01/15/2009

Shape Magazine Partners with Gaiam to Develop complete line of fitness and workout DVDs

LOS ANGELES, CA (January 15, 2009) – Shape magazine, the top women’s active lifestyle magazine has partnered with leading fitness and wellness media company Gaiam to develop a comprehensive series of instructional fitness DVDs. The multi-year partnership deal comes on the heels of the successful release of the Mari Winsor Pilates for Pink Workout DVD, which was a result of an earlier agreement between the two media powerhouses. Both partnership deals were sourced and negotiated by Los Angeles-based new business development consultancy Brand Sense Partners, LLC (BSP).

The collection will be developed through a joint collaboration between Shape’s award-winning editorial team of fitness experts and Gaiam’s industry-leading consumer distribution. The comprehensive line of instructional fitness and workout DVDs will feature original content and expert instruction. With titles such as The Ultimate Bikini Body Workout and 20-minute Makeover, the series promises to sculpt, tone and transform bodies quickly through energetic routines, cutting-edge techniques and effective exercises as well as diet, beauty and style tips from the editors of Shape.

“Shape is committed to providing our readers with the tools and information they need to live healthy and balanced lives,” said Sabine Feldmann, vice president and publisher of Shape. “With Gaiam’s best-in-class production capabilities and incredible retail relationships, we will be able to deliver a complete collection of high-quality, results-driven DVDs to provide our readers with new and different ways to help Shape their lives.”

Established in 1981, Shape is the largest active lifestyle magazine for women in the world. With more than six million print readers and a website that attracts nearly 500,000 unique visitors each month, Shape is considered a trusted resource for health and fitness information, sophisticated beauty and fashion editorial and inspirational steps for positive change.

“We are excited to bring to market a unique line of fitness DVDs born from the wealth of knowledge and fitness expertise of Shape’s editorial and creative publishing team,” added William S. Sondheim, President of Entertainment and Worldwide Distribution for Gaiam.

The partnership deal between Shape and Gaiam represents the second such undertaking by the duo. In September 2008 the team released the highly successful Mari Winsor Pilates for Pink Workout DVD as part of a combined initiative to raise awareness and money for The Breast Cancer Research Foundation.

“With over 25 years of experience, Shape has proven itself as the go-to brand for women seeking to live healthy and balanced lifestyles,” said Ramez Toubassy, president of Brand Sense Partners. “The brand extension into fitness DVDs is natural as is the partnership between Shape and Gaiam, the two leaders in their respective areas.”

The Ultimate Bikini Body Workout, the first of the series, is scheduled for release in April 2009 and will be available, in Gaiam’s 72,000 national and international retail outlets, the Gaiam catalog, online, rental locations and more.

Companies interested in partnership opportunities with Shape should contact Brand Sense Partners at 310-867-7222.

About Shape
Shape, the global leader in the active lifestyle category, provides today’s woman with inspiring, straight-talking editorial to enrich her mind and body. Shape is published by Weider Publications, Inc., the most influential publisher of the world’s leading health, fitness and active lifestyle magazine brands. Log on to www.shape.com for the latest in fitness, beauty and fashion.

About Gaiam
Gaiam, Inc. (NASDAQ: GAIA) is the leading independent distributor of special interest programming, with a 72,000 door retail distribution network and 9,000 store-in-stores. With more than 46 percent of the fitness and wellness market, Gaiam is dedicated to providing solutions for the many facets of healthy, eco-conscious living. Since its founding in 1988, Gaiam has grown into a $220 million integrated brand. The company’s commitment to quality, coupled with an innovative approach to merchandising and distribution have allowed it to dominate the health and wellness category with fitness sensations Rodney Yee, Mari Winsor and Tanja Djelevic. For more information about Gaiam, please visit www.gaiam.com, or call 1.800.869.3603.

About Brand Sense Partners, LLC
Established in 2001, Brand Sense Partners, LLC (BSP) is a strategic new business development consultancy with an integrated turnkey infrastructure designed to execute the firm’s recommendations. BSP fosters growth in new categories of business for its clients by leveraging brand equity and other strategic assets. Clients focus on their core businesses while BSP’s team of industry experts develops the strategy through market research and in-depth analysis, negotiates the deals and manages the new lines of business. The BSP approach reduces capital costs, risk and time to market resulting in new, profitable and accelerated growth for its clients. Headquartered in Los Angeles, BSP manages more than 200 partnerships for its Fortune 500 clients with approximately $1.5 billion in retail sales in the consumer products, media, technology, celebrity and fashion industries. For more information, please visit www.bsp.com.