Razor Works Out14 Jul, 2006 By: Jessica Wolf
Razor Digital Entertainment, which just began releasing workout titles 18 months ago, has launched a new division, Razor Fitness, to focus on the supplier's established and rising exercise stars.
“We did some market research and feel there's an opportunity,” said Mitch Perliss, EVP of Razor Digital.
Razor's strategy is to maximize established fitness stars such as Tamilee Webb (of “Buns of Steel” fame) and “The Method” star, Jennifer Kries. Both have new titles coming from Razor this year.
Then the plan is to use the Razor Fitness brand to bank on rising talent such as Brazilian dance specialist Vanessa Issac and trainer Jari Love, Perliss said.