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Lance Armstrong Launches New Website

Published June 17, 2008

SANTA MONICA, CA (BRAIN)—Lance Armstrong has teamed up with Demand Media, Inc. to launch Livestrong.com, a spinoff
of the nonprofit Livestrong.org run by the Lance Armstrong Foundation.

The new for-profit Web site is designed to inspire people to change their lives, help themselves and help others by offering online tools and relevant content from both experts and the community.

The goal is to encourage individuals to have a daily conversation about their health, fitness and lifestyle.

When a new user signs up to Livestrong.com, they set up their own list of short- and long-term exercise goals and are matched with relevant content as well as other users with similar challenges.

A survey released Monday by Livestrong.com and fielded by Harris Interactive reveals that although 86 percent of Americans attempt changes to improve their overall health, less than half of those who considered making lifestyle changes are successful.

"The reality of changing a specific behavior is that it has to happen every day and it is almost impossible to do alone, especially without some measure of motivation," said Lance
Armstrong, chairman of the livestrong.com advisory board, in a press release.

"We built Livestrong.com to enable a real conversation on health and healthy living that is always evolving and where people can find support, inspiration and guidance on how to successfully make those changes."

The site contains 15,000 professional articles and videos, more than 350,000 nutritional food profiles and 50,000 health and fitness-related questions and answers.

The site was developed on the Demand Media platform,where users produce, consume and interact with content based around their own passions and interests.

"Working with Lance and the Foundation to launch Livestrong.com has been our most exciting and inspiring venture to date," said Richard Rosenblatt,
Demand Media's co-founder, chairman and chief executive officer. "We utilized our tools, platform and broad experience in social media to develop a truly new approach to health and healthy living."

According to the Wall Street Journal and the Los Angeles Times, the seven-time Tour de France champion and his Lance Armstrong Foundation will receive a stake in Demand Media as part of the deal.

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