In an effort to capitalizing on the January health kick, MTV International has launched its new fitness-focused vertical, MTV Fit. Focusing on nutrition, mental health, and workout videos, the new channel aims to offer millennials-friendly fitness content.
MTV Fit is a new vertical that will run mainly on Facebook and Instagram. The content will focus on both physical and mental wellbeing -- all from a body-positive perspective. Some examples of content shared include smoothie recipes, reviews of mental health apps, and a variety of 60-second workout videos. All of the bite-sized content is designed to be accessible and fun -- making it ideal for health-conscious, but time-pressed millennials. As VP of Digital Content for MTV International Joanna Wells explains, “One of the key things was, fitness doesn’t have to be expensive, aspirational or unattainable. This can be done at home or in the street rather than spending loads of money at the gym."