Wednesday July 17, 2002

BFIT Negotiates Acquisition of Established Infomercial Product

NEWTON, N.H., July 17 /PRNewswire-FirstCall/ -- Ronald S. Laura Enterprises, Inc. (OTC PK: BFIT), today announced that it has signed a binding Letter of Intent with EatWize Marketing LLC, the developers of an established formula Infomercial product. The terms and conditions that are set forth in the Letter of Intent are subject to the completion of certain filings at which time the exact nature of the transaction will be finalized.

Dr. Ronald S. Laura, Chairman of the Board of BFIT stated, "We are very excited about this turn of events. EatWize has developed a diet product that can be sold through video. There have been excellent results for products of its type. It should occupy a solid space in the $34.7 billion weight-loss product industry."

EatWize is a nutritional lifestyle product that incorporates the successful elements of many nutrition and diet plans. It is structured so that each customer can modify the diet to account for personal likes and dislikes. There is an interactive element to the product that allows for each customer to gain immediate feedback on progress in following the plan.

Dr. Laura further stated, "We were particularly taken with the unique interactive elements of the product, the attractive pricing and the continuity nature of the marketing plan. The impact that this product could have on BFIT is profound even if it is only modestly successful and all indications we have are that it will be established as a solid success in the direct response marketing business. The product is ready for market and is expected to begin airing in October."

BFIT manufactures and sells the "Aussie Mega Pump," a body conditioning system developed in Australia by Dr. Laura, who has been a weight training and body-conditioning expert for the past twenty years. He has authored twenty- five books on body conditioning and related subjects.

This press release includes or may include certain statements, estimates and forward-looking projections of the company with respect to the anticipated future performance of the Company. Such statements, estimates and forward looking projections reflect various assumptions of the management of the Company that may or may not prove to be correct and involve various risks and uncertainties including, but not limited to, the risk factors contained herein.