All three major labels (and indies too) are increasingly keen to license fitness-tech startups, in the search for the next Peloton. The latest example is a deal between Nordic-focused service Mentra by SATs and Universal Music Group, via the latter’s Central Europe division.

Mentra is one of the startups to have launched a smart mirror as the base for its service. Its device is called Rflex, and together with its companion mobile app, it helps people to exercise in various disciplines, with live classes and recorded workouts.

Now those classes will be able to use UMG’s full catalogue of music in the Nordic region, with instructors curating playlists to go with their workouts. The deal is part of a wider network of agreements that UMG has signed with emerging fitness services: for example Equinox Media’s Variis app a year ago.

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