Fitbit (NYSE: FIT) announced a collaboration with NBC’s new fitness competition series “STRONG,” from executive producers Dave Broome (“The Biggest Loser”) and Oscar®-nominated iconic film star Sylvester Stallone. In the new series, which begins with a two-night premiere event on April 13 at 9 p.m., the Fitbit Surge will be worn by show host, world-renowned athlete and Fitbit Ambassador, Gabrielle Reece as well as the show’s 20 contestants – 10 male trainers and 10 female trainees – as they embark on a transformative journey to get “STRONG.”
As the No. 1 selling GPS watch in the U.S.1, the Fitbit Surge is designed for users who train regularly, want to maximize workouts, and meet peak performance goals. Throughout the season, the show’s contestants will utilize device features – including onboard GPS, PurePulse® continuous wrist-based heart rate tracking, all day fitness tracking, SmartTrack™ automatic exercise recognition, and automatic sleep detection – to track their pursuits toward peak performance. Paired with the high-performance Fitbit Aria® Wi-Fi Smart Scale, which allows users to track weight, BMI (Body Mass Index), lean mass, and body fat and wirelessly sync data to their Fitbit® account, contestants have the stats they need all in one place with the Fitbit app to take control of their fitness and achieve their goals.
“Fitbit is on a mission to empower consumers with increased knowledge of their overall health through the latest advancements in wearable technology,” said Tim Rosa, VP of Global Marketing, Fitbit. “This collaboration with ‘STRONG’ showcases how Fitbit is doing that for people worldwide, and hopefully will inspire others to get strong, as well.”
Dave Broome, Creator and Executive Producer of “STRONG,” added: “When you are introducing a revolutionary new fitness competition series, you need innovative partners by your side. Fitbit was a natural fit to help our contestants track their progress, stay motivated and push their boundaries during their transformative fitness journey.”
The show’s trainers have come from around the country and bring with them a wide variety of fitness disciplines to get their trainees in shape. From MMA to strength and endurance training to boxing, each trainer will impart their personal training philosophy, experience, and unrelenting dedication to their trainees. While their training styles might be unique, one commonality exists between all 10 trainers – the knowledge that you must track your activity, nutrition and sleep in order to stay accountable, train smarter and push your body further.
“Heart rate is one of the best indicators of your overall health and well-being,” said Bennie Wylie a strength and conditioning coach from Abilene, Texas and trainer on “STRONG.” “During an intense workout, for example, I will check to see how long it takes my team member’s heart rate to recover, which provides key insights as to how healthy and fit they are. The more fit, the faster their heart rate recovers to its pre-exercise rate. The Fitbit Surge allowed us to track continuous heart rate right on the wrist – without the need for an uncomfortable chest strap – so we could measure workout intensity, recovery and resting heart rate at a glance and start to see improvements over time.”
Through a series of five on-air integrations, viewers will see how Fitbit products power the contestants to push harder as each team trains together and competes in epic physical challenges before heading to the Elimination Tower where, each week, one of the teams is eliminated and their jaw dropping transformation is revealed.
“We are always seeking creative, natural ways to incorporate our partners into our content that amplifies the narrative and the viewer experience,” said Dan Lovinger, Executive Vice President, Entertainment Advertising Sales Group, NBCUniversal. “Our work with Fitbit on “STRONG” is a great example of how we deliver solutions for our clients that go beyond the traditional ad model.”
“STRONG” is produced by 25/7 productions.
A Comprehensive Health and Fitness Solution
Fitbit offers a wide variety of connected health and fitness devices – including the Fitbit Surge and Aria seen on “STRONG” – that help people at the everyday, active, and performance fitness levels pursue their health goals. But while devices are a key part of the solution, Fitbit provides a comprehensive platform for health and wellness – including the latest technology devices, a state-of-the-art app experience, and personalized content and insights – all aimed at helping users reach their health and fitness goals. For more information, visit www.fitbit.com.