The worlds of fitness and media continue to blend, and the latest example of the trend will launch later this month, according to a report in AdWeek.
Hearst Magazines is launching a new fitness app called “All Out Studio” on July 11. The subscription video on-demand service will reportedly feature more than 35 hours of content from Hearst’s well-known brands Men’s Health, Women’s Health, Cosmopolitan, Runner’s World and Prevention.
In creating the product, Hearst surveyed its audience and found that more than 75 percent of the 5,000 respondents wanted guided health related content.
“The consumer wants a variety of workouts,” Hearst vice president of consumer products Sheel Shah told AdWeek. “They don’t want just one video, they want to have access to an entire library of content they can trust.”
The app, launching first on mobile app stores and Apple TV, will offer 15 guided workouts created specifically for the service with titles such as “Superhero Shred,” “Kettlehell” and “Amped.” AdWeek reports that subscriptions will cost $15 a month, or $100 annually. Other platforms, such as Roku and other streaming services, could get access to All Out Studio later this year.
While Hearst’s consumer fitness magazines provide it a strong base from which to launch its first foray into streaming, they’re likely to encounter competition from more fitness-focused companies who themselves are dipping a toe into the media space. Earlier this year, Digiday reported that luxury fitness brands such as Equinox and SoulCyle were launching their own media ventures focused on video, audio and text-based products to reach an even wider audience.