Universal Music Central Europe, a division of Universal Music Group (UMG) has signed a catalog-wide licensing agreement with Nordic fitness service Mentra by SATS.
The deal will allow Mentra fitness users to exercise to UMG’s full catalog of recorded music across the Nordic region.
Mentra by SATS is a newly launched service that offers on-demand digital interactive workouts.
The company offers its workouts via a connected mirror, which costs approximately €1,300 ($1,460), in addition to a monthly subscription.
Mentra members have on-demand access to hundreds of classes with cardio, yoga and strength training, as well as the opportunity to attend live classes, and connect with friends – all with the same professional quality found at a traditional SATS fitness club.
Universal says that the classes’ music selection will be hand-picked by the trainers and professional music curators to elevate the entire training experience.
This is Universal’s latest connected-fitness deal.
In June 2021, Liteboxer, which offers a workout experience that merges boxing and gaming through beat-based music programming, announced that it had struck an exclusive partnership with UMG.
The virtual health and fitness business soared during the pandemic, with Wellness app installs reaching 1.2 billion in 2020 alone.
“We cannot wait to launch our first classes with the great music from Universal, this will help us inspire even more people to work out and live happier and healthier lives.”
Christian Øvregaard, Mentra
Christian Øvregaard, Head of Mentra said: “We are really happy to announce this agreement with Universal. We know our users want great motivating songs by artists that they know and love as part of their work outs and it is especially important for our cardio, dance and family classes.
“We cannot wait to launch our first classes with the great music from Universal, this will help us inspire even more people to work out and live happier and healthier lives.”
”Fitness is a great example of how fans are connecting with artists and discovering songs in ways that were unimaginable just a few years ago.”
Holger Christoph, Universal Music Central Europe
Holger Christoph, Universal Music Central Europe’s SVP of Digital Business, added: ”Fitness is a great example of how fans are connecting with artists and discovering songs in ways that were unimaginable just a few years ago.
“With this collaboration, Mentra will be able to provide their users with a far more engaging and enjoyable experience.
“Trainers and users alike will have access to the most popular music from around the world.”Music Business Worldwide
