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Koch, ‘Self' Heat Up Summer Fitness

27 Apr, 2005 By: Jessica Wolf

Koch Entertainment has teamed up with leading health and fitness publication Self Magazine to launch a line of fitness DVDs.

The first two titles street May 10: Firm Flat Abs Fast! (DVD/VHS $14.98) and Bikini Ready Fast! (DVD/VHS $14.98).

They're hitting the market right in time for the fitness sales peak time — swimsuit season, said Dan Gurlitz, VP of Koch Vision. The programs were designed to catch the eye of the fitness consumer looking to get in shape for the summer, he said.

“These are the fitness titles for the season,” he said. “No one is going to come out with anything that's larger or more broad-based with regard to what the consumer wants right now.”

Thanks to the high-profile partnership with Self Magazine, the releases will get Koch's biggest promotional campaign to date, he said, making more than 100 million media impressions.

“One of the great things about working with a magazine that has the stature of Self is that their outreach by themselves is enormous,” Gurlitz said.

Ads for the titles will run in six consecutive issues of the monthly magazine, which goes out to about 1.4 million subscribers.

Additional publicity for the titles is set to appear in Allure, Brides, Glamour, Jane, Teen Vogue and other magazines as well as on TV's “The View.” TV advertising is planned for Oh! Oxygen Channel and FitTV. Internet campaigns will appear on iVillage and Self.com.

The two releases will be tagged in Self Magazine's e-mail newsletter April through September, which goes out to 200,000 subscribers.

Koch will be on hand to promote the releases at upcoming Self-sponsored charity events benefiting the Susan G. Komen Breast Cancer Foundation. These include “Self workouts in the park” to be held this summer in Chicago, New York City, Atlanta and San Diego.

Koch inked the deal with the leading fitness magazine about a year ago. Self was looking to get into the market, and Koch came along with the expertise, Gurlitz said.

“It just started to align itself,” he said. “It was extremely smooth, which you don't always find.”

The workouts for the line are inspired by a regular Self section titled “Body Bonus,” which contains outlines for workout programs and fitness tips.

“The talent [for the videos] is extremely strong, and the workouts are cardio centric with elements of yoga and Pilates,” Gurlitz said. “It's an incredibly well thought-out program.”

Another two Self-sponsored titles will arrive in September, he said.

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