Jay-Z made an addition to his extensive wealth portfolio by investing in the fitness company Lit Method.
The rap mogul’s venture capitalist firm Marcy Venture Partners invested in the Los Angeles-based fitness company for an undisclosed amount, People reports. Lit Method, founded by Justin and Taylor Norris, specializes in low-impact, high-intensity training using their signature Strength Machine.
The machine works to give buyers a well-rounded at-home workout with its all-in-one water rower, Pilates reformer, and resistance band training system. The Strength Machine offers over 500 low-impact exercise methods including rowing, strength training, physical therapy, and Pilates.
Jay-Z’s MVP business partner Larry Marcus spoke on behalf of the firm in expressing their excitement to assist in Lit Method’s growth.
“Justin and Taylor are tenacious and adaptive entrepreneurs with so much drive and passion,” Marcus said in a statement. “Their engaging content, motivating style, and innovative equipment are a winning combination.”
Jay-Z’s fitness investment appears to be a rival against his superstar wife’s partnership with at-home fitness company Peloton. Beyoncé signed a multiyear deal with the company last fall to create a “series of themed workout experiences” for Peloton’s treadmill and exercise bike workouts including yoga and meditation classes.
The 4:44 rapper’s fitness investment comes just two months after he made media headlines for selling 50% of his ownership in Ace of Spades to Moët Hennessy Louis Vuitton. In addition to Jay-Z’s MVP investment, Lit Method received financial backing from former Los Angeles Dodger and five-time MLB All-Star Adrian Gonzalez. As a former pro athlete, Gonzalez credited the Strength Machine for helping 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. “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.”