Body-conscious consumers keep Beachbody (formerly Product Partners, LLC) busy. Founded in 1998 by CEO Carl Daikeler and president Jon Congdon, the company creates and sells physical fitness and weight loss DVDs. The in-home workout programs are led by different trainers and include brand name sweat-and-burn alternatives, such as P90X, Hip Hop Abs, and Turbo Jam. The videos, sold through infomercials targeting specific consumers, are its revenue engine, but the company also sells fitness equipment, nutritional supplements, and skincare products online. Beachbody's community and support website, TeamBeachbody.com opens up another avenue to introduce exercise products pitched on the success stories of followers.
Beachbody's sales are generated solely through the company's website and over the phone. Supporting these channels, Team Beachbody consists of customers called "coaches," who earn a commission by selling Beachbody products directly to other consumers. Beachbody has buoyed sales by offering beauty and skincare products since 2008. Today, Derm Exclusive, an anti-aging skincare line, is its primary beauty line.
Thanks in part to infomercial marketing veteran Daikeler, who formerly worked for Guthy-Renker, Beachbody posted 129% growth in three years, from 2006 to 2009. Sales reportedly increased at a slower rate in 2010 and kept even in 2011. Daikeler's first foray into fitness product development was as co-founder of TelAmerica Media, for which he created 8 Minute Abs.
Despite the shrinking DVD market, Beachbody has steadily raised the profile of its brands through a television infomercial and direct marketing strategy based on daring the consumers to try the tough workout coupled with documentary style before-and-after pictures. It looks to pump up sales by entering the living rooms of a rapidly growing market, Americans who are overweight or lack the strength needed to keep up with the power workouts. In 2012 Beachbody's INSANITY 'Not So Crazy After All' was nominated by the Electric Retailing Association (ERA) for the Moxie Award, Best Long Form of the Year - Over $250K. Beachbody has concurrently reinvented its successful home-exercise program the P90X as the P90X certification program for personal and fitness facility trainers. – less