Against a softening environment for print ad revenue, Rodale's Women's Health is going after consumer dollars with a new initiative, the WH Fit Club. Beginning Jan. 2, the subscription-based platform will provide readers with an ever-changing roster of fitness videos hosted by big-name celebrity trainers.
For $15 dollars a month, consumers will get unlimited access to workouts on Women's Health's desktop and mobile site with trainers like The Next Fitness Star winner Stacie Clark, Body by Simone and instuctors from Exhale Core Fusion. The program launches with four trainers offering at least four videos a piece, and new content will be added every month. Participants can share their progress by tweeting at #whfitclub (an aggregated social feed will be included on the Fit Club site) or chat with trainers in Google+ hangouts.
A six-week sponsorship with Target’s C-9 activewear line will make the program free for the first month. In a nod to buzzy native advertising, Target is also offering nine video workouts with its own in-house celebrity trainer, yoga instructor Kristen McGee (who will wear head-to-toe C-9). Target will showcase its C-9 apparel in a shopping section on the Fit Club homepage. The shopping section will expand to include other brands after the sponsorship ends.
Women’s Health publisher Laura Frerer-Schmidt said she saw the program appealing to other categories of advertising, like bottled water and fitness shoes.
Guys are covered too: Fellow Rodale title Men’s Health will also partner with Target in January to launch the free Get Back in Shape app, which offers eight weeks of dude-centric workouts.