Mind 64

AVW

Gleam Machine

A Fashion Designer & Dumbbell Manufacturer Walk Into A Bar… Eric and Vanessa Finkelman created Cali Weights by combining their expertise in style, fashion, fitness training, manufacturing and design. With proprietary manufacturing techniques, TELK Fitness became the internet’s largest supplier of dumbbells and weights. With on-line sales soaring, it was time for Cali Weights to increase their brand awareness and retail presence.

Mind64 created a strategy to launch Cali Weights at televised retail. From product selection, positioning and logistics, to onboarding, we’ve created a seamless brand execution that would not disrupt, but enhance their existing, robust on-line business.