2010 report final

Proprietary and Confidential – For Discussion Purposes Only
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Spring – Summer 2010 Clif Bar
and LUNA Bar Sampling Report

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SUMMARY
We participated in over 25 events that reached more than 100,000 health-
conscious fitness enthusiasts at
Health clubs & fitness centers
Special Events
Competitive events including games & races
Charity fundraisers
Team practices
Classes
We established relationships with event producers through which we have
identified an unlimited # of future opportunities
With the exception of the major charity events & a few of the special events
and road races, Clif Bar & LUNA Bar were almost always the only national
brand at the events at which they were distributed
Clif Bar & LUNA Bar received premium exposure at these events
Most of the other participating sponsors were local restaurants or beverage
companies

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Summary (cont.)
Events
Races including the 13.1 Marathon, the women’s 10K, the NYRR Club Championships & the
Century Racing Club Assn Championships
National charity events such as the American Diabetes Association Tour de Cure and the MS
Society’s Bike MS
Local charity events such as Puppy Powerstrike (animal rights), BentOn Learning (yoga in schools)
& Women Sports’ Foundation spinning fundraiser for childhood obesity
Annual events including Summer Solstice (Yoga in Times Square), COPA NYC (citywide soccer
tournament) and Women’s Health Magazine festival, JCC Multisport Expo
Special events such as Pilates Palooza (olympics for pilates instructors), DLife Fitness Class for
diabetics, Dance New Amsterdam’s Free Class Day
RealFN’s Fitness Professionals’ Forums
Health Clubs, Fitness Professionals & Organized Teams & Clubs
Equinox, JCC Manhattan Health Club, 92Y, Nimble Fitness
Urban Escapes Outdoor Adventure and Outdoor Bound (hiking, rock climbing trips, etc.)
Numerous individual instructors including Megan Barnwart (MB Fitness), Kristin McGee, Sara
Dimmick (Physical Equilibrium), Marie Jasmin, Richard Lehman & Barefoot Benny
Endurance Sports teams such as the Adidas Run Club, the Western Union Cycling team and the
NY Cycling Club

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2011 Opportunities
RealFN is merging with YogaLocal to form BodyLocal
a NYC-based geo-locating iPhone App yoga directory that contains the daily
schedules of over 210 yoga studios and has over 2,500 users
Ben Fleisher
Founder, YogaLocal & owner of a yoga studio in Downtown Brooklyn
Will manage our outreach to the Yoga community which will help us identify
numerous sampling opportunities including
Yoga Events
Major annual events like Yoga in Times Square, Yoga at the Great Lawn, and
future national and international events with Flavorpill.com
Teacher Trainings which many studios offer twice a year
Fundraisers such as BentOn Learning which supports yoga in NYC schools
Numerous special events such as studio grand openings
Free yoga classes including the numerous free outdoor yoga classes in the parks

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2011 Opportunities (cont.)
BodyLocal’s E-Commerce platform
We are launching an e-commerce enabled website later this month which will
enable consumers to purchase products & services on our site
Private Label E-commerce
Our platform will enable small business owners & fitness professionals to sell
products, equipment & apparel from our online marketplace on their websites to
their clients
Ex: a yoga instructor will be able to sell boxes of LUNA Bars on her website to her
students & clients, have that transaction processed on via our website & receive a
small transactional fee from us
Fitness Professionals Forums
In Sept 2010, we began producing free continuing education events for local fitness
professionals and these events will occur monthly in 2011
We anticipate 150 – 200 fitness professionals attending each event

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2011 Opportunities (cont.)
NYC’s Racing Season
Begins in Jan when local running clubs & charities begin recruiting teams to
participate in the NYC Half Marathon in March
Ends in November with the NYC Marathon which is always held on the 1st
Sunday in November
There are approximately 30 local running clubs, 10 triathlon / cycling teams & 50
local charities that sponsor teams that compete in both races
While there is moderate turnover in the triathlon / cycling teams year-to-year, the
turnover among the running clubs exceeds 50% which provides a recurring
sampling opportunity for Clif Bar
The NY Road Runners Assn provides blitzing opportunities at its
Grand Prix series consists of a Half Marathon in each of NYC’s 5 borough
Races every two weeks including the annual Women’s-only 10K and the Club
Championships
This market segment presents a HUGE opportunity for Clif Bar in 2011

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Untapped Opportunities
NYC Parks Department - we met with the Deputy Commissioner for NYC Parks Dept which
manages 51 recreation centers throughout NYC
Queens & Brooklyn – we conducted minimal outreach to the fitness communities in these 2
boroughs which have 4.5 million residents combined
Team Sports Leagues – we had a minimal presence in NYC’s numerous sports leagues which
include Urban Professional Basketball / Volleyball, Softball, soccer, rugby and alternative sports
like dodgeball & kickball
Outdoor Adventure – we provided Clif Bars to the 2 most prolific event producers in this
community, but they produce multiple events every weekend year-round which presents a
significant opportunity for Clif Bar
Health Clubs & Fitness Centers
our business development efforts were focused on independently owned fitness studios, but we
began making inroads at Equinox for specific fundraisers
we provided LUNA Bars to Lucille Roberts for gift bags at a continuing education seminar for their
personal trainers & there are more opportunities here for LUNA
Chelsea Piers just launched a new triathlon training program & Asphalt Green is opening a new
location in Battery Park

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Photo Gallery

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13.1 Half Marathon
April 2010
The inaugural 13.1 was a new Half
Marathon that was produced by Dallas-
based US Road Sports & Entertainment
Group
Race was one of the few road races in NYC
not produced by the NY Road Runners
Approximately 3200 runners competed
Craft was the apparel brand partner & it
provided the official race shirt
Our street team gave away Clif Bars to
runners after they crossed the finish line and
before they entered the pavilion
2011 race will be held on April 2nd

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Multisport Expo at JCC Manhattan
April 2010
1000 attendees, both JCC members and the
public
Event included an expo and multiple
seminars held simultaneously on 4 different
floors
Builders, Clif Bars & LUNA bars were
distributed at the registration table, on
exhibit tables in the expo and in each of the
seminar rooms
One exhibitor was NRG Bar, a new gluten
free protein bar company based in Boston
(www.nrg-bar.com)
No were no other food manufacturers
present

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Bendi Girl Yoga Class
at Little Miss Match
May 2010
LittleMissMatched, a retailer for pre-teen girls,
hosted an in-store yoga class with celebrity yoga
instructor, Kristin McGee, www.kristinmcgee.com
Approx 30 girls participated in the event
Cliz KidZ was the only national food manufacturer
that present

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Alvin Ailey
May 2010
Kat Wildish (www.katwildish.com) is the
most prominent ballet instructor in NYC
Kat teaches group lessons at The Alvin
Ailey Dance Center which is internationally
known because of its world famous dance
group
We provided hundreds of samples
throughout the Spring & Summer to
dancers like those pictured here
LUNA Bar received double platinum
exposure because of its introduction by Kat
Wildish & its association with Alvin Ailey
LUNA Bar was the exclusive protein bar
distributed to Kat’s students

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NY Road Runner’s Women’s 10K
June 2010
Our street team distributed over 100 LUNA Bars to the women in the oldest
women’s-only 10K in the nation.

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Summer Solstice
Yoga in Times Square
June 2010
Over 2500 people took yoga classes in Times Sq over 10 hours. Sponsors included a
water company and a cottage cheese company. There were no other protein bars.

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American Diabetes Assn
Tour de Cure
June 2010
Over 1000 cyclists participated in this charity
fundraiser
Sponsors included a cycling shop and a local deli
Clif Bar was the only protein bar partner

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Spa Day for Cancer Survivors
at the Jewish Community Center
June 2010
45 women participated in this special spa day for cancer
survivors
LUNA Bar was the only protein bar partner

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NY Cycling Club
July 2010
The NY Cycling Club has over 3,000 members
NYCC organizes 1-3 group rides each weekend from the Spring
until its century ride on the last Saturday every September

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COPA NYC
July 2010
COPA NYC was a soccer tournament featuring over New
Yorkers who represented 32 different countries. The
tournament was held over 2 weekends

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Urban Escapes
2nd Anniversary Party
July 2010
Urban Escapes produces outdoor day-trips
and weekend retreats
Their 2nd anniversary party was held at
Crunch Gym
Sponsors included Goretex and Merrell
Approximately 500 people attended
We also provided Clif Bar samples for several
of Urban Escapes’ trips

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Outdoor Bound Party
@ Eastern Mountain Sports
July 2010
Outdoor Bound is very similar to Urban Escapes, but with more programs
This event had 250 attendees & was held at Eastern Mountain Sports &
sponsored by GoreTex and Otter Creek

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Team Lipstick
July 2010
Team Lipstick is a women’s triathlon
team founded by Laura Cozik, a
noted fitness instructor in NYC
We provided Clif Shot Bloks and
LUNA Bars for the teams 3-day
training camp in Upstate NY
The team has 50 members

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Asphalt Green
July 2010
Asphalt Green is a not-profit organization similar to a YMCA or JCC
It produces a wide array of sports & fitness programming for people of
all ages from children to senior citizens
They have one of 3 Olympic-sized swimming pools in NYC
Their swim, triathlon & racing teams are among the most prestigious in
NYC
We provided Clif & LUNA bar samples for several of their activities

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Century Road Cycling Assn
Club Championships
August 2010
The Century Road Cycling
Association is the equivalent of the
NY Road Runners for cyclists
It produces almost all of the cycling
races in NYC which have over 1000
male & female riders
We provided Clif Shot Bloks &
Builders for the riders at one of their
races

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Terrier Tri
August 2010
Terrier Tri is one of the most prominent triathlon clubs in NYC because its
members are usually training for their first triathlon
They are sponsored by Equinox Fitness Clubs which allow the team to use
its facilities for training
We provided Clif Shot Bloks and Builders to the team for one of its
practices
The team has approx 250 members

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NY Athletic Club
Racing Team
August 2010
The NY Athletic Club is one of the
oldest and most prestigious fitness
centers in NYC
Its racing team is one of the most
successful as its women took 1st &
2nd place in the NY Road Runners’
Club Championships
We provided Shot Bloks and Builders
for one of the team’s practices

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NY Road Runner’s
Club Championships
August 2010
Central Park Track Club Bridle Path Track Club Club Adobo
iRunner Track ClubNY Harriers Track ClubGreater NY Track Club

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NY Road Runner’s
Club Championships II
August 2010
The Running Center Reservoir DogsMercury Masters Run Club
Over 1000 runners competed in the NYRR Club Championships and our street
team provided Clif Bars & Shot Bloks pre- & post race

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NY Road Runner’s
Club Championships III
August 2010
Urban Athletics Race Team Van Cortlandt Park
Track Club
Westside YMCA Track Club

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Tri Life
August 2010
Tri Life is a more serious triathlon
club than Terrier Tri or Team Lipstick
because its members train for Half
Ironmen and Ironmen races
We provided Shot Bloks for the teams
50 members at one of the team’s
practices

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Woodside Runners
August 2010
The Woodside Runners club is a Queens-
based running club for casual runners
We provided Shot Bloks for one of the
team’s marathon practices
The team has 50 members

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Softball
June – August 2010
The Pop – N – Locks softball league had 8
teams that played games every Sunday
afternoon during the Summer
It is one of hundreds of leagues that exist
throughout NYC
We provided Clif Bars for 4 games on one
Sunday

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Gilda’s Club
NYC Marathon Team
August 2010
The Gilda’s Club race team was led by
Sara Dimmick, the founder of Physical
Equilibrium, to raise funds for Gilda’s
Club
The team had 50 participants
We provided Shot Bloks and Builders
at one of the team’s practices

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Les Mills’ Fitness Euphoria
September 2010
The world famous Les Mills fitness
phenomena (www.lesmills.com)
arrived in NYC for the first time this
Fall
250+ women traveled from
Philadelphia and eastern Long Island
to attend this inaugural event which
was held in Pacha, a NYC nightclub
Clif and Luna Bars were the only
event sponsor

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Alive & Well
September 2010
Alive & Well was a new health &
wellness event in Brooklyn that
featured 50 exhibitors including
Lululemon
Ellie Herman Pilates
ZenSoy Milk
Jack Rabbit Sports
The event was held at Triomph
Fitness Center in park Slope
Approx 500 people attended the
event
We provided LUNA Bar samples
at our table & for the goodie bags

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Equinox Autumnal
Membership Appreciation
September 2010
2x a year on the Fall & Spring equinox,
each of Equinox Fitness Clubs’ 18
locations hosts a membership
appreciation party
We provided LUNA Bar samples at our
exhibit table at the Columbus Circle
Equinox in the Time Warner Center
which is one of their 2 flagship locations
CodeBlue was a beverage sponsor &
hor d’ouevres were provided by a local
restaurant
LUNA Bar was the only protein bar
partner

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Are You Game presented by
Women’s Health Magazine
September 2010
This is an annual fitness carnival produced by Women’s Health Magazine
Event sponsors included Asics, Athleta, Burt’s Bees, Oakley, Special K,
Subaru & MGD 64
Event partners included Crunch Fitness which provided the group exercise
classes, Muscle Milk and Oasis Day Spa which provided spa services
We distributed LUNA Bars in Oasis Day Spa’s pavilion to over 500 women

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Fila Yoga at Paragon Sports
September 2010
This was a free yoga class taught by celebrity yoga instructor Kristin McGee &
hosted by Fila at Paragon Sports in Union Square
75 women participated
Fruit & veggies and water were provided
LUNA Bars were donated for the gift bags

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Powerstrike
September 2010
The 2nd Annual Puppy Powerstrike fundraiser benefitting the Best Friends
Animal Society featured 3 hours of Powerstrike fitness classes at equinox
Time Warner Center
100 people participated in the event
LUNA Bar and Vita CoCo were the only event sponsors

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Yoga Sutra Grand Opening
September 2010
Yoga Sutra, the most prominent yoga
studio in midtown Manhattan, moved to
a new location
Approximately 250 people attended
LUNA Bar was the only event partner

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Womens’ Sports Foundation
Fundraiser at Flywheel Sports
October 2010
A spinning fundraiser to fight childhood obesity. 200 participants. 2 sponsors + LUNA

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Bent on Learning Fundraiser
October 2010
A fundraiser for yoga in NYC’s schools. 75 attendees. Zico Water & LUNA were
only food and beverage partners

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Dance New Amsterdam
Free Class Day
October 2010
Dance New Amsterdam is the largest and most prominent dance
studio in lower Manhattan
At this event, they offered free dance classes from 10am – 7pm to
over 2500 people
LUNA Bar & Vita CoCo were the only food & beverage partners

2010 report final

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