By PAM EASTON
Associated Press Writer

HUFFMAN, Texas — Former boxing champ George Foreman is moving from countertop grilling to something all his own — a signature line of health and fitness products made by his new company, which plans to go public.

The former heavyweight champ and grillmaster hopes that with George Foreman Enterprises Inc., he can expand on his previous business success with a range of consumer products.
(enlarge photo)
George Foreman poses inside his Huffman, Texas home, Monday, Aug. 15, 2005. The former world heavyweight champion will announce the launch of his new company, George Foreman Enterprises, Inc., on Wednesday, Aug. 17, 2005. Foreman is giving up the boxing gloves and kitchen mitts for something he can call his own: a signature line of health and fitness products. (AP Photo/Jessica Kourkounis)

Foreman has already branded himself through his successful George Foreman Lean Mean Grilling Machine. Revenues for Salton Inc., which manufactures the grill, shot from $77 million to more than $792 million in the first four years of Foreman's association with the Lake Forest, Ill.-based appliance maker.

But Foreman thinks he can press further by making and marketing items bearing his name.

"Put your name on something, it better be the best," Foreman said this week from his home northeast of Houston. "You only get one shot."

In his newest venture, Foreman is partnering with MM Companies Inc. Chairman and CEO Seymour Holtzman, also chairman of Casual Male Retail Group. Foreman became a spokesman for Casual Male Big & Tall in 2003 and launched a clothing line for the company last year.

"It has been unbelievably successful for us," Holtzman said of the company's association with Foreman. "This is a guy who has gone from I think a classic case of rags to riches, down again and then up bigger than ever."

Holtzman says Foreman can overcome the biggest challenge in business: creating a lasting relationship and connection with consumers.

"He's likable," Holtzman says. "He goes across all kinds of lines. ... To be very succinct, there is nobody better. He is the best."

Foreman refused to say what products he'll make and where he'll try to sell them.

Foreman linked up with Salton in 1995 to promote the George Foreman Lean Mean Grilling Machine — a redesigned product that had been on the market without his name.

He didn't expect much out of it other than 20 free grills for his various houses and one for his mother.

But within four years, 10 million grills had been sold and Salton paid Foreman $127.5 million and $10 million in stock to use his name for its product's duration.

Foreman, who won an Olympic gold medal in 1968 and was named the heavyweight champion in 1973, has long been a pitchman. Shortly after losing his heavyweight title to Muhammad Ali in 1974, he went to work swaying people to eat at McDonald's and Kentucky Fried Chicken.

Foreman's marketing power shouldn't be underestimated, industry experts said.

"People have positive associations with George Foreman," said Edward Fox, a marketing professor at Southern Methodist University in Dallas. "Part of the value of having a good, positive brand image, like George Foreman does, is you can take that brand and you can put it on new products."George Foreman Forms New Company

I hope he does well. Even though it's not really gormet cooking, I use my GFG all the time. It's one of the few things that I can truely say I got my money's worth and then some.

He has a positive image, and he seems to genuinely care about health and fitness.

I cook a lot on my GFG....I love it....I want the rotissere oven he markets too...

I want one of those too. I love those whole roasted chickens I get from Publix.

We got the super-delux GFG for our wedding, the one that folds out flat and has different grill plates you can put in it. It'll cook anything from burgers and chichen breast to pancakes and bacon. It saves me at least a few hours of cooking time a week.

oh niceee

Mine is just a small one, but it does have the removable plates which make clean up a breeze. I have a separate griddle that I use for French Toast, pancakes, bacon (although I've made bacon on the GFG too), salmon patties, etc...

Have never tried the GF grill, but I hear great things about him. He's got a line of clothing out, geared for us rather large guys, and it's sharp. Great colors. Great styles. I'm losing weight, but until I reach my goal, I'm going to try and look for GF's stuff at the big boys' stores... :D

It's easy enough to cook on a GFG....so easy, even Cappy can do it...less grease, less mess, fast cooking, and everything stays nice and juicy and delicious...it's a great applicance for starting to eat healthier without having to give up everything that's good. :)

I'll have to look into it..although I love my backyard grill...I love to grill, and the George Foreman grill doesn't allow me to do the things I love...who knows..Mrs Ton80 and I will probably get one, but I'll still maintain my other grill too.... fgtb76

Make sure it's the one with the removable plates on it if you get a regular size one....the plates pop-off so you can wash them easily.

Ahh...convient cleaning..I was just talking to Cappy about buying things to make cleaning easier and less time consuming last night... he's still stubborn though... :P

I'll definitely look for the one you suggested TG... ;)

Boy don't I KNOW it....

Hey, as part of this new kindler and gentler Ton80..I'm not critical of his methods..if he wants to spend hours instead of minutes doing the work, than so be it...:P