As part of its Active Series of proprietary sporting events, which includes Prevention on the Run in San Diego in February and Prevention on the Slopes in Beaver Creek, CO, in March, Prevention magazine returned to the Hamptons this summer with the Prevention Yoga Studio after a successful run last year. The branded Yoga Studio was open to the public every weekend in July with classes led by elite yoga instructors, including Dana Flynn Miller, co-founder of Lotus Flow Yoga & Laughing Lotus Yoga Centers and Kimberly Fowler, author and founder of YAS Fitness Centers.
Prevention partnered with Grape Nuts, Post Shredded Wheat, Silk Soymilk and Crystal Light to provide consumers with a complete experience that included a healthy breakfast. Visitors could start their day with a bowl of cereal and then refresh after class with a bottle of Prevention-branded water flavored with Crystal Light. They could also linger and relax in a comfortable environment that included swinging chairs and couches. Though the magazine’s readership tends to be women over 30, teenage girls and men also took advantage of the free classes. Visitors could schedule their class on prevention.com or just walk in. As a data capture incentive, they could also enter to win a Wii Fit.
“As a brand we are running more fitness editorial than ever before, and with events like the Yoga Studio, we are able to celebrate what Prevention does best in person with our active readers while also introducing a new and unique audience to all that we have to offer,” Laura Petasnick, publisher at Prevention, told Buzz. “The goal of the Active Series in general is to provide our advertisers with custom exposure to an active consumer in fun and engaging ways in multiple markets.”