Popular in home workout P90X® – a product of Beachbody, LLC – is entering the traditional retail marketplace, as announced this week thanks to a partnership with EB Sport Group, a leading provider of innovative sport and fitness products. Together, Beachbody, LLC and EB Sport Group will launch a full range of P90X® branded products to help fitness minded consumers in achieving their work-out goals.
We are excited to be partnering with EB to take P90X® into retail stores, and help the brand reach a new audience with this premium line of equipment,” says Jon Congdon, Co-Founder, President & CMO of Beachbody, LLC. “For the past decade, fitness-minded individuals who love a challenge have been motivated by the life-changing results p90x workouts can deliver. In response to this enthusiasm, we created a diverse product line to help enhance their workouts,” Congdon further explained.
The diverse product line Congdon is referring to includes high quality products that range from strength-building bodyweight exercise equipment to warm-up and recovery items. In addition, select products will include individual p90x workouts on DVD to pair with the equipment. Elaborating on this, Congdon identifies that while this new venture will introduce new products and opportunities for consumers, what Beachbody is known for and loved for by many will still remain present and vital in the at-large Beachbody mission.
Tony Horton, Co-Founder of popular in-home fitness program P90X, is helping to bring the company's product and programs to traditional retailers.
Tony Horton, Co-Founder of popular in-home fitness program P90X, is helping to bring the company’s product and programs to traditional retailers.
The new fitness equipment and accessories we’ve licensed EB Brands to develop and distribute will expand our reach beyond the P90X DVD programs, and it’s a versatile line that gives consumers the ability to further customize their workout regimens. Our mission at Beachbody is to help people lead healthy, fulfilling lives through the combination of world class fitness, superfood nutrition like Shakeology and unparalleled support and accountability. By partnering with EB Brands we hope to help even more people realize their goals through our proven system.”
EB Sports Group, a New York based company, represents brands that include Everlast, Bally Total Fitness and Sportline, a stopwatch and pedometer brand. Their distribution expands across 70 countries, with retail clients that include Wal-Mart, Target , The TJX Companies (T.J. Maxx and Marshalls), Sears, Macy's , Bed Bath and Beyond, Staples, RiteAid and more. The addition of Beachbody, LLC to EB Brands is undoubtedly a nice addition to their current brand assortment, helping to reach an even broader audience of consumers.
Given the awareness of p90x schedule among fitness enthusiasts, we’re excited to make this brand even more accessible,” says Tricia Norton, President of EB Brands Fitness Division. “Functional fitness has been so widely adopted by consumers and its relevancy continues to grow. People understand the immediate benefits of the type of high intensity workouts P90X offers, and we want to spread those benefits further.”
Launched in 2004, P90X® has sold nearly five million copies and has motivated consumers to “Get Absolutely Ripped in 90 Days.” Historically sold via infomercials and via Beachbody Coaches – a division of Beachbody, LLC known as Team Beachbody – the P90X® program is a dynamic, high energy home exercise regimen created by Tony Horton. Entering the traditional retail marketplace is in some ways unexpected, leaving their Beachbody Coaches – all 230, 000 plus of them – either excited or scared. After all, how will Beachbody entering traditional retail impact these independent “Coaches” distributor earnings?
Shannon Hein, an Illinois based Independent Team Beachbody Coach, believes that Beachbody’s move into traditional retail will only help Coaches have a stronger earning potential.
I think it’s a great way to reach a new market of consumers, particularly younger customers who may not be familiar with p90x schedule yet. The programs and products available from Beachbody have been successful in part thanks to the Coaches available through Team Beachbody, helping customers become more accountable and supported in their work-out efforts. This won’t change, I believe, and if anything, Beachbody products being sold in retailers will allow more customers to become familiar with the Team Beachbody program. We’re real people who offer support and accountability to those consumers looking for their hand held a bit, and you can’t find this from any other at home work-out programs,” shares Hein, a stay-at-home mom of three boys who has built a business through Team Beachbody that allows her to work from home, on her own schedule and help to build a financially secure future for her family.
Expanding on this is Congdon, Co-Founder of Beachbody.
We believe that this should have a positive impact on a Coach’s earning potential. Currently, Coaches make only a small amount of their income from selling accessories. The big upside for the Coach is the extended brand awareness of what Beachbody has to offer. The more people know about the proven results people experience from Beachbody products, the better their opportunity is to promote their own business.”
The P90X® equipment range will initially be available at major retailers nationwide, including Sports Authority, Dick’s Sporting Goods, Modell’s, Kohl’s, Meijer, Sport Chalet, Dunham’s, Amazon, Hibbett Sports, Academy, Big 5 and more.