Gaiam, Comcast Partner for Fitness SVOD Service12 Jan, 2015 By: Erik Gruenwedel
Gaiam TV Fit & Yoga aims to compete against Lionsgate's BeFit
Just in time for New Year’s resolutions, Comcast Cable and Gaiam Jan. 12 announced the launch of Gaiam TV Fit & Yoga, a subscription-based video-on-demand service enabling Xfinity TV subscribers access to yoga and fitness training directly on the TV.
Content will expand throughout the year and is accessible via Xfinity TV Go mobile platforms. Xfinity TV Digital customers with Xfinity On Demand can subscribe to Gaiam TV Fit & Yoga for $6.99 per month. There will also be a collection of free content available on demand, enabling customers to sample the programming.
Fitness instructors include Jillian Michaels, Rodney Yee, Leslie Sansone and Shiva Rea, among others.
"Gaiam TV’s comprehensive collection of programming is a great complement to our existing cross-platform sports and fitness on demand programming, and this partnership represents another way we are innovating to deliver the content our customers want, when they want to watch it,” Andy Hunter, VP of programming for Comcast Cable, said in a statement.
Gaiam TV Fit & Yoga is Comcast’s second SVOD offering after Xfinity Streampix, a movie-centric streaming service available to Xfinity subs for $$4.99 a month.
Gaiam eyes the Comcast partnership as a means of offering specialized workouts and greater convenience to consumers on the go via access on any device.
“Partnering with Comcast to make a premium selection of this content available to their vast subscriber base enables us to reach millions of people who might be searching for ways to stay fit and balanced in the convenience of their own home,” Jaymi Bauer, Gaiam TV CMO, said in a statement.
Gaiam TV Fit & Yoga subscription streaming service aims to compete against a pending fitness SVOD service from Lionsgate’s BeFit brand.
BeFit, which has more than 1.3 million subscribers to its ad-supported YouTube channel, last October partnered with a nutritional supplement company to develop a line of branded nutritional supplements.