Maximum Effort Channel Sets Flip a Cöin

Flip a Cöin, an unscripted show starring Swedish actor and filmmaker Dolph Lundgren, is set to debut on January 17 on Ryan Reynolds’ Maximum Effort Channel.

“Yes, I am in this show,” Lundgren said. “I don’t quite understand why, but they tell me it will be huge in Sweden, so it must be great. Nu kör vi! This is a dream come true. I’ve loved flipping coins since I was a little kid.”

The series also features Malin Åkerman. It will debut at 9:30 p.m. ET on Maximum Effort Channel, which was formed as a partnership between Fubo and Maximum Effort.

“This show was crafted for people who love Dolph Lundgren and Malin Åkerman or people who love Swedish things or people who enjoy placing wagers, a gentleman’s or otherwise, as they watch television,” added George Dewey, co-founder of Maximum Effort and executive producer of Flip a Cöin. “We figured that pretty much covered everyone, but to be honest, we never really focus-grouped it.”