IT'S NOT ONE SHOW
BETTER is a programming vertical — a territory inside OH THAT! that can hold several formats at once, the way After Dark can hold several.
AN OH THAT! ORIGINAL · PROGRAMMING VERTICAL
OH THAT! BETTER
LOOK BETTER. FEEL BETTER. LIVE BETTER.
YOUR NEXT UPGRADE STARTS HERE.
Health, fitness, grooming, skincare, recovery, sleep, nutrition and confidence — sold live, shown honestly, and made entertaining enough that you actually watch.
BETTER is not a single show. It's a programming and commerce territory inside OH THAT! built to hold several formats at once — which means a partner can shape a whole category, not rent a slot in one episode.
PROGRAMMING VERTICAL IN DEVELOPMENT
THE THESIS
PEOPLE DON'T WAKE UP WANTING ANOTHER PRODUCT. THEY WAKE UP WANTING SOMETHING TO BE BETTER.
Feeling stronger. Looking sharper. Sleeping better. Fixing a routine that stopped working. Feeling more confident walking into a room — or just wanting to try something new. The product is only ever the route there.
This category lives or dies on demonstration: texture, fit, resistance, finish, feel. That's a live format's home turf. Those motivations describe why people shop — they are not representations that any particular product will deliver a given outcome.
WHAT BETTER ACTUALLY IS
A TERRITORY, NOT A TIME SLOT.
IT'S NOT A NICHE
Health, fitness, grooming, skincare, recovery, sleep, nutrition and confidence are the most repeat-purchased categories in commerce.
IT'S NOT A LECTURE
Nobody needs another wellness sermon. BETTER is entertaining first, useful second, and never preachy.
IT'S NOT A CLAIM MACHINE
We show products, routines and real experiences. We do not promise outcomes a product cannot support.
FORMAT TERRITORIES IN DEVELOPMENT
SEVERAL SHOWS. ONE TERRITORY.
Potential directions we're exploring inside BETTER — product- and service-native entertainment, not another wellness segment. These are working concepts, not commissioned shows or locked titles, and a founding partner can influence which ones get built first.
THE UPGRADE
Somebody's current thing versus the thing that might replace it. The swap happens live, on camera, and somebody has to defend the shelf space.
THE ROUTINE
A real routine taken apart and rebuilt live — what stays, what goes, and what was never earning its place.
FIRST IMPRESSIONS
Open it, use it, react. Texture, fit, resistance, finish, feel — the stuff a product page can never tell you.
WORTH IT?
The products everyone argues about, priced out loud. Is it the money? Is it the hype? The room decides.
SHOW ME
Barbers, trainers, stylists, aestheticians and practitioners working live, with the things they'd actually reach for.
THE SHELF
A rotating discovery slot: the new, the unfamiliar and the thing you didn't know existed until now.
BETTER is in development. Nothing here is a confirmed host, format, product, test result or premiere date.
THE CATEGORIES
WHAT LIVES INSIDE BETTER.
BETTER ISN'T JUST SOMETHING THAT COMES IN A BOX.
Memberships, services, appointments, experiences and appropriate local businesses can participate when what's on offer is genuinely purchasable and clearly disclosed.
Categories shown are illustrative and do not imply automatic eligibility. Products and services remain subject to OH THAT! standards, applicable law, platform and payment restrictions and category-specific requirements. Higher-risk areas — including medical aesthetics, prescription and GLP-1-related services, supplements, weight-management claims and other clinical categories — require additional eligibility and compliance review.
FOR BRANDS
THIS CATEGORY GETS BOUGHT AGAIN.
THAT'S THE WHOLE DAMN POINT.
Many BETTER categories naturally create replenishment, routine, membership, subscription or repeat-visit behavior. Not every BETTER product is recurring — but enough of this territory is that a format which earns trust once keeps compounding.
REPEAT IS THE WHOLE POINT
These categories are consumable by nature. A product that earns trust once gets bought again — which is exactly what a live format compounds.
DEMONSTRATION BEATS DESCRIPTION
Texture, fit, resistance, weight, scent, finish, feel. Half of this category dies on a product page and comes alive on camera.
AN AUDIENCE THAT SPENDS HERE
Queer audiences over-index in grooming, skincare, fitness and self-care spend — and get treated as an afterthought by the brands taking the money.
A TERRITORY, NOT A SLOT
An ambitious partner can help shape the entire vertical instead of buying placement inside one episode of one show.
FOUNDING POSITIONS
OWN A MOMENT, A CATEGORY, A SHOW — OR THE WHOLE TERRITORY.
OWN THE TERRITORY
FOUNDING BETTER PARTNERSHIP — FROM $15,000
Founding partner of the entire vertical: presenting association across formats, category position, development input and first look at what gets built next. Custom-scoped.
OWN A CATEGORY
FROM $7,500
Own a recurring category territory — skincare, recovery, training, grooming — wherever it appears across the vertical.
OWN A SHOW
FROM $7,500
Take a single format inside BETTER as it gets built — The Upgrade, The Routine, Worth It? — and become the brand it belongs to.
OWN A MOMENT
FROM $2,500
A defined moment, test, reveal, prize or drop inside an episode. The smallest way in, still built to be remembered.
PUT YOUR PRODUCT INSIDE BETTER
PRODUCT + SERVICE PARTICIPATION
For brands, services, studios and providers with something genuinely purchasable. Subject to curation, eligibility and category requirements.
Every position is custom-scoped and subject to fit, availability, category conflicts and final agreement. Territory or category ownership and exclusivity exist only where specifically contracted. Founding rates reward the brands that come first without permanently locking a growing property to launch pricing.
FOR STUDIOS, SALONS + PRACTICES
BETTER HAPPENS SOMEWHERE. USUALLY DOWN THE STREET.
NATIONAL PRODUCTS. LOCAL UPGRADES. SAME TERRITORY.
- Gyms and training studios that want their floor on camera.
- Barbershops, salons and grooming pros with a point of view.
- Med spas and aesthetic practices with credentialed staff and compliant claims.
- Recovery studios, saunas, cold plunge and bodywork.
- Independent retailers who curate better than an algorithm does.
FOR EXPERTS
IF IT'S CLINICAL, QUALIFICATIONS MATTER.
Trainers, dermatology and skincare professionals, dietitians, physical therapists, aestheticians, barbers, stylists, sleep specialists and mental-health professionals — the people who can tell the difference between a good product and good marketing.
Clinical or medical topics require appropriately qualified participants, appropriate disclosures and applicable compliance. Professional participation does not automatically make a promotional claim an OH THAT! editorial conclusion.
THE SELLER STANDS BEHIND THE CLAIM.
Product sellers and service providers are responsible for substantiating their claims, required disclosures, qualifications and regulatory compliance. OH THAT! does not provide medical advice, diagnose conditions or independently guarantee product efficacy. Paid relationships and paid experts are disclosed.
THE LINE WE HOLD
BETTER IS A DIRECTION. NOT A BODY TYPE.
BETTER SELLS POSSIBILITY. NOT INSECURITY.
- BETTER sells possibility, not insecurity — no body shame, age shame, humiliation or medical fear.
- Nobody is told they're defective and in need of fixing.
- No medical claims a product cannot support, and no implied cures.
- Anything clinical involves appropriately qualified participants and applicable disclosures.
- Before-and-after content is honest, disclosed and never retouched into a lie.
- Body-neutral by default: better is a direction, not a body type.
- Ingredient, materials and sourcing disclosure where it matters.
- Paid participation and paid experts are disclosed. Enthusiasm is never contractually required.
- Nothing here is medical, diagnostic or therapeutic advice.
QUESTIONS
REAL ANSWERS.
Likely, if the product or service is genuinely purchasable, compliant and a fit for the territory. Positions run from a single moment to founding partnership of the whole vertical, and everything is subject to curation, eligibility, category conflicts and a final agreement.
No. BETTER is a programming and commerce territory that can hold multiple formats at once. The concepts shown here are working development territories, not commissioned shows or locked titles.
Category and territory positions can be scoped for an agreed period. Ownership or exclusivity exists only where it is specifically contracted — otherwise a category remains open.
Yes. Gyms, studios, salons, barbershops, med spas, practitioners and appropriate local providers can participate where the offering is genuinely purchasable, clearly disclosed and properly licensed. National products, local upgrades — same territory.
Sometimes. Higher-risk areas — medical aesthetics, prescription and GLP-1-related services, supplements, weight-management claims and other clinical categories — require additional eligibility and compliance review. Nothing is automatically accepted.
No. The seller stands behind the claim. Sellers and service providers are responsible for substantiation, required disclosures, qualifications and regulatory compliance. OH THAT! does not provide medical advice, diagnose conditions or independently guarantee product efficacy.
Yes, with appropriate qualifications and clear disclosure of the paid relationship. Professional participation does not turn a promotional claim into an OH THAT! editorial conclusion.
Yes. A single moment or a product placement is a legitimate way in, and it doesn't foreclose a larger position later.
No. Sponsorship buys position, association and integration — never guaranteed praise, guaranteed test results or editorial control over opinions.
No production or premiere date has been announced. BETTER is in development.
AN OH THAT! ORIGINAL
EVERYBODY'S WORKING ON SOMETHING.
COME OWN THE PLACE THEY DO IT.
BETTER INTEREST
TELL US WHAT YOU WANT TO MAKE BETTER.
Brands, services, studios, experts and show ideas all start here. Viewers can use the same form to get told when the first format goes live.