'Fitness' Mag Launches SweatTV

Meredith Corp.’s Fitness has launched a new online video workout portal called SweatTV, in one of the first major new content initiatives from the publication since it went online-only.

Hosted on Fitnessmagazine.com, SweatTV debuts with over 200 instructional exercise videos that play without commercial interruption following an introductory message. To access the content, viewers can choose to view one of three advertising messages (or become a member). The launch sponsor is Gatorade’s Propel. The ad-free access lasts for 24 hours, after which the user must view another commercial message.

After accessing SweatTV viewers can choose workout videos targeting each body part, including abs, arms, and thighs, as well as workout categories like yoga, cardio and post-pregnancy.

SweatTV draws on video from Fitness’ own library of original content, as well as content partners including Shape.com, FitStar, Grokker, and PopSugar.

The launch of SweatTV comes on the heels of a redesign for the Fitness Web site, with a new look and format optimized for mobile consumption. Users can filter content to find personalized advice about exercise, diet and lifestyle based on their own fitness goals.



Meredith closed the print edition of Fitness back in April and merged its editorial operations and subscription base into Shape, which it acquired from American Media. The Shape and Fitness Web sites continue to operate independently. Editorial operations for Shape are overseen by Galvanized, the independent consulting company founded by former Men’s Health Editor in Chief David Zinczenko.

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