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Sweat And More

Local fitness entrepreneurs compete
on reality show to win $100,000 prize.

Stacy Gittleman I Contributing Writer

5

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Erickson Living.com

14 October 15.2015

JN

tarting a business takes a

little inspiration and a lot of
perspiration, especially if it is
one like Cycle & Row, the new high-
intensity interval training (HIIT) fit-
ness studio in West Bloomfield opened
in February by Samantha Kelman and
her mother, Karen Kelman.
To boost their fitness expertise, the
mother-daughter team competed in
Sweat Inc., a new reality show created
by fitness guru Jillian Michaels that
premieres Oct. 20 on Spike TV.
Sweat Inc. sets out to find America's
next big fitness phenomenon. The
show has 27 contestants competing
in various fitness categories, such
as circuit and interval training, or
new fitness devices. Throughout the
10-week competition, entrepreneurs
will be judged on their initial idea for
an innovative exercise program, the
progress of control subjects training in
their particular program, the popular-
ity of their program among gym goers
and the development of their initial
pitch throughout the entire process.
The winning entrepreneur will
have demonstrated the highest level
of business savvy and innovation, and
will receive $100,000 and be featured
in Women's Health magazine. Judges
include Michaels as well as creators of
successful fitness trends, such as TRX
founder Michael Hetrick.
"Think of it as a 'Shark Tank' kind of
show that focuses on creating a busi-
ness model or the latest product for
the fitness industry:' said Kelman, 27,
of Birmingham.
The avid fitness fan received her
degree from the Ross School of
Business at the University of Michigan,
and it was a longtime dream to open a
fitness center with her mom. Kelman
is phasing out her position as a New
York marketing manager for a water
management company; she and her
fiance, Jeff Friedman, moved here to
be closer to her family.
Kelman recalls working out with her
mom, a personal trainer, since age 13.
An avid competitive tennis player, she
believes exercise can be enjoyed across
multiple generations.
She competed on the tennis team at
North Farmington High School and
joined the club team at the University
of Michigan.

Samantha Kelman on the set of

Sweat Inc.

"Working out always makes me feel
good:' Kelman said. "When I played
tennis, I knew I didn't have the best
stroke, but I was determined to be the
most athletic so none of those serves
would get past me."
Kelman said it took about six years
to formulate the right business model
for a fitness center, equipped with
specially crafted rowing and cycling
machines that automatically ramp up
resistance depending upon how much
force the exerciser uses to push, pull
and pedal.
"It was an honor to compete [in
Sweat Inc.] and learn from Jillian
Michaels," she said. "I have to admit I
was a bit star struck."
According to the show's producers,
over the last decade, 30,000 fitness
clubs opened nationwide, creating a
$20 billion industry. Kelman says Cycle
& Row stands out because it caters to
all age groups and fitness abilities.
"I have varsity football players work-
ing out with their grandmothers:'
Kelman said. 'All the exercises are low
impact and can be modified to make
it as challenging or accessible to dif-
ferent fitness levels. And all the classes
are 45 minutes — that's all you need to
get in cardio, core and strength train-
ing. Plus, our clients have created a
bond with each other while they get in
shape."
Kelman grew up going to
Congregation Shaarey Zedek in
Southfield. Since her return, she
and her fiance have attended many
NEXTGen events through the Jewish
Federation of Metropolitan Detroit.
She eagerly awaits the premiere of
Sweat, Inc., which will air just four
days before her wedding. *

