Fitness brand SoulCycle has announced the launch of a media division to its footprint, hiring a trio of media executives to get it off the ground.
The company hired Gregory Gittrich, formerly the publisher of Mashable, as its senior vice president of media sales. Joining him: Angela Bowers, former head of video talent and development for Vox Media, as its senior director of casting and creative development; and Laurel Pinson as vice president of content.
The plan for this new media division of the 12-year old chain of spinning studios has been to create content and programming across music, video, audio and experiential activations.
The Hollywood Reporter had spoken to SoulCycle chief Melanie Whelan, who said of the trio: “Their combined digital, product and media experience will allow us to serve our riders in new and unique ways, as well as deliver meaningful and transformative experiences around the globe that complement our studio experience.”
SoulCycle has 88 spin studios across the United States and Canada, and has had its share of appearances in pop culture. Aside from its list of celebrities that take the classes, it has last played a role in Amy Schumer comedy I Feel Pretty. Last April, the brand launched its first campaign, pushing out its mantra of 'Find your Soul' to the uninitiated.