Aquatic Fitness Products, in North Palm Beach, Fla., hopes to make waves in the fitness market with a patented water-workout station touted as a therapeutic alternative to swimming and lifting weights. Chairman and founder Milton Velinsky sees lots of opportunity in the pool and spa markets. But he's testing the waters first in YMCAs, hospitals, and physical-therapy centers, where he expects to win influential endorsements for selling through direct channels.

-- Anne Murphy