"Video Store Magazine"

Published August 2000

After a long slack period, fitness video is on a Tae-Bo fueled comeback.

And yet DVD–a natural for workout programming, experts say–has yet to be exploited the way everyone seems to think it can, and should, be.

"DVD caters to action movies [and their fans]," says Bill Hunt, editor of The Digital Bits. "But when you think about it, DVD is perfect for workouts. It's just a matter of the market being ready for it."

And, to be fair, the market for fitness videos has only recently begun its upswing.

Back in the 1980s, nearly every home with a VCR had a copy of the Jane Fonda Workout on the shelf.

But by the mid-1990s, people were gravitating to gyms and other fitness venues instead of "sweating to the oldies" in their living rooms.

A few years ago, the "Tae Bo" series of videos featuring martial arts-boxing professional Billy Blanks helped kick the home fitness video industry back into gear.

And before long, tapes featuring everything from kickboxing to yoga once again began to show up on store shelves and in home libraries.

With the limitless possibilities of DVD, one would think fitness would be an ideal genre for the format.

Think about it: multiple angles, optional music tracks, different workouts on one disc.

But as far as genres are concerned, fitness is one of the last to take off on DVD.

"There's no question fitness DVDs haven't taken off," says Michelle Rygiel, senior product manager for Anchor Bay Home Entertainment, the studio that supports the Donna Richardson line.

But those familiar with DVD say it won't be that way for long.

"Their day is coming," says Rygiel. "They have a lot to offer."

The main reason there hasn't been a huge demand for more titles on disc is because of DVD's demographics: the young adult male who enjoys action movies.

"They're not real into the whole exercise craze," says Peter Bracke, editor-in-chief for DVD File. "But I can see mainstream viewers wanting [DVD fitness workouts]."

Once the infiltration of DVD players reaches heights industry officials expect (13 million players by year's end), more and more of those in the mainstream public will require more mainstream fare.

"As the installed base expands, we'll see more special-interest product coming out on DVD," says Amy Jo Donner, executive director of the DVD Entertainment Group.

Hunt, of The Digital Bits, vocalizes the opinions of many others who feel DVD, as a format, offers so much more than VHS could ever give consumers.

With the technology, multiple angles would give exercisers not just a choice of workout intensity, but also a different angle to see, ensuring proper form and execution. Different music tracks could be broadcast to bypass the if-I-hear-that-song-one-more-time-I'll-kick-the-television syndrome. And exercisers who wish to work on a certain section of the body–abdominals, for instance–can use the on-screen menus to jump to that section of the workout without the hassles of rewinding, fast-forwarding and praying the tape will be cued up properly.

"A lot of people don't realize there's a lot of stuff with DVD," Bracke says.

Some DVDs out there now are like souped-up videocassettes on a disc, but in the near future, that will all change with the addition of special features, industry officials say.

Currently, only a handful of DVDs targeted toward the fitness conscious are available. But the studios say, for the most part, just wait until the fourth quarter and the beginning of 2001. That's when more things will begin to heat up in the exercise arena.

SONY MUSIC VIDEO

Talk about setting the bar: Not only is exercise guru Kathy Smith one of the leading and most popular instructors on home video, but her Kathy Smith's Kickboxing Workout was the first fitness program to come out on DVD in June 1999.

"We're trendsetters," says Leslie C. Cohen, v.p. of business development at Sony.

Since then, Sony has distributed two more fitness DVDs–more than nearly any other studio.

Kathy Smith's Personal Trainer, which debuted in March 2000, and Grind Workout: Tai Funk Aerobics (February 2000) are consistent high sellers in stores.

"Unlike VHS [today], with DVD, you have people who are buying players every day, so you have a fresh group of new buyers," says Cohen. "Your sales continue to grow."

Sony is excited about the world of fitness DVDs.

"It's a wonderful application for fitness," Cohen says. "You can structure your workout."

On its DVDs, Sony created multiple angles and tutorials to help those who need to have almost a three-dimensional workout experience. If the exerciser is feeling confused by a move, she can flip to the tutorial and watch a streaming video of Kathy Smith explaining the exercise in detail.

"We allow the users to become comfortable with the moves," Cohen says.

Kathy Smith's second release, Personal Trainer, offers three complete and different workouts–cardio, stretching and toning. This gives users the chance to pick and choose programs to avoid boredom.

"It's the menu approach," Cohen says. "You can accomplish the same [fitness] goals [without becoming bored]."

On the Kickboxing Workout DVD, various language tracks are featured, such as music and English, music and Spanish, music only and Kathy Smith's instruction only.

"If you want to put on your own music, you can do that without sacrificing her calling out the moves," Cohen says.

Other features include biographies, behind-the-scenes peeks and samples of other Kathy Smith videos.

"She's an amazing professional," Cohen says of Smith, who is excited about putting more of her workouts on DVD. "She enthusiastically embraces this format."

Cohen says that as the DVD player becomes more of a must-have for today's households, the fitness DVDs will also become must-haves.

"Why not improve your workout?" she asks.

VENTURA DISTRIBUTION

When the fitness craze began in the early 1980s, almost no one had heard of Billy Blanks.

But today, one mention of his name prompts dozens of listeners to spew glowing testimonials of weight loss or showcase their head-high roundhouse kicks.

The first installment of tapes in the "Tae Bo" series–billed as "the future of fitness"– created such a frenzy, a new breed of exerciser was born.

Gyms and martial arts studios across the country began touting their own versions of "Billy Blanks' Tae Bo Workouts." The studio sold thousands upon thousands of VHS tapes, with the DVD version (containing all four workouts: beginners, advanced, instructional and the "8-Minute Workout") selling upwards of 30,000 units, says Joe Yakunich, creative service director for Tae Bo.

On Sept. 26, the new chapter in the Tae Bo tradition begins with the debut of Tae Bo Live!

Featuring all four of the new videos (beginner, advanced, instructional and the "8-Minute Workout") with Billy Blanks, the Tae Bo Live! DVD is hoped to become a huge seller and further the DVD fitness genre.

"Let's face it: there are more and more households with DVD players," Yakunich says. "There's more flexibility in jumping from program to program [in DVD]."

The Live! DVD features a relaxed, informative Billy Blanks interview as well as plenty of "before-and-after" photos and success stories from "Tae Bo heroes."

"The DVD gives us a way to [showcase] Tae Bo hero testimonials," Yakunich says. "People like to see the results. We want to show these to our new Tae Bo heroes. It's a reinforcing thing."

Other features on the new Tae Bo Live! DVD include information about other Tae Bo products and videos.

When the DVD streets day-and-date with the VHS version, it will be marketed alongside the cassettes in mass merchants, specialty and video stores, Yakunich says.

As far as the success predictions of this new DVD are concerned, Yakunich won't say, but he did note that according to prebook numbers from his distributors, it looks as if the Tae Bo Live! DVD will make up nearly 25 percent of total sales.

LIVING ARTS

This independent supplier of health-related videos and products has a whopping four-title fitness library focusing on the ancient practice of yoga.

The Yoga Conditioning for Weight Loss DVD features four 45-minute workouts varying in intensity. Angle features also allow viewers to chose which view they would like during their workouts. And the "Personal Instructor" chapter features detailed instructions on those challenging poses.

Both the Total Body Yoga Workout (focusing on lower body, abdominals and upper body flexibility) and the All-Day Yoga Workout feature three 20-minute workouts with different instructors.

Now, just-released Power Yoga hits the scene, with plenty of new moves to meet the needs of today's yoga fanatics.

"We're so progressive right now," says Jane Pemberton, president of Living Arts. "We're selling a lifestyle."

ARTISAN HOME ENTERTAINMENT

Who doesn't have a Denise Austin workout tape at home? Or seen one in the stores? Now, this seasoned fitness guru can be seen on DVD.

In October 1999, Tone & Tighten came out on the format when the Denise Austin line was managed by PPI Entertainment.

Now that Artisan has the rights to the Austin library and future videos, a new, up-to-date DVD is scheduled for release.

Although studio officials couldn't discuss explicit details of the first DVD fitness release through Artisan, senior v.p. of marketing Hosea Belcher did say the DVD will be state-of-the-art.

"Almost 30 minutes of the footage has never been seen before," he says.

The new DVD, scheduled to street in late December, is a complete workout, with emphasis on stretching, toning and cardiovascular fitness.

"It's the perfect time [to debut]," Belcher says. "You make sure you get in when customers are thinking about losing those holiday pounds."

Artisan is the studio which just released the mind-blowing T2: Judgement Day DVD, filled with every trick and treat producers could fit onto a disc. With future fitness tapes, Belcher says Artisan will incorporate some of those much-wanted DVD features, like special menus and text.

"We want to make sure they have a lot of value added," Belcher says.

For example, since Denise Austin has produced scores of fitness videos, she has abundant supplies of extra footage, which can be weaved into future DVD installments, Belcher says.

"The DVDs will always have extra features," he says, adding that Artisan and Austin are debating ideas for future projects. "Denise is quite savvy about her consumers [and what they want]."

The best part about DVD fitness workouts, Belcher says, is the freedom users have to customize their workouts. Plus, many laptop computers have DVD-ROM drives, enabling travelers to still get in a workout no matter where they might be staying.

"It allows people to interact with their workouts," Belcher says. "It's perfect for today's woman on the go."

ANCHOR BAY

When Anchor Bay is mentioned, most immediately think of the horror titles that are this studio's bread and butter.

While it's no Halloween, the Donna Richardson–3 Day Rotation 2000 DVD is a fitness staple for the studio.

"We believe in the DVD format," says Rygiel, who also mentioned a Paula Abdul fitness DVD to be released in October.

Anchor Bay takes the DVD format seriously–and it takes advantage of all DVD has to offer.

The 3 Day Rotation 2000 DVD features nine different workout combinations, both advanced and beginner levels, all programmed by the viewer.

For example, an exerciser could perform the beginner dance aerobics or the beginner kickboxing lessons and combine it with the advanced toning workout.

"It can even act as something that will keep people from out-growing a workout," Rygiel says.

In addition, the 3 Day Rotation 2000 has two optional audio tracks: instructor's comments only or music only.

"Some people really enjoy focusing on the music and getting into the workout," Rygiel says.

All of these features wouldn't be possible on VHS, she says. With Anchor Bay's upcoming Paula Abdul workout DVD, the studio will include a feature about the singer-dancer that should appeal to her fans, Rygiel says.

The following is a selected list of fitness programs available on DVD.

• Tae-Bo Workout (Ventura Distribution)

• Kathy Smith's Kickboxing orkout (Sony)

• Donna Richardson–3 Day Rotation 2000 (Anchor Bay)

• Denise Austin's Tone & Tighten (Artisan)

• Kathy Smith's Personal Trainer (Sony)

• Nude Yoga & Tai Chi (Parade)

• Grind Workout: Tai Funk Aerobics (Sony)

• Chuck Norris' Private Lessons (Image Entertainment)

• Madusa's Tae Kickboxing Workout (Simitar)

• Interactive Personal Trainer (Simitar)

• Yoga for Beginners: The Total Body Workout (Living Arts)

• Yoga Conditioning for Weight Loss (Living Arts)

• Yoga for Beginners: The All-Day Workout (Living Arts)