Prior to launching Populus Brands, Bennett served as Head of Brand Development at Reveille/Shine America, a global television studio. He created the department from the ground up redefining the revenue generating paradigms of the reality and digital content business. Bennett changed the landscape of the reality programming business by leveraging show content to drive deeper financial and emotional investment from the audience with the goal of maximizing larger business opportunities through strategic integration, licensing, interactive marketing and key partnerships/relationships.
Whether creating new, branded products with companies like Lionsgate, Rodale, THQ, Royal Caribbean, Ediets and Active.com or partnering with advertisers like Subway, General Mills, 24-Hour Fitness, Jennie-O, Ford, Walgreens and Brita, Chad oversaw brand development, merchandising and licensing as well as generating sponsorships and cross promotions for all of Shine America’s alternative programming. He managed all advertiser, agency and network relationships and pioneered the development of brand partnerships for network TV series. Chad worked to create and grow the lifestyle brands for two of the world's biggest reality hits The Biggest Loser, one of NBC’s highest rated programs and currently airing in 90 countries and produced locally in 30 territories, and MasterChef, the worldwide phenomenon starring Gordon Ramsay on FOX.
Bennett managed The Biggest Loser consumer products brand which has generated more than $400 million in global consumer spending at more than 25,000 major domestic retailers, and includes an online subscription site (biggestloserclub.com) with over 700,000 subscribers to date, a New York Times best-selling book series (12 books, over 4 million copies sold), #1-selling fitness DVD Brand, best-selling interactive games, magazines, mobile applications, at home delivery meal programs, fitness equipment, appliances, cookware, scales, protein supplements, medical extensions, apparel, 5K Run/Walk event, refrigerated foods, a Biggest Loser Visa card and countless other products, including The Biggest Loser Resorts.
As part of General Mills’ partnership with The Biggest Loser, Bennett developed the Pound For Pound Challenge, a philanthropic initiative benefitting Feeding America, which engaged viewers to lose weight along with the show to help feed people in their local communities. For every pound of weight participants pledged to lose, The Pound For Pound Challenge delivered one pound of groceries to their local food bank. Over the three-year program, millions of dollars in corporate donations and over 650 million media impressions were delivered and 13 million pounds were pledged from over 450,000 participants.
For MasterChef, Bennett established MasterChef cookware, knives, appliances, kids cooking kids, cooking classes, a magazine, two cookbooks, an iPhone and iPad app and a digital retail shop.
Bennett has managed production for unscripted series and served as the creative and production point person for broadcasters producing and airing the programs in international markets. Over the course of his career, he has worked on shows including Live to Dance (CBS), Shear Genius (Bravo), Tabatha’s Salon Takeover (Bravo), The Buried Life (MTV), One Born Every Minute (Lifetime), Who Knew? (Yahoo!), Blow Out (Bravo), American Gladiators (NBC) and Nashville Star (NBC, CMT) and with blue-chip marketers, including Clorox, Wrigley, Kraft and SC Johnson. Bennett graduated from Furman University with a degree in communication studies.