Jay-Z is the second entrepreneur in the Carter household to tap into the fitness world. Following Beyoncé’s partnership with Peloton, the co-founder of Marcy Venture Partners has joined the investment team for CLMBR, a leader in connected fitness technology.

As PRNewswire reports, Jay-Z will support the 2021 launch of CLMBR Connected and CLMBR Pure vertical climbing machines. Tennis player Novak Djokovic is also an investor in the company.

“We are excited to work with JAY-Z and Novak to bring the best modality in fitness to consumers,” said Avrum Elmakis, founder and CEO.


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The fitness machine is the first vertical climber to feature a large-format touch display with on-demand, instructor-led classes, the press release reads. Additionally, it features an integrated audio system that enhances the user experience and operates via a state-of-the-art companion app with workouts and health stats.

“Unlike bikes, treadmills, and rowers, CLMBR has less impact on the joints while providing the most efficient calorie burn per minute of any machine in the marketplace,” said Elmakis. “CLMBR disrupts the way that people work out and offers something new in a segment that has not seen a lot of meaningful innovation.”

This is the latest in a string of investments for the Grammy award-winning rapper. Among startups in his portfolio is food tech company Hungry and audio tech brand Devialet.

Registration to pre-order the new fitness machine is now available.