Equinox and SoulCycle launch management agency tasked with turning 'talent into influencers'
POSTED 27 Jul 2018 . BY Tom Walker
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.
Luxury health club operator Equinox has converted a historic bank building in London's
Mayfair into a gym, spa and member’s lounge, with the opening scheduled for next month.
High-end health club operator Equinox has plans to enter the hotel space – starting with a
location in New York City’s Hudson Yards in 2019 that will have a “major spa”. The
company plans expansion beyond New York, with up to 50 hotels; all will focus on
movement and health – and all will have spas.
Another day, another US fitness IPO. Following the news this week that budget chain
Planet Fitness is to go public, US-based boutique cycling studio operator SoulCycle has
confirmed it too will float on the stock market.
Nuffield Health’s fourth annual survey, the Healthier Nation Index, has found people moved
slightly more in 2023 than 2022, but almost 75 per cent are still not meeting WHO guidelines.
Short-term incentives for exercise, such as using daily reminders, rewards or games, can lead
to sustained increases in activity according to new research.
With the launch of its 49th John Reed, RSG Group is looking for more opportunities for its high-
end brand in the US and Europe, but is pausing UK expansion.
Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set
against the breathtaking backdrop of the Fairmont Monte Carlo this Autumn. [more...]
As one of the most energy-intensive industries in the UK, leisure facilities face a critical
challenge in balancing net zero goals, funding and increased costs. [more...]
Equinox and SoulCycle launch management agency tasked with turning 'talent into influencers'
POSTED 27 Jul 2018 . BY Tom Walker
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.
Luxury health club operator Equinox has converted a historic bank building in London's
Mayfair into a gym, spa and member’s lounge, with the opening scheduled for next month.
High-end health club operator Equinox has plans to enter the hotel space – starting with a
location in New York City’s Hudson Yards in 2019 that will have a “major spa”. The
company plans expansion beyond New York, with up to 50 hotels; all will focus on
movement and health – and all will have spas.
Another day, another US fitness IPO. Following the news this week that budget chain
Planet Fitness is to go public, US-based boutique cycling studio operator SoulCycle has
confirmed it too will float on the stock market.
Nuffield Health’s fourth annual survey, the Healthier Nation Index, has found people moved
slightly more in 2023 than 2022, but almost 75 per cent are still not meeting WHO guidelines.
Short-term incentives for exercise, such as using daily reminders, rewards or games, can lead
to sustained increases in activity according to new research.
With the launch of its 49th John Reed, RSG Group is looking for more opportunities for its high-
end brand in the US and Europe, but is pausing UK expansion.
Following three disrupted lockdown years, the European fitness market bounced back in 2023,
according to Deloitte and EuropeActive’s hot off the press European Health & Fitness Market
Report 2024.
Experience the pinnacle of fitness and luxury at the premier industry event, Sibec EMEA, set
against the breathtaking backdrop of the Fairmont Monte Carlo this Autumn. [more...]
As one of the most energy-intensive industries in the UK, leisure facilities face a critical
challenge in balancing net zero goals, funding and increased costs. [more...]