7digital (AIM: 7DIG), the global leader in B2B end-to-end digital music solutions, announced that it has signed an initial 12-month contract with Apex Rides Limited (“Apex”).

A cutting-edge high-performance smart bike and in-home fitness platform, to service music for its virtual exercise classes.

In an exclusive partnership with London-based boutique fitness pioneer Boom Cycle, new-to-market Apex provides a full home exercise connected bike and subscription service with live and on-demand interactive classes. With hardware pricing at a fraction of the leading market competitors and premium class content planned to attract and retain customers, Apex’s solution is designed as an accessible alternative for the mainstream market.

Apex is using 7digital’s in-house licensing services to negotiate and finalise rights to millions of premium tracks. Through 7digital’s catalogue and playlisting tool, instructors will have access to fully cleared and compliant music for programming their classes, making it easy to create custom playlists curated by genre, tempo or music theme in line with the emotional connection and spirit of each class. In addition to playlisting and catalogue curation, 7digital will also provide the backend label and publishing reporting.

Paul Langworthy, CEO of 7digital, said: “We are delighted to be partnering with Apex Rides, which has music at the core of its virtual cycling experience, to help drive further growth into the exciting home fitness space. A core pillar of our business strategy centres on the flexibility of our technology, products and services to not only serve established markets but also new and emerging verticals that will create diversified music streaming business models. As this sector heats up, we are proud to provide the end-to-end services that can support innovators such as Apex Rides to forge new frontiers in the fitness market with new formats for music licensing use cases.”

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