Flo Rida Makes Move into Fitness

Rapper Flo Rida and his company Flo Fit Holdings have partnered with Digital Shelf Space to enter the health and fitness category.

The exclusive licensing agreement will see the multi-platinum recording artist’s name, trademarks and image used on a number of products in the category including an exercise video series.

DSS and FLO Fit Holdings now own 85 percent and 15 percent, respectively, of a newly formed operating company, created exclusively for the new business enterprise.

Flo Rida will take part in a three-city launch tour for the new series, and will make six personal appearances over the course of the five-year deal to help market and promote the fitness series and products.

"Flo Rida is an advocate of health and lifestyle, his physical appearance supports that, and as a brand he has more than 17 million fans on Facebook and over 5 million followers on Twitter. He is truly a global brand,” says Jeffrey Sharpe, president and chief executive officer, DSS.  “We are looking to commence the production of a new extreme home-based fitness video series starring Flo Rida this summer. From there we have ambitions together to add a number of new ancillary products, apparel, apps and more all under a single brand."

In addition to the new fitness partnership, DSS and Flo Rida have agreed to a private placement subscription agreement in which Flo Fit Holdings will purchase $110,000 in common shares of DSS at 15 cents a share.