Active Interest Media Purchases Fitness Association
The IDEA Health & Fitness Association, including live events and media products, joins the AIM portfolio for an undisclosed sum.
Active Interest Media (AIM) announced today that it has acquired the IDEA Health & Fitness Association, a membership organization for wellness professionals, for an undisclosed sum.
Founded in 1982, IDEA produces the IDEA World Convention — the world's largest fitness conference, according to AIM — as well as a website and magazine, IDEA Fitness Journal.
In a statement, AIM president and CEO Andy Clurman praised IDEA for playing "a key role in building the modern-day fitness industry" and stated that the acquisition will allow AIM to enhance the content and products it already offers to fitness enthusiasts through its existing brands like Oxygen, Clean Eating, Yoga Journal, and Muscle and Performance.
The price tag is open to speculation, but it's easy to see why IDEA was an arractive pickup for the Boulder, Colorado-based enthusiast media company. AIM produces about sixteen stand-alone events or events series in concert with the various media brands across its portfolio, none of which are quite on the scale of the annual IDEA World Convention, a four-day conference attracting over 14,000 attendees.
Conversely, AIM has invested heavily in boosting both its video production capabilities and educational offerings — particularly within its healthy living group — so it's likely the company sees opportunity in IDEA's streaming video business.
"We've long admired AIM's leadership in the consumer and B2B enthusiast space, and have talked for years about the best way to join forces and inspire the world to fitness together," said IDEA CEO Peter Davis, who will continue with AIM in a leadership role, overseeing the integration of the companies, according to a statement.