NBCUniversal has launched Radius, a workout-focused video brand that will span multiple platforms, including a $10 monthly Internet subscription video-on-demand service.
The on-demand service acts like a “virtual trainer,” NBCU said, with customized workout videos developed by talent including Natalie Uhling (pictured, above), Basheerah Ahmad, Nicky Holender, Keoni Hudoba and Alex Isaly.
The service is on the Web at RadiusFitness.com and on apps for Apple’s iPhone and iPad. In addition, Radius programming will run as a three-hour weekday block of TV programming on the NBCSN sports network from 6-9 a.m. Eastern, and will become available soon through Comcast’s Xfinity On Demand.
“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,” NBCU president of digital Nick Lehman said. “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.”
In a similar offering, Hearst this summer launched CosmoBody, a fitness SVOD service with the tagline “Get Hotter. Faster” targeted to the magazine’s female demo, priced at $9.95 per month.
NBCU’s Radius includes fitness programs ranging from beginner-level to high-intensity workouts. The service also includes programs like “10acious,” a series of 10-minute full-body workouts.
The content was developed in partnership with Dragonfly Prods., which specializes in producing fitness programs. NBCU’s LX.TV lifestyle production unit also will create fitness-related content for Radius, including segments on nutrition, motivation and fitness gear.
Comcast, NBCU’s parent company, will offer Radius members who sign up for the SVOD service through Xfinity the ability to view the service’s fitness programming via Xfinity On Demand on the TV, to be followed by mobile devices via Xfinity TV Go apps. NBCU said it’s exploring additional distribution opportunities as well.
On the sponsorship side, NBCU’s launching Radius with apparel and footwear brand Under Armour, which will work with the Peacock on co-branded original content, cross-marketing initiatives and integration between Radius and Under Armour’s connected fitness initiatives including MapMyFitness. In addition, under the pact Under Armour products will be featured throughout Radius’ programming and can be purchased online.