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E1 Will Bow the First Fitness Title on Blu-ray

12 Nov, 2009 By: Angelique Flores



E1 Entertainment Dec. 8 will release the first Blu-ray Discs in the fitness genre.

The “Jay Johnson’s Boot Camp Fitness” series debuts with four titles available on DVD at $16.98 each and on Blu-ray Disc at $19.98 each. The series is produced by TAB Fitness Media, whose parent label Music Access is distributed by E1 Entertainment.

Ultimate Cardio, Ultimate 3x30, Ultimate Abs and Ultimate Body Vol. 1 each are intense workouts led by retired U.S. Army Drill Instructor Jay Johnson and his wife and co-trainer Lin Johnson. Johnson is the official trainer of the Dallas Cowboy Cheerleaders and the team’s end zone flag runners.

The Johnsons have created a challenging workout based on their experience in the military. The routines borrow the U.S. Army’s system of fitness, with cardiovascular, endurance and muscular training that include drills, calisthenics, cadence movements, optional weights and accountability.

These titles are the first four of 12 total titles in the series. Each DVD and Blu-ray contains a three-week workout at the beginner, intermediate and advanced levels, as well as tests to complete before moving on to the next level. The videos also come with a 50-page workout manual and log book that contain pictorial instruction and pages to track the user’s progress.

“If this works for the military, then why can’t it work for the civilian population?” Jay Johnson said.

After a 20-year career in the Army, Jay Johnson said it was a no-brainer to launch a career in fitness, which has been a part of his life since he was 16, he said. Being in charge of troops, he constantly had to use physical stamina.

“Jay and I were both in the army. It is who we are, what we do, what we believe in. We lead by example,” Lin Johnson said. “I’m a mom. I’m 41 years old. I’ve worked my butt off to stay in shape. I’ve never been a thin person. I have to work at it every day.”

The Johnsons’ workout is unique in its system of providing goals, measuring progress and setting accountability, all of which is based on research.

“There are tests in between at the beginning and end of each phase, based on age and gender,” Jay Johnson said. “Every three weeks take the test. If you don’t pass it, just rewind.”

The Johnson’s also give that extra mental push to get users through the physical challenge of the workouts.

“Fitness is more mental than anything,” said Robert I. Gonzalez, president of Music Access.

While most fitness suppliers haven’t so far seen the value of releasing fitness titles in high definition, the producers behind the “Boot Camp” series do.

“Representing the United States Army, the Dallas cheerleaders, we’ve got to come correct and put our best food forward,” said James Wilson, president of T.A.B. Fitness Media. “We felt it important to put together a superior looking product. We felt we could set the standard.”

The producers are looking to later package multiple titles on one Blu-ray Disc.

The Johnsons will promote the “Boot Camp Fitness” series through a national radio and television tour. They also will market the videos with a military base tour, during which some of the Dallas Cowboy Cheerleaders will make appearances at select bases.

Besides the troops and the Dallas Cowboy Cheerleaders, Johnson has trained professional football players, Miss Texas and Miss America pageant contestants, and has been a part of such shows as “Dancing With the Stars,” “Amazing Race,” “Dr. Phil” and “Wife Swap.” But it is the soldiers who were toughest to train.

“Their life depends on it,” he said. “You cannot fail.”

But he says cheerleaders aren’t just pretty girls with pom poms.

“The [cheerleaders are] accountable everyday,” he said. ”They’re out there wearing band-aids. They’re seen as fitness icons and athletes.”

The first DVD Johnson appeared on is the Dallas Cowboys Cheerleaders: Power Squad Bod — Hard Body Boot Camp ($16.99), out now from Paramount Home Entertainment and CMT Home Entertainment.



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