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NBCUniversal Digital President on Radius: ‘It’s a Netflix for Fitness’

The media company promises customized workout programs to help subscribers meet their health goals

NBCUniversal launched “Radius” earlier this month, its new fitness brand available across all digital platforms.

“Radius is really a fully convergent fitness media brand,” said NBCUniversal Digital president Nick Lehman. “The core of the experience is a digital platform… It’s a Netflix for fitness, then what we’re doing is we’ve built a layer of personalization technology.”

The on-demand service is likened to a virtual trainer. Subscribers can select workouts and programs in order to meet their individual goals. With each log-in, Radius tracks workouts, progress and calories burned. Badges are built into the program for achievements. Radius offers three subscription plans ranging from $9.99 to 89.99 annually.

Subscribers can access Radius via mobile and tablet apps, desktop and by television. Weekdays from 6 – 9 a.m. on NBC Sports Network, users can tune in to commercial-free workout programs. NBC Universal tapped five well-known fitness trainers- Basheerah Ahmad, Nicky Holender, Keoni Hudoba, Alex Isaly and Natalie Uhling – to lead workout segments.

The subscription service will also soon arrive to Xfinity on Demand through Comcast.

Radius’s launch includes a partnership with fitness brand Under Armour, which will provide the trainers’s athletic wear. Dragonfly Productions signed on to produce the content for Radius.

“We’ve really tried to find partners that share our vision for helping to empower everyone to be great athletes, no matter what their fitness interests are or what their fitness levels are,” he said.

Bringing Radius to consumers was a year-long project. Lehman described the venture as “capturing” the excitement of the fitness world.

“We’re going to be continually adding more talent, more content. We’re in production every number of weeks continually growing the library,” Lehman said of the service’s programs. “Radius is an exciting new model that the company is getting behind.”

Radius can be accessed online at RadiusFitness.com.