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Profile - Direct Focus, Inc. (NasdaqNM:DFXI)
As of 31-Aug-2001
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More Info: Quote | Chart | News | Profile | Research | SEC | Msgs | Insider | Options | Financials | Reports
Recent Events
Aug 14Stock Split 3 for 2
Location
1400 NE 136th Avenue
Vancouver, WA 98684
Phone: (360) 694-7722
Fax: (360) 694-7755
Employees (last reported count): 398
Financial Links
 ·Top Institutional Holders
 ·Top Mutual Fund Holders
 ·Analyst Upgrade/Downgrade History
 ·Historical Quote Data
 ·Raw SEC Filings at sec.gov
Competitors:
 ·Sector: Services
 ·Industry: Retail (Catalog & Mail Order)
Company Websites
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Ownership
·Insider and 5%+ Owners: 15%
·Over the last 6 months:
 · 17 insider sells; 209.0K shares
  (3.8% of insider shares)
·Institutional: 54% (63% of float)
(190 institutions)
·Net Inst. Buying: 2.84M shares (+13.03%)
(prior quarter to latest quarter)
More From Market Guide
 ·Highlights
 ·Performance
 ·Ratio Comparisons
Business Summary
Direct Focus, Inc. is a marketing company for fitness and healthy lifestyle products that markets consumer products within its direct-marketing segment directly to consumers through a variety of direct-marketing channels, including spot television commercials, infomercials, print media, response mailings and the Internet. The Company's principal direct-marketed product to date has been its Bowflex line of home fitness equipment. Direct Focus also offers a line of air-sleep systems under the name Nautilus Sleep Systems, which it began marketing on a nationwide basis in December of 1999.
More from Market Guide: Expanded Business Description

Financial Summary
DFXI is a direct marketing concern that develops and markets premium quality, premium priced branded consumer products, sold directly to consumers through TV commercials, infomercials, print media, mailings and the Internet. For the six months ended 6/01, net sales rose 57% to $149.9 million. Net income rose 71% to $29.3 million. Revenues reflect higher sales of Bowflex products and the acquisition of Nautilus. Earnings also reflect interest earned on invested cash.
More from Market Guide: Significant Developments

Officers[Insider Trade Data]
FY2000 Compensation
PayExer

Brian Cook, 51
Chairman, CEO
$594K--  
Kevin Lamar
Pres
--  --  
Rod Rice, 37
CFO, Treasurer and Sec.
324K$461K
Randal Potter, 34
COO, Pres, Direct Division Director
394K826K
Dollar amounts are as of 31-Dec-2000 and compensation values are for the fiscal year ending on that date; "Pay" is salary, bonuses, etc.; "Exer" is the value of options excercised during the fiscal year.
More from Market Guide on Officers & Directors:
Expanded List, Bios, Compensation, Options
Statistics at a Glance -- NasdaqNM:DFXIAs of 31-Aug-2001
Price and Volume
52-Week Low
on 9-Jan-2001
$11.611
Recent Price$28.00 
52-Week High
on 18-July-2001
$33.50 
Beta1.16 
Daily Volume (3-month avg)425.9K
Daily Volume (10-day avg)391.0K
Stock Performance
[one-year price graph]
big chart [1d | 5d | 3m | 6m | 1y | 2y]
52-Week Change+99.2%
52-Week Change
relative to S&P500
+167.2%
Share-Related Items
Market Capitalization$986.9M
Shares Outstanding35.2M
Float30.0M
Dividends & Splits
Annual Dividendnone 
Last Split: 3 for 2 on 14-Aug-2001
Per-Share Data
Book Value (mrq)$3.26 
Earnings (ttm)$1.48 
Earnings (mrq)$0.40 
Sales (ttm)$7.67 
Cash (mrq)$2.69 
Valuation Ratios
Price/Book (mrq)8.60 
Price/Earnings (ttm)18.88 
Price/Sales (ttm)3.65 
Income Statements
Sales (ttm)$278.3M
EBITDA (ttm)$82.2M
Income available to common (ttm)$53.8M
Profitability
Profit Margin (ttm)19.3%
Operating Margin (ttm)28.4%
Fiscal Year
Fiscal Year EndsDec 31
Most recent quarter30-June-2001
Management Effectiveness
Return on Assets (ttm)45.86%
Return on Equity (ttm)59.27%
Financial Strength
Current Ratio (mrq)3.97 
Debt/Equity (mrq)0 
Total Cash (mrq)$94.7M
Short Interest
As of 8-Aug-2001
Shares Short6.74M
Percent of Float22.5%
Shares Short
(Prior Month)
4.97M
Short Ratio7.60 
Daily Volume887.0K
See Profile Help for a description of each item above;   K = thousands;   M = millions;   mrq = most-recent quarter;   ttm = trailing twelve months;   (as of 30-June-2001)

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