Steve Aoki has been named the new CMO of Orangetheory Fitness.
No, not the company’s marketing manager, although he certainly has expertise in that department. On the contrary, Aoki got a title of his own: Chief Music Officer.
As the company’s new director of musical assets, the veteran dance music producer’s first task is to create a soundtrack for a series of new exercise routines called “All Out with Aoki.”
Aoki is known for his endless energy and his basic desire to explore the limits of his own humanity. It draws inspiration from shows like Man against Nature and has mastered the art of the five-minute nap. Needless to say, if you’re looking for that extra push, Aoki might just be the workout influence you didn’t know you needed.
“Health, science and technology are three personal passions for me and as Music Director of Orangetheory Fitness, I can put them all on the line,” Aoki explained. “There’s a strong parallel between the energy of my shows and the way Orangetheory coaches light up their own classes every day – my new picklists are meant to enhance this already amazing workout.”
Buckle up, because the series “All Out With Aoki” will premiere at Orangetheory on March 26. The company is set to continue its partnership with the DJ to create the soundtrack for several practice sets throughout the year.
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