NEW YORK, United States — Motivational speaker and entrepreneur Tony Robbins has teamed up with musician Pitbull and founder of adult education company The Learning Annex, Bill Zanker, to launch a new boxing fitness chain, set to pay superstar trainers $1000 per hour.
GRIT BXNG, a boutique fitness concept delivering high-intensity, group fitness classes, will open in New York this June, featuring curated playlists by Pitbull and motivational content from Robbins, on giant video screens inside the studio.
For Robbins, the venture follows his participation in a $45 million investment round for German fitness app Freeletics, as the number of high-profile individuals choosing to invest in wellness brands, shows no signs of slowing.
Building on his arena events that have impacted over 50 million people in 100 countries, Robbins revealed he is now hoping to motivate people beyond self-help. “My life is about working with people to change their bodies, change their relationships, and change their lives. GRIT BXNG will provide a space and experience unlike any other,” he commented.
With all the fundamentals of boxing at its core, the new 5,000 sq foot studio will be designed to house state-of-the-art luxury facilities, with best-in-class trainers teaching GRIT’s unique fitness method, added the brand.
And, in a bid to secure that top talent, not only is the company currently auditioning trainers from around the world — offering a paycheck of $1,000 an hour — but once the studio opens, customers will also be able to provide a star rating for their class instructor, and pay them tips through the GRIT BXNG app.
In an increasingly competitive market, where credible and talented fitness trainers are getting harder to come by, it’s a move that once again highlights just how powerful a weapon fitness instructors have become.
The recent launch of talent management agencies by fitness brands Barry’s Bootcamp and SoulCycle, created specifically to capitalise on the commercial value of their star instructors, also reinforces their growing brand value.
Robbins more than most understands the value of investing in people in order to unlock their full potential, the life strategist has built a multi-million dollar business off the back of that very thinking.
However, when it comes to standing out in such a crowded market, only time will tell if the strategy has the power to propel him to the forefront of the fitness segment. In the meantime, it’s certainly one way to drum up interest in the brand as it prepares to launch.