Equinox and SoulCycle launch management agency tasked with turning 'talent into influencers'
27 Jul 2018 . BY Tom Walker
The agency will initially work exclusively with Equinox and SoulCycle instructors
New York-based boutique cycling studio operator SoulCycle has joined forces with its parent company Equinox to create a talent management agency, aiming to help turn their in-house fitness talent into wellness influencers.
The as yet unnamed agency will work exclusively with Equinox and SoulCycle instructors, supporting them with their social media development and follower growth – as well as helping with securing lifestyle sponsorship deals.
The long-term plan is, however, to "transcend the Equinox and SoulCycle portfolios" and provide talented fitness instructors and personal trainers across all disciplines with the "tools, skills and training to cultivate their brands, accelerate digital exposure and secure meaningful partnership and sponsorship opportunities".
To help develop these services, the agency will work together with entertainment and sports giant William Morris Endeavor (WME), which represents a number of high-profile stars across movies, music and sport.
“If we’ve learned one thing in our 27 years of innovation and leadership, it’s that our people define our experience and excellence," said Equinox Group executive chair and managing partner Harvey Spevak.
"While we have always been recognised for the impact that our talent has on our community, our fitness experts will become exponentially more influential with the creation of our talent agency.
“We are now poised to offer our star employees an exclusive, monumental opportunity. With our support, guidance and representation, our top talent can meaningfully grow their personal brands, develop key partnerships and ultimately generate additional income.”
The agency will be rolled out in phases with a pilot currently underway.
It follows the launch of Equinox's talent incubator, Project by Equinox, which is open to existing and upcoming fitness stars to launch their own concepts and build their own brands with the support of the Equinox ecosystem.
Meanwhile, SoulCycle launched a service called SoulAnnex in 2017, which empowers SoulCycle instructors to develop formats off the bike. The concept was conceived in part as a response to feedback that riders wanted to spend even more time with SoulCycle’s star talent.
Equinox, which launched in 1991, has more than 80 high-end health clubs in the US, Canada and the UK. Founded in 2006 by former real estate broker Elizabeth Cutler and former talent agent Julie Rice, SoulCycle has gained a cult following in the US, enhanced by celebrity fans such as David Beckham and Tom Cruise.
SoulCycle’s business model is based on a premium offering and riders pay around US$34 (€32, £27) for a single class, with no option for monthly unlimited class rates.
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Equinox and SoulCycle launch management agency tasked with turning 'talent into influencers'
27 Jul 2018 . BY Tom Walker
The agency will initially work exclusively with Equinox and SoulCycle instructors
New York-based boutique cycling studio operator SoulCycle has joined forces with its parent company Equinox to create a talent management agency, aiming to help turn their in-house fitness talent into wellness influencers.
The as yet unnamed agency will work exclusively with Equinox and SoulCycle instructors, supporting them with their social media development and follower growth – as well as helping with securing lifestyle sponsorship deals.
The long-term plan is, however, to "transcend the Equinox and SoulCycle portfolios" and provide talented fitness instructors and personal trainers across all disciplines with the "tools, skills and training to cultivate their brands, accelerate digital exposure and secure meaningful partnership and sponsorship opportunities".
To help develop these services, the agency will work together with entertainment and sports giant William Morris Endeavor (WME), which represents a number of high-profile stars across movies, music and sport.
“If we’ve learned one thing in our 27 years of innovation and leadership, it’s that our people define our experience and excellence," said Equinox Group executive chair and managing partner Harvey Spevak.
"While we have always been recognised for the impact that our talent has on our community, our fitness experts will become exponentially more influential with the creation of our talent agency.
“We are now poised to offer our star employees an exclusive, monumental opportunity. With our support, guidance and representation, our top talent can meaningfully grow their personal brands, develop key partnerships and ultimately generate additional income.”
The agency will be rolled out in phases with a pilot currently underway.
It follows the launch of Equinox's talent incubator, Project by Equinox, which is open to existing and upcoming fitness stars to launch their own concepts and build their own brands with the support of the Equinox ecosystem.
Meanwhile, SoulCycle launched a service called SoulAnnex in 2017, which empowers SoulCycle instructors to develop formats off the bike. The concept was conceived in part as a response to feedback that riders wanted to spend even more time with SoulCycle’s star talent.
Equinox, which launched in 1991, has more than 80 high-end health clubs in the US, Canada and the UK. Founded in 2006 by former real estate broker Elizabeth Cutler and former talent agent Julie Rice, SoulCycle has gained a cult following in the US, enhanced by celebrity fans such as David Beckham and Tom Cruise.
SoulCycle’s business model is based on a premium offering and riders pay around US$34 (€32, £27) for a single class, with no option for monthly unlimited class rates.
"We summarise what we do in two words – functional art," says Gian Luca Innocenzi, CEO and
founder of MyEquilibria, which specialises in high-end outdoor exercise equipment.
Egym has introduced Open Mode on its Smart Strength machines, enabling them to be used as a
replacement for traditional weights on the fitness floor, rather than solely as circuit-based
machines.
Myzone has announced the launch of MZ-Open, an access function that enables Myzone gym users
to experience all the benefits of Myzone’s world-renowned heart rate training biome through
their pre-owned Apple or Android smartwatch.
Cardiff-based gym design and installation company, Absolute Performance, has been awarded
the contract to design, supply and install three gyms for Team GB for the 2024 games in
Paris.
As Third Space unveiled its latest club in Wimbledon at the end of 2023 as part of its growth
development into suburban, residential locations, it also revealed a new state of the art
Reformer Pilates studio at the new site in response to members seeking a low-impact, full-
body workout for all abilities.
