Russell Wilson, Ciara Join NYC Fitness Studio The Pack as Founders
Wilson and Ciara are partnering with Rumble Boxing’s co-founders to launch The Pack, a concept where fitness and self-defense collide
Super Bowl champion and New York Giants quarterback Russell Wilson is again stepping into boutique fitness as a founding partner of The Pack, a new studio co-founded by Rumble Boxing’s Noah Neiman and Andy Stenzler. Wilson’s wife, Grammy winner Ciara, will also serve as a founding partner.
The move follows Wilson’s earlier foray into fitness, when he partnered with entrepreneurs to expand TruFusion, a group fitness and yoga brand, in 2019.
His latest venture, however, focuses on 50-minute, high-intensity group workouts that build self-defense skills and deliver elite strength and conditioning, using a mix of Technogym benches, Rogue Assault bikes and “body ppponent bags” to simulate real-world defense scenarios.
The studio, set to open at 49 W. 23rd Street, will also lean into music with a Grammy-produced soundtrack, a clear connection to Ciara’s success in the industry.
For Neiman, The Pack’s upcoming studio, expected to open later this year, represents what he describes as the “next chapter” in a story he’s been telling for more than a decade. Neiman also plans to bring a dose of authenticity to the boutique fitness space that he believes has grown too transactional and cliquish.
“You just go to work out, and that’s it. I don’t want to build a space like that,” he told Athletech News earlier this summer. “I want to build a world that makes people feel confident, gets them in the best shape of their lives and teaches them real-world, valuable skills that we’re calling street defense.”
The Pack will open its Flatiron-Chelsea location with a first-timer offer, giving new members three classes for $75, valid for 30 days. In addition to its introductory package, The Pack lists tiered memberships starting at $290 a month for eight classes. Pricing rises to $375 for 12 classes and $460 for 16 classes, putting the per-class cost between roughly $29 and $36 depending on the plan.
As with Rumble, branding is central. The Pack leans on a three-headed ‘Cerberus’ logo, a nod to Greek mythology, its three modalities and Neiman’s own dogs. Merchandise is also in the pipeline.
The new concept also arrives at a time when Rumble has been in transition. Once part of Xponential Fitness’ portfolio, Rumble was recently acquired by Extraordinary Brands, along with CycleBar.