Former Danoz Direct MD aims to become the ‘Netflix of health’
A new entrant in the fitness market delivering workouts over multiple devices is aiming to become the ‘Netflix of fitness’.
Fitness company Varlah has launched the series of workout sessions on a subscription model giving users 24/7 access to six tailored workout programs.
The sessions are led by Varlah co-founder Luke Istomin, who has worked with a range of celebrities including Hugh Jackman, Leonardo DiCaprio, Nicole Kidman and Ricky Martin.
The series is augmented by meal plans, workout calendars and fitness assessments.
Dubbed ‘Diced by Varlah’, the system offers an all-you-can-eat model on a three months course costing $69.95.
Istoman said he wanted to replicate the ease with which people were now able to access movies and other entertainment on their devices, but this time with improved fitness and health as the primary goal.
Co-founder Alan Meyerson has worked in the direct response as ex-MD and part owner of Danoz, launching brands including TapOut XT, Magic Bullet and Pilates Power Gym.
Meyerson said the company was looking to open a new channel for people to get fit.
“The convenience of not having to spend time traveling to or attending a gym or is invaluable. Diced provides 24/7 access to stream workouts anywhere people want,” Meyerson said.
Speaking with Mumbrella, Meyerson said he had learned a lot over more than a decade with Danoz and that while becoming the ‘Netflix of fitness’ was a bold claim, the initial launch product will be added to over time, providing subscribers with a library of workouts and programs to suit specific goals that people were trying to achieve, such as building more stamina or bulking up.
“This is the first of many and we will be developing multiple transformations and we will also be building extra content so they will have access to a full program,” he said.
Varlah is launching a direct response TV campaign to support the launch and will also use social as both a marketing channel and also as a gathering place for subscribers to share their experiences and interact with coaches.
Meyerson said the company would also be exploring other entry price points and packages as the program evolved.
