Adapting To Big Box & Internet Competition
At Bodywork Central

By Clive Scullion

Clive Scullion, longtime OPEN EXCHANGE lister, founded Bodywork Central with the mission of providing quality massage bodywork and massage supplies for professionals and non-professionals alike. Competition from discounters in malls and online has forced Clive to change his business model —but not abandon his mission. Clive is matching or beating the lowest prices for his product lines!

Drive across the country and what do you find in small town America? Perhaps a Wal-mart on one side and a Costco on the other end. Most of the Ma and Pa businesses that once thrived have shut down and the original town is decimated. Perhaps Ma and Pa are applying for a job at the new Home Depot that is opening up down the road. It's the "malling" of America. My opinion is that it's the mauling of America.

Small retail business in America is under seige. It's almost impossible to keep a storefront open in an expensive urban environment and match prices with the rest of the world.

What will Bodywork Central do? We'll go modern, too. We are phasing out product sales at our Berkeley retail location and consolidating them at our less expensive warehouse. We accept the reality of Ma and Pa style retail stores closing and say bring on our Warehouse.

Since we will be closing our retail store (following the trend here in Berkeley and elsewhere) we will be able to offer cutthroat, bottomline pricing.

From now on the Bodywork Central Warehouse ( 8th Street near Gilman) will ship the same day at a lower price than anyone else. You won't have to apologize for not shopping with us, "Well, we would like to buy from you here and now, you are so informative and nice, but I have to save the money." We will have lowest cost guaranteed for anywhere in the United States on the products we sell.

We'll ship your orders promptly, but, as with all other big business, it will be much harder to speak to a real person.

On Tuesdays and Thursdays 10am to 1pm we will provide walk-in warehouse service to our local Bay Area customers. Come in and talk to us and still we will provide the lowest price you'll find anywhere.

Our retail location in Berkeley will not close entirely but will become more massage-oriented. To help with the transition we are giving away a free folding stool to any customer who has bought $500 or more worth or merchandise in the last 5 years. A free rolling stool to any customer who has bought more than $1,000 dollars of merchandise in the last 5 years. And a free Sunyatta Massage Table to any customer who has bought more than $5,000 of merchandise in the last 5 years. We know who you are, come on by and collect your reward and see our new lowest costs anywhere—guaranteed.

And we're even adding new product lines for the fall. Bodywork Central is proud to feature a new line of fine quality massage hand tools custom made in Bulgaria. The tools are hand crafted from the finest quality Bulgarian cherry wood. They have an aromatherapy dual purpose. By unscrewing the removable thumb the customer can inhale the finest quality Bulgarian Rose or lavender essential oils.

Thank you for sticking with us!