Hussle (formerly PayAsUGym)
Hussle (formerly PayAsUGym)
Hussle (formerly PayAsUGym)
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

News

Equinox and SoulCycle launch management agency tasked with turning 'talent into influencers'

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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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.
HAF,FIT,IND,PTS,SAM,TRA,PHR
THUMB28221_985572.jpg
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News

Equinox and SoulCycle launch management agency tasked with turning 'talent into influencers'

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.

Sign up for FREE ezines & magazines
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.
HAF,FIT,IND,PTS,SAM,TRA,PHR
THUMB28221_985572.jpg

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Features
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The older people get, the more likely they are to have a long term health condition. But getting ill is not an inevitable consequence of getting older, so targeting the over 50s market could bring about multiple wins. Kath Hudson reports
Features
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Features
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New research from Deloitte China and IHRSA shows the market for health and fitness in India is starting to grow, as Kirsten Walsh reports
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Software
New technology is transforming the way the health and fitness industry functions and interacts with customers. Liz Terry catches up with operators around the industry for an update
Features
Analysis
Features
People
The issue holding things back is not GPs’ lack of belief in the power of physical activity – it’s the lack of a quality offer they can refer to. We need to look at the supplier side, so all GPs have access to a good quality provider of exercise
People
We want to develop the next generation of health and wellbeing centres, offering a mix of clinical, physical and emotional wellbeing services
People
As clubs with swimming pools and health and beauty facilities, the low cost model wasn’t going to work for us, but the clubs weren’t as high-end as David Lloyd clubs either. Our first intervention was to win over the staff and encourage them to act as though it was a high-end club
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Promotional Feature
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EMS training is a great opportunity to differentiate your offering in a crowded fitness market. The kit requires very little space and the business model can be extremely lucrative - Phil Horton, miha bodytec
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Crown overhaul changing rooms at Saunton Sands spa
Saunton Sands Hotel in Devon, UK, has completed a £2m expansion of its spa and wellness facilities.
Featured supplier news
Featured supplier: Variety and flexibility for the customer is the key to retention, says MoveGB
What really drives customer retention in 2019? Is it proactive customer care? Frequency of attendance? Added value provision? Community building? Across the industry, debate on this topic never stops. And neither does market change.
Opinion
promotion
I’ll be honest - it feels a bit funny writing an opinion piece in an aggregator special when, fundamentally, I can’t really say that I work for an ‘aggregator!’
Opinion: Let's distinguish new market entrants by those that add value and those that don't
Member retention is a growing problem for long-established gym chains, who are battling the growing budget and boutique gym market.
Opinion: Are you trying to beat budget gyms at their own game?
Company profiles
Company profile: Pavigym
PAVIGYM is the premier innovator of flooring and interactive solutions for the global fitness industry....
Company profiles
Company profile: Ridgeway Furniture Manufacturing (Lockers and Changing rooms)
For 30 years Ridgeway has been manufacturing lockers and ancillary changing room furniture including vanity ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Member access schemes
Move GB: Member access schemes
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Fitlockers: Lockers/interior design
Management software
GymSales: Management software
Direct debit solutions
Harlands Group: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Professional services
Deloitte UK: Professional services
Trade associations
International SPA Association - iSPA: Trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Will to Win
Property & Tenders
Diary dates
26-27 Jun 2019
Villa Park, Birmingham, United Kingdom
Diary dates
06-07 Jul 2019
Monte-Carlo, Monaco
Diary dates
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Hussle (formerly PayAsUGym)
Hussle (formerly PayAsUGym)