The original Biggest Loser Resort in Ivins, Utah is moving away from the Biggest Loser brand and going back to its roots as Fitness Ridge, as originally founded in 2002. Co-founder Cameron Kelsch said of the change:
“We have always had a great program but we really just want to focus on the qualities that differentiate Fitness Ridge. We want to change the way people feel about health and wellness and we feel we can do that better by moving way from The Biggest Loser brand. As we look forward to [the] change, our staff remains focused on improving the health and well-being of the world, one person at a time.”
We spoke to Phillip Craven, a spokesman for Fitness Ridge, and asked why they felt the rebranding and move away from The Biggest Loser model was needed. Craven said that, although the company did experience additional exposure and growth as a result of the affiliation, they lost control of what made the destination unique to them and what they’d envisioned it to be. He continued by speaking of the relationship breakdown that happened between Fitness Ridge and The Biggest Loser by saying:
“In that way, there was a relationship breakdown. Our focus has been and always will be helping people eat, exercise and think differently. As The Biggest Loser started to stray from our focus, we saw the need to stay true to ourselves, so a rebranding became inevitable.” (more…)
