Discovery Health Sets Fitness Program

Dec 1, 2003  •  Post A Comment

In what’s billed as Discovery Health’s Channel’s largest marketing campaign since its 1999 debut, the network will launch a multimillion-dollar fitness program tied to its “Body Challenge” reality show.
The 12-week “National Body Challenge” program will offer participants a free three-month membership to Bally Total Fitness health clubs and will be backed by a national advertising campaign-including TV ads, print and mobile billboards and shopping mall events in major cities. The promotion is named after Discovery Health’s “Body Challenge” reality franchise, in which contestants compete to lose weight and develop healthy lifestyles.
Bob Reid, Discovery Health’s executive VP and general manager, described the promotion as an extension of the network’s mission to educate viewers about health issues.
“The question was, `How do we up the ante on that programming to make it a bigger, grander marketing tool, while at the same time serving our mission?”’ he said.
The promotion will launch later this month and will be followed by a mass weigh-in at participating Discovery Channel Stores on Jan. 10. The fitness program was designed by health-care specialist and author Pamela Peeke.