WME will
advise the new venture on managing and representing its roster of star fitness
trainers.
Your
favorite SoulCycle instructor could be getting more famous.
The
spinning empire, through its parent company, Equinox Holdings, is launching a
talent management practice for its star trainers, with WME lending its
management and representation expertise in an advisory capacity.
The
yet-to-be-named venture, which currently is in the pilot stage of a multi-phase
rollout, will help boost the professional and personal brands of its high-profile
employees, assisting in areas such as increasing social media following and
negotiating sponsorships.
"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," Equinox Group executive chair and managing partner Harvey
Spevak said in a statement. "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."
Although
Equinox is referring to the new venture as an agency, it is not a licensed
agency along the lines of Hollywood's full-service talent representation firms.
The new effort comes on the heels of several employee-development programs at
both the Equinox and SoulCycle brands, including talent incubator PROJECT by
Equinox and SoulCycle's SoulAnnex.
"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," SoulCycle CEO Melanie Whelan said in a
statement. "We look forward to supporting our world-class talent both
personally and professionally with this new initiative."
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