Enjoying Positive Spin

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Michelle Obama has tried it. Oscar-winning actress Marisa Tomei has demonstrated it on national TV. And, this year, a tiny Venice Beach company is poised to make a million off the latest weight-loss craze: hoop-dancing.

“We really think this can take off like yoga, belly dancing or martial arts,” said Gabriella Redding, 34, chief executive and co-founder of Hoopnotica, which sells the hoops and teaches people how to use them.

Hoopnotica was first spotlighted in the Business Journal in 2006 shortly after it was founded by Rayna McInturf, a former IT manager-turned-hula hooping instructor, along with Redding and another companion.

Hoopnotica’s certifies hooping teachers worldwide and sells the hoops online for up to $40. Hoopsters can also order instructional DVDs for $19.95.

The plastic hoops are updated from the vintage Wham-O Hula Hoops boomers remember, scaled up for adults and embellished with original artistic designs.

Hoopnotica’s online sales have surged to 600 to 700 a month, up from only about 20 to 30 in 2006. In Japan, the company’s distributor is selling 2,500 monthly, up from 160 in August.

Hoopnotica expects to gross $1 million in revenue this year, more than all of its revenue in the prior three years combined. Hollywood has helped.

Tomei, the 1992 supporting actress Oscar winner for “My Cousin Vinny” and a 2008 nominee for her role in “The Wrestler,” recently demonstrated her hip-swinging prowess on Ellen DeGeneres’ TV talk show.

The growing hoop craze was recently boosted by a photograph of the nation’s first lady showing off a few hoop moves.

The incident prompted a flurry of activity at the company, with McInturf saying they’ve tried contacting Michelle Obama “in every which way” even though she may have been using her children’s hoop.

“We have definitely fueled what is known as the hoop dance movement,” said McInturf. “What we have achieved is bringing it from the underground.”

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