By Con Raso, managing director, Tuned Global

Music and movement are neurologically intertwined. Tempo influences pace, rhythm supports endurance, and familiar tracks can reduce perceived exertion.

Beyond physiology, music creates shared moments. It sets the atmosphere, builds anticipation and turns individual activity into collective experience.

For sports, wellness and fitness brands, this means music selection needs to align with brand values, customer experiences and emotional outcomes.

Well-chosen music increases workout intensity and duration, improves customer retention, strengthens brand recognition, creates community and cultural relevance, and opens new partnership models.

When delivered through properly licensed, data-informed systems, these outcomes become measurable and scalable.

Music also gives brands a way to stay culturally connected to their audience. The question for operators is how to use music strategically and legally.

This is especially important because the way brands approach music has changed significantly.

Early adoption in wellness, fitness and leisure centres often meant plugging in a Spotify playlist and hoping for the best.

Today’s leading sports and fitness innovators are far more sophisticated, curating music experiences that are brand-led, data-informed, tailored to specific audiences and workouts and fully licensed for commercial use.

This shift is being powered by specialist music technology platforms like Tuned Global, which works behind the scenes with brands to manage licensing, catalogue access, analytics and distribution at scale.

Rather than forcing sports brands to become music experts, these platforms allow them to offer legally compliant music in commercial environments, control curation across locations or content formats, and adapt music to different activities and intensities.

Through advanced APIs and centralised cloud infrastructure, operators can manage licensing, catalogue access and music governance at scale, while maintaining full creative control.

They also provide the reporting required by rights holders and integrate music into apps, devices, wearables and connected platforms. The result is music that feels intentional, on-brand and deeply embedded in the experience.

Music in action

Lululemon Studio and Mirror: At-home Fitness and Health

When Lululemon acquired Mirror, it marked a shift towards fully connected, at-home fitness where content, coaching and atmosphere converge.

Music plays a key role in making those workouts feel immersive and motivating, especially without a physical studio or shared space.

Instructors needed access to curated, commercially licensed music delivered consistently across live and on-demand workouts, while remaining compliant with music rights regulations.

Tuned Global provided Lululemon Studio with a branded playlisting app solution that enabled instructors to curate fully licensed music tailored to each workout.

Drawing from a licensed commercial catalogue and supported by usage reporting to rights holders, the system ensured compliance while giving instructors the flexibility to design high-energy, brand-aligned sessions.

The result was a seamless blend of movement, coaching and sound that makes digital workouts feel immersive and premium.

Psycle London: Performance Led Experiences

                     Con Raso

Boutique fitness studio Psycle London has built a loyal following by transforming workouts into performance-led experiences where music is central to the brand.

Each class is choreographed to sound, with instructors designing sessions that build emotional peaks and sustained intensity.

As Psycle expanded its digital and on-demand offering, it needed a way to give more than 70 instructors access to fully licensed commercial music while protecting the business from legal and reputational risk.

Tuned Global delivered a branded playlisting app that enabled Psycle’s instructors to search a cleared commercial catalogue by artist, genre or BPM, preview full tracks and build tailored playlists for classes ranging from high-intensity rides to strength and conditioning.

Behind the scenes, the music is delivered through secure API infrastructure integrated into Psycle’s own platform, with automated reporting to rights holders and support across label and publishing negotiations.

By combining creative flexibility with licensing governance, Psycle were able to scale its music-led experience across studio and digital environments without compromising on brand integrity, compliance or operational control.

Steezy: Movement and Music

Steezy, one of the world’s leading online dance platforms, sits at the intersection of sport, movement and music.

For dancers, music is not background sound. It defines timing, style and expression.

As Steezy scaled internationally, music became both its greatest asset and its biggest operational challenge. Delivering classes built around commercial tracks created both operational complexity and significant licensing risk.

Tuned Global provided the licensed music catalogue delivery infrastructure that enabled Steezy instructors to search a cleared catalogue, curate playlists tailored to specific classes, and prepare sessions using full commercial tracks.

The system ensured that music used across Steezy’s app and desktop platform was properly licensed and reported to rights holders, supporting global expansion without exposing the business or its creators to legal liability.

By combining instructor-friendly tooling with robust licensing governance, Steezy was able to continue growing its international dance community while keeping music at the centre of the experience.

A wider wellness ecosystem

For wellness, sports, fitness and leisure operators considering deeper music integration, a few principles stand out.

First, treat music as a product feature. It should support the outcome you want, whether that is higher intensity, calm recovery, emotional connection or brand recognition.

Second, get licensing right from day one. Using consumer streaming services in commercial environments exposes brands to legal and reputational risk.

For example, In 2019, more than 20 music publishing groups filed a $150 million copyright lawsuit against Peloton, alleging the company used more than 1000 unlicensed songs in its workout videos.

In another example, just last year the Federal Circuit and Family Court of Australia ordered a Sydney gym chain owner and five of his companies to pay more than $235,000 in damages and interest after operating multiple locations without a valid OneMusic licence.

Third, give creators freedom while maintaining brand control. Instructors, coaches and athletes bring personality, so give them tools to curate music safely within brand guidelines.

Last but not least, use data to refine the experience.

Track how music impacts engagement, completion rates and retention, because music is measurable. Finally, think cross-platform.

Your music strategy should work across physical venues, mobile apps, connected devices and on-demand content. Consistency builds trust.

What’s ahead for music as a performance tool

Music in wellness will become even more adaptive. As AI, biofeedback and real-time analytics become more embedded in fitness technology, music will increasingly respond dynamically to heart rate, pace or emotional state.

Early implementations in health and performance environments are already demonstrating how adaptive music can optimise outcomes.

As wearable technology and connected fitness continue to evolve, music will play an increasingly central role in shaping personalised experiences.

The infrastructure choices operators make now will determine how easily they can adopt these capabilities later. Those who invest early in licensed, data-informed music systems will be best placed to innovate without risk.

Music is a performance tool, a brand asset and a powerful lever for engagement. The examples above show that this applies at every scale, from a single boutique studio to a global combat sports brand.

The most successful innovators understand that when music and movement align, something special happens. With the right technology and licensing in place, that can scale.

About Con Raso, Managing Director of Tuned Global

Con Raso is an entrepreneur passionate about innovation, new technologies, and start-ups.

Over the last few decades he has focused on creating innovative mobile and online distribution models within the B2C entertainment market, enabling brands to utilise music as a marketing tool, via unique customer engagement strategies.

Being inherently well-versed in both technology and music, Con ensures our solutions are aesthetically pleasing, engaging and disruptive.

About Tuned Global

Tuned Global is the leading data-driven Cloud Music Platform that empowers businesses to integrate commercial music into their apps or launch complete streaming experiences using advanced APIs, real-time analytics, licensing solutions, music intelligence and customisable white-label apps.

Our turnkey solutions for music, audio, and video, coupled with a broad ecosystem of third-party music tech integrations, make us the most comprehensive platform for powering digital music projects.

We streamline complexities in licensing, rights management, content delivery and music discovery, enabling rapid innovation and bringing new ideas to life.

Since 2011, we’ve supported 40+ companies in 70+ countries — across telecom, fitness, media, aviation, and more — to deliver innovative music experiences faster and more cost-effectively.

For more information, visit www.tunedglobal.com.

Lifestyle factors are linked to more than a quarter of healthy years lost to breast cancer worldwide, according to the largest study of its kind.

The research analysed data from population-based cancer registries across more than 200 countries between 1990 and 2023 to examine how lifestyle affects the global burden of breast cancer.

The study, published in Lancet Oncology, also used the data to forecast trends in breast cancer cases up to 2050.

It found high red meat consumption had the largest impact, linked to nearly 11 per cent of healthy life lost to the disease.

Tobacco use, including secondhand smoke, accounted for 8 per cent, followed by high blood sugar (6 per cent), high body mass index, or BMI, a measure of body fat based on height and weight (4 per cent), high alcohol use and low physical activity (both 2 per cent).

In total, 28 per cent of the global breast cancer burden in 2023, equivalent to 6.8m years of healthy life lost to disability, illness and early death, was linked to six potentially modifiable risk factors.

Kayleigh Bhangdia, from the Institute for Health Metrics and Evaluation at the University of Washington and lead author of the study, said: “Breast cancer continues to take a profound toll on women’s lives and communities.

“While those in high-income countries typically benefit from screening and more timely diagnosis and comprehensive treatment strategies, the mounting burden of breast cancer is shifting to low- and lower middle-income countries where individuals often face later-stage diagnosis, more limited access to quality care and higher death rates that are threatening to eclipse progress in women’s health.”

New breast cancer cases in women are predicted to rise by about a third globally, from 2.3m in 2023 to more than 3.5m in 2050, according to the analysis by the Global Burden of Disease Study Breast Cancer Collaborators.

The findings suggest maintaining healthier lifestyles, including not smoking, doing sufficient physical activity, reducing red meat consumption and maintaining a healthy BMI, could help prevent more than a quarter of healthy years lost to illness and premature death due to breast cancer worldwide.

In the UK, about one in seven women will develop breast cancer during their lifetime.

The figures follow earlier research by Cancer Research UK which found that more than four in 10 UK cancer cases could be prevented through lifestyle changes.

The analysis also found that in 2023, three times as many new breast cancer cases were diagnosed in women aged 55 or older compared with women aged 20 to 54, with 161 cases per 100,000 women compared with 50.

However, rates of new cases among women aged 20 to 54 have risen by nearly a third, or 29 per cent, since 1990, while rates among older women have not changed substantially.

Claire Rowney, chief executive of Breast Cancer Now, said: “This new global study is a stark reminder that breast cancer is a disease that continues to take and rip apart far too many lives, not just here but around the world.

“We’re determined to realise our bold ambition that by 2050, everyone with breast cancer will live and live well, and we’re accelerating progress through building global collaborations with researchers and funders, as together we can go further, faster to ensure that every woman, no matter where she lives, can access early diagnosis, effective treatment and the support she needs.”

Sophie Brooks, health information manager at Cancer Research UK, added: “These figures are a sad reminder of the heavy toll breast cancer continues to take on women around the world.

“Prevention remains a key way to reduce rates, with a significant number of cases globally linked to preventable factors like smoking, overweight and obesity, and alcohol.”

Very heavy or very light periods may be linked to underlying health problems that affect quality of life and can influence fertility, according to medical experts.

Heavy menstrual bleeding is reported to have a major impact on daily life, with around two thirds of affected women seeking medical help. Beyond anaemia, which can cause fatigue, dizziness, pallor and a rapid heartbeat, heavy bleeding can lead to social and practical difficulties such as stained clothing, higher use of menstrual products and work limitations.

Doctors stress that the amount of bleeding itself does not directly affect fertility. Instead, abnormal bleeding can reflect underlying conditions, some of which can make it harder to become pregnant.

Raúl Villasevil, a specialist in obstetrics and gynaecology at San Carlos Clinical Hospital in Madrid, Spain, said: “The most frequent causes of heavy periods are polyps, fibroids, adenomyosis, some malignant tumours, ovulatory and coagulation problems, endometrial disorders, and certain medications.”

Very light periods can also signal problems, including uterine malformations, intrauterine adhesions, where scar tissue forms inside the womb, and anatomical abnormalities of the vagina. They may also point to ovulatory and hormonal disorders such as hyperprolactinaemia, which involves excess production of the hormone prolactin, or polycystic ovary syndrome. Once confirmed, these conditions can lead to symptoms including infertility.

To identify the cause of abnormal bleeding, Villasevil said doctors begin with a detailed personal and gynaecological history, followed by a physical examination and usually an ultrasound to assess the uterus and ovaries. Blood tests are also used to check for anaemia, coagulation status and hormonal function.

“This basic evaluation is often sufficient to establish the cause of the bleeding abnormality and to propose solutions. If this basic workup does not identify the cause, additional tests such as hysteroscopy or magnetic resonance imaging can be performed,” he added.

Hysteroscopy involves inserting a small camera into the womb to examine it from the inside.

In most cases, the cause of menstrual abnormalities can be identified and treated. A range of treatments allow a personalised approach for each woman, taking into account whether she wishes to have children, her age and her individual needs at different stages of life.