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UTA has signed Rodale Inc., publisher of lifestyle magazines including Prevention and Men’s Health, to help the company develop scripted and unscripted programming opportunities across all media platforms.

The deal, announced Tuesday by Rodale president Scott Schulman, marks the first time the publisher has had representation from a Hollywood agency. Rodale’s portfolio also includes Women’s Health and Rodale’s Organic Life.

“For more than 70 years, Rodale has been creating the most engaging and inspiring content on all aspects of a healthy lifestyle — in food, fitness, relationships, adventure, recreation and other areas,” said Schulman. “Teaming up with UTA is a natural next step as we extend our great brands and stories into television programming that entertains, motivates and improves the lives of audiences.”

He told Variety that, while Rodale has a strong digital component on its brands’ websites now and that he would be open to film opportunities, the big focus is on television.

“We’ve had amazing stories of personal transformation in our brands that would really lend themselves to motion pictures and television programming,” Schulman said. “We’ve had a number of discussions over the years and recently have been exploring things like nonscripted programming for cable networks … the healthy lifestyle space is the most exciting thing going on in the consumer market now.”

Rodale is following other major publishers in looking to Hollywood for a new source of profits from content licensing. The Atlantic magazine signed a similar deal with WME in 2013. ICM has represented the New York Times since 2011. Last year, Conde Nast Entertainment signed a first-look deal with for scripted series with 20th Century Fox TV.

“We are thrilled to be working with Rodale Inc. to connect their exceptional content and trusted brands to consumers in new and innovative ways,” said UTA partner Nancy Gates.