Empowered Media is the licensing arm of the Jillian Michaels brand. It was formed in 2008 by Michaels and her partner, Giancarlo Chersich. The company releases DVDs, books and other media products geared towards the health, fitness and weightless markets. It is also responsible for brokering endorsement deals and investments in other similar businesses. Most of its recognition comes from Ms. Michaels. Her position as fitness trainer on the long standing reality television program, The Biggest Loser, has resulted in her and the company as leaders in the healthy lifestyle products marketplace.
In addition to in house produced videos, Empowered Media also distributes licensed weight loss and excursive videos. The company has an international reach, with the four best-selling books being printed in over 20 languages around the world. They are in the process of expanding the DVD distribution segment of the business to match with the publishing side. Currently they are available in North America, the U.K., Australia, New Zealand, Japan, and some parts of Europe and Latin America.
The company continues to branch into different areas of the media. The videos and books have been followed by four fitness based video games and a website. Visitors to the company’s site can access person exercise and diet plans and keep track of their progress. They are offered a variety of pod casts and blogs on lifestyle and wellness. There is a downloadable iPhone app available to complement the website.