MISSISSAUGA, ONTARIO--(Marketwire - July 16, 2010) - Hot on the heels of the highly successful Premier Fitness 90-Day $10,000 Weight Loss Challenge that ran from January 22 through April 22, 2010, and in response to an overwhelming number of requests to hold another, John Cardillo, CEO of Premier Fitness announced today that the Premier Fitness Group of Clubs will be holding their second 90-Day $10,000 Weight Loss Challenge beginning September 7, 2010. The Premier Fitness/Regency Fitness/Mademoiselle Women's Fitness member who loses the greatest percentage of body weight in 90 days will receive $10,000! Second runner-up will win $5,000; third runner-up $2,500; and all participants will receive one month FREE membership for every five pounds of weight lost. Participation is by registration only at www.premierfitness.ca, and is limited to the first 50 registering members per Premier/Mademoiselle/Regency club.

"We are thrilled with how popular the first challenge was," says John Cardillo. "In June we held our awards presentation party. We invited the top 25 members who lost the most weight. All were given awards, including the top three financial awards, which was very exciting. We want to build on that momentum with the new challenge this fall. The main difference will be that instead of the total number of pounds lost, the new competition will allow more people to participate because the winner will be selected by the amount of percentage of body weight lost. Prizes will once again be $10,000 to the first place winner, $5,000 for second, and $2,500 for third. And again, all qualified registrants will receive free extensions to their membership of one month for every five pounds they have lost by the end of the 90-day period. It's gratifying that so many members have already expressed interest in this fun challenge that inspires a new and healthy outlook on life."

Cardillo explains that the initial motivation for the challenge was to help fight obesity in Canada and reduce the risk of obesity-related issues including heart disease and diabetes. "We had over 1,800 participants in the first round, and across our various clubs, you could feel an increased positive energy. Members worked harder than ever with their trainers, and we know that their success will influence a healthier lifestyle for their families and friends. People are already registering for the second challenge, and we're incredibly excited about it."

Rules for the second Weight Loss Challenge include registrants being weighed on Tuesday, September 7, 2010, and then approximately weekly throughout the 90-day period, and finally on December 6, 2010. The person who loses the greatest percentage of body weight will be offered the opportunity to participate in a feature article in Oxygen Magazine. Other restrictions apply. For complete rules and to register, visit www.premierfitness.ca.