Several recent deals demonstrate fitness celebrities’ growing interest in associating their names with wellness (and other) products and services. In addition, the agreements illustrate the wide variety of deal types, including but not limited to traditional licensing, being utilized by celebrities both in and out of the fitness arena to expand their businesses:
- Licensing and branding. In February of this year, Denise Austin, a 30-year veteran of the fitness industry and an early example of brand extension in the sector, partnered with BistroMD for a branded diet meal-delivery program.
- Dedicated e-commerce. Late in 2015, Shaun T launched a line of apparel, ranging from t-shirts, tank tops, and razorbacks to hoodies and sweatpants, through a dedicated website developed with MerchLabs, a provider of turnkey online and product development services. The clothing features some of Shaun T’s best-known motivational slogans.
- Endorsements and content. In November, Don Saladino announced that he had paired with Garden of Life, a whole-food protein supplement brand, to develop fitness and lifestyle programs through Garden of Life’s various retail and fan-engagement channels, as well as participate in product giveaways and other promotional initiatives.
- Investment. Jillian Michaels, who has forged deals with the likes of Kmart and Gaiam, announced earlier last year that she was leading a group of investors in taking a controlling interest in Lucky Jack, an artisanal, organic, ice-brewed coffee brand.
Among the many other wellness celebrities that have expanded their brand names into the world of consumer products and services, using diverse business models, are Tracy Anderson, Juliet Boghossian, Chris Freytag, Jennifer Nicole Lee, Lisa Masterson, Harley Pasternak, and Kathy Smith.
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