SPORTS MARKETING: SFM introduces Platform to Serve Hispanic and LatAm Bodybuilding and Fitness Communities

What: Spanish Fitness Media (SFM) is introducing a 360 marketing platform. The work-out, bodybuilding and fitness platform enables “brands to build muscle into their marketing efforts”. The platform was introduced at last week’s Portada LatAm Summit in Miami, and includes print, digital, mobile, social and events.
Why it matters: The Health and Fitness publication space has been relatively dormant in the U.S. Hispanic space over the last few years, although Televisa continues to publish Men’s Health in Latin America through a Rodale license and Shape magazine is published in Mexico. This is an attempt to revive the category, although it is a more niche oriented approach with Bodybuilders being a significant part of its audience.

Miami based Spanish Fitness Media’s new platform integrates 12 owned and operated country sites, a popular video channel and a social network fueled by MDL’s  (, a digital and print publication, participation in major bodybuilding events within this sector. According to Kit Sanderson, CEO of Spanish Fitness Media, the 360 Cross Media Platform mix of digital, mobile, social and experiential “can build muscle into the marketing campaigns of virtually any consumer brand.” The new platform was introduced at last week’s Portada LatAm Summit in Miami. Spanish Fitness Media is a publisher in the Spanish language bodybuilding and fitness arena.

Will Bodybuilding become Mainstream for Media Buyers?

Kit-Sanderson-250Key to Spanish Fitness Media’s success in the overall health-fitness category is whether it can get general market brands – those beyond supplements and extreme equipment as advertisers. Spanish Fitness Media’s Sanderson (photo) notes that that he already has done so and cites Nerium Anti-aging, Live Well Pharmacy’s, Dymatize Protein as examples. Sanderson adds that “We are currently entertaining advertisers from product and service categories, including: Autos, Electronics, Cellular, and more…MDL’s focus is the rapidly emerging market “going into the gym” and the need to provide content to the new gym rat market. Everybody wants to get in shape, but everybody is looking for the most reputable content to learn “how to get in shape,” which MDL delivers through a variety of articles on line with pictures and video, and print.

Sanderson adds that “Bodybuilding is being championed internationally as the most efficient strategy for weight-loss, body-shaping and general well-being; participants range from professional athletes, super-models to anyone of us dedicated to improving our levels of fitness and confidence. “Our audience is engaging primarily to gain access to this beneficial content that almost all consumers who go to the gym can relate to; diet, nutrition, sports technology, training methods,” Sanderson adds.

Athletes as Social Influencers

MDL athletes and trainers are considered the influencers in this space. “Thus, as our audience follows MDL from web to social media and experiential, we have captured lifestyle information and audience attributes that suggest that our platform is more than ripe to sell products and services beyond our traditional categories. These fitness icons are followed on Instagram, Facebook, and YouTube. If any ad buyers are actually going to the gym and working out intensely, they are going to stumble onto these icons and realize the power of our medium, ” Sanderson concludes.

If any ad buyers are actually going to the gym and working out intensely, they are going to stumble onto these Social Media Icons.

Custom Marketing Programs

As far as developing engagement opportunities for brands and services, SFM has many promotional assets in its gyms. “Our platform supports a cross media digital promotion, social, video, native, experiential and even opportunities to contract with the athletes for commercials and brand ambassadors. Our mission, as a trainer in this space is to tailor a custom marketing work-out designed to attain each client’s unique goals and strategic objectives.”

Muscular Development Latino (MDL) is composed of 13 different LatAm editions (printed), which according to Sanderson generate a combined readership of more than 1.6 million per issue. “We publish bi-monthly (6 issues per year). We don’t currently enjoy the rights to distribute the MDL Publication in the USA.” MDL Latino LatAm editions by country and circulation are as follows: Mexico 20,000; Brazil 10,000; Colombia 10,000; Spain 10,000; Chile 5,000; Perú 5,000; Venezuela 5,000; Santa Domingo 5,000; Puerto Rico 5,000; Costa Rica 5,000; Paraguay 1,500; Panamá 1,000; Nicaragua/Hond/Guat 1,000

More on MDL Latino, Spanish-Fitness Media: Fitness Publication MDL Latino Tries to Convince Brands to Put More Muscle in their Advertising