New York-based partnerships agency Cadence Partners has launched Cadence Collective, a platform designed to help health, wellness, fitness, and lifestyle properties form partnerships with brands from other industries.
With the tagline “monetizing motion,” Cadence Collective will place a particular focus on serving properties in the participation sports category, including marathons, triathlons, obstacle course races, Olympic properties and health-focused digital media platforms.
“Participatory sports are unique because they are fueled by community and personal challenge, unlike traditional spectator sports,” said Jeff Doyle, the founder and CEO of Cadence Partners. “Our goal with the Cadence Collective is to bridge the gap between brands and these lifestyle sports, allowing brands to become part of an experience that participants live and breathe.”
Cadence Collective works with brands including Spartan Race, Supertri and Head Of The Charles Regatta, among others, according to the platform.
“We are in the business of assisting properties that are focused on health and wellness better commercialize,” Doyle tells Athletech News.
To do so, Cadence Collective uses what it calls an “innovative agency sales representation model” that combines data and insights related to global health and wellness with a “next-generation targeted sales outreach.”
“This approach enables the Collective to build a progressive pipeline of partnership conversations with decision-makers at leading brands and agencies,” according to the platform.
The launch of Cadence Collective comes as demand grows worldwide for mass-participation sports. Brands like The Ironman Group and Spartan Race have long been leaders in this space, while new entrants like Hyrox have emerged, offering a new take on the traditional marathon or triathlon experience that appeals to gym-goers rather than pure endurance athletes.
Described by its founder Christian Toetzke as the “marathon of fitness,” Hyrox has caught on worldwide, with the brand staging events from Melbourne to New York and attracting around 175,000 participants during the 2023-24 season.
