FOR IMMEDIATE RELEASE
EQUINOX AND SOULCYCLE TO LAUNCH FULL-SERVICE TALENT MANAGEMENT AGENCY; WME TO SERVE IN ADVISORY ROLE
Global Lifestyle Leaders to Offer Top Talent Further Access to Career-Maximizing Opportunities
New York, NY (July 18, 2018) – Equinox, the high-performance lifestyle leader, along with SoulCycle, the leading lifestyle boutique studio, today announced the development of a talent management agency exclusively representing their leading, market-defining fitness talent. The management agency will launch with a network of employees from across the brands’ global portfolio of Fitness Clubs and Studios.
From social media development and follower growth to unlocking large-scale lifestyle sponsorship deals, the agency—supported with advisory from WME—will exclusively empower Equinox and SoulCycle talent with multi-channel resources to maximize the full scope of their professional and personal potential.
“If we’ve learned one thing in our 27 years of innovation and leadership, it’s that our people define our experience—and our excellence. 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. “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.”
“SoulCycle was founded on human connection, and community spirit is at the core of our experience and our brand,” said SoulCycle CEO Melanie Whelan. “Our instructors are the heartbeat of our tribe. 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.”
Slated to roll out in phases with a pilot currently underway, the new management agency will transcend the Equinox and SoulCycle portfolios to provide group fitness, personal training, instructors and other talent with tools, skills and training to cultivate their brands, accelerate digital exposure and secure meaningful partnership and sponsorship opportunities. WME will advise the agency on overall talent management and representation.
This latest initiative builds on Equinox’s and SoulCycle’s long-standing commitment to talent career-growth opportunities, inclusive of professional development and educational programs. Most recently, Equinox launched its globally recognized talent incubator, PROJECT by Equinox, inviting existing and newly identified fitness stars to launch their own concepts and build their own brands with the support of the Equinox ecosystem. SoulCycle further engaged its top talent in late 2017 with the launch of SoulAnnex, which empowers current 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 operates 93 upscale, full-service clubs in New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Dallas, Houston, and Washington, DC, as well as international locations in London, Toronto, and Vancouver. The company offers an integrated selection of Equinox-branded programs, services and products, including strength and cardio training, studio classes, personal training, spa services and products, apparel and food/juice bars. Launching in 2019, Equinox Hotels will cater exclusively to the high-performance traveler to serve as the ultimate hotel destination with a 360-degree lifestyle experience. For more than 25 years, Equinox has consistently offered bespoke experiences and unparalleled services to consumers, developing a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership and results.
IT'S NOT FITNESS. IT'S LIFE.
SoulCycle was built on disruption and innovation. We’ve created a workout that's as efficient as it is joyful – an experience that brings people together while pushing our community members to discover and re-discover their best selves. Today, we operate 88 studios across 15 North American markets. SoulCycle is so much more than a 45-minute indoor cycling workout — it’s always been about more than a bike. We provide a sanctuary for our riders to lose themselves in the movement and music. Our one-of-a-kind, world-class instructors guide our community through a powerful, fun and transformative fitness experience that’s designed to benefit the body, mind and soul, both on and off the bike. Set to high-energy music in a dark, candle-lit room, we move in unison to the beat and follow the signature choreography of our instructors. The Soul experience only starts to begin when the music stops. It’s inspiring. It's meaningful. It's fun.