Home video sales of DVDs have seen a sharp decline, but the fitness category is showing healthy growth. It isn’t too hard to remember the work out videos of the 1980s, and Darren Capik, CEO of Watch It Now Entertainment (WIN) believes fitness will continue drive the market.
His full service production company enables clients the ability to produce and direct celebrity-driven fitness media by completing every aspect of fitness projects under one roof. WIN remains one of the premier fitness production houses in America and is poised to be a leader in the $30 billion a year fitness industry. It has been commissioned by studios and distributors including Lion’s Gate, Warner Bros, GAIAM, Anchor Bay Entertainment/Starz and Paramount Home Video to produce and direct celebrity-driven fitness media. Celebrity clients include Bob Harper, Jane Fonda, Billy Blanks, Richard Simmons, Kim Kardashian, Julianne Hough, Brooke Burke, Tara Stiles, Deepak Chopra, George St Pierre and Carmen Electra, among many others.
Darren talked to KineticShift about the business of fitness DVDs.
KineticShift: What has been driving the popularity of fitness DVDs?
Darren Capik: Fitness DVDs are easily accessible and adapt to any schedule. Also, many people are intimidated by the gym or don’t feel comfortable working out in public. DVDs alleviate that anxiety by providing an at-home experience.
KS: Why have celebrities seen renewed interest in fitness programs?
DC: Most celebrities workout to maintain a healthy physique. Fans want to know their exercise regimen and secrets. Fitness DVDs are a great way for them to branch out their brand to garner fan engagement.
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KS: Are we seeing more diversity in the types of workouts and programs?
DC: The market currently offers virtually every type of workout on DVD, from Bob Harper’s all-encompassing Inside Out Method series to Louis van Amstel’s LaBlast dance fitness to Georges St-Pierre’s MMA style program. The consumer can do yoga, disco, and much more from the comfort of their living room.
The important thing is encouraging the individual to find the style of workout that best suits them. If they create an exercise regimen that is not enjoyable, then it won’t work. With the vast assortment offered, there is a huge opportunity to find something that suits their desires.
KS: What is the future of fitness DVDs? Do you think we’ll see an interactive and more personalized approach with future technology?
DC: Fitness DVDs, as well as many other platforms, are transitioning to digital. Internet success is based on aggregated views and as people are naturally drawn to quality, I see the quality of content going up.
Thank you to Darren for talking with us.