HealthiNation Pitches Media Buyers on Mobile Lifestyle Video

NewFronts debut was a Cinco de Mayo-themed event

Headshot of Lauren Johnson

For its first Digital Content NewFronts presentation, video startup HealthiNation kept its pitch short and sweet.

In what was possibly this year's quickest NewFronts sell so far, HealthiNation showed a seven-minute video skimming over the publisher's fitness, cooking and health content to groups of attendees at its small event in midtown Manhattan Tuesday night.

Patrick Vogt, HealthiNation's CEO, told Adweek that this year's slate of programs are "really about just getting started and changing your habits."

Vogt says his year-old company is like a video version of WebMD with clips geared toward improving health and wellness. "We're not about a diet, we're about helping people change their lives," he said.

That means creating short videos designed to be watched from mobile devices. HealthiNation's videos average more than 1 million views per day. Thirty-five percent of its audience is between 13 and 34 years old and another 31 percent fall between the ages of 35 and 49.

HealthiNation is rolling out 14 cooking and fitness series that are tailored toward specific diets or exercises this year. For example, Diabetes Bites specializes in low-sugar meals while Race Rundown helps athletes meet their running goals.

Here are HealthiNation's other new programs:

  • Kitchen Tips
  • Healthy Comfort Food
  • Clean Eating
  • Mediterranean Menu
  • Healthy Eating on a Budget
  • Hit This
  • Foam Rolling and Stretching
  • Perfect Your Pilates
  • Just Get Started
  • Kick Start Workout
  • Yoga Anywhere
  • Fitness Inspiration

Returning programs include: Gluten Free Tasty, Eating by Heart, Tryout Workout and HealthiHolidays.

After showing the short video to attendees, HealthiNation turned its event into a Cinco de Mayo-themed party, complete with Mexican food and cocktails while sending each person home with a molcajete to make homemade guacamole, using healthy avocados, of course.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.