On June 9, 2011, Rogers executive Ken Whyte announced plans for a new sports magazine. The model for the new publication was ESPN The Magazine, an American publication which is produced by the sports network of the same name in March of 1998. The first issue was released on September 29, 2011, with Sidney Crosby on the cover of the inaugural issue. The March 20, 2012 edition was the Beauty in Sports edition. The edition named their 30 Most Beautiful Athletes on the Planet, and included Canadian athletes such as Toronto Furies player Tessa Bonhomme.