Tooning In

Magnetic Power

How do athletes spell relief? M-A-G-N-E-T-S. Yes, it may seem a bit of a stretch, but the fact remains that biomagnetic therapy is all the rage among those seeking noninvasive treatment for aches and pains. It is, proponents contend, an attractive alternative to more conventional medicine.

But perhaps this magnetic pull is best understood as yet another example of how open-minded consumers are increasingly using New Age-type remedies. Although skeptics exist, magnet wearers are bolstered by the knowledge that they're reportedly following in the footsteps of historical figures such as Aristotle and Cleopatra. And, true believers argue, are magnets that much of a leap from many of the herbal concoctions available in today's marketplace?

Oakland Park, Florida-based DHB Sports Group Inc. is betting not. As the force behind BIOflex magnets, DHB Sports Group claims its concentric-circle technology is an industry breakthrough--and a far cry from traditional magnets. Medicinal magnets are generally thought to dilate blood vessels and thereby ease one's circulation.

But do they actually work? Again, it's debatable. But what we can tell you is that magnet use is no longer exclusive to open-minded consumers: At least one enterprising company has begun to sell biomagnetic collars for dogs.

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This article was originally published in the November 1997 print edition of Entrepreneur with the headline: Tooning In.

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