• Folio, Monday, October 12, 2009 10:21 PM

In another sign that a magazine's brand can be useful for something besides content, Rodale has struck a licensing and marketing deal to sell Men's Health- and Women's Health-branded workout kits and related products.

The deal, with EB Sport Group, includes The Men's Health "Ultimate Total-Body Workout." It is designed by the magazine's editors and consists of equipment, a workout poster, a free subscription to the digital edition of the magazine and a free trial offer to a customized fitness and nutrition Web site. Women's Health magazine will offer a similar editor-developed program. The branded workout kits will retail for $50 and be sold at stores and online.

Rodale's Prevention and Runner's World magazines will also debut branded fitness accessories and monitors. In addition, EB Sport Group will feature Rodale digital magazine subscriptions and online subscription services on other EB Sport products.

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