that responded to the American climate post September 11th. “If another terrorist act occurs, what businesses will survive?” she asked herself. When tragedy struck the country that day, “nothing became more important than community and family, health and home,” Feinberg told The Wall Street Transcript (July 26, 2004).

Feinberg saw the potential in the Redmonds’ business, and soon, after Feinberg purchased the company, ActiveForever.com took on a whole new face and strategy. The explosive, 1,800% business increase in the last year has a lot to do with their truly customer-centered approach:

• The innovative products available are well-tested, and offerings are updated daily. The company has product managers on staff who determine if a product meets their quality criteria, and through which channel to best market it (web site, print catalog, or interactive sales facility).
  The company also strives to provide the lowest pricing available, because many medical, rehabilitative, specialty construction and convenience products are not covered by insurance.
• The range of helpful products swings from the more intense needs of recovering stroke victims all the way to people who simply need to keep their feet and legs moving while sitting for long periods of time, due to poor circulation or DVT (deep vein thrombosis) concerns. From sensor faucets to easy-to-clasp jewelry, all the way to sliding/rotating bath benches and lift chairs, there are more than 10,000 products from which to choose.
  Many sales actually come from the family member researching products for the end consumer. Once they see the convenience of the one-handed can opener or fitness benefit of the aquatic treadmill, they become customers as well.
• ActiveForever makes shopping easy, by providing both condition-specific product categories (i.e. diabetes, stroke, etc.), and areas in which the customer wants to stay active, such as the kitchen or workplace.
• Their conscious customer service initiative keeps customers coming back and the product return rate low. They even answer their phones: “ActiveForever, how can we make your life easier today?”
  They publish a monthly e-newsletter called Discovery Digest to keep the community up to date on the latest discoveries, new monthly additions, and “most memorable moment of the month.”
  They also take customer comments to health plans, pharmaceutical companies, and product manufacturers to help identify gaps in needed products. This valuable customer feedback helps to tap into real needs, so appropriate products and services can be developed.
  All client orders are shipped the same day, as an added perk, without any additional shipping markup for the service.

While their customer approach is impressive, ActiveForever is doing a lot more than just moving product. This unique business model is directly responsive to shifts in consumer behavior and spending, and has several progressive components:

• The products and approach serve an existing, untapped need. Illness is no longer a roadblock to independent, active living; it’s simply a challenge that can be overcome by empowered individuals who have the information and products they need.
• This approach feeds into future demand, namely the growing baby boomer demand, for maintaining independence.
• To tap into the latest research and product needs of various conditions, ActiveForever is consistently aligning itself with groups like The Muhammad Ali Parkinson Foundation and the Arthritis Foundation. Then they bring the products to the foundations and occupational therapists for critical feedback on product performance and appropriate pricing suggestions.
  They also work with community efforts like the Arizona Health Care Association and Arizona Assisted Living Federation of America, where they can interact with the patient care directors and physical therapists on the front lines.
• They are currently launching strategic U.S. marketing and cause-related partnership initiatives with both public and private sector businesses. The company has already aligned itself with major health-related channels, including Abbott Laboratories, ScriptSave, MedNet Benefits and Humana.
  “Very large health plans and pharmaceutical companies that want to strengthen their relationship with their consumers reap invaluable benefits from our non-regulated connection to those consumers,” says Feinberg.
  The company seeks to mainstream its product offerings by forming strategic alliances with major companies and organizations, including healthcare providers, insurance companies, state and federal agencies, foundations, and other businesses.
• ActiveForever all-too-conscious of the trend toward consumer-driven healthcare. Flexible spending accounts, where people can spend their health dollars where they decide, are on the rise, and the cost of carrying insurance is becoming cost-prohibitive.
  “We’re building this company with the assumption that consumer driven health is going to get stronger and stronger, and we opinionated baby boomers are going to get stronger and stronger,” says Feinberg.
• They operate the company with a lasered focus on infusing the traditional healthcare lifecycle with the goal of extending healthcare into the home and workplace.
• ActiveForever now has an interactive retail store in Arizona, equipped with network cameras throughout the 5,000 square foot facility, enabling live, internet-based interactions. It also contains a large meeting room for hosting health-related meetings.
• They have stayed away from insurance billing, so they are not a regulated business.
• They make sure customers can find them with a progressive internet marketing approach. “We are extremely well-optimized on the web,” says Feinberg. “We rate very high in popularity with the search engines and ratings companies like Alexa and Google. So it’s a matter of optimizing key search terms, getting linked to other popular sites, and offering a web site that consumers enjoy shopping on.”

Between needed, solid product offerings, customer-centered approach, and progressive marketing in the public and private sectors, ActiveForever may just be in business forever.

For more information, please visit http://www.activeforever.com.

Resources:
The Wall Street Transcript, Company Interview, July 26, 2004
http://www.twst.com/ceos/YAP612.html.

Erika Feinberg, Chairman of ActiveForever Talks to the Wall Street Transcript

Wednesday, July 28 2004

NEW YORK--(BUSINESS WIRE)-July 28, 2004--The Wall Street Transcript has published an in-depth interview with Erika Feinberg, Chairman of ActiveForever in which she talks at length about the Company.

Established more than 10 years ago as Independent Living Products, the new owners have re-defined it as, ActiveForever ; which now offers the convenience of one-stop-shopping for more than 10,000 competitively priced, life-enhancing products that address almost all physical and clinical needs. Products include aids for daily living; bath and safety and hygiene products, mobility aids, durable medical equipment; low vision aids, ergonomic products; and land and aqua exercise therapy products. ActiveForever also provides a multitude of product solutions for arthritis, Parkinson's Disease, diabetes, stroke rehabilitation, low vision, hearing loss, spinal cord injuries and other physically limiting conditions.

In describing the Company Ms. Feinberg states "We are a product solutions business solving practically any physical challenge; with a focus on helping people maintain their safety, happiness and activities of daily living; offering the best service, low price guarantees, and one of the most fascinating and thoughtful product solutions services for the population." Our work also helps our business partners stay competitive in their industries through sharing useful intelligence and offering them a unique entry into marketing channels.

In describing the Company's growth strategy Ms. Feinberg states "We're building this company with the assumption that consumer driven health is going to get stronger and stronger, and we opinionated baby boomers are going to get stronger and stronger." Ms. Feinberg continues "We're conservatively on track for $20 million in 2005. We haven't even bothered with projections beyond the end of 2005 due to the tremendous developments that continue to occur. We're sitting in the eye of a multi-billion dollar market. Our biggest challenge is deciding whether we should continue to grow ActiveForever organically, or if we should encourage strategic investment from our business partners with deeper pockets. ActiveForever is certainly capable of scaling, and stepping up to the demands of the communities we serve.

The Wall Street Transcript does not endorse the views of any interviewees nor does it make stock recommendations. For subscription information call 800-246-7673.

Contact:
Erika L. Feinberg
ActiveForever
10799 North 90th Street
Scottsdale, AZ 85260
Erika@ActiveForever.com
480-767-6800 or 1-800-377-8033 x. 103

“My wife is confned to a wheelchair and we’d like to take a cruise but
the thought of having to deal with a heavy full wheelchair as well as
a transport chair is discouraging us from making any vacation plans. 
Can you help?” -Fred from Orlando

Dear Fred, Bravo to you and your wife for 
traveling!  We found the best wheelchair in the
world that solves this very issue – the Pollywog!  
It transforms from being the lightest full 
wheelchair of its kind to being the lightest
transport wheelchair.  You simply push a button 
and remove the big wheels. Tere’s nothing 
like this out there!  You’ll love it.

“I have a low vision problem that makes it very difcult to read the
program when I go to the opera, or to read a menu.  Do you have 
anything that might help me?” - Maurice from NYC

Dear Maurice, You are going to
LOVE this!  The iBeam watch has a
built in 3x magnifer.  The magnifer
fips up at the touch of a button, and
another button activates a very strong
fashlight.  I own one and it works 
great!  Tere are many diferent styles
for men and women!

“This interactive column is 
designed to make life easier and
safer for healthcare professionals,
patients and caregivers,” said Erika
Feinberg, Chief Happiness Officer
of ActiveForever.  “We encourage
everyone to send us their questions.
The Dear Erika, Gadget Gal 
column will feature detailed 
answers, and pictures of the 
products that will best serve the
purpose of solving the problem.”

About ActiveForever

Whether by phone, via the internet or a virtual visit to the ActiveForever Discovery Center store in Scottsdale, Arizona, these
are just a few of the hundreds of questions received by ActiveForever on a daily basis.  Customers, who are experiencing a
short-term injury, long-term disability or just need help with relieving a physical discomfort at home or in the workplace, 
all have questions about what products they need to make it easier for them to maintain their independence.

ActiveForever ofers a variety of medical and health-related products for: ftness and physical therapy; hot and cold therapy;
electrotherapy; orthopedics; bed and relaxation; bath safety and hygiene; kitchen, home and garden aids; independent living;
mobility aids; patient transfer; erectile dysfunction; diabetic supplies; low vision and hearing aids; medical alerts; writing tools;
and ergonomic aids.

For more information or to receive a catalog, contact ActiveForever at 1.800.377.8033 or visit www.ActiveForever.com

A column known for Erika’s uncommon common sense and brilliant solutions to any medical, health or pain management questions:

"Ask Erika!"

Q:  “My Mother lives alone and does pretty well, but she’s just starting to have enough trouble getting up and
down, enough to concern us.  Do you have any ideas?”

A:  Yes!  I have seen it all, but afer much testing and feedback, my
favorite products that help people get up of couches or almost 
anywhere in the house:

Couch Cane, Toilet Seat Safety Support and the Healthcraft
Superpole installs with no damage to the ceiling or foors.

For assistance getting down and up of the toilet:  The Uplift Commode Assist toilet seat riser gently eases you down and raises your mom up.
A Raised Toilet Seat with Arms is ideal as well, and this is my favorite by far!
It has a nice big opening that feels natural for easy personal care, and the 
arms can be fxed or removable.  It locks directly on the toilet so it doesn’t 
move around or risk slipping out.

Q: I’m only 43, but I live alone and nearly broke my neck slipping in the bathtub.  
My cat cannot do much to help, so what do you suggest?

A:  Where do I begin!?  I will hone in my favorite products.

If you have a marble shower or you want Grab Bars and don’t want
to drill holes in your walls, you can use Portable Suction Grab Bars
in strategic positions of your choice.  There are cheaper ones out
there, but this model is medically safe and will not slip when you
need it most. 

Another simple solution is a Bath Mat of this nature that lets you cut it to the exact size you need, and it doesn’t block your drain. 

For more detail, please sign up for our
FREE monthly Discovery Digest email and 
order a free print catalog for yourself, your 
doctor, and a friend in the meantime.

* Erika Feinberg is Chief Happiness Officer at ActiveForever.com. If you have questions to ask Erika she can be reached by email at AskErika@ActiveForever.com

Recently, in a discussion group I belong to someone asked how they could increase speed and endurance while training for a marathon, and because I know many of you use athletics to stay active forever I wanted to share the same information here.

First and foremost, for those of you who are already marathon runners or are training to be – congratulations! Great job! There are numerous studies proving what you marathon runners already know – running slows the aging process. It’s true! Besides the well-known weight loss advantages of running, lesser known benefits include osteoporosis prevention, decreases memory loss (particularly in elderly), increases mental sharpness, and can even give you stronger orgasms (don’t believe me? Harvard University did a study!).

There are two VERY effective tools for increasing speed and endurance while training for a marathon:

The first is the Powerlung, for conditioning all of the cardio/pulmonary muscles; choose the dark blue model for the highest resistance.

The other is the LaserTouchOne - a PHENOMENAL healing tool!  If you're competing, you're not one to sit still and let your body heal.  There's nothing like this! It's the only FDA approved device that combines cold laser with electric stim, AND it only requires treatment times of two minutes.

Additionally, resistance training on land and under water has proven to be very helpful for increasing speed and endurance (not just for marathon training, but lots of other athletic training too). Some popular choices:

RESIST Running Resistance Parachute – Specifically designed to increase an individual’s speed and endurance.

AquaVee Portable Swim System Kit – This is an inexpensive alternative to the Exerswim Portable Swim Current Generator, and turns any size pool into an Olympic swim pool. If you travel frequently, the AquaVee works great in hotel pools too!

Underwater treadmills are ideal for resistance training under water. Our favorite is the Incline Aquatic Underwater Treadmill by Aquabilt, and the 302 model features a flywheel and is perfect for serious athletes (for additional resistance use with the AQx Aquatic Training Shoes).

Hope you appreciate the marathon training guidance, and these tips help.  We just want to shout from rooftops about these things! 

Recently I had the opportunity to meet with an ActiveForever customer in one of our retail stores, and had a wonderful conversation during which we discussed alternative treatments and non drug related treatments for pain relief and depression. Mary found out about us from her son, a therapist in Scottsdale, Arizona. A psychiatrist herself, she’s seen how pain causes psychological problems, addictions, problems in life, family, decrease in daily living activities and overall quality of life. Chronic pain is often the reason people stop doing what they love to do; the things we love to do (tennis, golf, travel, etc) help generate endorphins and other “feel good” body chemicals so a decrease in those further aggravates depression and related conditions.

Unfortunately Mary also suffers from chronic pain, so she is interested in natural pain relief treatments (those outside of prescription medications) for both herself and her clients. Mary asked me to share additional pain relief products with her in an email following our conversation, and an employee suggested many people would love to know the same information so I decided to share my email with you here. Whether you personally suffer from pain issues, or you are a psychologist or psychiatrist treating people in pain, with addictions to pain killers, coping with mood altering side effects of prescription medications, and depression the following offers a wide variety of ideas for pain relief:

Hi Mary!  I thoroughly enjoyed meeting you during your visit here.  You’ll laugh, but right now, the cashier named Cheryl who works at the Safeway at (location omitted for customer privacy) has the Thermotex.  She has a bulging disc in her back that even Cortisone shots don’t help, so one of our staff lent her the Thermotex because we know it works wonders!  She had had a tough time mentally since her physical pain had been impinging on her ability to get through her day.

Next time you are here feel free to try it out in our store.  Alternatively, if you want to buy one, I just know you’ll find it to be amazing. 

For another great, effective product this is AMAZING!!! There’s nothing like it out there and it’s the only FDA approved device of its kind.  This is the device I said only requires 2 minute treatment times!

If you want to spend less, this light relief therapy is outstanding for the money, and you can get it with the extra-large treatment pad attachment. 

I regard to your counseling practice, I thought you’d love incorporating these creative and effective ideas into your treatment plans.  Many patients are looking for a quick fix and a secret pill.  Many of ActiveForever’s products offer instant shifts/relief, and also gets a solid message across to your client that they are in control and the mind/body is a powerful tool for healing and personal growth/change.

 These are some of the SAD lighting devices I told you about.  They really do work.

We’re also big advocates of keeping people healthy, happy and off drugs…especially mood altering drugs, but also off of drugs that can have mood altering side effects.

Some ways of getting endorphins flowing:

NitroFit is worth EVERY penny…helps with balance training, neuro rehab and fall prevention too.

Another majorly effective way of sparking endorphins, healing, circulation, mood elevation.

Anything in our fitness department, especially Yoga and Pilates related.  A lot of our exercise equipment comes with step by step instructions and great programs.

This biofeedback shirt can be custom adjusted and vibrates every time your posture needs correction/straightening.  Works wonders! 

Some highly effective biofeedback devices that help anger management and that also help people avoid blood pressure medications all together!

This reminded me we also believe good sleep positively affects the day a lot!

We have lots of sleep aids, snore stoppers, sound machines, oxygen therapy machines, but that’s enough for one email.

My mom recently sent me a note that I couldn't help but sharing with everyone:

I just joined the corp of mechanical grandmas with a total hip replacement.  For the veterans, you know that bending is forbidden early on.  However, getting in and out of clothes, picking up things we drop, and reaching for things can be frustrating.  The new Carex Reacher has been so helpful with even the most challenging items.  It easily retrieved a one inch slender plastic wand from my eye cream package.  Yes, the wand keeps the eye cream free of germy fingers and is a necessary vanity item.  Ladies, you know all about eye cream.  Men don't bother, or do they?  Well, the Carex Reacher has a lock and two suction cups that really do the job.  I pull up my clothing, reach for things on shelves, pick up bottle tops I drop, and so many other things.  I'll use it even after I heal well as the occasion calls for it.  My son asked me what kind of prosthesis my surgeon used as a hip implant.  I told him it was his favorite titaniium golf club.  My son replied that it must be the sand wedge since I'm short.  Sometimes I get no respect.  Grandma Eunice

My mommy is preparing to go in for much needed hip surgery. Yes, I am our own target customer! Here I am, thinking of all the ways I can possibly help her prepare better, recover better, heal better, and then get back into the full swing of life.

My hyper, happy mommy has slowed down a bit; quite a bit. She is such an energetic woman who is otherwise in outstanding shape! She works out heavily every day, eats right, and is always there to give me out-of-the box business and parenting advice. We see very active adults hobble into our retail stores, go have hip or knee surgery, and come back in with a bounce in their step very quickly…often a day or two after surgery if they had a total replacement. This amazes us to see their entire face and posture change, seemingly overnight!

So, we always try to think about, "What can we encourage everyone to buy in preparation for their procedure, that even after they're fully recovered, they'll still enjoy and benefit from having?"

So mom... here's your list:

A Walking Stick would be great for her now, as the pain has thrown her body off balance. Even after she recovers, it's just a great proprioception tool and can help her avoid injuring herself as she resumes her wild life.

We have traditional Hip Chairs that are a must for proper sitting after hip surgery. You're supposed to sit with your hips at an angle greater than 90 degrees. Hip Chairs are recommended by orthopedists and by occupational and physical therapists. Our favorite choice is the non-traditional Drive All Purpose Kitchen Stool because it's very light weight/portable, and can be used in any room of the house, forever.

One of my all-time favorite products is essential before and after hip or knee surgery, and just outstanding for relieving any type of back pain, Fibromyalgia or tail bone issues. The Fitball Wedge Air Filled Seat Cushion can improve your surgical outcomes and benefit your body for life!

Our Hip Kit (great for any type of knee or back surgery too!) has tools in it that are useful for life. It enables you to get your shoes and socks on and off, reach things without extraneous and dangerous bending and stretching.

I'm a HUGE advocate of the benefits of Infrared Heat Therapy! Infrared therapy offers almost miraculous pain relief and healing benefits; like nothing else.

Last, but certainly not least! Here's a very large variety of Safety Frames for the bathroom and Bed Rails also come in handy. You just might find this Toilet Safety Support does the trick in every room of the house…not just the bathroom!! It's very portable, and can store away for years until someone else you know needs it!

I hope you appreciate the tips! Be sure to check out our Hip Replacement section!

Remember when the vacuum or new stove was questionable? We wonder if these choices of gifts for good health fall into the same category.

...no we don't...we know they're brilliant, unique, thoughtful and VERY well priced choices of gift ideas for the holidays!

How much would you love getting this portable Aroma Steam Sauna for your home, your gym or workplace? I'm coming over!

This Sunny Crazy Fit Whole Body Massager is another very intense and "you've got to try it to believe it" type fitness and conditioning device that will cause happiness and good health for the holidays, and beyond!

This Talking Blood Glucose Monitor doesn't seem very exciting on the surface, but it's a brilliant device that measure blood glucose AND blood pressure. If you know anyone who needs to monitor both, they'll deeply appreciate how easy, accurate and helpful this talking glucose and blood pressure monitor can be. This, along with the Frio or Cool It portable medication cases I raved about last week could make great stocking stuffers with this Glucose Monitor gift.

Here's an ideal gag gift that is secretly a therapeutic tool that can help treat tension headaches or migraines... or just cause giggles... It does... The Tingler Head Massager causes immediate giggles and is one of the most useful gag gifts ever!

Just so you know, our Holiday Collection 2010 Catalog is now available and included FREE with anything you order from ActiveForever! This catalog contains the most useful and unique gift ideas you'll find, and all of the products are offered at the best price points in the country. It truly is our goal to help your budgets and lives continuously improve with age!

ActiveForever is an approved Federal Savings Account (FSA) and Health Savings Account (HSA) Merchant. Use your FSA dollars before Dec 31, or lose them! Make healthy choices of which your insurance company approves.