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Saturday, July 11, 2009

Getting Fit '80s Style


8-6-7-5-3-0-9. No, that’s not just the name of a song by one-hit wonder Tommy Tutone, but they are also the digits you can dial to get a great workout.

Retrofitness, an‘80s themed fitness center that targets the X Generation, was able to gain the rights to the famous number as well as sign Martha Quinn, one of MTV’s original VJs, to record her voice for advertising purposes.

Tutone’s classic song was number 4 on the Billboard charts in 1984 and Eric Casaburi, Retrofitness’ founder, saw the song as a great addition for his ‘80s marketing plan.

“We want to keep the brand as fun as possible. The devil is in the details especially in branding,” Casaburi explained. “This was a cool detail that people will appreciate when they see it. Plus it’s easy to remember.”

There are over 50 fitness centers across Florida, New Jersey and Washington D.C. and Retrofitness isn’t stopping there. Over 100 more centers are currently being built in cities like Chicago and Tampa.

To go along with the ‘80s theme, the interior of the centers are adorned with bright, neon walls and checkered floorboards. To top it all off, after a long, strenuous workout, customers can seat themselves in a movie theatre that is set up within the building that plays classic ‘80s films such as Ferris Bueller’s Day Off or Pretty in Pink.

As for the phone number, Casaburi was able to gain the rights last month after an auction selling the digits for $350,000 on Ebay fell through. The owners of the number approached Casaburi and sold it to him. The price of the phone number is unknown.

"The eighties were great…There was no recession. We want people to get that flavor in their life,” Casaburi said. "No one likes to work out. It’s sweaty. It hurts a little. At least we’re giving them some entertainment value.”

- Jessica Cole

Currently Listening to: “Written Invitation” by The Whigs from the album Give ‘Em All A Big Fat Lip

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