The Gaiam business model, represented by three concentric circles, begins with authentic content — at the center of our business model — on the Lifestyles of Health and Sustainability. LOHAS forms the basis for development of our proprietary lifestyle media, products and services, which we market through our distribution channels.



CONTENT. We develop and produce original, Gaiam-branded media programming that informs, entertains, instructs, inspires and engages people in facets of the LOHAS lifestyle. These commitments drive the authenticity that builds customer relationships and communities based on trust and confidence in our brand. Our content-centric strategy gives us a significant competitive advantage. Through our content, we have successfully built significant customer loyalty and continuity that drive incremental revenue, customer lifetime value and brand preference.

OFFERINGS. We support our content with products and services relevant to LOHAS, presenting a consistent branded vision in all Gaiam offerings. In addition to media, our best-selling products include mind-body fitness and wellness solutions, organic cotton apparel and home textiles, and renewable energy solutions.

CHANNELS. Our business model enables us to connect with our customers when and where they have a contextual need and desire for our offerings. We bring our media and products to our customers through an integrated multichannel system of:

1) media channels including broadcast/DRTV with companies including Discovery Channel, Fine Living and Lifetime;
2) over 50,000 retail doors — including Target, Whole Foods Market and Best Buy — that offer Gaiam media titles;
3) Gaiam store-within-store presentations that engage people in the Gaiam lifestyle experience in over 4,500 retail-partner locations in the U.S.;
4) 16 million catalogs and the Internet;
5) lifestyle services and corporate accounts; and
6) subscription and continuity clubs and other community-building programs.