Me and Dick at the 2007 Minnesota State Fair
Through blood, lots of sweat apparently (see picture), and tears, Dick Enrico has punished the competition in the world of fitness gear. He’s used a strategy not so different from other brands in the past: being in front of everyone and creating a memorable company image by casting himself in his commercials. Sure, he may look like the love child of Ron Jeremy and Gaucho Marx, but you have to admit, he’s memorable. Who do you think of when you are considering a new treadmill or weight bench? That’s right, Dick Enrico.
Steady television spots, bathroom advertising, and bobbleheads are an equation that made 2nd Wind Exercise Equipment roughly $80 million in sales last year. His strategy is simple: Be somewhere everyone goes … Restrooms. So when you are on the shitter feeding the fish, he’ll be there feeding you info about Elliptical machines. I’m totally okay with that.
Duck Duck Gray Duck 
Absolutley. What Denny Hecker and Dick Enrico are missing is that endearing persona that Dave Thomas, Orvil Reddenbacher, and even David Oreck have enjoyed. That persona is what separates a local ad icon from a national one. Thanks for the note!
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I have to give him credit because the advertising is working. However — and I can’t prove this — but I believe it’s working in spite of his face being all over his ads. I tend to think it’s working purely because his company name is all over the place and his revenues are proportionate to his ad expenditures. It’s like the advertising for Denny Hecker — he’s no “Dave” from Wendy’s — but he spends a lot in advertising. I cringe at the notion that these guys may think it’s because of their face in the ads that’s bringing them business.
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