Equinox bets on Rumble’s boxing theme

Equinox, believing boxing-inspired group fitness will become the next big thing, just picked up a “significant minority” stake in Rumble, a 12-month-old fitness company with a boxing mentality.

Backed by Sylvester Stallone and Justin Bieber — and with a cult following that incudes Selena Gomez, Kendall Jenner, Hailey Baldwin, Jason Derulo, David Beckham and Kevin Hart, Rumble has two Manhattan locations with plans to quickly expand.

With such a pedigree, the company was recently valued at about $80 million, according to a recent letter to investors.

Rumble, with gyms in Chelsea and NoHo — and a third location set to debut on the Upper East Side, at 1495 Third Avenue, between 84th and 85th streets — is the latest expansion move by Equinox Fitness Clubs, which already owns Blink Fitness, Pure Yoga and SoulCycle.

“We believe that Rumble is the ‘next big thing’ and that we are uniquely positioned to help shepherd and expedite its growth,” said Harvey Spevak, Equinox’s executive chairman and managing partner.

Rumble was founded by entrepreneur Andy Stenzler, who co-founded Cosi and Kidville; Eugene Remm, a nightclub guru, restaurateur and Rumble’s chief brand officer; Noah Neiman, former Barry’s Bootcamp master trainer and a Bravo “Work Out New York” star; and Anthony DiMarco, an 11-time Ironman competitor and former managing director at Google.

“We come from the hospitality and fitness worlds and look at this as an emotional experience as well as a fun full-body workout,” Stenzler said.

Millennials, according to Stenzler, work out with friends instead of going to bars. “It’s like a party every night,” he said, adding that Rumble was 70 percent female, from youngsters up to Baby Boomers.

Rumble’s workouts are built around a 45-minute full-body strength-training and conditioning class that features teardrop-shaped, water-filled punching bags (designed not to hurt wrists or other joints), and moves to floor workouts with weights before going back to the punching bags — with inspiring hip-hop and house music mixed with “classics” from Biggie Smalls to the Fugees.

Rumble’s new Upper East Side location will also include a Drybar, a hair salon, and details like an infrared sauna.

Rumble has also launched its own clothing line and is unveiling an energy and recovery beverage that will cost $5 a bottle — to drink before class for energy or after class for recovery, Stenzler said.

Equinox operates 92 clubs in the US, Canada, and the UK. In addition, a hotel chain, Equinox Hotels, will launch in 2019.

Source: https://nypost.com/2018/01/07/equinox-bets-on-rumbles-boxing-theme/

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