- Global DJ Marshmello has signed an exclusive long-term fitness partnership with boutique gym franchise Burn Boot Camp.
- The electronic music producer will serve as an equity partner, franchise owner, and Executive Partner for Creative & Music.
- The collaboration introduces "Marshmello Mondays," bringing custom artist-curated workout playlists to locations nationwide.
- The deal marks an expansion of the artist's business portfolio, building on previous major corporate ventures like a global custom flavor with Coca-Cola and a dedicated kitchenware brand with Crux.
Global music producer Marshmello has announced an exclusive fitness partnership with Burn Boot Camp, joining as an equity partner, franchisee, and Executive Partner for Creative & Music. His management team at The Shalizi Group, led by Moe Shalizi and Alexis Peluso, orchestrated this latest transaction.
This official deal follows a rising trend of 2026 fitness collaborations, similar to when Hilary Duff teamed up with Ladder for her strength campaign and Paolo Banchero joined Triad Training Systems as an investor.
Known for global hits like “Miles on It” and his latest single “Tempo” with Young Miko, Marshmello has historically leaned into business partnerships that merge his distinct aesthetic with tangible consumer products.
His portfolio is defined by deeper corporate structures. He previously launched a sleek, tech-forward kitchenware line with Crux and famously partnered with the Coca-Cola Creations platform to launch a custom strawberry-watermelon Marshmello-branded cola, marking the first time in history Coca-Cola co-created a beverage flavor with an artist.
Burn Boot Camp, which locked in a massive foundational executive partnership with Kevin Hart in January, will introduce “Marshmello Mondays” featuring music curated by the artist.
Fresh off massive performances at Tomorrowland and booked for the upcoming Untold Festival, the DJ brings major star power to the boutique fitness franchise.
Takeaways
This partnership highlights a major shift in how modern music artists scale their personal brands outside the recording studio. Rather than settling for a standard, short-term promotional check, Marshmello is choosing deep operational alignment by securing true equity and franchise territories.
Fitness and music share a naturally symbiotic relationship; by designing the auditory atmosphere of the group workouts through “Marshmello Mondays,” the producer weaves his music directly into the weekly routines of thousands of active consumers.
Following Hollywood heavy-hitter Kevin Hart’s integration into the brand earlier this year, Burn Boot Camp is swiftly establishing itself as a dominant corporate ecosystem backed heavily by massive celebrity equity.
Will custom music curation from top-tier global DJs become the new competitive standard for driving customer retention in boutique fitness? How will Marshmello’s massive, younger electronic music demographic alter the family-focused marketing strategy of Burn Boot Camp?
