Universal Music Group inks exclusive partnership with $28.5m-backed fitness technology startup Liteboxer – Music Business Worldwide

The virtual health and fitness business soared during the pandemic, with Wellness app installs reaching 1.2 billion in 2020 alone.

Liteboxer, an 11-month-old company operating in the connected exercise space, announced yesterday (June 9) that it has raised $20 million in Series A funding led by Nimble Ventures, bringing its total raised to $28.5m to date.

Now, the company, which offers a workout experience that merges boxing and gaming through beat-based music programming, has announced that it has struck an exclusive partnership with Universal Music Group (UMG).

Liteboxer’s patented Rhythm TechnologyTM combines music, punches, LED lights and force sensors into what it says is “a full sensory immersive fitness experience”.

Additionally, with its Punch Tracks feature, Liteboxer claims to be the only fitness platform where users can “punch to the beats of the music of their choice”, becoming a “self-curated, personal workout program”

The partnership will see UMG serve as the exclusive music partner for Liteboxer.

UMG says that it will work with Liteboxer to collaboratively identify “the best and latest” music to build the Punch Track Library, which is constantly updated.

Liteboxer takes songs 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 workout.

“Our partnership with UMG will offer a generation raised on gaming a fitness option that they actually want to do.”

Scarlet Batchelor, Liteboxer

Scarlet Batchelor, Chief Marketing Officer of Liteboxer, said: “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.”

“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.”

Jonathan Dworkin, UMG

Jonathan Dworkin, Executive Vice President of Digital Business Development & Strategy at UMG, added: “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.”Music Business Worldwide