The launch of elements living
On a rather eventful Monday morning, Lisa, our publicist, Anna, our Interactive Director and I, flanked by several members of our All-Star Fitness Advisory Board, gave a press conference on the unveiling of elements living. elements living (www.elementsliving.tv) is a multi-phase project which begins with a complete online magazine for our brand. The magazine, packed with over 5,000 articles, recipes, how-to video’s, and expert interviews, is a complete healthy lifestyle resource for our members and lifestyle consultants. Original content is created by our team and Fitness Advisory Board, and is added each month with a completely new edition. Our growth plan is to evolve the online magazine into a complete media network (which is why we reserved the .TV domain name) including magazine, video, and interactive components for members and lifestyle consultants. The idea was to create a "living" elements brand, and to crate a community which ties in all of our growing communities around the world. What began with one club is now evolving into 40 worldwide locations, and a growing legion of internet-based readers. Each time we announce a new elements club location, we will find more and more people who live in that area who are already online readers of our magazine. Expansion projects, such as a high quality supplement line, are already in demand and are also part of this project…
The press conference was a success - we held it at our trendy new offices on Lincoln Road, and received a great reaction from the press and media. Design is one of my passions, and I had personally created the offices to look like a real-life representation of our website… lightboxes, plasma TV’s, oversized graphics, combined with a healthy dose of trendy, make for a great experience. Gauging from the initial comments and feedback… we are onto something big.
I am keenly aware of the growing sets of eyes focusing on our growth, and it is a personal affirmation (as well as a business success) when we can impress even the most seasoned industry players. B We believe that building "voice" and community are the strongest ways to build a quality and lasting brand, and will help to create lasting relationships with the customers at each elements club.
elements(tm) is the first (and only!) fitness/lifestyle brand to create a virtual community and magazine of this size. We have committed substantial resources to these online projects, I am confident that the new unveils over the upcoming months will further position us as the premium lifestyle brand for women, and a major contender in the category.
