At Rumble, a Manhattan fitness studio that could pass for a more hardcore version of SoulCycle, a swanky white entry decked in emoji-like logos and pop art leads to a crimson-lit workout room. Instead of bikes, however, the room is filled with bags, swinging under heavy assault. Rumble—which launched in New York in 2016 before expanding to Los Angeles and San Francisco, and last year sold a minority stake to luxury mega-gym Equinox—is at the forefront of the boutique-ification of boxing, a sport more likely to evoke the sweaty ambience of “Rocky” than a Victoria’s Secret outlet. The combat sport has evolved into something a casual gym-goer might try. Among the catalysts: social media-savvy supermodels like Gigi Hadid, Kendall Jenner and Adriana Lima, and stylish male celebs like David Beckham, Chris Hemsworth, and Scott Eastwood—all of whom happily Instagram jabs and crosses.
Alison Brie Swaps Her Wrestling Costume for Boxing Gloves
The star of Netflix’s “GLOW,” which returns for Season 2, is not afraid of getting physical. Alison Brie at the Rumble gym in the Chelsea neighborhood of Manhattan. “I’m not an athlete by nature,” Alison Brie said one afternoon in the Chelsea section of New York, though you wouldn’t guess that from her current role. The 35-year-old actress has been pushing her body to its limits as the star of “GLOW,” the silly-smart Netflix comedy about female wrestling, inspired by the schlocky 1980s franchise Gorgeous Ladies of Wrestling.
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.
Equinox, Owner of SoulCycle, Invests in Rumble
Equinox, the high-performance lifestyle leader and operator of Equinox Fitness Clubs, Blink Fitness, Pure Yoga, and SoulCycle, announced today a significant minority stake in Rumble, a boxing-inspired group fitness company based in NYC. Rumble opened its first location in January 2017 in New York City's Flatiron/Chelsea area, and its second location in NoHo followed this past summer. Rumble's 45 minute, 10 round, strength and conditioning class based on the sweet science of boxing has quickly become one of the most popular group fitness workouts in the city. Like Equinox and SoulCycle, Rumble has become a must-go destination for top names including Justin Bieber, Selena Gomez, Kendall Jenner, Hailey Baldwin, Jason Derulo, David Beckham, and Kevin Hart. "We believe that Rumble is the 'next big thing' and that we are uniquely positioned to help shepherd and expedite its growth," says Harvey Spevak, Executive Chairman and Managing Partner, Equinox.
A Look into the Fitness Craze Sweeping the Nation
Boxing Fitness Craze Gets Women Ready to Rumble