Rah-Rah Rides

Silver Lining

What: Products and services for active seniors
Who: David Krieff of Silver Foxes Inc.
Where: Los Angeles
When: Started in 1991

Today's seniors are dating, exercising, traveling and living youthful lives, regardless of their ages. David Krieff, an Emmy-nominated ex- co-producer of Miami Vice, saw this vitality firsthand in his 100-year-old grandfather Morrie. In fact, Krieff was so inspired that he launched a company dedicated to active seniors.

"Part of our message," says Krieff, 40, "is [to] create products and services for the aging and active [population] who have personality, and speak directly and impassion them."

The company's first exercise video, released in 1991, starred the parents of celebrities, including Cindy Crawford, Al Pacino and Sylvester Stallone, and sold nearly 3 million copies. In 1999, Krieff developed partnerships with leading vitamin and juice manufacturers and released a line of nutritional products under the Silver Foxes brand.

Through the Silver Foxes Web site, Krieff also offers such senior population services as travel packages, a romance and friendship division, and medical advice. Thanks to so many youthful seniors out there, Krieff expects sales for 2002 to exceed $4 million.

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This article was originally published in the February 2002 print edition of Entrepreneur with the headline: Rah-Rah Rides.

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