Explore the top six fitness brands that are making music louder below, what they have to offer music fans, and what’s next.
PELOTON
The workout: An exercise bike at home shows virtual workouts in the Peloton app.
Big music moment: Last year, Peloton formed themed class partnerships with Beyoncé and Verzuz, partnering with the Elvis Presley Estate and Sony Music to release three Elvis remixes by Dillon Francis, Big Boi and Chromeo exclusively for its classes.
Next: Judging by Peloton’s partnership with Usher earlier this month for an off-bike dance cardio class, the company is expanding both its artist roster and training repertoire.
APPLE FITNESS +
The workout: The computer company’s new exercise app, launched in December 2020 and linked to the Apple Watch, offers 10 categories of virtual workouts, from rowing to dancing.
Big music moment: In the “Artist Spotlight” workouts, users can cycle to Billie Eilish or dance to Nicki Minaj; Actors like Camila Cabello and Reba McEntire tell motivating stories about their lives in the Time To Walk series.
Next up: it’s Apple. The company won’t say it as usual, but expects more artists to get involved.
EQUINOX
The workout: The gym giant, which owns the SoulCycle cycling class, launched a connected bike for the home last year and a virtual workout app, Equinox +, in February.
Big music moment: In May, Equinox celebrated the 10th anniversary of Lady Gaga’s Born This Way album with a sold out SoulCycle course on location – streamed live and available on-demand via Equinox +, which also offers themed courses for The Temptations, Jonas Brothers, and more.
Next: Christina Aguilera surprised the drivers at her themed SoulCycle class in Los Angeles in July, and Marketing Director Roisin Branch says, “You never know who’s going to walk through the studio doors next.”
ECHELON
The workout: The Echelon workout sells app-connected bikes, treadmills, and rowing machines, and has studios in Chattanooga, Tennessee, and Miami.
Big music moment: The company’s partnership with Pitbull is the first of its kind, but the music team curates playlists for over 2,000 courses each month. Many have pit bulls attitudes. “It’s full of energy, it’s fun, it’s a party,” says CEO Lou Lentine. “We don’t want to be a boring fitness brand.”
Next: A possible Pitbull concert on the roof of Echelon’s studio in Miami, a combination of artist interview and workout series called Walk and Talk, and a broad partnership with another great artist to be announced shortly.
LITEBOXER
The workout: The boxing platform Timbaland is investing in allows Alis at home to match her punches to song beats.
Big music moment: Liteboxer works with labels to rotate songs in and out of its library (which can hold 100 tracks at a time) so it can have songs from The Weeknd on the day of its Super Bowl LV halftime show performance, for example. “We will fall” [new releases] on the same day, “says Co-Founder / CEO Jeffrey Morin,” so there is this cultural relevance. “
Next: Community features that allow users to challenge each other – plus additional advertising for emerging acts.
SUPERNATURAL
The workout: Users wearing virtual reality headsets crouch in front of obstacles with virtual lightsabers and pop bubbles in environments such as an active volcano or the moon. And on Tuesday (October 25th) the company launched a new boxing feature.
Big music moment: Movements can be synchronized with song beats and lyrics, such as those from Kendrick Lamar’s “HUMBLE.” Where users crouch down to the words “Sit down”. Supernatural presents a wide range of genres, from reggaetón to Bollywood soundtracks to classical music (in the Sweat Symphony series).
Next: Co-Founder / CEO Chris Milk – a former Kanye West music video director – says he’s “completely open” to inviting artists to guest coaching classes.
This story originally appeared in the October 23, 2021 issue of Poster.