PHLI is a sports nutrition company that creates and markets nutrition products for exercisers and athletes seeking to improve their health and performance. Products include ENDUROX EXCEL, a dietary supplement, ENDUROX R4, a recovery drink, ACCELERADE, a sports drink, ACCEL GEL, an energy gel - - and the recently launched ForzeGPS, the first scientifically formulated appetite control tools created specifically for athletes. ForzeGPS products consist of bars in two flavors, chocolate peanut butter and cranberry nut; and RTDs in vanilla and chocolate. The RTDs are 50 calories for the chocolate with one carb, and 45 calories for the vanilla with no carbs. The bars are 160 calories, and like the RTDs contain a patented blend of healthy fats, protein and calcium that stimulate the bodiy's production of the peptide CCK.(Cholecystokinin) which triggers a sense of not being hungry without feeling full. There is a wealth of excellent scientific information at forzegps.com.
PHLI currently sells its products online and through over 8,000 specialty sports and bike stores, though not all products are sold at all the stores.
CEO Jason Ash was the general manager of Cadbury's sports, energy and water business before becoming CEO of PHLI. A former pro rugby player and current triathlete, the 34 year old CEO was recently profiled as the "Iron Man of Marketing" in the May 2, 2009 editions of Adweek and Brandweek.
O/S under 15M, fully diluted under 16M
Insiders own about 38%.
Average daily trading volume last three months under 20K
What to watch for: PHLI is a sponsor for the next two years of the Rock n Roll marathons. The first was held in San Diego on May 31, 2009, and over 50,000 consumers sampled the ForzeGPS bars. The next event is a half and full marathon in Seattle on June 29. There is a complete list of this year's races below. The ForzeGPS bars will be given out to the 25,000 runners who have regisered for the Seattle marathon, and the entire line of ForzeGPS and PHLI products will be available for sample and sale at the pre-race health and fitness expo which are held for two days prior to the race and on the day of the marathn. http://finance.yahoo.com/news/FORZE-GPS-Named-Official-Bar-bw-15198631.html?.v=1
Company Positives: The ForzeGPS RTDs are a no-brainer from a calorie and carb content point of view, work very effectively to control appetite, taste good, and are beautifully packaged. The ForzeGPS bars are truly delicious, have an energy boost effect, and also control appetite but are not as quick acting as the RTDs. Another positive is the Company's existing sales to over 8,000 sports specialty stores and bike shops, of which about 10% have racks specifically for some of PHLI's products. There is also an attractive website for online sales. Most important, the Company now has an aggressive sales oriented CEO who has a record of success, and who has assembled a talented team of Atkins alumni..
Company Negatives: If the sponsorship of the Rock n Roll races works, and there is no better way to market new food and drink products than to get people to try them, then PHLI has enormous upside. If it doesn't, with only $800K to start Q2 and a burn rate of about $100K per month, unless Forze sales kick in, the Company will have to do a raise. Another negative is that the Board needs strengthening. Biggest negative, and one common to many bb companies, is that if anything happens to the CEO that would be very bearish.
Stock Positives: low O/S; market cap around $5M; $7M in annual sales pre-ForzeGPS; $15M tax loss carry forward.
Stock Negatives: low trading volume, negative EPS
May 31 , 2009 • San Diego, CA
Home of the fastest marathon West of Chicago (2:08:33). Twenty-six stages host live music on the course while cheerleaders encourage runners to the finish, and the Running Elvi shake things up with their World-Record attempt. Join in the fun!
June 27, 2009 • Seattle, WA
A Running Nirvana...ideal running temperatures, beautiful scenery and an eclectic music scene are the perfect mix for the inaugural Rock 'n' Roll Seattle Marathon & 1/2 Marathon! Register today and treat yourself to a Pacific Northwest adventure.
August 2, 2009 • Chicago, IL
New Tour Date added to the Rock 'n' Roll Marathon Series! The rockin' mix of running and music re-energizes the legendary Chicago Distance Classic. You'll Get: A flat, fast course, live music while you run, an ultimate tour of Chicago and a rockin' good time!
September 6, 2009 • Virginia Beach, VA
With 20 live bands, 16 cheer squads, and thousands of spectators along the course, you'll see why Virginia Beach is the place to be Labor Day weekend. This race sells out every year. Register early!
September 20, 2009 • Philadelphia, PA
A True American Classic -- Since 1978. The ING Philadelphia Distance Run is the gold standard of half marathon. Enjoy a course that covers the historic and picturesque sections of Philly. Make it a family affair with the Philadelphia Children's Run for kids ages 3-12.
October 4, 2009 • San Jose, CA
The most convenient race you'll ever run! With the start, finish, expo and concert within 3 blocks of all major downtown hotels, and just 45 minutes from downtown San Francisco, the fun abounds!
October 18, 2009 • Downtown Denver, Colorado The Mile High Experience. Join us for the Denver Marathon - a premier marathon, half marathon and four-person ING Marathon Relay. This world-class event is Colorado's largest marathon and features a spectacular (and flat!) route highlighting all of Denver with incredible views of the mountains and the biggest post-race party in the Rockies!
November 15 , 2009 • San Antonio, TX
Heart, Soul, and Rock 'n' Roll! - Featuring ideal running temperatures, beautiful scenery, and non-stop entertainment, San Antonio proves to be the perfect destination for a late-fall running excursion. Combine your athletic conquests with a weekend getaway in Texas' #1 vacation destination.
December 6, 2009 • Las Vegas, NV
The REAL deal you've been waiting for - The ultimate Vegas running experience...without the risk. Featuring a high-energy, rockin' run, with action-packed courses, live entertainment every mile and flat, fast routes to help you beat the odds and run a P.R. Register to ROCK Vegas today!
The information in this iBox and all posts by the moderator should not be relied upon as complete, accurate or current. Do your own dd, and review the filings at the SEC. The moderator owns PHLI stock, and may buy or sell at any time, regardless of any information provided or opinions expressed.