Scooter Braun Launching At-Home Fitness Brand

11:05 AM PDT 8/2/2018 by Lindsay Weinberg

Take that, Kanye.

Heavyweight music manager Scooter Braun seems to have found something to fill his time after parting ways with client Kanye West in April.

Just three months after West tweeted, "I no longer have a manager. I can't be managed," Braun is entering the boxing ring (sort of). The talent manager behind Justin Bieber, Ariana Grande and Usher is launching a new digital fitness experience with Rumble, a boxing fitness company beloved by his clients.

Called At-Home 360, the project will stream digital programming (AKA workout videos) and offer at-home fitness equipment. It will also include a talent management division, with Braun's SB Projects representing elite Rumble trainers. Braun will thus lend his management experience to help facilitate opportunities for athletic clients. 

"Rumble is the most disruptive brand to emerge in the fitness industry in the last decade. When matched with what we have created at SB projects, Rumble will be the perfect storm of digital fitness and entertainment," says Braun in a statement.

Stars including Bieber (and his new fiance Hailey Baldwin), Kendall Jenner, David Beckham and Kevin Hart participate in Rumble's 45-minute boxing and conditioning classes. The company is also opening a treadmill-based version in 2019.

"I've known Scooter for years and he's an amazing developer of both, content and talent. Together, we will redefine what it means to work out at home," says Rumble cofounder Eugene Remm.

Rumble cofounder Andy Stenzler says Braun's COO Scott Manson is helping with the SB Projects collab. Braun founded SB Projects in 2007 and has since invested in Pinterest, Spotify and Uber, as well as ventured into producing with Scorpion and The Giver (even launching his own production company, Mythos Studios, with former Marvel Studios chairman David Maisel). In June, he teamed up with reality television executive J.D. Roth to create GoodStory Entertainment and focus on unscripted programs, events and documentaries. Braun also told Billboard in June that he's still working with West in some capacity, saying, "But I'm more of an advisor...It was more about wording than anything."

Looks like Braun is now adding athletic clients to his growing roster, on top of his work in music management. Your move, Kanye.

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