Fitness instructors are in high demand, so much so that a pair of companies think trainers might benefit from a dedicated talent agency.

According to Fast Company, SoulCycle and parent company Equinox are teaming up on a joint talent management agency to serve "fitness stars." A press release states that the agency is backed by William Morris Endeavor and will represent “leading, market-defining fitness talent.” The goal is to develop social media personas and score large-scale sponsorship deals.

“We are now poised to offer our star employees an exclusive, monumental opportunity,” said Equinox group executive chairman and managing partner Harvey Spevak in a statement. “With our support, guidance and representation, our top talent can meaningfully grow their personal brands, develop key partnerships and ultimately generate additional income.”

Equinox is known for its ranks of influential, charismatic fitness instructors. A pilot is currently underway and the agency is slated to roll out in phases.

Andy Berg is Executive Editor of Athletic Business.