Wednesday November 29, 2023

Equinox Gets In Sync

John E. Sokolowski-USA TODAY Sports
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Universal Music Group — home to superstars Drake, Billie Eilish, Post Malone, Ariana Grande and many more — has licensed its entire catalog to Equinox Media.

The parent organization to fitness companies like SoulCycle and Equinox gyms now has access to the world’s largest music catalog for its Variis digital fitness app, which launched last March.

The move comes after at-home fitness rival Peloton has faced accusations of using improperly licensed music

  • In February, Peloton settled a lawsuit filed by a music industry group that sought more than $300 million in damages. The connected fitness company reported $49.3 million in settlement and litigation costs.
  • As part of the settlement, Peloton and the organization entered into a partnership to “work together to further optimize Peloton’s music-licensing systems and processes.” 
  • In addition to partnerships with artists like Beyoncé, Peloton recently began using remixes created exclusively for its classes.  

The Variis app offers classes across the SoulCycle, Pure Yoga, Rumble Boxing, Precision Run and Equinox brands, along with other partner brands.

These classes are like going to a concert – 60 people in the dark rocking back and forth, riding together to the beat, boxing sequences to the rhythm,” Jason LaRose, media chief executive at Equinox, told The Wall Street Journal.

Universal said it anticipates that within the next year leading fitness services will be among its top-10 revenue generators for digital accounts — which include Spotify, Apple Music and Amazon Music.

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