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EA Targets Suburban Moms With EA Sports Active

| 13 Nov 2008 15:03
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EA Sports has done it again - although I'm not entirely sure what "it" is - with the announcement of EA Sports Active, a new Wii-exclusive fitness product designed specifically for today's busy woman.

The new product, described as "an innovative new customizable and personalized fitness product that will get you motivated to move in the comfort of your home," was developed alongside fitness experts including Oprah's personal trainer himself, Bob Greene. Fun for the whole family, yes, but EA Sports Active is intended first and foremost to provide a "simple, fun and cost-effective way" for women today to achieve a healthier lifestyle.

"One of the most frequent questions I am asked is how to get fit at home - especially from busy moms," said Greene. "EA Sports Active provides a fun and effective workout that targets your upper body, lower body, and gets your heart pumping in just 20 minutes a day. It's a great way to get moving when you can't get outside or you only have a short amount of time at home."

EA Sports Active will offer a two-player mode along with real-time feedback and adjustable intensity levels. The game will also include two leg straps that allow the Wii Nunchuk controller to be used to track lower body movements, and a resistance band that will work in conjunction with upper body exercises. A "30 Day Challenge" will provide new 20-minute workouts every time the game is used, and users can also create their own custom workouts with variable duration and intensity. The Wii Balance Board can also be incorporated into many exercises.

"We have a real opportunity to redefine the home fitness experience with a more Western cardiovascular approach and exercises that will appeal to a diverse audience, getting people off the couch and into shape while interacting with our products in a way never before possible," said EA Sports President Peter Moore. "EA Sports Active costs less than a gym membership, it provides a variety of exercises unlike a one dimensional in-home fitness contraption, and it delivers an interactive experience that you don't get from a DVD - this is a true fitness revolution and a space in which we intend to be leaders."

EA Sports Active, the first in a planned series of "fitness and sports performance products," will hit store shelves in spring 2009.

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