US lifestyle tech brand iTouch Wearables unveiled at CES a smartwatch and fitness tracker created in partnership with health and wellness expert Jillian Michaels.

Michaels is a personal trainer, businesswoman, author, television personality, health and wellness expert, and creator of The Fitness App by Jillian Michaels and host of the long-running podcast Keeping It Real: Conversations with Jillian Michaels.

The brand announced its multi-year partnership with Michaels in November sharing that it was working with the wellness expert to create a limited-edition collection of smartwatches and fitness trackers designed to streamline consumers’ professional, active and social lives while encouraging healthier habits in a user-friendly way.

“I’m incredibly excited to partner with iTouch Wearables,” said Michaels. “Offering affordable solutions to make health and fitness accessible has always been my mission. With this collection we hope to empower consumers to help make the most informed decisions for themselves, and at an attainable price point.”

Michaels will be making an appearance at CES to introduce the new models.

The debut of the Air 4 Jillian Michaels Edition smartwatch and the Active Jillian Michaels Edition fitness tracker kicks off a week of product announcements and innovations from the company.

“We believe that wearable technology is the future of fitness and are proud to have a partner like Jillian who has been an expert in the health and wellness industry since the mid 2000s and a proponent for making a healthy lifestyle a priority,” said Alen Mamrout, CEO of iTouch parent company American Exchange Group. “This is the first stepping stone into what we hope is a longstanding and fruitful partnership.”

At CES, the company will show off the iTouch Air 4 smartwatch, which is an update to the brand’s Air 3 model and has a larger interactive touchscreen display and enhanced biometric sensors to capture heart rate and step count more accurately. Additional features have been added to the device such as the LoveTap, which lets the user send a friend or loved one a glowing heart notification to let them know they are thinking about them.

The Air 4 has more than twenty sports modes to track activities that can be updated directly from the mobile app. The active fitness tracker now offers a full touch screen with enhanced biometric sensors, the LoveTap feature and thirteen sports modes. Consumers will receive a free 90-day subscription to The Fitness App by Jillian Michaels with their purchase of the Air 4 or Active. In addition to the two Jillian Michaels edition products, the brand will be rolling out the Explorer 4, Sport 4 and Flex 4 models.

“We are so thrilled to partner with Jillian Michaels and utilise her knowledge and expertise of the health and wellness space to create a sleek product at an accessible price point that will help consumers of all ages and fitness levels track and achieve their personal wellness goals,” said Steve Velasquez, chief strategy officer at American Exchange Group. “It makes perfect sense to reveal Jillian’s first wearable technology collaboration at the world’s most influential tech event.”

Cynthia Nixon, vice president of American Exchange Group, added: “It is so exciting to work alongside Jillian, someone whom I’ve looked to for health and wellness tips over the years, to create an innovative product that will propel the iTouch brand forward, reach new consumers and offer our current loyal customer base new attributes to help keep track and motivate them to be the best versions of themselves.”

The products and applications are designed, built and managed directly by the technology team in New York, which has spent over six years developing and evolving smartwatches. The apps and platforms that support the user base are built and managed directly by the iTouch team in the USA and all US-based data are encrypted and stored in US data centres.