Goldhil Hitching Fitness Wagon to Kathy Smith31 Jan, 2006 By: Jessica Wolf
Fitness pro Kathy Smith's swing to Goldhil Entertainment fits right in with the company's new strategy for its “Natural Journeys” label of exercise titles.
The supplier, which came under new ownership last year, is committing its marketing and promotional efforts to branding the stars of its many exercise series — such as Leisa Hart's sculpting workouts.
Adding an already established brand name like Kathy Smith elevates not only Goldhil's fitness line, but also the supplier's complete catalog of special interest titles, said Mark Gilula, SVP of acquisitions and new business development for Goldhil.
“We're hitching our wagon to her,” he said.
Smith comes to Goldhil having retained rights to most of her library of workouts from her illustrious career, which spans more than two decades.
Kathy Smith videos have sold more than 16 million units worldwide, and she has appeared as a fitness expert on such shows as “The Oprah Winfrey Show,” “The Tonight Show With Jay Leno” and “The Today Show,” and on CNN. Both Fitness Magazine and Shape Magazine voted Kathy Smith programs No. 1 on their lists of top DVD workouts for 2006. Smith also serves as Yahoo.com's fitness expert, which will create promotional opportunities for future releases, Gilula said.
Smith has a devoted fan base among baby boomers, who have long used her workouts, Gilula said. Now, Goldhil plans to introduce Smith to a whole new audience as well, by repackaging and re-releasing her library in new configurations and with fresh content added. Some of Smith's titles have never before been available on DVD.
“Her catalog will not only offer a wide variety for consumers, but it's really going to show the evolution of the fitness industry over the past 20-plus years,” Gilula said.
Goldhil also plans to release about two new workouts per year from the fitness star, starting with Smith's “The Matrix” workouts, which incorporate diet, nutrition and lifestyle tips.
Smith's new line will focus on trends in fitness, targeting goals of overall wellness, longevity and health, rather than just weight loss, Gilula said.