How Wellness Brands Are Supporting Inclusivity During Pride Month

  • Indoor cycling giant Peloton has launched a range of initiatives across its global platform to highlight LGBTQIA+ power and creativity 
  • The company has released new Pride-themed rides and soundtracks throughout the month and will be donating $100,000 to LGBTQ+ charities in the US, Canada, Germany and the UK 
  • Similarly, fitness brand Equinox is donating 5% of sales of its Pride-themed apparel, while sportswear companies New Balance and Reebok are giving $100,000 and $75,000 respectively to LGBTQ+ organisations 

NEW YORK CITY, United States — Throughout June, in recognition of Pride Month this year, wellness brands around the globe are celebrating the LGBTQ+ community with themed workouts, rainbow-inspired activewear collections and exclusive collaborations. 

Some, including indoor cycling phenomenon Peloton, are backing up these initiatives with financial contributions to flagship LGBTQ+ charities. For the New York-based fitness brand, Pride 2021 “is all about individuality, and the power of shining and defining in your own space”. 

Along with the release of its “My Truth Is Our Power” Pride-themed apparel line, Peloton will be donating $25,000 each to four charities in the regions it operates: The Ali Forney Centre in the US, The 519 in Canada, London Friend in the UK, and GLADT in Germany. 

Peloton will also be “highlighting LGBTQIA+ power and creativity” with Pride-themed workouts and soundtrack collaborations with icons and rising stars within the community. These themed rides will add to the brand’s popular Artist Series, having previously featured rides in partnership with Beyonce and DJ Tiesto.

Peloton has released new Pride-themed rides

Image: Peloton

Read More: Peloton Ups The Ante With Another Heavy-Hitting Partnership

The safety, mental health and wellbeing of LGBTQIA+ communities
Peloton’s support for charitable organisations comes at a much needed time for the sector, with fundraising activities limited, staff furloughed and revenues down due to the pandemic. 

This is all despite demand rising. In June 2020 the UK LGBTQ+ Switchboard reported a 20% surge in calls. Around one in 10 charities and community organisations believe they will be forced to close within a year, according to Demos research, published at the start of the year

Commenting on the support from Peloton, Monty Moncrieff MBE, Chief Executive of London Friend told Welltodo: “We’re delighted to have the support from Peloton as we work to increase our support for LGBT mental health and wellbeing.

“The impact of Covid on mental health has been particularly stark as people have been cut off from their usual networks and activities that support their wellbeing, including exercise and fitness.” 

He continued: “For many LGBT people, lockdowns have been especially hard as they rely on the community they find outside of their homes and families, in LGBT spaces and services, which have had to temporarily close or restrict access. 

Moncrieff said Peloton’s $25,000 donation would help London Friend reach more people in the LGBT community, and provide more activities and one-to-one support. 

The Peloton family is global, and is dedicated to supporting the safety, mental health and wellbeing of LGBTQIA+ communities across the globe,” read a statement from Peloton on the announcement. “Whether you ride with the #UKLGBTPeloton or #PelotonPride tag, Peloton is giving its members several ways to show up shining during Pride month and beyond.” 

Frame will be running a series of Pride fundraising classes

Image: Frame

How other wellness brands are celebrating Pride Month
Across the wellness industry, fitness studios, apparel brands and even CBD startups are showing their support for the LGBTQ+ community. 

This week, luxury gym chain Equinox released a short film announcing its support for the Hetrick-Martin Institute, an organisation that has provided community, health, education, and career services to LGBTQ+ youth for 40+ years. Five percent of sales from Equinox’ Pride-themed fashion line will go to the Institute. 



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London-based fitness studio 1Rebel will be hosting a series of Pride-themed classes throughout the month in-studio and online. Dance, pilates and yoga studio Frame will also be running a series of Pride fundraising classes on Sunday 27th June across its London studios and via Livestream, led by instructors from the LGBTQ+ community. And at-home bike brand Apex Rides will be streaming a special dual instructor Live Pride Ride this weekend, featuring songs by LGBTQ+ artists and allies. 

Elsewhere, Les Mills is carrying out a range of initiatives to celebrate and support the Rainbow Community, including the launch of a three-part video series on the Les Mills YouTube, looking at the history of Pride, explaining the various facets of the community, sharing the experiences of Les Mills Instructors from the Rainbow community around the world, and exploring what more can be done in the fitness community to achieve equity for everyone, regardless of their gender or sexuality. The company will also be sharing the powerful stories of 15 Les Mills Instructors who are part of the Rainbow community from across the globe.

And rowing-inspired fitness studio Rowbots will also be throwing a #SwitchOnLove Ball – technically a 90-minute class of mobility, rowing intervals and meditation – at its new Rowbots City studio. The event will be held on Saturday 26th June at 12pm, with all proceeds going to UK charities Mermaids and Stonewall.
“We have never been more proud to shout out loud and clear to the world how much we love you regardless of your sexual orientation, political opinion, colour or religion,” said Rowbots Co-Founder and CEO, Sam Green. “We see you, we stand next to you and we are working to elevate everyone around us, to create and develop a #MachineMindset of inclusion and tolerance, and to protect and contribute to our community.”

Other brands, including Boston-based sports footwear brand New Balance have released a vibrant Pride-inspired collection featuring designs by Hong Kong artist Zoie Lam as part of its “Everybody’s Welcome” campaign. The company said they will also donate $100,000 to GLSEN, which support LGBTQ students across the US, over the next two years. 

And in a similar fashion, British-American clothing brand Reebok has launched an “All Types of Love” capsule collection for Pride 2021, in partnership with legendary ballroom icons House of Ninja. Reebok says it will also donate $75,000 to the New York-based Sylvia Rivera Law Project to “honour and stand in solidarity with the TGNCI communities”.


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