Below, explore the six key fitness brands turning up the volume on music, what they offer music fans and what’s coming next.
PELOTON
The workout: An at-home stationary bike displays virtual workouts on the Peloton app.
Big music moment: During the past year, Peloton has racked up themed class partnerships with Beyoncé and Verzuz, and teamed with the Elvis Presley Estate and Sony Music to release three Elvis remixes by Dillon Francis, Big Boi and Chromeo exclusively for its classes.
Up 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 workout repertoire.
APPLE FITNESS+
The workout: The computer company’s new exercise app that launched in December 2020 and connects to the Apple Watch offers 10 categories of virtual workouts, from rowing to dance.
Big music moment: In the “Artist Spotlight”-themed workouts, users can cycle to Billie Eilish or dance to Nicki Minaj; performers like Camila Cabello and Reba McEntire tell motivational stories about their lives in the Time To Walk series.
Up next: It’s Apple. The company won’t say, as usual, but expect more artists to get involved.
EQUINOX
The workout: The gym giant, which owns cycling class SoulCycle, launched an at-home connected bike 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, in-person SoulCycle class — livestreamed and available on-demand through Equinox+, which also offers themed classes for The Temptations, Jonas Brothers and more.
Up next: Christina Aguilera surprised riders at her themed SoulCycle class in Los Angeles in July, and vp marketing Roisin Branch says that “You never know who will walk through the studio doors next.”
ECHELON
The workout: The workout Echelon sells bikes, treadmills and rowing machines that connect to an app and has studios in Chattanooga, Tenn., and Miami.
Big music moment: The company’s partnership with Pitbull is the first of its kind, but its music team curates playlists for over 2,000 classes each month. Many have Pitbull’s attitude. “He’s high energy, he’s fun, he’s a party,” says CEO Lou Lentine. “We don’t want to be a boring fitness …….
Source: https://www.billboard.com/articles/business/tech/9650904/six-brands-fitness-tech-music-licensing/