Atlanta based Turner Broadcasting is hoping to leverage its ability to entertain and inform into a new interactive health and wellness service called upwave. Turner’s new digital brand allows users to take charge of their lifestyle choices through a website that is personalized based on the user’s profile. At upwave.com users will have access to nutrition and fitness articles, videos, recipes, tips and inspiration. Every upwave user has a unique and personalized experience to help them reach their fitness goals. Upwave will also deliver breaking news on the health and fitness industry and down the road expand its programming to Turner Broadcasting’s cable channels starting with segments on HLN.
What the Health is upwave?
upwave’s digital content consists of exercise videos on its Youtube channel where users can create custom workout playlists, discovery recipes, factoids on lifestyle, health and fitness, browse articles on a variety of topics as well as entertaining webisodes such as “Why Do Men Have Nipples;” a series of short videos that explains a lot of things you may not know or were afraid to ask. Some of my favorites include “Why Do You See Stars When Hit On the Head” and “What Is a Food Coma?”
upwave is about so much more than what you eat and do to stay healthy. upwave isn't just a service, it’s actually a lifestyle. The service wants to be your guide to balancing stress in your life, helping you to be a happier you and build on and create relationships with family and friends. upwave is based on five principles that they call their core pillars. They consist of: Eat, Move, Relax, Thrive and Connect. You’ll see these five pillars on upwave’s website as navigational links. Want to find a way to dress up plain Greek yogurt or need a gluten-free dessert recipe? Just click on the Eat link. Learn about meditation and ways to de-stress by clicking on Relax. upwave’s core pillars:
Eat—incorporates nutrition, diet and recipes
Move—covers fitness, weight loss and creative ways to get your body moving
Relax—advises about de-stressing and rejuvenating the body
Thrive—finding happiness and living a longer life
Connect—building and maintaining relationships with family, friends and the communities around us
You’ve either had your head in the sand or been living on Mars if you haven’t heard that trans fats are bad for you or to watch how many carbs you consume. There is so much information on health and fitness it can be little overwhelming. The folks at upwave have assembled a team of industry experts like nutritionist and author Keri Glassman to help filter through all the information and trends in fitness to put into content that you can use right away.
Prior to upwave’s launch on Monday August 26, I had an opportunity to speak with Glassman about her role at upwave. Glassman said, “I’m super, super psyched about being part of upwave’s team. As their lead nutritionist, one thing I’ve always tried to do is to obviously educate people… but then you can’t walk through life with people and hold their hand and eat for them, so you really have to be able to… it’s one thing to give people education but it’s another thing to get them to put it into action. That’s what I think is so amazing about what upwave is doing and why I’m so excited to be a part of the brand.”
Glassman explained that their goal at upwave is to cover not only news but also trends and to “Cut through all the clutter and present people with science based; real information in a fun way and get them to put it into action.”
As we began to discuss the availability of super foods such as chia seeds in grocery stores, I asked Glassman if she thought consumers were smarter about nutrition and super foods which until recently could only be found in specialty and health food stores. Glassman said, “I think people are just… maybe even more confused than they were because there is so much information out there.” She goes on to say, “I also think that the average consumer might have a little more access to healthy foods in the sense that you don’t have to go to a Whole Foods to buy chia seeds for example anymore. Even your mainstream grocery stores have health food sections; so I think the average consumer is exposed to more but I don’t necessarily think they understand or know more than they did… because I almost think that they are a little more confused because there is so much clutter out there.”
When you sign up to upwave, you can download a guide written by Glassman. Its a 5 step guide to help you "Jump Start Your Health." The first step in Glassman's instructions is to cleanse... the right way. Her cleanse consists of clean foods for breakfast, lunch, snacks and dinner where she provides a shopping list to get you started.
Live life On the Up
As I mentioned before upwave is interactive, the content can be tailored for your needs. upwave has more than three dozen health and fitness experts including Glassman on its review board which approves the content that appears on the website. Most of upwave’s experts including their review board members also engage users and dispense advice and tips on Facebook, Twitter and Google+. In December upwave is scheduled to begin integrating its content on the Turner cable networks in the form of docu-dramas, scripted series, and reality competitions starting with HLN.