THE ATLX CHANNEL LAUNCHES ITS ONLINE PORTAL FOCUSING ON ATHLETIC LIFESTYLE; TELEVISION LAUNCH FOR NETWORK LATER IN 2013
New television and digital media network is the first destination television and media network fully devoted to everyday athletes and to living an athletic and fit lifestyle
LOS ANGELES, Calif. (January 28, 2013) — The ATLX Channel, a subsidiary of MUSL TV, LLC, unveiled its new online portal, www.atlxtv.com, which showcases the network’s entertainment programming and provides valuable and relevant content for and about everyday athletes and all those who aspire to live a more fit and athletic lifestyle.
ATLX is the new 24/7 television and digital media network focused on training, performance, athletic competition, and the lifestyles of all those out there getting after it. ATLX serves everyone from beginners to recreational enthusiasts to weekend warriors to elite athletes and everyone in between. ATLX plans to launch its television network in late 2013, with an extensive slate of original entertainment and informational programming – – original reality series, news & talk, celebrity competitions, biography, documentary, performance cooking, sports medicine, the hottest gear, athletic fashion and more. Featuring the compelling story lines of personal and team transformation, incredible challenges overcome by everyday athletes doing extraordinary things, dramatic athletic pursuits, and inspirational triumphs, ATLX takes you to the boundaries of our world of physical culture and back again.
ATLX is re-defining what it means to be an athlete, working across all sports and recreational activities to deliver original content for those at all levels of athletic ability. With behind-the-scenes access to elite athletes, top coaches and the best sports docs and experts from all over, ATLX will spotlight sport-specific training, strength & conditioning, the latest in the world of sports medicine, injury prevention, the science of performance, and coaching at all levels, including youth sports.
“We’re extremely excited about this serving a dramatically underserved and huge segment of our popular culture,” said Jacob Arback, President and CEO of ATLX. “Whereas the major sports networks do a terrific job in delivering live professional and collegiate sporting events and the experience of being a fan, ATLX targets the 120+ million people who are active in our world of physical culture and delivers the experience of being an athlete.”
“With its premiere, ATLX is rebranding what it means to be an ‘athlete,’ and everyone can be an athlete on ATLX,” said Bruce Luizzi, Vice President for Corporate Development and Advertising Sales.
ATLX is a 24/7 athletic lifestyle television and digital media network (www.atlxtv.com) that is fully-owned by MUSL TV, LLC and its private equity backers. ATLX is America’s first destination entertainment network devoted to training, performance, athletic competition and an active and fit lifestyle. The network, headquartered in Los Angeles, was founded by Mohamed Mohsen, Jacob Arback and a veteran team of senior executives with a track record of success in the cable, network television, sports and fitness industries. The core ATLX executive team includes Richard Wirthlin, EVP-Business Affairs, Tony Cochi, EVP-Distribution, Bruce Luizzi, VP-Corporate Development and Advertising Sales, Larry Lemoine, Chief Financial Officer and award-winning programming executives Robb Weller and Gary Grossman. ATLX is represented by Latham & Watkins-Los Angeles as its outside counsel.
Morgan Urtso, ATLX Public Relations: