Exclusive Concepts created an integrated platform, in which content, community and messaging exist as a single entity.

The primary objective was to create an interactive nutrition, weight-loss and body building newspaper developed by and for users. The site is intended to become part of the daily routine for community participants and fitness enthusiasts worldwide. Community members visit the site frequently in order to stay current with the latest news, fitness trends, diets, and products. The site provides incentives to promote constant interaction and to maintain participation.

Some key highlights:

• Highly "browsable" and multi-media oriented.
• Molded by user behavior and by explicit user participation.
• Syndicated via personalized RSS feeds.
• Interactive and updated constantly