Our Brand

It all began in 1933 with a group of enthusiasts exercising on a sandy beachfront in Santa Monica California. From their desire for healthy fun under the sun, a worldwide phenomenon was born.

For more than 75 years, Muscle Beach® has been The Face of Fitness™, the guiding light that has inspired generations to change their way of life and improve their overall well-being.

Today, and from its rather humble beginning, branding visionary, Danny Lucien “The Solution” Tschirret, in conjunction with the company’s agent, Infinity Licensing, is building this slice of American history into one of the world’s premier lifestyle brands.