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COLD-FX Partners With Canadian Cycling to Promote Active and Healthy Living

^{Published on 2011-03-30 18:00:34 - Market Wire}
 

OTTAWA, ONTARIO--(Marketwire - March 30, 2011) -

Editor's Note: There are 2 photos associated with this press release.

COLD-FX^® (TSX:FXA) and The Canadian Cycling Association (CCA) have partnered to co brand on healthy and active lifestyles while enabling Canada's top cyclists to pursue their dreams over the next two years.

"We are thrilled to announce this two year strategic partnership with COLD-FX," said Greg Mathieu, CEO and Secretary General of the Canadian Cycling Association. "COLD-FX has supported amateur sport within this country with excellent results. We are excited to be included in their promotion and marketing plans as we prepare for the London 2012 Olympic Games."

The Canadian Cycling Team boasts three defending World Cup Champions in Catharine Pendrel (Team Luna Pro/Harvey Station, NB) in mountain bike, Zachary Bell (Team SpiderTech/North Vancouver, BC) and Tara Whitten (Team TIBCO/Edmonton, AB) in track cycling. In addition, Canadian cyclists won six medals in 2010 at International Cycling Union (UCI) World Championships in all categories.

COLD-FX is the Official Cold and Flu Remedy of the Canadian Cycling Team, and the all-natural remedy will provide immune support to the cycling athletes through their gruelling training, competition and travel schedules.

In addition to their commitment to the National Cycling Team and Road National Championships, COLD-FX continues their relationship with recently returned Canadian Cycling Team member and multiple Olympic medallist Clara Hughes, and is establishing a new affiliation with Tara Whitten, who successfully defended her World Champion status in the women's Omnium this past weekend.

"We have a long history of supporting elite athletes in Canada," said Steve Wallace, Vice President of Marketing at Afexa Life Sciences, the makers of COLD-FX. "We're proud to partner with the Canadian Cycling Association, and to continue helping Canadian athletes pursue their dreams as they prepare to take on the world in London 2012. We have been proud sponsors of Clara Hughes for the past 7 years, and are delighted to help support her return to cycling. We are also excited to sponsor World Champion Tara Whitten and the entire Canadian Cycling Team as they pursue excellence."

Cycling is a popular sport and activity in Canada with more than 14 million recreational and competitive cyclists. The sport of road cycling has enjoyed surging interest as a result of strong performances by Canadian cyclists in international competition, including the seventh place finish at the 2010 Tour de France by Ryder Hesjedal (Garmin-Cervelo), and the ongoing success of Canadian riders Michael Barry (Team Sky), Svein Tuft (Team SpiderTech), and Dominique Rollin (Francaise des Jeux), to name just a few.

ABOUT COLD-FX

Afexa Life Sciences Inc., founded in 1992, strives to deliver the most trusted health brand on the planet through pioneering evidence-based natural medicines that empower people to achieve their health potential. COLD-FX is the Company's flagship product and Canada's leading over-the-counter ("OTC") cold and flu remedy. It is officially indicated in Canada to help reduce the frequency, severity and duration of cold and flu symptoms by boosting the immune system. COLD-FX products have NPNs and are supported by scientific evidence, including randomized, double-blind, placebo-controlled clinical trials. COLD-FX is the Official Cold and Flu Remedy of the Canadian Olympic Team and is Certified for Sport^TM by NSF International. For more information, please visit [ www.cold-fx.ca ].

ABOUT THE CANADIAN CYCLING ASSOCIATION

The Canadian Cycling Association is the governing body for competitive cycling in Canada. Founded in 1882, the CCA aims to create and sustain an effective system that develops talented Canadian cyclists to achieve Olympic, Paralympic and World Championship medal performances.

With the vision to be a leading competitive cycling nation by 2020, celebrating enhanced international success, increased participation, and world class event hosting, the CCA manages the National teams, hosts national and international events, and administers community programs to promote Cycling in Canada. For more information, please visit: [ www.canadian-cycling.com ].


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