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.
