Fitness on TV: Sweat Inc. - Muscle & Performance

Fitness on TV: Sweat Inc.

Here’s the scoop on Spike TV’s new show, Sweat Inc., which goes on the hunt for the next big thing in fitness.

So what do you get when you combine the business-competition-show aspects of Shark Tank with the “personal trainer yelling in your face” aspects of The Biggest Loser? You get the new Spike TV show Sweat Inc., which premieres Tuesday, October 20 at 10/9c.

Hosted and judged by Jillian Michaels – and co-hosted and judged by TRX founder Randy Hetrick and celebrity fitness trainer Obi Obadike – Sweat Inc. sets out to find America’s next fitness phenomenon (i.e., the next Soul Cycle, Zumba or CrossFit) and help turn it into an exercise craze. The winner of the 10-episode competition will receive $100,000 and the opportunity to launch their program at multiple Retro Fitness locations.

“Spike said they wanted to elevate the dialogue about fitness on TV,” Hetrick, a former Navy SEAL, tells Muscle & Performance. “And they definitely stepped up and put their money where their mouth was. Whether you’re interested in entrepreneurship and start-ups or fitness and training, you’re going to find this show fascinating.”


Twenty-seven contestants will be put through their paces and will have to demonstrate that their idea has what it takes to become a mainstream success. Each episode focuses on a specific fitness category (circuit training, interval training, platform devices, etc.) and highlights three entrepreneurs as they compete to win a spot in the season finale.

Throughout the show, entrepreneurs will be judged on their initial idea for an exercise program, the popularity of their program among gym goers and the development of their initial pitch. After 10 weeks on the show, the winner will have a complete workout movement ready for the masses.

“There are some incredible surprises,” notes Hetrick. “We would get back to our dressing rooms at 2 in the morning and say, ‘Did that really just happen?!’ There are people who started out with weaker concepts but really stepped up their games based on the coaching they got. It’s inspiring on an emotional level. You will definitely fall in love with some of these cats.”

In addition to the Sweat Inc. experts, celebrity fitness judges will join the panel throughout the season, including MMA star Tito Ortiz, Olympic hurdler and bobsledder Lolo Jones, Access Hollywood’s Kit Hoover and NFL All-Pro Terrell Owens. Also, the series finale culminates with even more experts from the health and fitness industry, including Beto Perez (creator of Zumba), Alberto Perlman (co-founder of Zumba) and Kelly Starrett (founder of San Francisco CrossFit).

“In the end, it’s a positive message about fitness and training,” says Hetrick. “There’s no way you’ll finish an episode of this show and not want to go sweat.”