Fitness PR Division

One of the long standing debates in fashion modeling is the health of the extremely slim girls that walk the catwalks the world over.

Spain made headlines recently when it banned models deemed underweight according to Body Mass Index or BMI calculations.

Organizers say they want to project an image of beauty and health, rather than a waif-like, or heroin chic look.

Widely regarded as a publicity stunt for an otherwise overlooked Fashion Week, the move sparked much debate in the Fashion World as models and designers alike defended the slim looks saying that models are naturally built tall and slim and it did not reflect poor eating habits or more serious eating disorders such as anorexia or bulimia.

Adding a completely new perspective to the issue is designer John Paul Gaultier who this week sent a "plus sized" model down his runway.

What the designer is trying to add to the debate with this gesture no one is quite sure but as much as anorexia is a disease so is obesity. Healthy eating habits are based on moderation and going to either extreme, be it underweight or overweight, does not represent a fit person. Making a fashion statement with weight might seem like a good idea to designers who espouse heroin chic or plus size models but health should always come before fashion.

When you think of running, do you envision pushing your body to the limit of exhaustion or even that Boston Marathon winner who is basically crawling across the finish line? Whatever happened to running just as a relaxing way to exercise? Reebok has decided to try to bring back the fun to running with their new Run Easy campaign.

Run Easy is about reminding us that running doesn’t have to be a competitive sport. There was a time when it was deemed exercise that was open to anyone; from running solo on the beach to an enjoyment of social time with a running buddy, running was easy at one point and not something that you had to be competitive at.

One of the Reebok Run Easy ad campaigns states: Run + Puke + Run = Crazy. A little over the top, a little gross when you think about it, but isn’t that the point? Running shouldn’t have to be exercise to push us to our limits, and honestly, it really doesn’t need to be involved in the “No pain no gain” theory of fitness. Running should be fitness that is open to people of all athletic abilities.

This polar opposite approach to the fitness gear industry involves many well known athletes such as Allen Iverson, Vince Young, Chad Johnson and Nicole Vaidisova, among many others.

The main question Reebok asks consumers is, “What are you just doing?” which is obviously a stab and/or take on Nike’s “Just Do It” motto. The campaign began this week with Reebok’s launch of the website GoRunEasy.com and will begin with digital advertising and print ads in select major cities, by the end of the month we will see the commercials beginning to air.

So will it work? Tell us what you think in the comments.

I really love how print magazines are starting to go digital. Not only is the digital version free, but online magazines offer so many more components to their sites than you could ever get in a print magazine.

For example, take Fitness Magazine, the print magazine is great if you don't immediately have access to a computer or if you want to read it while on the beach, but their online version offers all of the same articles plus workout videos, a message board, weekly newsletters, suggested workout playlists and more. It's a great way to be able to readily access archived topics from prior issues that are relevant to you today.

While many aspects of their online magazine can be accessed without membership, their fabulous workout videos require you to sign up. It's all free, however, so need to worry that you are subscribing to something that may occasionally have a video or two you are not interested in yet paying for it. Fitnessmagazine.com has a preview to "Strong & Sexy Abs" up on You Tube to get a better feel for what their workout videos online have to offer.

There are so many benefits to reading and subscribing to fitness magazines online, but the most beneficial is keeping yourself motivated to meet your fitness goals.

I previously posted about fitness and social networking a few days back. There is another new site just out of beta to add to that list: Fitfiend.com. FitFiend.com is social network devoted to health, fitness, and athletics. It is a community that connects FitPros and FitFiends.

FitFiend.com offers members the ability to set up profiles and blogs, as well as the ability to track workouts and physical progress through their rich media platform that incorporates pictures and video. Members can also use the discussion boards to ask fitness related questions and can rate and tag blog postings, workouts, and discussion topics to make them more easily searchable, while they also endorse other FitPros or FitFiends.

FitPros are personal trainers, group fitness instructors, yoga instructors, martial arts instructors, nutritionists and coaches who can utilize Fitfiend.com to provide information about themselves to potential/existing clients and students. They can update their calendars with their schedules, and provide details about their training facilities and services. Fitfiends are the community members that can track their workouts and physical progress, and share them with other members. They can also communicate with each other to find activity partners and discuss various fitness related topics. They can leave endorsements for each other, and provide feedback on fitness facilities and FitPros.

Fitfiend.com is free to join, so if you are looking to connect with those who love fitness sign up today.

ExerciseTV, the first comprehensive on-demand network dedicated to fitness, sports training and motivational programming, and Lionsgate, the leading independent filmed entertainment studio and a leading distributor of fitness DVDs, have announced a new partnership to create and distribute workout programs that will launch new fitness personalities and spotlight the latest in fitness trends. These ExerciseTV/Lionsgate programs will be available to consumers via multiple platforms and venues: including through ExerciseTV's online store at www.exercisetv.tv; via video-on-demand (VOD) on ExerciseTV; and on DVD through retail outlets.

The partnership will premiere its first joint production this fall, with the DVD release of the STAR TRAINERS series, produced by ExerciseTV and distributed by Lionsgate. The three DVDs will be available for purchase individually or as a package exclusively on ExerciseTV's online store through December 2007. The STAR TRAINERS DVD series will be available in retail outlets across the country beginning on December 18, 2007.

Individual STAR TRAINERS workout programs can be seen on ExerciseTV via video-on-demand (VOD).

"We're really excited about working with Lionsgate to bring top-notch workout programs to a wide national and international audience," says Jake Steinfeld, founder of ExerciseTV and CEO of Body by Jake Global. "ExerciseTV is on the frontlines of fitness, and by partnering with one of the top producers and distributors of fitness DVDs, we look forward to motivating a whole new audience to get fit and live healthy lifestyles."

"We've been very impressed with what ExerciseTV has done to make world-class fitness programming available all day, everyday, with its free VOD workout programming," says Anne Parducci, Executive Vice President, marketing for Lionsgate. "Bringing ExerciseTV's unique fitness expertise into the Lionsgate fold will only further enhance our position as leaders in the fitness market."

Lionsgate possesses one of the most extensive and high-profile fitness DVD libraries in the industry and already boasts the top four fitness DVDs among all releases in 2007. Dancing With The Stars: Cardio Dance has accounted for more than $1 million in consumer spending in its first month of release including higher week one sales than any other fitness DVD to date. In addition, Lionsgate is the longtime distributor of Denise Austin DVDs, currently claiming two of the top four titles for the year, according to Nielsen data, building on her success as one of the top names in fitness. Lionsgate's fitness DVD releases of The Biggest Loser - The Workout, Vol. 1 and The Biggest Loser - The Workout, Vol. 2 have earned more than $4 million, making it one of the most successful fitness brands on DVD today. Lionsgate has also recently acquired another longtime fitness DVD success -- Kathy Smith -- one of the biggest names in the fitness
industry.

I have a few things to be excited about today. For starters, I dropped another 2 pounds of body fat by working out at LA Boxing, the largest Boxing, Kickboxing and Mixed Martial Arts Training Organization in the world. They are also leading the fitness industry with The LA Boxing Workout™: the very best, most authentic and effective boxing training possible. It’s an awesome workout and I’m banking on seeing a six pack shortly.

Second, Michael Phelps is officially the best Olympian athlete in history. I must admit that I got a little choked up when he won his fifth gold medal and broke his fifth world record. If nothing else, it is one thing that makes me proud to be an American.

Third, I just received a video feed from LA Boxing’s Beijing correspondent. She’s there shooting footage to give us a behind-the-scenes look at the summer games. Since I’m not fortunate enough to be there myself, it’s the next best thing to watching the games on television. I also appreciate the documentary feel I get from watching the raw footage. You can check it out too by clicking on the link below. Also, make sure to check out LA Boxing’s YouTube page daily for new feeds. You can find them at http://www.youtube.com/user/LABoxingWorkout, or visit their main website at www.LABoxing.com to find a gym in your area.

A Master Class in PR Partnerships at 24 Hour Fitness 

California based chain, 24 Hour Fitness, has choosen celebrity endorsed centers as part of their Fitness Public Relations strategy to combat forecasted consumer frugality. Celebrity endorsements might not be a new form of PR, but the cross-promotional tactic has been enjoying frequent use across many industries recently. High-profile personalities have been linking themselves with clothing collections, perfumes, restaurants, television shows, record labels--it seems no single product/service/idea cannot avoid being branded with a well-known person including fitness centers.

Jeter24 is the latest of 24 Hour Fitness owned gyms to open that feature a superstar affiliation. Derek Jeter was chosen to not only be the ambassador of the New York City centers, but also to be closely involed with the design of the gym. Jeter joins the ranks of Andre Agassi, Lance Armstong, Jackie Chan, Earvin "Magic" Johnson, and Shaquille O' Neil as "24" owners. The chain chose these athletes in accordance with their shared attitude towards physical activity.

24 Hour Fitness has attributed much of their success to endorsement. Their first major one was with the United States Olympic team. The success of this conventional partnership was expected, but left 24 Hour Fitness wondering what other organizations and personalities they could link up with to further elevate their image.

They worked with NBC to launch the reality show, "The Biggest Loser." In exchange for designing the gym that would center the weight loss activities of contestants on the show, 24 Hour Fitness reaped the brand identity benefits of a partnership made in heaven. The fitness chain discovered an edge that would eventually propel them past their competitors (they are now the largest gym in the world in terms of membership).

Judging by 24 Hour Fitness' success, celebrity endorsement is a solid PR strategy. The first Jeter24 location in New York City had 700 members before it even opened it's doors. What is it about an athlete designing a center that makes it more superior than the plethora of choices a Manhattanite has on their side? Do we think we will achieve the determination of Armstrong or the physical perfection of Jeter by working out in their respective centers?

If we see that a luxury fitness center chain is responsible for designing a gym that television contestants use, do we feel we will share their results if we attend that same gym chain?

Whatever the attraction is, 24 Hour Fitness can be an example of successful PR partnerships.

What do you get when you put boxers from USA and Bulgaria in the ring together? One heck of a fight.

In this clip filmed behind the scenes by LA Boxing, Javier Molina, the 2007 National Champion in boxing, is taking on one of Bulgaria’s toughest. In the end, Bulgaria won this match, but Molina put up a really great fight. Check out this clip of the two going head to head.

What do you get when you put boxers from USA and Bulgaria in the ring together? One heck of a fight.

In this clip filmed behind the scenes by LA Boxing, Javier Molina, the 2007 National Champion in boxing, is taking on one of Bulgaria’s toughest. In the end, Bulgaria won this match, but Molina put up a really great fight. Check out this clip of the two going head to head.

Since its launch, the iPhone has become all the things anyone could want in a special partner.  It can do everything from giving you directions to your favorite restaurant, to playing a wide array of video clips at the touch of a button.  But never before could anyone fathom the thought of their iPhone becoming their own personal trainer. 

Technology developer iTMP Technology, Inc. developed a fitness tracking and heart monitor system that was designed specifically for the iPhone.  By leveraging the iPhone’s technology, they made the fitness tracking experience sleek, fun and simple. 

How does it work?

Weight Watchers is holding its second annual Lose For Good Campaign and has brought on Jenny McCarthy as celebrity spokesperson. You may remember McCarthy became the Weight Watchers spokesperson back in 2007 when she lost weight after the birth of her son with the diet plan. The tagline then had been to "Stay an After" which McCarthy has obviously been able to do. The name alone, "Lose For Good" aligns well with McCarthy's image as an activist and weight loss advocate.

Crunch announces it will swing open the doors to its newest location September, 2010 in Portland, OR at 335 NE 223rd Ave & NE Glisan St. in Gresham, Oregon. In their 21 year history, Crunch has built a reputation for innovation in the fitness industry with their No Judgments attitude and one-of-a-kind group fitness programming. The brand looks to share their unique philosophy in a new fitness-friendly market.

The Gresham location will feature all the bells and whistles of what makes Crunch unique -- high-tech fitness equipment, expert personal training, an online fitness and nutrition program and free tanning -- with lower membership rates varying from $9.95 - $19.95 per month. A variety of Crunch's signature group fitness classes will also be offered, such as BodyWeb w/TRX, Belly, Butt & Thighs, Bosu Bootcamp and Yoga Body Sculpt. Creative design elements, quirky messaging and in-gym entertainment make Crunch Gresham not just a gym but a community where fitness meets fun.

Unfortunately, the holiday season is also synonymous with weight gain. Thanks to all those big holiday meals and extra cookies and cakes around the office come the holiday season, many people find themselves packing on the pounds as the season progresses.

Though some people can handle adding a few extra pounds during the holidays, for others it's not so easy. Seniors, for instance, might find that even the slightest holiday indulgence is tough to overcome. According to the National Center for Health Statistics, only 32 percent American senior citizens exercise daily, making it difficult to ward off the nearly inevitable winter weight gain that begins with the holiday season. What's more, many seniors are perfectly capable of exercising but are just fearful of potential injury or unsure where to begin.

"We have found a lot of individuals who want to start an exercise program, but the idea of starting a fitness routine is too daunting," says TurboSonic USA President Jim Cole. And it's not just seniors who aren't getting enough exercise. The U.S. Department of Health and Human Services reports that 7 in 10 adults aren't getting the recommended amount of physical activity for optimal health. In many cases, adults cite lack of time as the primary reason for not getting enough exercise.

This holiday season, holiday shoppers or adults simply looking to ward off winter weight gain can battle the holiday bulge in as little as 10 minutes. With the new TurboSonic sound vibration system, adults can experience a 60-minute aerobic and anaerobic workout in just 10 minutes. Approved by the FDA and used by professional fitness trainers and professional as well as Olympic athletes, the TurboSonic vertically moves a plate within its platform to stimulate the body's natural "stretch reflex," causing spontaneous muscle contraction to instinctively stretch and contract.

In addition to promoting bone density and muscle tone, the TurboSonic helps reduce weight, cellulite, cortisol, stress, fluid retention, and fatigue.

Designed for all around physical performance enhancement and physical therapy, the TurboSonic accelerates the body's natural healing response, making it ideal for individuals overwhelmed by all the added stresses synonymous with the holiday season, not to mention any pre-existing conditions.

"I suffer from arthritis and migraines," says Kristen P. "And I just feel better overall after a brief 10-minute session on the TurboSonic."

With four models to choose from, including the Ovation, Professional, X5, and X7, holiday shoppers can find the right fit for anyone on their holiday shopping list, be it sedentary seniors or active adults looking to supplement their existing workout routine.

For more information about TurboSonic USA or to peruse the online catalog, visit www.turbosonicusa.com.

SOURCE Turbosonic

Fit Pregnancy, the ultimate go-to-guide for pregnant women and expecting mothers, and Mederma, the doctor- and pharmacist- recommended brand for stretch marks and scars, today announce the start of the New Moms: Wear Your Skin Proudly! reader test panel. Over the next 12 weeks, Fit Pregnancy and Mederma will follow the progress of 30 real-life new moms as they use Mederma Stretch Marks Therapy to improve the appearance of their stretch marks. Test panel feedback and results will be shared on a dedicated microsite, www.fitpregnancy.com/mederma, which will also include personal stories of these new mothers as they adjust to life with a new baby.

Approximately 90% of pregnant women develop stretch marks. Although they pose no health risks, stretch marks can cause negative body image issues for women of all shapes and sizes. As the magazine with the highest concentration of pregnant women and first-time mothers, Fit Pregnancy provides the perfect outlet for this product testing panel.

"The overwhelming response we received from nearly 4,000 Fit Pregnancy readers to participate in the test panel is a testament to the brand loyalty our readers have to both Mederma and Fit Pregnancy," says Peg Moline, Editor-in-Chief of Fit Pregnancy. "We're excited to partner with Mederma on the New Moms: Wear Your Skin Proudly! initiative and to provide this unique opportunity to our readers."

Mederma Stretch Marks Therapy is a patented formula that combines a unique blend of ingredients, including the proprietary botanical extract Cepalin, hyaluronic acid and centella asiatica leaf extract. This advanced formula is dermatologist tested and clinically proven to reduce discoloration, improve texture and enhance the softness of stretch marks. In fact, 80% of participants in a clinical study reported visible improvement in the overall appearance of their stretch marks after using Mederma Stretch Marks Therapy for 12 weeks.  

Visit www.fitpregnancy.com/mederma to learn more about these new moms, read their real stories and review their results. The panelists will provide updates periodically during the 12-week trial and the final results will be released in February 2011.

Digital Lifestyle Solutions Introduces FitLab.com. Consumers tell FitLab what they want and it gives them what they need. FitLab.com is the first smart cross-platform, personalized workout system that makes fitness more convenient and efficient for busy lifestyles with full mobility and access on PC, Mac, TV, laptops, iPhone, tablets and other devices and screens.

FitLab is a web based health club that works people out whenever and wherever you want. Users just click start and follow along with FitLab's Smart video in real time and get worked out with dedicated sessions designed specifically for them, their goals, body type, lifestyle and their time. No print outs, or little videos and pictures to remember... just click start session and follow along.

If you’re looking to get into great shape and want to maintain your perfect bod through the upcoming winter months - I would suggest checking out Fitness RX Magazine For Women. It offers an abundance of tips on health, nutrition, diet, exercise and even fashion! What I love about this magazine is that it offers many different viewpoints so you know exactly what you are getting yourself into. Fitness RX offers scientific viewpoints, as well as the traditional body, beauty and health approach.

Fitness RX Magazine offers nutrition facts and diets to follow, as well as exercises and instructions on how to achieve your ideal weight and body type. It provides great motivation, and success stories that keep your mind set on your goal.

You may have heard of Fitness RX through the competitions they host. They host many competitions, focused on the fitness level and achievement of selected women. These are really interesting and motivating stories too!

It is not just their magazine that is extremely helpful, but their website as well. They have many workout videos and exercise tips to guide you as well as a radio show on Mondays @ 8PM EST with Ms. Bikini Olympia Sonia Gonzalez and Adela Garcia, a five-time fitness olympia!

This is truly a great magazine for someone who wants to achieve or maintain his or her ideal weight and body shape! It gives you the keys and tips in order to lose weight and gain muscle.

The October issue features a five-day total body makeover. If you’re looking to get fit and in the best shape of your life - I would highly suggest getting a subscription to Fitness RX for Women! Do you read this magazine? Let us know by tweeting us @PierceMattiePR!

If you’re looking to get into great shape and want to maintain your perfect bod through the upcoming winter months - I would suggest checking out Fitness RX Magazine For Women. It offers an abundance of tips on health, nutrition, diet, exercise and even fashion! What I love about this magazine is that it offers many different viewpoints so you know exactly what you are getting yourself into. Fitness RX offers scientific viewpoints, as well as the traditional body, beauty and health approach.

Fitness RX Magazine offers nutrition facts and diets to follow, as well as exercises and instructions on how to achieve your ideal weight and body type. It provides great motivation, and success stories that keep your mind set on your goal.

You may have heard of Fitness RX through the competitions they host. They host many competitions, focused on the fitness level and achievement of selected women. These are really interesting and motivating stories too!

It is not just their magazine that is extremely helpful, but their website as well. They have many workout videos and exercise tips to guide you as well as a radio show on Mondays @ 8PM EST with Ms. Bikini Olympia Sonia Gonzalez and Adela Garcia, a five-time fitness olympia!

This is truly a great magazine for someone who wants to achieve or maintain his or her ideal weight and body shape! It gives you the keys and tips in order to lose weight and gain muscle.

The October issue features a five-day total body makeover. If you’re looking to get fit and in the best shape of your life - I would highly suggest getting a subscription to Fitness RX for Women! Do you read this magazine? Let us know by tweeting us @PierceMattiePR!

If you’re looking to get into great shape and want to maintain your perfect bod through the upcoming winter months - I would suggest checking out Fitness RX Magazine For Women. It offers an abundance of tips on health, nutrition, diet, exercise and even fashion! What I love about this magazine is that it offers many different viewpoints so you know exactly what you are getting yourself into. Fitness RX offers scientific viewpoints, as well as the traditional body, beauty and health approach.

Fitness RX Magazine offers nutrition facts and diets to follow, as well as exercises and instructions on how to achieve your ideal weight and body type. It provides great motivation, and success stories that keep your mind set on your goal.

You may have heard of Fitness RX through the competitions they host. They host many competitions, focused on the fitness level and achievement of selected women. These are really interesting and motivating stories too!

It is not just their magazine that is extremely helpful, but their website as well. They have many workout videos and exercise tips to guide you as well as a radio show on Mondays @ 8PM EST with Ms. Bikini Olympia Sonia Gonzalez and Adela Garcia, a five-time fitness olympia!

This is truly a great magazine for someone who wants to achieve or maintain his or her ideal weight and body shape! It gives you the keys and tips in order to lose weight and gain muscle.

The October issue features a five-day total body makeover. If you’re looking to get fit and in the best shape of your life - I would highly suggest getting a subscription to Fitness RX for Women! Do you read this magazine? Let us know by tweeting us @PierceMattiePR!

As we’ve all seen and heard, one of the best ways to get fit and relieve stress is through yoga and pilates. Vince Vaughn’s mother, Shea Vaughn has lived her life in belief that stress and negative attributes can be eliminated through yoga and exercise practices.  - And as we can all see in the above image, for a woman in her seventies…. She looks ah-maz-ing!

Shea has written a book that shares her knowledge on how to live a healthy and positive lifestyle. Shea Vaughn’s Breakthrough: The 5 Living Principles to Defeat Stress, Look Great, and Find Total Well-Being contains her thoughts and advice on how to achieve a healthy and successful life. The 5 living principles she refers to are: commitment, perseverance, self-control, integrity, and love, all of which contribute to anti-aging and stress-relieving methods.

Shea uses yoga, tai chi, martial arts, dance and pilates to stay fit and healthy along with a positive and committed mind sight. In her book she explains and guides you how to achieve this ideal lifestyle.

Breakthrough is a good learning and inspiration tool to kick off your new healthy and fit lifestyle. What better way to being a new year with a new, healthier and stress-free lifestyle?

Are you going to read Breakthrough? Also a good Holiday gift idea for those on your list. Let us know what you think @PierceMattiePR.

Conde Nast's SELF, the leading women's active lifestyle brand, enters the social gaming scene with the debut of SELF Workout in the Park, announced Laura McEwen, vice president and publisher of SELF. Marking the first social game launched by a magazine brand, SELF Workout in the Park is inspired by SELF's hugely successful live-event franchise of the same name, now in its 19th year. The game will premiere on Facebook on March 19, 2012, with more information available at the game's official site, SelfWorkoutinthePark.com.

Providing an immersive, interactive experience that celebrates fitness, health and wellness, SELF Workout in the Park is unique in combining virtual gameplay with real-world pursuits in a highly compelling and rewarding way.