MyPlate Gets a Makeover: New Features Cement LIVESTRONG.COM as the Top Online Destination for Health and Fitness

Latest Site Enhancements Include Relevant Content Pop-Ups, Custom Recipe Builder, and Expanded Food and Exercise Databases

SANTA MONICA, Calif. March 11, 2010 – LIVESTRONG^SM.COM , a destination for health, fitness and lifestyle-related information, has revealed new features for MyPlate, the site’s popular lifestyle management tool. These site enhancements include new features such as relevant content pop-ups, custom recipe builders, and expanded food and activity databases, all of which are designed to bolster LIVESTRONG.COM’s position as the leading online health and fitness tool.

These enhancements are drawing more people to the site. In fact, since the start of 2010, LIVESTRONG.COM has seen a 20% percent increase in the total number of registrations on MyPlate, as compared to 2009. The site currently has 2.2 million registered users—more than any other lifestyle management tool. This tremendous growth is a testament to the benefits and value of the tools and content available on the site, especially given the latest features added to MyPlate, including:

Relevant Content at Your Fingertips

When users add a new food item or exercise to their MyPlate page, LIVESTRONG.COM now automatically compiles a customized list of relevant articles and videos directly below the food diary. This makes it easier for users to discover more information about healthy living, based on their own preferences.

Custom Nutritional Snapshot for Favorite Recipes

The new MyRecipes feature makes it easy for users to build and upload their own recipes – along with complete nutritional information – to their MyPlate. MyRecipes gives users a more accurate and comprehensive overview of their nutritional intake, and simplifies the food entry process. MyRecipes has seen tremendous growth since its beta launch in November 2009, with users adding more than 1,000 recipes daily.

The Largest Food and Activity Database Online

LIVESTRONG.COM has also expanded the food and exercise database for MyPlate, to deliver a combined database that is more comprehensive than any other competitive offering. Users can now track more than 700,000 foods and beverages. The food database spans generic staples, branded goods and restaurant items, and is paired with a fitness database that contains 1,500 fitness activities.

Integration of LIVESTRONG.COM Loops

The new MyPlate also features a direct integration with LIVESTRONG Loops, a route tracking tool that provides a detailed interactive map of local walking and running routes. LIVESTRONG.COM Loops enables users to map and explore more than 20,000 running, walking, cycling and hiking courses throughout the U.S. Users can move seamlessly between MyPlate and Loops, further enabling them to accurately and easily input their daily activities.

Other MyPlate enhancements include:

· An updated progress bar, which graphically depicts how much users have consumed during the day, and how close they are to meeting their daily nutritional limits.

· More comprehensive nutrient intake breakdowns, which enable users to view their daily consumption in greater detail, including a graph of net calories by day, and a complete nutrition breakdown.

· Increased customization: An easy drag and drop interface that allows users to reorganize the layout of MyPlate based on which features are more important to them.

· A fun, interactive food map that depicts what foods people are tracking across the country, updated in real time.

· Enhanced gold member features, including custom nutritional intake totals, which allow users to set nutrient goals based on specific diets or lifestyle.

Since its launch, LIVESTRONG.COM has been committed to evolving the site to adapt to the needs of its users. LIVESTRONG.COM recently launched MyPlate D, a nutrition tracker built on top of MyPlate, which enables diabetic users to track their glucose and monitor insulin levels. Additionally, LIVESTRONG.COM also has mobile applications for BlackBerry, iPhone and Android, which provide support anytime, anywhere. To date, more than 1 million applications have been downloaded, and 30 percent of all food and fitness tracking originates on mobile applications.

“When the LIVESTRONG.COM community speaks, we listen,” said Dan Brian, general manager of LIVESTRONG.COM. “We’ve expanded the site to match the needs and interests of our users, and we’re always working to ensure they have the most advanced online tools to assist them in their ongoing quests to live healthier lives.”

The enhanced MyPlate is available online, at http://www.livestrong.com/myplate.
For a demo video of the application, please visit http://www.livestrong.com/myplate/?video=true.

About LIVESTRONG.COM

The LIVESTRONG^SM brand has become a global movement dedicated to changing the world through living well. Demand Media, Inc., in alliance with The Lance Armstrong Foundation (LAF), created LIVESTRONG.COM as the definitive online social conversation for health, fitness and lifestyle. Through relevant and useful content, interactive tools and an engaged community, LIVESTRONG.COM is designed to inspire people to change their lives, help themselves and help others. For additional information about LIVESTRONG.COM, please visit: www.livestrong.com.

About Demand Media

With a comScore Top 20 U.S. network of premium online brands, a breakthrough Internet content studio and an enterprise social media platform deployed on the world’s leading digital destinations, Demand Media^TM makes it possible for more than 100 million people each month to engage in conversations and form passionate communities around relevant content. The privately held company was founded in May 2006 and is based in Santa Monica, CA, with offices in Bellevue, WA, Austin, TX, New York, NY and London, UK. For more information about Demand Media, Inc., please visit: www.demandmedia.com

LIVESTRONG is a trademark and/or registered trademark of the Lance Armstrong Foundation in the United States and/or other countries. Demand Media is a trademark and/or a registered trademark of Demand Media, Inc. in the United States and/or other countries. All other trademarks belong to their respective owners.

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