NBCUniversal Television Consumer Products has partnered with integrated marketing and branding agency Big Tent Entertainment to help develop The Biggest Loser franchise into a major healthy living lifestyle brand.
Big Tent will initially focus on developing licensing partnerships with companies across key product segments including food and nutrition, fitness products and publishing.
“The Biggest Loser is a proven brand with longevity in the marketplace," said Rich Collins, chief executive officer, Big Tent Entertainment.
"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.
“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 is currently in the spotlight through the television series, biggestloser.com, a New York Times best-selling book series, a best-selling fitness DVD series, branded RunWalk events and award-winning 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,” said Kim Niemi, senior vice president of the NBCUniversal Television Consumer Products Group.
“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.”