The press release is a powerful marketing tool for fitness professionals. Used correctly a press release partners with a media outlets desire to offer real value to their readership.

You’ve got to love press releases filled with business babble and market speak. I’m all for branding and sub-branding when it provides meaning and communicates value with brevity. But you’ve got to know where to draw the line.

In my opinion, the PR writer goes a little too far with their Nautilus, Inc. Debuts First-Ever Branded Apparel Line Press Release. Here’s a sample of a press release where many words say little.

“We have combined our unrivaled expertise in human exercise mechanics and our experience with leading-edge fabrics and styles to create the first-ever line designed exclusively for fitness enthusiasts who work out indoors,” said Juergen Eckmann, President of the Nautilus Apparel and Footwear Business. “This signals the beginning of a new category of dedicated, purpose-built fitness apparel, where apparel must work with and for the body of fitness enthusiasts who train five or six times a week.”

Diamond Cut Revision (and above press release translation): New apparel line offers a fit that makes you fit. Nautilus announces it has applied key knowledge gained from decades of experience in working with fitness enthusiasts to create a new category of active apparel. We call the unique technology behind the clothing Responsiv because it adjusts to the conditions of the person wearing it.

Responsiv apparel is designed to keep you cool and maintain its flattering fit wear after wear, even through the toughest of workouts.

But alas, I leave you with more of their press release. Then you be the judge – which do you think the press and consumers will respond to?

The Nautilus® Responsiv Fitness Apparel line is crafted utilizing proprietary Responsiv Moisture Management fabrics and Responsiv Motion Engineering, that are reflected in 38 styles and four custom fit collections for women and men. They include:

— Responsiv Compression, for a tight body fit
— Responsiv Active, for a trim and tailored fit
— Responsiv Relaxed, for a loose and comfortable fit, and
— Responsiv Transit, for travel to and from the workout

The line will be available in limited quantities at http://www.nautilusapparel.com

“The first thing you notice when you put on the gear is that it’s comfortable to wear, and it’s durable so you know it’s going to do the job,” said Skip Jennings, a master fitness instructor from Laguna Beach, Calif. His choice was long-sleeved silver and black top from the Responsiv Active collection. “You can wear this in the morning, and you can keep it on when it gets warmer. It’s the right weight and blend.”

Nautilus acquired the highly-respected cycling and running apparel company Pearl iZUMi USA about a year ago with intentions to broaden the reach of its expertise in high performance apparel. Eckmann said this week’s introduction is the first outward expression of the business transitioning from a ‘branded house’ to a ‘house of brands.’

Read Full Press Release