As the 15th season of the hit reality series “The Biggest Loser” gets underway, NBCUniversal Television Consumer Products has appointed Big Tent Entertainment to help it further develop the franchise into a lifestyle brand.
Big Tent will focus on elevating The Biggest Loser into a multi-faceted franchise that symbolizes healthy living, creating solutions for everything from nutrition to fitness. The company plans to initially concentrate on developing licensing partnerships with category leaders across key product segments including food and nutrition, fitness products and publishing, and will also seek out like-minded brands for promotional partnerships and event integrations.
“The Biggest Loser is a proven brand with longevity in the marketplace. Our vision is to carry this success forward as we position the franchise as a long-term lifestyle solution for consumers looking for something that combines fitness and nutrition,” says Rich Collins, chief executive officer, Big Tent Entertainment. “It’s a true lifestyle brand that can touch and inspire people looking to optimize their success in living a healthy and active life.”
The brand already has a number of successful extensions, including an online destination website, a New York Times best-selling book series, a best-selling fitness DVD series, branded RunWalk events and fitness resorts with four locations nationwide.
“The Biggest Loser has inspired and empowered millions of people over the past 14 seasons to take charge of their health,” says Kim Niemi, senior vice president, NBCUniversal Television Consumer Products. “We are excited to partner with Big Tent Entertainment to grow the franchise by creating more opportunity and greater accessibility for the general public to achieve their personal health and fitness goals.”