Have you ever wondered who is responsible for the pumping music in the background of your workout videos? These three actors from The Beachbody Company, CITYROW and Aaptiv Division at PEAR Sports talk about their musical lives in the fitness industry.
Embarking on a Music Career in Fitness
Feed.fm interviewed representatives from three of our digital fitness partners — The Beachbody Company, CITYROW and Aaptiv Division at PEAR Sports — to understand “Who is in charge of the music?” Music decision makers during exercise have diverse experiences, both from musical and non-musical work responsibilities, to creative passions arising from unique experiences in music, career paths, and relationships with fitness and health.
As these vets can attest, there is no single path to embarking on a musical career in a fitness company. Common threads? Proactive Adaptability Commitment to keeping trainers and users happy and engaged; high quality and competitive product; and the highest level of music regulation, licensing and technology.
What if your digital fitness company doesn’t have someone in charge of the music? Not a problem. There are many paths to a music career in the fitness field, and people with diverse responsibilities have successfully built a music strategy and oversee their careers.
Se nior Music and content manager
Jacqueline joined MYXfitness two years ago, in a music organizing role. Her tenure overlapped so directly with the pandemic-era fitness gold rush that Beachbody took over the company. Amidst this change, Jacqueline has kept her firm focus on the needs of her company’s coaches. She recently contributed to the launch of Beachbody’s Live On Demand BODi (BOD Interactive).
Jacqueline started her career as a professional dancer and choreographer, “Your music is your best friend”. This included six years as a Knicks City Dancer (KCD) and behind-the-scenes work with event production companies and artists including Sheryl Crow, Flo Rida and Chip Trek.
After returning to fitness as a dance coach and strength training, she fell in love with indoor cycling. Jacqueline cites her experience as a cycling instructor for honing her organizing skills, during which she became famous for her playlists. While the specific tools used to manage music have become increasingly sophisticated — as KCD captain recounts they build performance playlists on cassette tapes — it all shared the feeling.
“My job has always been to express how you feel about music, and to make the audience feel the same.”
In addition to overseeing Beachbody’s music library, Jacqueline’s job is technically intense, from formative on-the-job training with MYXfitness to ensuring an optimal musical experience across the vast and varied amount of BODi exercises.
Senior Director of Production and Content
In 2016, Lauren joined CITYROW Part time as a teacher. Two years later, she pioneered the role of production coordinator while also balancing a mentoring role with customer service, “pulling it all together”. Finally, Lauren told the company’s co-founder and chief brand officer that there was an opportunity for fitness and content production to be a full-time role, which led to her current position.
As with her own path, Lauren described CITYROW’s growth as very organic. “Being in a startup environment, it’s unstable, you have to be really smart about where you spend your time, while keeping your ear to the ground about the tech solutions that are available.” The company realized early on that it didn’t have the infrastructure to handle music licensing or app integration, and Feed.fm’s turnkey solution was ideal.
“The stations we’ve chosen for classes like HIIT-style workouts are updated every month by the Feed.fm organizing team. This is a huge benefit to having them as our partners: it’s great to take some work for our teachers, for our team.”
Handing over music integration and curation to Feed.fm allows Lauren to focus on producing, sharing, transforming, and managing CITYROW’s coaches and production teams.
Stefania (Tiff) Martinez
Content Manager – Aaptiv Division
Join Teff aptive Early 2021. She began her music career in audio engineering with a background in live audio, broadcast, production and post-production. When I learned about the job as a content manager at the company, I felt compelled to step up because it includes everything she loves about creating content while allowing it to improve people’s lives through fitness and wellness.
Tiff earned her degree in Music Engineering and Technology from the University of Miami and honed her craft as a recording studio engineer. Her three-year tenure with ESPN—which included working with creative teams to coordinate music for shows—was where Teff fully realized the power of choosing the right music for certain types of content and the licensing process that takes place behind the scenes. She then joined Chewy, where she built the audio department from scratch while reshaping her vocal brand.
Even for someone with Teff’s experience, Feed.fm has made the major brand licensing process “a lot easier by delivering fresh, up-to-date music, but also allowing us to expand our in-app offerings, creating a better experience for users.” Similar to Jaclyn of Beachbody, Teff works closely with us to identify popular songs that pair successfully with Aaptiv workouts.
“The flexibility that Feed.fm’s music API provides is also a huge selling point… Our stations can be quickly changed and customized to reflect holidays and special occasions, making things more interesting for the user while never sacrificing music quality.”
We know the unique stresses of Q4 will soon be competing for your attention, but it’s not time to back off your musical strategy. As you refine your acquisition campaign for the New Year, considering the needs of your content team and enhancing your music strategy is critical to ensuring that you truly retain these valuable customers throughout the first quarter and beyond.
“Music is a fitness moat, digitally and in-studio. Like an all-star coach, good music will continue to gather classes and increase subscribers” – Anthony Vinari, Fit from the inside
Keep building this trench. It has been shown to directly lead to your retention of the New Year.
Time to bring in reinforcements?
#build #music #career #fitness