Female fitness channel Blogilates launches first signature sporting goods through Semaphore Licensing partnership

Published on: 16th October 2020

The female fitness YouTube channel, Blogilates has developed its first line if signature sporting goods in partnership with the US retail giant Target in the brand’s first foray into licensing. The partnership was brokered by the channel’s rights and merchandising agency, Semaphore Licensing Solutions.

Semaphore Licensing is continuing to create opportunities for its ‘new media’ brands to expand their reach within the retail world. The Blogilates deal follows from the previously detailed licensing expansion for the YouTube skateboarding channel, Braille Skateboarding in deals that took the brand into toys and recently into footwear.

Blogilates is recognised as the leading female fitness channel on YouTube with over 812 million lifetime views and 5.36 million subscribers. The channel features full-length POP Pilates, HIIT, and total body sculpting workouts that can all be done at home, led by certified Pilates an fitness instructor, and the CEO and founder of Blogilates, Cassey Ho.

The brand’s extended reach currently engages nearly 11 million wellness loving fans across several other social platforms, including 2.1 million TikTok followers and 1.9 million Instagram followers.

The licensing opportunity with Target will allow Blogilates to bring stylish sporting good essentials into the hands of consumers who value quality fitness equipment, as at home workouts become the new normal. The line of products that will be available via Target stores and will include items such as luxurious vegan suede yoga mats, beautiful gold dumbbells, and blush toned resistance bands.

Our goal is to create licensing opportunities that connect consumers with their favorite brands via retailers they trust,”said Lisa Berlin Wright, senior vice president of licensing, Semaphore Licensing Solutions

“Target understands the emotional connection that new media stars have with their audience. We are thrilled to be elevating the at home fitness experience through high-quality products at accessible price points for consumers nationwide,” added Michael Bienstock, founder and CEO, Semaphore Licensing Solutions.


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