dot.LA Dives In: A Conversation with Amira Polack, Founder and CEO of Struct Club

Before the pandemic, the fitness industry was booming. Then coronavirus forced the closure of gyms and boutique studios, and Struct Club took advantage of the moment to allow instructors to reach consumers directly.


In this installment of dot.LA Dives In, Kelly talks to Amira Polack, founder and CEO of Struct Club, a mobile app that provides instructors with software that simplifies planning and coaching a class.

Side gigging as a spin instructor while she received her MBA, Amira found herself spending hours prepping for her classes, where she was not only expected to play the role of instructor, but also DJ, choreographer, exercise scientist and motivational speaker. Struct Club was born.

Built on the idea that music helps improve fitness class attendees' performance and enjoyment, Struct Club not only allows fitness choreographers — or "pack leaders" — to create unique classes, but ensures attendees are maximizing their workouts.

In this conversation, Kelly and Amira dive into how Struct Club pivoted its business model during the pandemic, the challenges of raising money as a female and minority founder, and what trends are impacting the fitness industry.

Watch the full interview here:

dot.LA Dives In: Fitness App Founder & CEO Amira Polack www.youtube.com

---

Kelly O'Grady runs video and serves as the chief host & correspondent for dot.LA. Find her on Instagram @kfogrady and email her at kelly@dot.LA.

Related Articles Around the Web

Subscribe to our newsletter to catch every headline.

Here are the latest updates on news affecting Los Angeles' startup and tech communities. Sign up for our newsletter and follow dot.LA on Twitter for more.

Today:

  • Apple Podcast Veteran Steve Wilson Joins Startup QCODE
  • Amazon in Exclusive Talks to Buy Podcast Studio Wondery, Wall Street Journal Reports
  • Pharrell Launches Black Ambition Incubator

    Apple Podcast Veteran Joins Startup QCODE

    qcode www.sonos.com

    QCODE, a Los Angeles podcast startup run by a former Creative Artists Agency talent agent, snagged longtime Apple podcast executive Steve Wilson. The 15-year veteran will become QCODE's chief strategy officer.

    QCODE, which last month raised $6.4 million in a Series A round led by Sono, is positioning itself as a funnel for Hollywood.

    Founded by Rob Herting, a former agent who had represented largely writers and filmmakers, the company has produced eight shows since 2019. Several have been auctioned for film and television, including "Dirty Diana." Amazon picked up the 6-part erotic drama for a TV series.

    Wilson, who most recently ran marketing for Apple Podcasts, brings insights from the behemoth platform as the industry sees revenues soar. Advertising brought in near $1 billion this year, according to Interactive Advertising Bureau's podcast report prepared by PwC.

    Amazon Reportedly in Exclusive Talks to Buy Wondery

    Hernan Lopez Hernan Lopez started Wondery with the belief that in-depth, narrative audio stories were poised to bloom.

    Amazon is in "exclusive talks" to buy podcast company Wondery and subsume its 30 hit shows and over 8 million monthly listeners into its empire, the Wall Street Journal reported on Wednesday.

    The talks reportedly value Wondery above $300 million, in line with previous estimates from analysts, when Apple and Sony were said to have expressed interest.

    Wondery has produced dozens of original series including "Dr. Death" and "Business Wars," and has 19 shows currently in development to become television series.

    The company does not publicly disclose its financials, but chief executive Hernan Lopez has previously said the company is profitable. About three-quarters of Wondery's revenue comes from advertising, but Lopez has said the company's revenue share from content licensing is growing (Wondery owns the intellectual property for all of its originals). It also launched a subscription service, Wondery Plus, in June and is currently looking to expand its international footprint.

    Wondery, the West Hollywood-based company with the largest audience of any independent podcast producer, has been the subject of swirling rumors that several suitors are interested in acquiring it.

    After a pandemic-induced decline that struck much of the podcasting industry, Wondery's audience has surpassed its pre-COVID levels. Its Q3 revenue was about double year-on-year and its Q4 performance has been strong, Lopez previously told dot.LA.

    Podcasting overall now attracts over 100 million monthly listeners, according to Edison Research. The Interactive Advertising Bureau projects podcasting revenues to exceed $1 billion by 2021.

    That growth has spurred somewhat of an arms race, most evident in Spotify's spending spree, which also has helped that company diversify from its reliance on streaming. Amazon Music is one of Spotify's biggest competitors along with Apple Music, and recently expanded into podcasts as well.

    Acquiring Wondery would give Amazon more content to slide into Amazon Music, a scaled-down version of which is free for Amazon Prime subscribers. Combining that content with its Alexa smart speaker also could empower the company to capture more eyes and ears in the increasingly competitive attention economy.

    The talks are reportedly ongoing and no deal has been confirmed.

    Pharrell Launches Black Ambition Incubator

    Pharrell Williams Pharrell Williams Launches Black Ambition Incubator

    Rapper and producer Pharrell Williams released "Entrepreneur" with Jay-Z earlier this summer, a song that became an anthem for Black ambition. Now, Williams is launching an incubator to put money behind his message.

    Called Black Ambition, the nonprofit aims to invest in Black and Latino startup founders, and it's beginning by creating two prize competitions set to close in July 2021. The effort backed by Adidas, Chanel and philanthropic organizations including The Rockefeller Foundation and the Chan Zuckerberg Foundation. Silicon Valley startup investor Ron Conway and Buzzfeed founder and CEO Jonah Peretti also contributed.


    The first competition will award up to $250,000 to current students or recent alumni from a historically Black college developing or in the seed stage of a company. Smaller prizes will be awarded to at least nine additional teams.

    The second competition, called the Black Ambition Prize, will give $1 million in seed money to an early-stage company focused on tech, design, healthcare or consumer products and services. Another nine teams will get smaller prizes. Finalists will be connected with and mentored by a network venture capitalists and angel investors.

    "Because we don't have enough of the market share, our kids end up having issues with disproportionate access to healthcare, disproportionate access to education and as a culture, we have disproportionate access as it pertains to legislation and representation," Williams said in a video announcing the news.

    Williams was inspired to pool talent from historically Black colleges and universities and build a new pipeline of investment and resources to young people.

    "We want to lift our HBCUs. They lift so many of us. They deserve to be in lights," Williams said. "We think it's high time that we own more companies.

    In August, Williams published a piece in Time Magazine that accompanied a cover spread on "The New American Revolution." It coincided with his release of "Entrepreneur," the song and music video he produced with Jay-Z as a tribute to Black founders across the nation.

    "Recent events and tragedies have illustrated the always existent stark divisions in the American experience, and while entrepreneurship has long been a tenet of the American dream, marginalized people have faced long-standing barriers to success," Williams said in a statement.

    Rapper and producer Pharrell Williams released "Entrepreneur" with Jay-Z earlier this summer, a song that became an anthem for Black ambition. Now, Williams is launching an incubator to put money behind his message.

    Called Black Ambition, the nonprofit aims to invest in Black and Latino startup founders, and it's beginning by creating two prize competitions set to close in July 2021. The effort backed by Adidas, Chanel and philanthropic organizations including The Rockefeller Foundation and the Chan Zuckerberg Foundation. Silicon Valley startup investor Ron Conway and Buzzfeed founder and CEO Jonah Peretti also contributed.

    Read more Show less

    On this week's episode of the LA Venture podcast, hear from Lightspeed Ventures' partner Nicole Quinn. The iconic Silicon Valley fund has $10 billion in assets under management. Quinn focuses on early-stage consumer internet and fintech companies, with a portfolio that includes Calm, Goop, Lady Gaga's House, Rothy's, Zola and Girl Boss.

    Quinn says "you can't be called Lightspeed and move slowly" and explains how they can get a term sheet done in two to three days. She also shares lots of insights on building an enduring brand that are applicable whether you're in the consumer space or creating an insurance company.

    Read more Show less
    RELATEDEDITOR'S PICKS

    Trending