Expanding on its wellness offerings, Rite Aid Corp. is rolling out fitness expert Denise Austin's new line of home fitness products, Forever Fit, at its stores.


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Rite Aid debuts fitness equipment line

December 5th, 2012

CAMP HILL, Pa. – Expanding on its wellness offerings, Rite Aid Corp. is rolling out fitness expert Denise Austin's new line of home fitness products, Forever Fit, at its stores.

Rite Aid said Wednesday that the 33-item fitness line is available exclusively at its stores and marks a new approach to fitness that focuses on maintaining and improving health and well-being to accomplish life's daily activities.

Forever Fit products are grouped in four categories based on the health benefit: balance and flexibility, heart health, fitness and support, and toning and strength. The line includes unique items such as the balance board and deluxe walking kit and classic fitness gear with a twist, such as wrist weights with thumb loops, dumbbells and pilates stretch bands.

Other products in the line include medicine balls, foam rollers, hand grips, ankle/wrist weights, a stopwatch, an exercise mat, a yoga mat, a slim belt and push-up stands, among other items.

"Forever Fit is not about exhausting yourself in the pursuit of bulging biceps. It's a simple, easy and safe way to help reduce our little life pains while promoting weight loss, improving cardiovascular fitness and enhancing your overall health and well-being," Austin said in a statement

Each of the Forever Fit products, which range in price from $3.99 to $29.99, comes with recommended workouts created by Austin. Rite Aid customers also can learn more about the product line and view how-to videos on the drug chain's website at riteaid.com/foreverfit.

"Rite Aid is committed to offering its customers the products and services needed to live healthier, happier lives," Austin added. "They understand the positive effect exercise has on a person's overall health, and that's why I'm so excited my line of at home fitness equipment is available in their stores."

In recent tours of Rite Aid's "wellness store" locations, chief operating officer Ken Martindale said items such as light fitness gear have become part of the drug chain's mix of products designed to help customers promote well-being. For example, in the new wellness stores, Rite Aid showcased a fitness product line called ZON, which featured a similar array of light exercise equipment.

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