Maxicare and Pritikin Trademarks formed a firm.

The new corporation will market, promote and manage the Pritikin health and fitness programs nationwide. Terms of the agreement call for Maxicare Health Plans to contribute $10 million in the form of equity and loans to the new joint venture, officials said. Pritikin Trademarks will contribute all rights, titles and interests in the Pritikin licenses, trademarks, copyrights and expertise.