Biz Briefs: Jake's Take

Jake Steinfeld, whose L.A.-based company, Body by Jake, firmed up a generation of celebrities, launches business ventures as easily as he lifts weights. In his new book, I've Seen a Lot of Famous People Naked, and They've Got Nothing on You!, Steinfeld, 47, shares the secrets that helped him create FitTV (sold to Fox/Liberty Networks for $500 million) and Major League Lacrosse. Time lifted a fork with Steinfeld.

You've been careful about not being typecast, haven't you?

I've always been a believer in parlaying success. You don't want to stay too long at one party. You have just a certain amount of jokes, and everyone thinks you're funny. But you stay too long, you don't get invited back. I didn't want to become Jake LaLanne.

You've rubbed elbows with big honchos right from the start.

Here I was, invited to Necker Island, Richard Branson's island. Steve Ross flew the Warner jet to bring us Nathan's hot dogs. I mean, pal, I'm a kid from Baldwin [Long Island, N.Y.]. You know what I mean?

What was the lesson?

These very wealthy, very famous, very powerful people are just like you and me. The only difference is, these guys had a dream, and they never quit, and they never took no for an answer.