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Les Mills International
Les Mills International
Les Mills International
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UNITING THE WORLD OF FITNESS
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.

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.

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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HCM Magazine
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HCM Magazine
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Group director of spa, Mandarin Oriental
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Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
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Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured supplier news
Featured supplier news: Parkwood Leisure celebrates milestone of teaching 100,000 children to swim
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching 100,000 children to swim through its Learn To Swim Programme.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Wearable technology solutions
MyZone: Wearable technology solutions
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
Sothys: Skincare
On demand
Fitness On Demand: On demand
Spa software
SpaBooker: Spa software
Management software
Premier Software Solutions: Management software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
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Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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