Peloton has been making its mark on in-home fitness, but the latest immersive home-fitness program is being offered by Liteboxer in conjunction with Universal Music Group artists for a “first-of-its-kind” beat boxing equipment that lets users “feel the music, not just listen to it.”
The company’s patented Rhythm Technology combines music, punches, LED lights and force sensors to create a “full sensory immersive fitness experience,” according to the announcement.
Liteboxer is a fitness program that merges boxing and gaming through beat-based music programming, bringing together a combination of communal fitness and rhythm gaming. Additionally, with Punch Tracks, Liteboxer is the only fitness platform where users can punch to the beats of the music of their choice, creating what it calls “a self-curated, personal workout program.”
UMG will serve as the exclusive music partner for Liteboxer’s program, enabling an experience that is fueled by a soundtrack of current hits and the iconic songs in its vast catalog.
Liteboxer Chief Marketing Officer Scarlet Batchelor touts the integration of the two companies’ skill sets. “We all know working out is good for us, but the drudgery of getting on an exercise bike or heading out the door for a run keeps many of us from building healthy habits. Our partnership with UMG will offer a generation raised on gaming a fitness option that they actually want to do.”
The Liteboxer team takes an individual song and creates a Punch Track that uses the music along with Liteboxer’s 250+ LED lights, six targets and associated force sensors to create a beat-based, heart-pumping and thrilling workout that spotlights the artist and their work. Liteboxer and UMG will work together to collaboratively curate the music, both new and old, to build the Punch Track Library, which is constantly updated and changing.
UMG VP Digital Business Development and Strategy Jonathan Dworkin touts the new usage of music as an example of how the entertainment giant, which is about to offer 60% of its shares to the public, is expanding its reach and enhancing the value of its IP holdings. “Universal Music Group is excited to be at the forefront of music innovation as one of the first companies to license music to fitness-technology companies. Our partnership with Liteboxer demonstrates our commitment to bringing the motivational power of music to workouts, while also enabling new uses for music that benefit artists and fans.”