Fitness tech firm Echelon made the headlines last September after reports that it was launching a Peloton-rivalling ‘Prime Bike’ with Amazon, only for Amazon to point out that it was “not an Amazon product or related to Amazon Prime”. More positively, the company signed a deal in November with MediaNet to license music for its service.

Now it’s working with one musician in particular: Pitbull. In fact, he’s investing in the company; writing an ‘anthem’ for its service; launching his own ‘Ride with Pitbull’ channel that uses his music; getting a co-branded ‘Pitbull Bike’ and merchandise; and promoting the company on his next tour.

His investment follows a recent Echelon funding round involving Goldman Sachs. The deal is part of a bigger picture of fitness-tech and music partnerships, from Peloton’s ‘Artist Series’ workouts to the similar ‘Artist Spotlight’ classes launched recently by Apple in its Fitness+ service.

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Stuart Dredge

Music Ally's Head of Insight

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