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Piranha Xtreme Team Takes Bite Out of Gen Y Market with Product Saving Frenzy at Mountain Resorts

GOLDEN, Colorado – Dec 3, 2001 – More than 150 extreme skiers and snowboarders, ages 18-29, are shredding at mountain resorts across the country as product ambassadors in a Generation Y sampling program for Piranha Energy Drinks. The Piranha Xtreme Team program, working at a “snowroots" level, leverages Gen Y extreme winter athletes to promote and distribute the hip and tasty energy drink to their winter sports network of Gen Y peers, mountain rental shops and convenience stores. The team will also join the Salomon Oasis Project – a Salomon-sponsored tour that travels the country offering free test rides on the latest skis and snowboard equipment – at 15 ski resorts this season.

“Generation Y doesn’t want to be messaged to with products or brands. To reach this market segment effectively, you have to participate in its lifestyle," explained Bernie Freeman, vice president of marketing for The Active Sports Marketing Group, the marketing property of The Active Network and creator of the program. “By leveraging local heroes at local mountain resorts, we’re going to the core of Gen Y’s extreme winter sports lifestyle and hooking this network into Piranha Energy Drink. This high-energy drink is hip and tasty – and completely embodies the lifestyle, spirit and fuel needs of Gen Y snowboard and skiing extremists."

With backpacks full of Piranha Bone-Crushing Citrus and Phunky Fruit Punch, the team will spread the word on and off the mountain through programs like Piranha Energy Patrol Distribution, Piranha High-Fuel Parties and the Piranha High-Fuel Rental Program.

“I'm looking forward to getting out, representing a quality product and meeting new people. I lead a fun and healthy lifestyle, know a lot of people in the Vail Valley and can definitely keep up with the boys on the mountain," said PiranhaXT athlete Beth McMullen Lohman, an extreme downhill skier, former collegiate racer and past Junior Olympics competitor. “The program and the team are a great way to promote the product – what better way to promote an energy drink than by getting young, vibrant, energetic people to represent it?"

Launched by EAS – the Golden, Colo-based lifestyle nutrition product leader and developer of Piranha Energy Drinks – and The Active Network, a technology and marketing leader for the participatory sports market, the program will reach states that include Colorado, California, Washington, Utah, Montana, Arizona, New Mexico, Vermont and New Hampshire. The male and female athletes were hand-selected for their leadership and athletic skills – many compete regularly – and their sphere of influence at their local mountain. They are also compensated with free product, gear, and additional monies depending on media exposure.

“Reaching the Generation Y market demands non-traditional methods," added Jim Heidenreich, vice president of marketing, EAS. “We’ve created a program that relies on personal ambassadors that have great market influence among their Generation Y peers. We think this is the best way to reach our target market and generate excitement for Piranha Energy Drinks."

About EAS

Based in Golden, Colo., EAS ( is recognized as the industry leader in active lifestyle nutrition products for elite athletes and active individuals. EAS distributes products domestically and internationally through direct sales and approximately 40,000 retail outlets. EAS’ supplements are science-based and have been designed to meet the standards of those who are dedicated to fitness, physical conditioning and athletic performance. EAS is committed to education and science to develop the right products for active people interested in improving their lifestyle. For more information about Piranha Energy Drinks, visit

The Active Sports Marketing Group

The Active Sports Marketing Group (ASMG), a property of The Active Network, provides the most effective channel for businesses to reach individual and team-based participatory sport athletes at the grassroots level. ASMG’s targeted online and offline integrated marketing packages help companies looking to expand their business into the active lifestyle market, introduce or grow existing brands, penetrate new markets and more. ASMG ( represents a wealth of successful media properties on ( and eteamz (, two core Web properties of The Active Network, and also leverages the sites’ unique relationships with thousands of event, league and recreation professionals to deliver targeted marketing messages to tens of thousands of athletes onsite at their "point of sweat."

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