All Screens Media partners with international health, wellness and fitness leaders and produces, distributes and monetizes digital professional certification and education, and consumer content for their brands.

Current Projects

Miracle Ball

Elaine Petrone developed The Miracle Ball Method chronic pain and stress relief exercises a decade ago. Nearly 2M copies of The Miracle Ball Method book (packaged with the balls) have been sold to date. ASM is developing an entire online certification and continuing education business and will soon begin recruiting 1,000’s of new Miracle Ball certified trainers globally. In addition, ASM is developing an online training system and community for consumers to extend the book’s teachings, and enable ongoing interaction between Elaine and her legions of dedicated followers.


Brazilian fitness trainer Fernanda Rocha developed a major following through her appearances on Real Housewives of Orange County. ASM has entered into an agreement with Fernanda to develop her Jinga consumer fitness workouts and professional certification and online Continuing Education for the brand. Fernanda will also be a spokesperson and elite trainer for ASM’s TV Exercicios digital service in Brazil.

Staby & IO Ball

We have developed a JV with the inventor of the Staby and IO Ball fitness products. We’re currently developing complete online training and certification programs for the professional market. We’ll also be developing a complete online workout academy for the consumer marketplace in multiple languages for global distribution and conducting Direct Response marketing for the products throughout the world.


bodyART is one of the fastest growing fitness brands in the world. They continually receive awards for their new modalities and have quickly amassed over 4,000 certified teacher trainers and consumer devotees. ASM has negotiated an exclusive deal to develop and deliver their online continuing education service. ASM recently produced the initial 30 hours of training content and will be launching the education platform in late 2013.

View Project

Vida Media

ASM has formed a JV with publicly traded MeeMee Media to develop multi-platform digital lifestyle content networks in Latin America. These networks will be distributed on MeeMee’s massive digital distribution network. In addition to TV Exercicios, Vida’s networks will include kid’s activities, home projects, cooking and entertaining, sports instruction, crafts and more. Vida Media has also signed an exclusive deal to represent the highly respected BabyFirst TV baby-focused content and merchandise brand throughout Brazil.

Physical Therapy Education Curriculums

ASM has partnered with Dr. Marilyn Moffat, NYU Dean of Physical Therapy, to develop an expansive and growing online CE curriculum for Physical Therapists. Dr. Moffat is the president of the World Council of Physical Therapists (over 300K members) and past president of the American Council of Physical Therapists (150K members.)

Bones of Steel

Dr. Moffat is also helping to develop a consumer focused Bones of Steel program. This program will include advice, exercises and prevention techniques about Osteoporosis. ASM is in discussions with sponsors to provide additional funding and marketing support.

Our Team

Peter Heumiller

Founding Partner

Peter Heumiller is a seasoned digital media, marketing and multi-platform content and commerce professional. Heumiller has a unique blend of production (Emmy award winner), web development, social marketing, international digital distribution, ecommerce and fulfillment, sponsored content and targeted direct response experience and expertise. He has successfully launched, built and sold several entrepreneurial media and commerce ventures, as well as excelled as an executive in major US media companies.

As Vice President of Content Acquisitions and Development at Comcast, Peter Heumilller co-founded Comcast’s in-house Select on Demand multi-platform content incubator and spearheaded the development of dozens of new Video on Demand and broadband digital content networks including: ExerciseTV, ActivityTV, LegoTV, Baby Boost, Karaoke on Demand, Kidz Bop on Demand, Trivia & Games, Parents TV (with Meredith Corporation), Get Up & Dance, Singles Life, Guitar Lessons, Pets on Demand, Digital Cookbook, Anime Selects, Paranormal TV, Something Weird, H2O Hip Hop (with Russell Simmons), Martha Stewart on Demand and more. Heumiller also created hyper-local interactive content and contest brands in 22 Comcast markets including: Dating on Demand, Pet Adoptions on Demand, Best of the City, Battle of the Bands, Comedy Open Mic, Local Radio Shows on Demand and more. He managed local production teams across the country that produced 1,000’s of local content assets. He oversaw the development of a digital upload technology that allowed for this content to be quickly, centrally and cost-effectively edited and uploaded to VOD servers from around the country. In addition, companion websites developed under his direction won CableFax and other awards. His combined digital programming efforts have generated over 6 billion views.

Heumiller also helped negotiate over $20M in content sponsorship, equity and promotion partnerships with leading brands. He also created unique multi-platform product merchandising programming and ecommerce stores, call center and back-end fulfillment partnerships, and branded DVD lines that generated millions of dollars in product sales.

Prior to his work at Comcast, he had helped launch and build the Mag Rack VOD efforts at Cablevision. As an entrepreneur, he created, built and sold a chain of video retail stores in the 80’s and a special interest video distributorship in the 90’s, representing over 15,000 titles in dozens of genres.

Heumiller heads up global operations and media / technology partnerships for ASM.

Dr. Howard Sichel

Founding Partner

Dr. Howard Sichel is a leader in both the Pilates and fitness industries. He is recognized internationally as the driving force in raising awareness and bringing Pilates into the health, wellness and fitness mainstream.

Since receiving his Doctor of Chiropractic from New York Chiropractic College in 1980 and opening his practice in 1981, Dr. Sichel has specialized in applied kinesiology and non-force work in the treatment of clients. In 1989, after working and treating many professional dancers, with a goal to get them back on stage as soon as possible, he integrated Pilates into his protocol and treatment of patients.

In 1997, he founded Power Pilates and in the past 20 years, Power Pilates has become the leader in classical Pilates education with over 110 training centers in ten countries, supported by more than 10,000 certified Power Pilates trained instructors worldwide. He led a team in the development of the Master teacher curriculum which resulted in more than 100 master teachers worldwide in nine countries and languages. He built Power Pilates into the largest international education company in Pilates.

Dr. Sichel introduced Power Pilates into the Equinox fitness chain, opening 15 studios in 2002 and creating the curriculum used by Equinox trainers. In addition, he brought new curriculums and brands into other large fitness chains in the US and was responsible for the integrity of the program rollout. He also negotiated with Casall Apparel from Sweden to create the US distributorship that would produce merchandise for all of the Power Pilates instructors worldwide, Power Pilates studios and open up new distribution opportunities.

In 2009, Dr. Sichel sold the majority share of his Power Pilates business a private company and took on the role of Executive VP of the new company in addition to the role of CEO and President of the new Power Pilates company.

Long before social media brought people with like interests together via the internet, Dr. Sichel had the foresight to create an online community connecting the world of trainers with health and wellness experts as well as their clients.

Denis Barry III


Denis Barry is a veteran of the fitness industry who has been involved in many different sides of the business. Barry’s career in the fitness industry began as Logistical Director of Dynamic Fitness Products, the Northeast Representative for BodyMaster Fitness. At DFP, Barry was responsible for the delivery, set up and maintenance of Fitness facilities through the Northeast. BodyMaster was at the time the number one supplier of new weight training machines as well as strength training to fitness facilities across the country. Barry was responsible for $10M in annual new sales for BodyMaster alone. Alongside BodyMaster, DFP also represented other such industry leaders as LifeFitness, York, StairMaster and many others, and generated revenues over $20M per year.

From that position Barry followed his true passion for fitness and started his own personal training business in New York City. Barry came into the personal training business in its very beginnings and was able to become the trainer for the Who’s Who of New York City’s elite in business, entertainment and professional sports. With over 2 decades of personal training under his belt, Barry looked to further his business and opened a full service fitness facility on the Upper East Side of Manhattan.

Once Barry established his home base, he quickly developed a training program called POWER HIT. Soon POWER HIT the training system, gained notoriety both locally and nationally. With appearances on “Nightly News with Brian Williams” as well as “The Today Show” Barry soon realized the power of the media for his brand of fitness. With that impetus Barry created his own fitness website called POWER HIT NATION dedicated to both fitness training as well as nutrition. Bringing his own brand of fitness to the digital world was the culmination of a passion for fitness throughout his professional career. A full service site that included 4 different training modalities each week, complete nutrition advice alongside a daily nutrition journal, a social community and a unique “reward” based points system designed to motivate members to continue their training.

From his multiple title career as a competitive bodybuilder, through his days learning how to develop a fitness facility at DFP to his personal training program POWER HIT, Barry has immersed himself in the fitness vertical. His vast experience and unique vantage point is a perfect fit for All Screens Media.

Barry heads up Global partnerships in the Fitness Industry for ASM.

Karl Loriega

President of Vida Media, LLC division (Latin America)

Karl Loriega is a media entrepreneur with over 10 years experience in the Mobile, Internet and Television industries in Brazil and Latin America. He holds practical expertise in mobile Value Added Services and Over the Top distribution platforms. In 2003, Karl founded Xplaneta, Latin America’s first mobile content aggregator specializing in movie and TV content. At Xplaneta he produced multimillion-dollar marketing campaigns in over 20 countries with major Hollywood studios and cable TV programmers. Xplaneta’s marketing and distribution partners include Telefonica/Vivo, Claro, Oi, Telecom Italia, Motorola, Samsung, LG and Nokia.
In 2006 Karl founded eonde, the region’s first OTT Video on Demand service. Karl launched eonde in partnership with Intel and negotiated its placement as the first entertainment channel on Windows Vista Media Center Brazil and the first DivX digital entertainment partner in Latin America.

Karl was Director of Business Development and General Manager-Southern Cone at Digital Latin America, the leading provider of Pay Per View and VOD services in the region. While at DLA, Karl negotiated content services deals with numerous telecommunications companies, cable operators, Internet service providers and broadband portals. He also personally managed the implementation of fixed-line VOD and “TV Everywhere” solutions in the region.

At Karl serves as VP of Business Development and GM-Brazil. is a mobile-centric OTT service operating throughout Latin America with a combined Subscription VOD and Live TV offer. Karl previously served as Chief Content Officer of the service.

Karl graduated summa cum laude from Yale University with a degree in Philosophy. After a stint as a TV reporter and then as press secretary for the Governor of Guam, Karl obtained his MBA from the Wharton School at the University of Pennsylvania with a focus on Entrepreneurial Management. Shortly after graduating, he moved to Sao Paulo and now divides his time between Brazil and the US.
Karl oversees the operation and expansion of Vida Media throughout Latin America.