NBCUniversal announced on Tuesday that it has launched Radius, a multi-platform SVOD brand of workout and lifestyle programming.
Featuring a lineup of talent that includes Basheerah Ahmad, Nicky Holender, Keoni Hudoba and Natalie Uhling (pictured), it is currently available via RadiusFitness.com, the Radius Fitness app for iPhone and iPad and in a 3-hour (6 to 9 a.m.) block of TV programming weekdays on NBCSN. It will also eventually launch on Comcast’s Xfinity On Demand. Subscriptions are priced at $9.99 a month.
Radius has partnered with Dragonfly Productions (Crunch Fitness, Buns of Steel, Yoga Zone) to produce its fitness programming. NBCUniversal’s premier lifestyle production unit Lx.Tv will also produce fitness-related content for Radius, including segments on nutrition, motivation and gear.
The content will feature a range of difficulty levels, from easy (Jumpstart, Radius Beginner Bootcamp) to intense (Venom for Radius, Triple Threat). It will also offer short programs like 10acious, a series of full-body workouts people can finish in 10 minutes. The Radius platform will enable users to track and monitor their fitness activities, while helping them stay motivated by earning Radius Achievements.
Radius has teamed with apparel maker Under Armour on a strategic partnership for the platform that will encompass co-branded original content development, cross-marketing initiatives and integration between Radius and Under Armour’s digital properties, including MapMyFitness, the mobile fitness monitoring platform the latter purchased last year. As Radius’ exclusive athletic apparel and footwear provider, Under Armour will have its gear featured throughout Radius’ multi-platform programming, and its products will be available for purchase through Radius’ e-commerce offering.
Additional Radius partners will be announced soon.