June 2, 2014

Former Men’s Fitness journalists launch digital-only magazine for ‘serious gym-goers’

Former editor of monthly magazine Men’s Fitness Jon Lipsey has launched a new digital fitness magazine for men.

Lipsey is publishing director of IronLife which also has former Men’s Fitness deputy editor Joe Warner on the team. Former art director of GQ Ash Gibson is a consultant on the title.

The title is aimed at “serious gym-goers who want to train smarter” and includes films and features about training, nutrition and supplements.

Lipsey said: “We’ve created something that is going to be a game changer for fitness publishing because it has raised the bar in terms of quality of production, quality of experts and quality of information.

“We decided to make a digital-only product because that’s what the modern consumer wants. It’s confident, exciting and, most importantly, built specifically for the devices that it will be used on.

“This isn’t a print mag shoved into a digital space. It’s a standalone product that feels like it was made specifically for the device you’re using. Hitting the number one spot on Apple Newsstand for health and fitness titles in terms of total app downloads and gross revenue plus second overall on Newsstand behind only Metro all within days of launching shows there is clearly a pent up demand for this type of product.”

Editorial director Warner said: “We created IronLife because we felt that people deserved a fitness magazine that didn’t talk down to them about training and nutrition, didn’t make empty promises on the cover, and didn’t feel old and tired.”