|Photo: Tony Pettinato|
Spinoff consumer products, ranging from videos to fitness mats, earn Reveille $50 million annually. The licensing deals have included the likes of Lionsgate for DVDs and Rodale for a book series. Next up are a branded protein drink, kitchen appliances and a new deal with yoga giant Gaiam, which already markets "Biggest Loser" fitness equipment.
"Our choices haven't been born out of wanting to take money," says Mr. Koops, co-creator of the show and managing director at Reveille. "It's been about working with the best brands in the marketplace."
Point-of-purchase materials for the products help drive awareness of "The Biggest Loser" brand and create points of contact. "It's not just about tuning in on Tuesday or Wednesday," says Mr. Koops, 33.
"The Biggest Loser" is also joining with cereal giant General Mills for a cause-marketing initiative next year that will enhance the NBC show and its branded products. That effort will see "The Biggest Loser" impressed upon 100 million General Mills products in support of Feeding America (formerly America's Second Harvest).
"We are the little show that could," Mr. Koops says of "The Biggest Loser." "It's easy to have quick success and fade out. We're building a brand above the TV show and, hopefully, one day that will be just one part of it."