LiveStrong.com - Lance Armstrong's New Fitness Portal

Lance Armstrong, of tour de France fame, has teamed up with Demand Media to launch a new lifestyle fitness site for his LiveStrong brand. The eponymous site, unlike LiveStrong.org is for profit, deriving revenue from ads on the site. LiveStrong.com offers a mix of exercise tutorials, diet tips, and health related tools. The community revolves around a core of experts—doctors, caregivers, and fitness professionals—who contribute editorial content and are open for consultation on the site’s message boards and Q&A. The topics cover a wide range; you’ll find informative videos detailing how to get the perfect abs, makeup tips and interviews, how-to kick a soccer ball lessons, and health bytes about pink eye and diabetes among other things. There are tools for calculating your body fat, for tracking ovulation, and for finding out your target heart rate. Under the section labeled Daily Plate, users can keep track of their eating habits, while Dares is the place to go to make goals and take part in challenges.

“We believe everyone has the power to make their life better. Our members are people who want to take responsibility and give 100 percent to achieve everyday victories to help themselves and then help others.

Demand Media and the Lance Armstrong Foundation built LIVESTRONG.COM as the definitive daily health, fitness and lifestyle destination. Through trusted content, interactive tools and an engaged community, LIVESTRONG.COM will help people take action to make the most of their life, their time, their body and their world.”

Given the popularity of Armstrong and his LiveStrong foundation, this new for profit site could be quite successful. It offers the right combination of lifestyle and health information, interspersed with food, self help, and beauty tips. As fitness becomes a ever more growing preoccupation in America, a site like this is exactly what the public is looking for.

Will this LiveStrong incarnation prove as popular as the cancer foundation? Given the popularity of this market—there are a good number of similar sites—will LiveStrong be able to attract new members and gain a following? Is Lancestrong’s backing enough to make this work?