Exercisers 'Shape' Up With Inspired29 Mar, 2006 By: Jessica Wolf
Longtime fitness supplier Inspired Corp. is the third video company to team up with a major health magazine for an exercise series.
Inspired's latest release from its partnership with Shape magazine streets March 28 with the yoga workout Shape: Long, Lean and Strong (DVD $19.98).
Late last year, Inspired released the first four Shape titles: Bikini Body All Year Round: Cardio, Bikini Body All Year Round: Toning, Shape ... Your Abs and Shape ... Your Butt, Hips & Thighs.
It's hard to break a new brand in fitness, said George Bowman, VP of sales for Inspired. Teaming with such a high-profile publication creates a built-in brand, he said. The relationship also comes with built-in promotion from the magazine.
Last year, GoodTimes Entertainment (now owned by Gaiam) teamed with Prevention magazine for a fitness series. Koch Vision started the trend with its line of Self magazine-branded workout DVDs.
Shape editors work with producers to come up with the programs for the Inspired DVDs. Others on the drawing board include a kids cardio program and a walking cardio workout.
A Shape editor will be introducing the series on QVC soon, Bowman said. Shape has been promoting its 25th anniversary in Macy's store locations throughout March with the DVDs, and getting editorial coverage on the milestone tie-in with the “25 days to Bikini Ready Countdown.”
“It's selling well,” he said. “We're in Target, Musicland, Borders, Trans World, everywhere. And specialty [food] stores like Wild Oats and Whole Foods have really picked up on the category.”