NewU Fitness First Personal Trainer Worldwide premier hands on at E3

Milan 1st June - NewU Fitness First Personal Trainer, the revolutionary fitness and nutrition product by Black Bean Games for WiiTM, will debut at E3 in Los Angeles together with Riiflex accessories produced by Power Play Corporation.

Black Bean Games and Power Play Corporation are driven by the same passion for real fitness experiences on WiiTM and the opportunity to broaden fitness outside the traditional gaming audiences.

As a matter of fact, Riiflex converts the WiiTM controllers into specialized dumbbells that provide increased workout resistance and allow access to all controller functionality. Riiflex weights are engineered with sturdy, gym-quality construction in mind. The weights feature a custom-molded, ergonomic grip

for secure feel and comfort. The quick-release design allows user to quickly switch between different Riiflex weights increments during workouts.

The weights will initially be offered in both 2 and 4 pound sets. Riiflex is designed to work with many popular fitness game titles, but will be demonstrated at the Expo with NewU Fitness First Personal Trainer.

NewU Fitness First Personal Trainer is a WiiTM title, developed by Lightning Fish and due in September 2009.

NewU Fitness First Personal Trainer has been conceived in collaboration with Fitness First, the largest health and fitness operator in the world, and You Are What You EatTM, a well known TV format and healthy eating book series. It’ s a unique combination of Fitness, Nutritional Advice and Daily Healthy tips, but above all NewU is the first fitness product offering a holistic experience through personal goal setting and real professional advice resulting in actual well-being.

NewU Fitness First Personal Trainer considers well-being as a perfect balance between physical exercise and healthy nutritional eating, taking into consideration customers’ eating preferences and providing complete eating programme not mere tips.

NewU Fitness First Personal Trainer is a REAL fitness experience. Customers can rely on one of four REAL, QUALIFIED PROFESSIONAL personal trainers. Fitness First best performing personal trainers have been chosen to teach exercises, give encouragement and stimulate users to ensure they get the best result ever.

On the other hand, You Are What You EatTM has provided experienced nutritional advice from its experts to create a series of recipes that can be used to complement physical exercises, whether you want to put on muscles or lose some extra weight.

“Riiflex products range adds value to customers Wii workout making it much more serious and professional. Riiflex philosophy is perfectly aligned with our strategy to go far beyond the usual meaning associated with in home gaming activities. Video games mean fun of course, but time and market are perfect for a further turn. Why not try to reproduce a real gym at home through a videogame? NewU brings the precious presence of a personal trainer and Riiflex provides the perfect instruments to guarantee hard workout, more resistance and, above all a serious push on results. A kick start for a complete different home fitness experience. I’m sure E3 represents just the starting point for a long term partnership.”– Virgilio Bixio, President Black Bean Games.

At the E3, NewU Fitness First Personal Trainer will be available for the first customer trial ever on the Power Play Corporation Stand (No. 2561 South Hall). Retailers and Distributors can get hands on and receive more detailed information about the product.

“NewU Fitness First Personal Trainer will introduce a new paradigm of Fitness product into the market. Its uniqueness is an opportunity to seriously give voice to the necessity of a better lifestyle. Well-being is not just a matter of exercises but it means consulting professional and qualified experts on fitness and nutrition thereby approaching the problem from a global perspective. I’ll leave the evaluation of the product to the customers” - Fabrizio Vagliasindi, Head of marketing Black Bean Games.

“NewU Fitness First Personal Trainer has taken a bold step toward extending

the utility of the Wii game console beyond entertainment alone,” Stated Paul Holcomb, President of Power Play Corp, creator of Riiflex. “This NewU title introduces new interactive elements that transcend the conventional game experience, and introduces a total fitness lifestyle tool. We’re excited to

provide a collaborative platform that takes the“fitness from home” genre to a new level; it’s a perfect fit for the Riiflex product line and our company goals.”

About Black Bean Games

Black Bean Games is the publishing label of Lago S.r.l., which is part of the Leader Group. Leveraging 20 years of market experience and knowledge, Black Bean is ideally positioned to launch games coming both from internal and external development teams, harnessing strong licenses, original IPs and focusing on three main areas: Racing, Family&Lifestyle and Action-Adventure games.

For further information about Black Bean and its products, visit the following web site:

www.blackbeangames.com

About Lightning Fish Games

Lightning Fish Games is a videogame developer specialising in family-oriented titles for Nintendo Wii, PlayStation 3, Xbox 360, Microsoft Windows and smartphones. Established in June 2008, in Banbury, United Kingdom, Lightning Fish was founded by Simon Prytherch, Mike Montgomery and David Hunt. Despite being a new company, the team have previously released over a hundred games and been responsible for games that have sold tens of million of units.

For further information about Lightning Fish Games please visit the following website

www.lightningfishgames.com

About Fitness First

Fitness First is the largest privately owned health club group in the world with over 540 Fitness First clubs worldwide reaching over 1.4 million members in 19 countries. In the UK alone there are 164 Fitness First clubs with over 425,000 members.

Fitness First is a member of the Fitness Industry Association (F.I.A), the industry trade body which represents both private and public organisations that are involved in the fitness industry, visit www.fia.org.uk

About Power Play Corporation

Power Play Corp’s mission is to develop a family of products that make exercising and maintaining a healthy lifestyle feel more like entertainment and less like work. The company is comprised of award winning product designers, engineers, and professionals who are dedicated to developing products that are as innovative in function as they are form. Power Play Corporation is based in Atlanta Georgia.

Find out more about Riiflex at www.riiflex.com

Published by Lago S.r.l Black Bean is a trademark of Lago S.r.l. Developed by Lightning Fish Games Ltd.

All rights reserved.

“NewU” is a trademark of Lago S.r.l.

Fitness First and Fitness First logo are a trademark of Fitness First Limited.

You Are what You EatTM and© 2009 2waytraffic. All rights reserved.

Trademarks are property of their respective owners. Wii is a trademark of Nintendo.


Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at www.gamespress.com.