Going young "has always been the approach he's most comfortable with, " says Tracy Ringolsby, a Fox Sports Rocky Mountain baseball analyst who previously covered the team for The Rocky Mountain News.

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The new brand will gradually move to other sports properties in those markets, including the Pittsburgh Penguins and Utah Jazz (Fox Sports Rocky Mountain includes both the Salt Lake City and Denver markets).

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Many who have it simply think they are gluttons who lack self-control, says Marsha Hudnall, a registered dietitian and co-owner of the Green Mountain at Fox Run weight loss retreat in Vermont.

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"Once the first big brick-and-mortar companies do it, they're all going to lock up deals to compete, " says Charles Katz, the CEO of 1stUp, whose 70 free-web clients include Seventeen magazine, the Rocky Mountain News and the Fox network's dysfunctional family, The Simpsons.

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"Once the first big brick-and-mortar companies do it, they're all going to lock up deals to compete, " says Charles Katz, chief executive of San Francisco-based 1stUp, whose 70 free-Web clients include Seventeen magazine, The Rocky Mountain News and the Fox network's dysfunctional family, The Simpsons.

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Among other British names, Mary King and Imperial Cavalier are seventh while world number one William Fox-Pitt is back in 13th and 17th aboard Navigator and Cool Mountain respectively.

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