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JAY-Z Invests in Fitness Company That Provides At-Home Workouts for Those Who Don't Love Exercise Bikes

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  • JAY-Z Invests in Fitness Company That Provides At-Home Workouts for Those Who Don't Love Exercise Bikes

    JAY-Z is adding fitness mogul to his job title!

    The multi-hyphenate, 51, has invested in Los Angeles-based fitness company LIT Method through his venture capitalist firm Marcy Venture Partners.

    LIT Method, founded by Justin and Taylor Norris, specializes in low impact, high-intensity training using their Strength Machine.

    The machine is an all-in-one water rower, Pilates reformer, and resistance band training system that offers more than 500 low-impact exercises including rowing, barre, strength training, physical therapy, and Pilates, according to the company.

    The financial terms of MVP's investment in LIT Method were not disclosed.

    JAY-Z co-founded MVP with recording artist Jay Brown and Larry Marcus, a seasoned venture capitalist.

    In a statement Tuesday, Marcus said that the firm's investment in LIT Method falls in line with its record of funding accessibility within the health and wellness sector.

    "Justin and Taylor are tenacious and adaptive entrepreneurs with so much drive and passion," the statement reads. "Their engaging content, motivating style, and innovative equipment are a winning combination."

    In addition to MVP, the company announced Tuesday that former Los Angeles Dodger and five-time MLB All-Star Adrian Gonzalez also invested in LIT Method.

    After over two decades of playing professional baseball, Gonzalez said that LIT's strength machine was a versatile way to prevent injuries during training.

    "Baseball, at times, has taken a tremendous toll on my body. We know that low-impact training prevents injuries – and we know that prehab is a necessity for pro athletes," he said, adding: "For me, it's a natural fit to invest in something that is genuinely helping me and that I believe is the future of fitness.

    There may be some fitness rivalry coming to the Carter household, seeing as Beyoncé teamed up with Peloton last Fall.

    The at-home fitness company signed a multi-year deal with the 39-year-old singer to craft a "series of themed workout experiences" for Peloton for their treadmill and exercise bike-based workouts as well as yoga, and meditation classes, according to a press release.

    The LIT Method investment marks of one numerous moves JAY-Z has made to expand his empire as of late.

    In February, the rapper and entrepreneur sold 50 percent ownership of the Armand de Brignac champagne he has owned since 2014 to luxury brand Moët Hennessy Louis Vuitton.

    The financial terms of the deal were not disclosed, according to the New York Times.

    Never miss a story — sign up for PEOPLE's free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer, from juicy celebrity news to compelling human interest stories.

    Jay-Z acquired a 50 percent stake in Armand de Brignac in 2006, debuting the bubbly in his "Show Me What You Got" music video before it launched that year.

    The rapper bought the remaining half of Armand de Brignac in 2014.

    The brand, which is known by the nickname "Ace of Spades," sold more than 500,000 bottles in 2019.

  • #2
    Trash. For the novices that hate all the technique needed to use a bike, and prefer the simplicity of a rower? Cardio and exercise bands are a lousy way to burn calories. I’m assuming this is marketed at people who have never trained? Why can’t people just improve their diet and grab a pair of dumbbells? 500 exercise?!! That’s Pokémon marketing. Nutrition i.e. calories, fats, carbs, needs to be taught in schools, so do weights. I can admire any obese person out there running for the effort, but they are trashing their joints at that weight. Jay-Z could care less, if he can make some money by adding his name he will. I want to see him show me all 500 exercises.

    Comment


    • #3
      Originally posted by Blond Beast View Post
      Trash. For the novices that hate all the technique needed to use a bike, and prefer the simplicity of a rower? Cardio and exercise bands are a lousy way to burn calories. I’m assuming this is marketed at people who have never trained? Why can’t people just improve their diet and grab a pair of dumbbells? 500 exercise?!! That’s Pokémon marketing. Nutrition i.e. calories, fats, carbs, needs to be taught in schools, so do weights. I can admire any obese person out there running for the effort, but they are trashing their joints at that weight. Jay-Z could care less, if he can make some money by adding his name he will. I want to see him show me all 500 exercises.
      Jay-Z has a decent belly on him too.

      Comment


      • #4
        Originally posted by OctoberRed View Post

        Jay-Z has a decent belly on him too.
        Yep. I know Dr. Dre got swole at one point. Busta Rhymes trains with high level coaches. He’s big but also has a good belly on him at times. But you can enjoy lifting and eating too if that’s your thing. Dave Chappele has gotten a lot thicker over the years too. It’s funny it’s the guys that were huge when they were younger and downsized as they got older who get the grief. But a guy who starts lifting weights ( or taking gear ) later in life to improve his physique gets all the credit in the world. Even the rock was chubby in his younger years. His gyno ( from gear clearly ) was so bad in the wwe that he had to wrestle in a shirt for a year. All the public wants to hear from is from rich celebs with chefs, trainers, who used to look worse but now look good. That must piss a guy like Michael J.White off. Dude been in shape all his life. Knows how to do it as a permanent lifestyle. I took tons of abuse for looking like I did when I was 18. Now it’d make you a YouTube or Tik tok star. Go figure.

        I’d also love to see an alcohol tester ( they are spot on blind folded ) test all these celebs booze along with all the other brands in front of them.

        Comment


        • #5
          Originally posted by Blond Beast View Post
          Trash. For the novices that hate all the technique needed to use a bike, and prefer the simplicity of a rower? Cardio and exercise bands are a lousy way to burn calories. I’m assuming this is marketed at people who have never trained? Why can’t people just improve their diet and grab a pair of dumbbells? 500 exercise?!! That’s Pokémon marketing. Nutrition i.e. calories, fats, carbs, needs to be taught in schools, so do weights. I can admire any obese person out there running for the effort, but they are trashing their joints at that weight. Jay-Z could care less, if he can make some money by adding his name he will. I want to see him show me all 500 exercises.
          ee87e40870b2e252994fad60648cc9d8.jpg

          First thing that came to mind...

          Comment


          • #6
            Originally posted by Blond Beast View Post

            Yep. I know Dr. Dre got swole at one point. Busta Rhymes trains with high level coaches. He’s big but also has a good belly on him at times. But you can enjoy lifting and eating too if that’s your thing. Dave Chappele has gotten a lot thicker over the years too. It’s funny it’s the guys that were huge when they were younger and downsized as they got older who get the grief. But a guy who starts lifting weights ( or taking gear ) later in life to improve his physique gets all the credit in the world. Even the rock was chubby in his younger years. His gyno ( from gear clearly ) was so bad in the wwe that he had to wrestle in a shirt for a year. All the public wants to hear from is from rich celebs with chefs, trainers, who used to look worse but now look good. That must piss a guy like Michael J.White off. Dude been in shape all his life. Knows how to do it as a permanent lifestyle. I took tons of abuse for looking like I did when I was 18. Now it’d make you a YouTube or Tik tok star. Go figure.

            I’d also love to see an alcohol tester ( they are spot on blind folded ) test all these celebs booze along with all the other brands in front of them.
            I always wondered about all of the pro wrestlers who are jacked, retired and become fat slobs and it happens to like 90% of wrestlers.

            Comment


            • #7
              Tom Brady works out with resistance bands and credits them for his longevity. Obviously he is still performing at a high level athletically since he just won another Super Bowl at age 43.

              Using bands for strength work and a rower for cardio seems like it could be a good, complete workout.
              Last edited by ShoulderRoll; 05-01-2021, 09:16 AM.

              Comment


              • #8
                Originally posted by OctoberRed View Post

                I always wondered about all of the pro wrestlers who are jacked, retired and become fat slobs and it happens to like 90% of wrestlers.
                I think by the end a lot wrestlers are broken down pieces of meat like Randy The Ram said in the wrestler movie. I think some lifted hard to try and get ahead in the business which was body dominated back in the day. Once retired they just don’t see the point. Though there are quite a few wrestlers that have maintained good physiques and some have even improved. Same with football players, some after a career of having to be in shape just let themselves go. Though I know there’s some offensive lineman that have really lost a ton of weight after. They spent a career force feeding themselves. Some people in sports struggle to maintain weight while others struggle to keep their weight down. I mean Boxers are known to balloon up as much as anyone if not more than other sports. It kind of makes sense though, cause they’re used to intense bursts of training. I weigh the same as I did when I was 18-19, but I’ve been as much as 37lbs heavier in between. But it was intentional and more added muscle than fat. But being bulked up makes all sorts of things a chore, except for that one hour in the gym lifting, when you’re making PRs.

                Comment


                • #9
                  Originally posted by 4truth View Post

                  ee87e40870b2e252994fad60648cc9d8.jpg

                  First thing that came to mind...
                  Well put. Remember when the frozen yogurt “Heathy” option to ice cream was sold as a game changer? All the ads boasted how it had less fat! But then it had so much sugar in it to make it palatable, that the calorie difference was negligible. Plus you could just put all the same toppings on it. I think people tried to sue. I was looking at the “light” egg nog with the boast of so much reduced fat content. But then you read that it has an increase in sugars to bridge the gap in taste. So in the end the difference in calories is much less than the differences in just fat content. They say don’t slap a huge “25% more sugars” on it though. Gotta read the labels. Still on the other hand, remember when Oreo boxes were 350g? They they were 302g, now they are 261g. No price reduction or mention. Same with all chips. I loved it when they wrote “new streamlined packaging” or “less waste” but they didn’t advertise that you were now getting %20 less product. They get you coming and going.

                  Comment

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