Six Fitness Brands Using Music to Build Their Followings

Peloton proved there was a big market for high-tech home fitness -- and that music could play a major role in it. Now other companies are jumping in to compete with their own soundtrack strategies.

Most people work out to music. But these days, fitness junkies with music obsessions can do far more: From boxing directly on the beat of a Drake hit to taking a cycling class with Christina Aguilera and slashing obstacles in virtual reality to the tune of classical symphony. Since Peloton settled its $370 million copyright infringement lawsuit with music publishers, it’s become one of music’s new best friends, proving there’s a big market for high-tech home-fitness and that music could play a major role in it. Now other companies are jumping, running, lunging and even dancing in to compete with their own soundtrack strategies.

Below, explore the six key fitness brands turning up the volume on music, what they offer music fans and what's coming next.During the past year, Peloton has racked up themed class partnerships with Beyoncé and Verzuz, and teamed with the Elvis Presley Estate and Sony Music to release three Elvis remixes by Dillon Francis, Big Boi and Chromeo exclusively for its classes.

Big music moment: In the “Artist Spotlight”-themed workouts, users can cycle to Billie Eilish or dance to Nicki Minaj; performers like Camila Cabello and Reba McEntire tell motivational stories about their lives in the Time To Walk series.EQUINOXThe gym giant, which owns cycling class SoulCycle, launched an at-home connected bike last year and a virtual workout app, Equinox+, in February.

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