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.”
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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.”
