Shape magazine has signed an exclusive licensing agreement with Fitness EM to create a line of branded fitness products designed specifically for women. The Shape-branded line will include fitness tools and editorial-inspired workout kits.
The initial product line will focus on strength, core, and balance training. All products will feature workouts designed by the magazine’s trainers and editorial staff.
“This partnership with Fitness EM allows Shape to continue to deliver on our brand promise by providing the tools necessary to help women lead healthy, balanced lives,” said Vice President and Publisher of Shape, Sabine Feldmann. “With Fitness EM’s extensive fitness knowledge, we will be able to deliver a collection of effective workout equipment that provides our readers with the tools to help them Shape their lives.”
“Fitness EM is excited to partner with Shape to develop innovative exercise products for such a trusted and recognizable brand,” said Donna Savage, President and co-founder of Fitness EM. “We look forward to helping Shape evolve their reach beyond the magazine pages in providing the best information and products to women seeking a healthy, active lifestyle.”
The Shape line of fitness accessories and kits will be promoted through Shape’s media platform. Products will be available online during the first quarter of 2010 and specialized workout kits will arrive on store shelves by fall.
