Jillian Michaels pulls no punches on the hit reality show “The Biggest Loser”. And that’s helped her build a growing empire of fitness DVDs, including “Jillian Michaels 30-day Shred”- the top selling fitness DVD of all time.
And fans of “Extreme Makeover: Weight Loss Edition” will recognize trainer Chris Powell coaching contestant Rachel in that show’s workout DVD coming out this fall.
A lot of the appeal has to do with star power.
Brad Adgate of Horizon media, says:
“They sell themselves because people have heard of the stars. People have heard of these weight loss instructors. People know the TV shows. People know the content what to expect and you are going out to a group of consumers who are very interested in this topic.”
According to The Nielsen Company, total home video sales in 2010 were down 7% from the year before, but fitness titles were up 7% in the same period.
The category includes dance workouts, with popular videos spun off from shows like Dancing with the Stars, as well as other genres like yoga.
“As movie DVD sales start to decline and people start to watch things online, say like Netflix and Hulu, you know people are really concerned, or the studios are really concerned about what is going to happen with DVDs and this has been one of the few bright spots – has been these fitness and lifestyle DVDs as a instructional or advice type category that’s really blossomed.”
Blossomed so much that even industry pioneer Jane Fonda, now in her 70’s, is back in the game with new workout DVDs aimed at the senior set.
Bottom line: While overall DVD sales languish, the fitness segment of the market is hot, as reality shows inspire viewers to get off the couch.