The 2019 Grammys

Equinox & SoulCycle Launch Full-Service Management for Fitness Talent

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Equinox Fitness Club

WME will serve in an advisory role for the new agency.

Athletic lifestyle brands Equinox and SoulCycle have teamed up to launch a full-service management agency to represent their fitness talent. With advisory from WME, the new agency will pull talent from its network of employees throughout the brands’ international portfolio of fitness clubs and studios.

“While we have always been recognized 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,” said Equinox Group Executive Chairman and Managing Partner Harvey Spevak in a statement. “We are now poised to offer our star employees an exclusive, monumental opportunity.”

The agency will assist Equinox and SoulCycle talent with social media development and follower growth and work to lock in large-scale lifestyle sponsorship deals.

Equinox and SoulCycle will provide group fitness, personal training, instructors, and other talent with tools to build their personal brands. With additional digital exposure, talent can secure partnership and sponsorship opportunities and generate additional income.

“Our instructors are the heartbeat of our tribe,” added SoulCycle CEO Melanie Whelan. “They act as motivational coaches, and the strong bonds they develop with our riders create transformational energy inside our studios. We look forward to supporting our world class talent both personally and professionally with this new initiative.”

The brands have begun a pilot of the agency and plan to roll out more talent and offerings in phases. WME will advise the agency on overall talent management and representation.

The creation of the agency follows the launch of Project by Equinox, which invites existing and newly identified fitness stars to develop their own concepts and brands in conjunction with the Equinox brand. Similarly, SoulCycle recently introduced SoulAnnex, a program that encourages instructors to establish formats off the bike.