POPSUGAR Creates First Fitness Equipment Collection

17-Piece Line is Inspired by POPSUGAR Workout Series “Class FitSugar”

Company Release
December 1, 2021

SAN FRANCISCO – (December 1, 2021) – POPSUGAR Fitness, the no. 1 most-viewed fitness publisher on social [source: Platform Analytics, July 2021], today announced its first-ever fitness equipment collection, available exclusively in-stores and online at Target at the end of December. Just in time for New Year’s resolutions, the 17-piece collection includes yoga mats, dumbbells, kettlebells, jump ropes, step decks and more – each created with all body shapes, sizes, and skill levels in mind. Inspired by its tentpole IP franchise, “Class FitSugar,” POPSUGAR’s fitness line provides consumers with the exact tools they need to get started, keep going, and level up during their fitness journey.

“For over a decade we've helped millions of people keep their bodies moving and getting stronger, and POPSUGAR’s new fitness equipment line marks our latest brand expansion in the retail space,” said POPSUGAR Co-founder, Lisa Sugar. “We take a data-driven approach to all of our brand licensing programs, and these products were inspired by our top performing fitness and wellness content. Together, our digital editorial content and equipment line underscore POPSUGAR’s ultimate goal of bettering our audiences’ lives by providing real utility along their fitness and wellness journey.”

Developed for a wide variety of workout categories including yoga, Pilates, strength training and recovery, POPSUGAR’s 17-piece fitness collection has an elevated look and feel to fit perfectly for at-home workouts.

The full list of products from the collection include:

     •     TPE Yoga Mat
     •     Premium Yoga Mate
     •     Yoga Block
     •     3lb–20lb Dumbbells
     •     15lb Kettlebell
     •     Wrist/Ankle Weight Set
     •     3-in-1 Resistance Cord
     •     Mini Bands 3-Pack
     •     Jump Rope
     •     Sliding Core Discs
     •     Step Deck

As the no. 1 most-viewed fitness publisher on social [source: Platform Analytics, July 2021], POPSUGAR Fitness was uniquely positioned to lean into the at-home fitness boom to meet its audience where they were during the pandemic — in their living rooms and on social media. The pandemic has also changed the way its audience views fitness, as they favor at-home workouts and being outside to the gym. 60% say their current preferred place to workout is at home and 44% expect their future preferred place to workout to still be at home [source: Lab9 + Bright-Siders Health & Wellness Survey, 2021].

POPSUGAR Fitness has enjoyed enormous growth attracting more than three million net-new subscribers since 2020 for a total of nearly six million YouTube subscribers today. The publisher regularly produces Instagram Live workouts led by fitness experts from Barry’s Bootcamp, LIT Method, and trainers like Rebecca Louise, and Jake DuPree.The audience growth has continued across platforms with its website vertical seeing its largest traffic month this June. Most recently, POPSUGAR Fitness launched a streaming channel on VIZIO SmartCast, where consumers can access POPSUGAR’s free fitness workouts, including the fan-favorite workout series ‘Class FITSUGAR.’

POPSUGAR is the #1 most engaged-with Women’s Lifestyle site globally [Source: Comscore, July 2021]. The company reaches young women through its positive and purpose-driven content across multiple platforms, spanning entertainment, fashion, beauty, fitness, parenting, and more. POPSUGAR reaches 1 in 2 millennial women in the United States and leads all women’s lifestyle publishers in user engagement [Comscore & Platform Analytics, 2019]. In November 2019, POPSUGAR joined Group Nine Media, the #1 video publisher on mobile in the U.S., and home to The Dodo, NowThis, Thrillist and Seeker [Nielsen DCR, June 2020].



Dane McMillan, POPSUGAR


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