Launching in China, GFI educated the market in the benefits of Power Plate, leveraging the endorsements of professional athletes and celebrities. Celebrity Power-Plate devotees include Elle Macpherson, Madonna, Claudia Schiffer and Courteney Cox. Branding was done in line with the well developed international image and made appropriate for a China based target female and male audience. Slimming and body toning are the most demanded attributes by urban fitness and beauty consumers, alongside reliable results. These aspects were focused on to great effect. Now Power Plate is prominent in high grade China beauty salon chains and gym groups.