Applications
Lionsgate launches YouTube channel dedicated to fitness
MUMBAI: Lionsgate is looking to grow its presence in the digital media space through a YouTube fitness channel, Lionsgate BeFit, which it claims has accumulated more than 1.5 million views in the past month alone, and is already expanding its content offerings.
The new channel is part of YouTube‘s recent entertainment programming venture that delivers niche-oriented original content produced by some of the world‘s most respected content creators to the online video entertainment community. The channel also extends Lionsgate‘s strategy of allying itself with world-class, brand name partners in all of its businesses.
Lionsgate credited the channel‘s early success with its combination of original programming and a home entertainment fitness library.
Lionsgate executive VP, Home Entertainment Marketing Anne Parducci said, “BeFit has accumulated 1.5 million views over the past month and is growing in viewership by a double digit percentage every week, and we believe that our ability to combine compelling original content and a broad and deep catalog of fitness brands positions us for long term success,” said Parducci. “We‘re delighted to partner with YouTube and pleased to be one of the first studios to utilize their platform for a dedicated, branded channel.”
An ad-supported one-stop shop for free, high-quality fitness programming, Lionsgate BeFit features original new shows focusing on the latest trends in fitness and featuring top trainers and brands.
Lionsgate BeFit also includes programming from Lionsgate‘s extensive catalog of fitness content including the No. 1 selling brand Jillian Michaels, Jane Fonda, Denise Austin, Deepak Chopra & Tara Stiles as well as dance workouts based on the top rated television series “Dancing with the Stars” and the wildly popular film Dirty Dancing.
The channel features numerous workout styles including yoga, boot camp, Pilates, cardio, strength and complete workout systems.
The first original show to launch on Lionsgate BeFit, which can be accessed at www.youtube.com/BeFit, was BeFit in 90. A new revolutionary program, BeFit in 90 is a hard-core 90-day workout system designed to deliver results fast and includes a new playlist for each day.
Currently in its first season, two additional seasons will follow later this year. The program is hosted by two certified fitness trainers: Samantha Clayton, an Olympic track star from the UK who is also the wife of baseball all-star Royce Clayton and mother of four (including triplets); and Garret Amerine, a war hero who rebounded from injury in Iraq to become a leader in the campaign to get and stay fit.
Fitness senior VP of marketing, GM Kajsa Vikman said, “When YouTube told us it was making a bold step into original programming with a wide array of the most talented and innovative content creators in the world, we didn‘t hesitate to come on board. We knew that our relationships with the biggest and most talented names and brands in fitness along with our extensive DVD library could help us deliver the premiere fitness destination for millions of people all over the world. BeFit in 90 is just the beginning of the high quality programming we plan to deliver.”
Three months after its January 2012 launch, Lionsgate BeFit is already preparing to expand its slate of original content to include ‘BeFit Club Hip Hop‘, a hip hop dance fitness series, featuring the latest moves from the club and hip hop scene in fun to follow routines.
‘BeFit Club Hip Hop‘ is led by three choreographers: Bryan Tanaka, a lead dancer and performer with some of the music stars such as Beyonce, Rihanna and Lady Gaga as well as Dejan Tubic and Janelle Ginestra, two social media personalities with a combined total of 50 million views on YouTube who are renowned for their choreography and fierce moves.
Another show set to premiere targets baby boomers and older, ‘Jane Fonda Prime Time Health‘, featuring the actress and fitness icon sharing her advice – addressing such topics as workout routines, stretching, strengthening and toning as well as healthy eating habits, crucial vitamin intake and subjects to keep one more focused and happy. Additional original new programming is in development and will continue to launch throughout the year.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
