Feeling Fit

The world of licensed products tied to fitness experts is set to expand, with a number of these celebrities recently retaining licensing agents. Just in the last month, for example:

  • Joe Wicks, creator of The Shift, Shape, and Sustain Plan, signed Global Merchandising Services to extend his name and The Body Coach brand into sporting goods, activewear, home goods, foods, gifts, and other categories.
  • Jen Widerstrom, known for her stint on The Biggest Loser, is working with All American Licensing as her agent, with plans to move into fitness equipment, footwear, apparel, media, and nutritional products, as well as to forge endorsement deals.
  • Richard Simmons, lately known as much for his disappearance from public life as for his career as a fitness motivator, secured Prominent Brand + Talent as his agent, with plans to build on his existing merchandise program by adding motivational and inspirational products. The agency reports that Simmons-branded merchandise has exceeded $1.5 billion in retail sales over time.

Meanwhile, fitness gurus lending their name to consumer products in recent months include Anna Kaiser, developer of the AKT fitness regimen. She paired with Target in December for a 16-piece activewear and accessory collection including gloves, sports bras, and a variety of pieces suitable for layering, all with the retailer’s licensed C9 Champion brand.

These celebrities join a crowded landscape, facing off against a wide variety of fitness experts who have already entered the market, including Harley Pasternak, Jillian Michaels, Tracy Anderson, Denise Austin, Shaun T, Bob Greene, Kathy Smith, and more.

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