Now there's really no excuse not to work out.

This morning Netpulse is unveiling an exclusive partnership deal with Town Sports International, operator of 158 fitness clubs in the Northeast, to bring its interactive media platform to 8,000 pieces of cardiovascular equipment. The deal is yet another example of online video's growing pervasiveness. It's also another reminder of how clever entrepreneurs are finding unique new online video applications and business models. Yesterday, Bryan Arp, Netpulse's CEO brought me up to speed on the company and how the TSI deal works.

When the Netpulse platform (which for TSI will be private labeled "Sports Clubs Active Network) is installed, the equipment user logs in and sees a customized view of their content choices. The user can watch live TV from their personalized line-up, dock their iPhone/iPod/iTouch in a cradle and watch all their iTunes content on a widescreen HD TV, browse among hundreds of music videos, create their own playlists and gain access to tons of online-only video. In addition, the platform will record the key metrics of their exercise session so that when the user goes home he/she can log-in and download their stats for analysis. Bryan likened it to having a set-top box on each piece of equipment.

Netpulse is focused on one of the increasingly rare moments left when people are not online or connected to their mobile devices. But that 30-60 minutes spent in a gym is a perfect time to offer users entertainment choices because it's a huge incentive for them to go to the gym in the first place. It's a time to watch that episode of "Lost" that you missed or sample some independent online video program that your friends keep talking about. No doubt TSI recognizes this, and is a key motivation for them to partner with Netpulse. It doesn't take much to imagine how TSI could create an advertising campaign that focuses on how you can be entertained while you work out.

For its part, Netpulse is clever about its approach to getting its platform into the gyms. It has signed deals to be integrated with manufacturers of screens that can be added to existing equipment and also with the manufacturers of the equipment itself. That means that Netpulse can be deployed when the fitness club upgrades existing equipment or when it does full replacements, which are done regularly. With the TSI deal, for example, any new equipment TSI purchases have to include the Netpulse platform.

While Netpulse is focused on license fees for its platform, advertising quickly becomes a really attractive proposition for the club. Bryan estimates that the TSI locations (which are branded NY Sports Club, Boston Sports Club, etc.) alone account for 4 million user sessions per month. That's a critical mass opportunity for any brand selling to people with active lifestyles. Further targeting can be done based on profile information users submit.

Netpulse is additional evidence of how online video is making it possible to offer consumers customized entertainment that fits their lifestyles. It also shows that by putting together an ecosystem of parties, each with their own motivations, everyone can benefit.

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