Fedorowicz said the fitness company wanted to give creative control of “the storytelling and messaging to the creators.” “No one knows their audience like the channel owner so we wanted a very native account of the process in a format that best fit the channel,” he explained. Then, the fitness MCN and Horton took a step back and let the video creators do their thing.īeachbody asked the YouTubers to document their transformations, but intentionally took a hands-off approach to how that documentation would take shape. Beachbody and Horton supplied the digital stars with meal plans, the workout routines, and whatever equipment the YouTubers wanted (such as yoga mats and weights). So in July 2014, Beachbody and Horton again partnered with Douglass, as well as Douglass’ girlfriend Erin Breslin, YouTube’s parody king Bart Baker, performer Olga Kay, impression artist Brock Baker (aka McGoiter), and Shira Lazar of What’s Trending. “Carl and Tony knew they had a great product that would yield phenomenal results, and instead of producing their own content, they would tap YouTube creators to tell their own own stories and document their own journey in real time using Tony’s new product.”

“It was a risky move for to green light a bold new take on the classic fitness ‘test group’,” Beachbody’s YouTube producer John Fedorowicz told Tubefilter.

The famous trainer became hip to the YouTube scene after noticing a tweet Douglass posted, saying how he loved the P90X routing. Horton made a video with Douglass, and when it came time to test the new P90 product, he asked Beachbody CEO Carl Daikeler if he could make YouTubers part of the initiative. Subscribe to get the latest creator news Subscribe

Tony horton 10 minute workout youtube