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NBCUniversal unveils Radius, the first fully convergent premium fitness media brand

by jmaloni


Tue, Dec 9th 2014 01:00 pm

Multi-platform subscription video on-demand service offers programming from next-gen fitness rock stars and partners with top fitness industry leaders, including Under Armour

NBCUniversal announced the launch of Radius, a new premium fitness brand that offers unlimited access to a broad variety of workout and lifestyle programming, viewable anytime, anywhere, and on any screen. The on-demand service acts like a virtual trainer by creating customized workout experiences developed by a new generation of fitness powerhouse talent such as Basheerah AhmadNicky HolenderKeoni HudobaAlex Isaly and Natalie Uhling.

Fitness buffs and beginners alike can experience Radius via RadiusFitness.com, the Radius Fitness app for iPhone and iPad, a three-hour weekday block of TV programming on NBCSN, and soon through Xfinity On Demand. Radius charter memberships are currently offered for a $9.99 monthly subscription fee.

"Radius marks an exciting evolution in the industry as we make premium fitness accessible to anyone, anywhere, anytime by leveraging our media platforms, technology and partnerships," said Nick Lehman, president, digital, at NBCUniversal, who has led development of the new brand. "With fitness at the epicenter of today's pop culture, now is the perfect time to introduce a new media brand that can capture and drive the explosion of innovation in the fitness space."

The Radius trainers draw from their own individual fitness styles to create a broad spectrum of multi-workout fitness programs that are tailored for all fitness levels and interests. Beginners might choose "Jumpstart" or "Radius Beginner Bootcamp," whereas those seeking a high-intensity program might opt for "Venom for Radius" or "Triple Threat." For those who have limited time but still want to fit a workout in, Radius offers programs like "10acious," a series of full body workouts one can finish in 10 minutes.

Radius will continue to add new elite trainers and emerging fitness trends so that members can shake up their workout routines and reach new goals. Using Radius, users also can track and monitor their fitness activities while staying motivated as they earn "Radius Achievements."

Radius programming is available across TV, mobile, tablets, desktops, and via the Radius Fitness application, empowering consumers to exercise:

•NBCSN every weekday from 6-9 a.m. ET

•RadiusFitness.com across all digital platforms

Radius Fitness for iPhone and iPad can be downloaded on the App Store

•Coming soon to Xfinity On Demand

As a launch partner, Comcast will offer Radius members who sign up through Xfinity the ability to view the service's fitness programming via Xfinity On Demand on the TV, and soon on their favorite devices via Xfinity TV Go platforms.

In addition to Xfinity, Radius is joining forces with some of the most innovative leaders across all areas of the fitness industry in order to deliver a comprehensive consumer offering that fits into an increasingly connected ecosystem of products and services.

Under Armour, a global leader in performance innovation, apparel and footwear, has forged a multi-faceted strategic partnership with Radius that encompasses co-branded original content development, cross-marketing initiatives, and deep digital integration between Radius and Under Armour's connected fitness pillars, including MapMyFitness and other initiatives. As Radius' exclusive athletic apparel and footwear provider, Under Armour gear will be featured throughout Radius' multi-platform programming and can be purchased through e-commerce functionality. 

To produce its new signature programming, Radius has partnered with Dragonfly Productions, the award-winning production company responsible for creating some of the most successful fitness programs in the marketplace. NBCUniversal's premier lifestyle production unit, LX.TV, also will produce fitness-related content for Radius, including segments on nutrition, motivation and fitness gear.

For more information, visit RadiusFitness.com.

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