The FIRM (stylized as The FIRM) is a brand of exercise videos and equipment currently owned by

Gaiam Gaia, Inc., formerly Gaiam, is an American alternative media video streaming service and online community focusing on fringe-science and yoga. Founded by Jirka Rysavy in 1988, its brands include Gaiam TV; the latter's name was changed to Gaia ...

. The original "The FIRM" videos are best known for popularizing a hybrid of aerobic exercise and

weight training Weight training is a common type of strength training for developing the strength, size of skeletal muscles and maintenance of strength.Keogh, Justin W, and Paul W Winwood. “Report for: The Epidemiology of Injuries Across the Weight-Traini ...

History

In 1979, Anna Benson founded the exercise studio The Body Firm (later The FIRM Studios) in

Charleston Charleston most commonly refers to: * Charleston, South Carolina * Charleston, West Virginia, the state capital * Charleston (dance) Charleston may also refer to: Places Australia * Charleston, South Australia Canada * Charleston, Newfoundlan ...

and

Columbia, South Carolina Columbia is the capital of the U.S. state of South Carolina. With a population of 136,632 at the 2020 census, it is the second-largest city in South Carolina. The city serves as the county seat of Richland County, and a portion of the city ...

. She recruited her sister Cynthia Benson and husband Mark Henriksen under the Meridian Films label to co-produce a series of exercise videos filmed there between 1986 and 1994. It quickly established itself as a competitor to personalities like

Jane Fonda Jane Seymour Fonda (born December 21, 1937) is an American actress, activist, and former fashion model. Recognized as a film icon, Fonda is the recipient of various accolades including two Academy Awards, two British Academy Film Awards, sev ...

. A lawsuit brought against Meridian Films in 2001 over royalties forced The FIRM to be sold to

GoodTimes Entertainment GoodTimes Entertainment, Ltd. was an American home video company that originated in 1984 under the name of GoodTimes Home Video. Though it produced its own titles, the company was well known due to its distribution of media from third parties and ...

. Gaiam purchased GoodTimes in 2005 and subsequently expanded The FIRM, focusing on women's fitness. Anna Benson started Fitness Favorites, which became the official online store for the original videos after her death in 2009. After her death, Anna's son became owner of the Classic The FIRM and has released Anna's 'classic' DVDs from VHS format. The FIRM Studios was renamed The Flex Body/The FLEX in 2015 and is owned by Emily Welsh. In 2018, Anna Benson's Fitness Favorites renamed The FIRM (classic) to Anna L. Benson's The Body Firm. Now, Fitness Favorites is also streaming workouts.

References

External links

*
Fitness Favorites
*https://www.goodreads.com/book/show/1352574.Firm_for_Life {{DEFAULTSORT:Firm (brand), The Exercise organizations Aerobic exercise 1979 establishments in South Carolina Exercise-related trademarks