The next celebrity-founded trend is around the corner and no, it has nothing to do with makeup
If you’re new here, we’re not the biggest fans of CFBs: celebrity-founded brands. See HERE for all the reasons why.
Despite our opinions on the topic above, we know celebrities will continue to take the world of business by storm. After all, it makes sense for them to capitalize on the platforms they’ve worked so hard to build. That being said, we predict that in the next few years, we’ll see fewer celebrities pursuing entrepreneurial endeavors, and more partnerships with fitness brands. We’ll tell you why.
Let’s start with the fitness industry which has given birth to a new form of celebrity: instructors. Here’s a refresher if you need one:
Peloton birthed trainer Cody Rigsby who has over 1M followers on Instagram and even competed on Dancing with the Stars
305 Fitness’ Julian Burzynski who has gone viral on TikTok with 3M followers and appeared on NBC’s show, Dancing with Myself
Fitness companies have even been founded with roots in the entertainment industry:
Obé Fitness carefully selects their teachers to have the charisma of a celebrity you would fall in love with on TV
FitOn is an on-demand fitness app that lets you work out with your favorite celebrities (and celeb trainers) ranging from Gabrielle Union, to Julianne Hough, and more
Despite all of this, celebrities (and influencers) are just as interested in the fitness space as the industry is in them. Wear an Alo Yoga set to Dogpound and you’ll blend in perfectly with the Victoria’s Secret models who regularly frequent the gym. In 2020, Beyoncé partnered with Peleton to co-create themed classes for at-home users at the start of the pandemic.
And now for the big update. Earlier this month, Jennifer Anniston joined the team at Pvolve, a live and on-demand fitness company whose science-led method combines a functional yet low-impact routine using resistance equipment:
Image Credit: Pvolve
The partnership was a very organic fit given that Jennifer has been a fan of Pvolve since 2020 and regularly used the platform pre-involvement with the company. According to the website, “Aniston will add to our team of experts providing guidance on product development, programming strategy and marketing efforts to build greater brand awareness and make Pvolve a household name.”
Given the increase in consumer fatigue surrounding CFBs and continuing interest in at-home workouts post-pandemic, we can expect to see more and more celebrities partner with fitness brands for co-branded workouts or ambassadorships of other kinds. As a consumer, we’d love to take a Soulcycle class hosted by Harry Styles, and would totally buy a co-branded hoodie between Rihanna and Barry’s (despite never stepping foot into a Barry’s ever).
What celebrity-studio duo would you be obsessed with? You have to let us know.
