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Westchase Businesses Sponsor “Makeover a Mom” Contest

Direct Effect Fitness owner, Allan Keller, talks about the details of the contest and explains why his mom is so important in his life.

Motherhood is one of the most difficult occupations in the world. The job responsibilities are innumerable and the hours are murder.

Allan Keller, owner of , knows this and decided to organize a special contest to help honor the frequently unsung moms of Westchase.

The “Makeover a Mom” contest aims to transform one deserving Westchase mom from matronly martyr into marvelous model.

Prizes include eight weeks of personalized fitness training at Direct Effect Fitness, a complete beauty makeover and massage from Belanova Salon, Touch Aveda Salon & Spa and Pia Day Spa. The Lucky winner would also receive $50 towards dinner for two at Catch Twenty-Three Restaurant and free admission to a Parent’s Night Out class at My Gym Children’s Fitness Center.

Keller, a former computer software professional, started in the fitness industry four years ago after not being very physically active. Exercising with a trainer turned things around for him, so he decided to do the same for others.

Keller says that he and his wife came up with the idea for the makeover contest together. He was also inspired by his own mother’s penchant for placing everyone else’s needs before her own.

“We know that there are a lot of mothers out there that work really hard to take care of their families and kids," Keller said. "And if they are anything like mine, they don’t spend a lot of time working on themselves."

“We just want to reward them for all the hard work they put into their family and the community," he said.

Keller said he has a great relationship with his mother, Jeanine Plummer.

“My mom and I are super close. She’s responsible for who and what I am today and I wouldn’t be where I am without her,” Keller said. “When we opened our gym last year she drove nine hours down from Greenville, S.C. just to be here for one night."

Registration for the “Makeover a Mom” contest ends Friday May 6, 2011. Go to http://www.directeffectfitness.com/makeover to request an nomination form.

For more information e-mail Allan Keller at allan@directeffectfitness.com or call: 813-333-9922.

Nominations for the contest will be judged by the business sponsors, Direct Effect Fitness, Touch Aveda Salon & Spa, Catch Twenty-Three, Belanova Salon, My Gym Children’s Fitness Center and Pia Day Spa. 

Co-sponsoring business owners:

  • Elena, Owner, Belanova Salon
  • Mary Miller, Owner, My Gym Children's Fitness Center
  • Rob Wickner, Owner, Catch Twenty-Three
  • Michelle Czajka, Owner, Touch Aveda Salon & Spa
  • Pia Trujillo, Owner of Pia's Esthetic Day Spa
Nathan Bonilla-Warford April 26, 2011 at 07:02 PM
Such a great idea!
Nancy LaBossiere April 27, 2011 at 05:35 PM
DE Fitness is by far the best gym that I have ever belonged to! Their approach is low key, but they are serious about helping you reach your goals! I cannot recommend them enough.
Beauty Salon in Clearwater April 13, 2012 at 06:00 AM
Wow... Great Article. Thank you for sharing this information.

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