Retail Merchandiser - January/February 2012 - (Page 64)

Licensing EMPOWERED MEDIA LLC – JILLIAN MICHAELS Empowered to Succeed Jillian Michaels is not just a wellness expert and TV personality – she’s also a smart businessperson using new media outlets and technologies to strengthen and grow her brand. F Jillian Michaels Beverly Hills, Calif. or 20 years, Jillian Michaels has inspired countless people to lose weight and lead healthier, fulfilling lives through a combination of high-energy workout routines, easyto-follow diet plans and motivational speaking. But when “The Biggest Loser” aired in 2004, contestants on the popular reality show, along with millions of viewers at home, were instantly captivated by the charismatic personal trainer. Michaels’ fame catapulted, earning her recognition as one of the leading health and wellness experts in the country. As a motivator and role model, Michaels has a unique connection with her audience that stems from her own personal journey toward wellness. She struggled with her weight when she was younger, and was determined to reach her goals. Through dedication and hard work, she did. “What inspires me most is seeing everyday people overcoming extraordinary obstacles,” Michaels tells Retail Merchandiser. “When I see people who, against all odds, find the courage and the inner fortitude and determination to be brave and face their inner demons, it reminds me every day that I can do more, that I can be more and that I have more to give and more to overcome.” Forming a Brand In 2008, Michaels teamed up with her friend and business partner Giancarlo Chersich to form Empowered Media LLC, which acts as the licensing arm of the Jillian Michaels brand. Chersich has a long track record of successful brand development strategies in the fashion, sports, music and entertainment businesses. Based on a philosophy that stresses the integration of fitness, nutrition and behavioral changes, Empowered Media’s goal is to create total life solutions for people that involve all aspects of living well, including health, wellness, weight loss and overall lifestyle. “By using the trust she had generated with her viewers, we wanted to transcend Jillian’s capabilities across all forms of media, not just TV,” Chersich says. “We formed the company with the intent to inspire people to empower themselves by creating cost-effective life solutions and putting the information and power back into the hands of the consumer.” “I think we share as individuals and as a company the same philosophy that health is a platform you build your life on,” Michaels adds. “When your health is solid, it transcends into every facet of your life,” she continues. “ We created 64 January/February 2012

Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2012

Retail Merchandiser - January/february 2012
What the Nose Knows
Customized Marketing
Greener Logistics
Illuminating Retail
Toy Fair 2012 Preview
Wandering Wallet
Targeting Digital Neighborhoods
Ces 2012 Show Wrap-Up
Category Insight
Striker Entertainment
Joester Loria
Sony Pictures
Mind Candy
Empowered Media LLC
Global Icons
Pep Boys
Tedeschi Food Shops
New Hampshire Liquor
B-O-F Corp.
New & Notable

Retail Merchandiser - January/February 2012