Peloton instructors Emma Lovewell and Jess King were among the featured speakers at SHE Media’s third annual Co-Lab at SXSW over the past weekend, contributing their voices to insightful discussions on branding, movement, and personal transformation.
Jess King joined the panel “Living Billboards: Athletes as Brands in the New Era,” which explored how athletes have evolved into influential personal brands beyond their sport. The discussion, moderated by SHE Media CEO Samantha Skey, also featured Executive Vice President of Brand Experience at Assembly Global Toni Box, and delved into the intersection of authenticity and commercial appeal in the digital landscape. Jess shared her experiences navigating brand partnerships, endorsements, and social media’s role in shaping an athlete’s marketability.
Jess also took to the DJ booth one night as well.
Emma took center stage with her solo session, “Stronger Than Ever: Emma Lovewell on Motherhood, Movement & Embracing Change.” In a candid conversation with moderator and SHE Media Chief Content Officer Cristina Veloci, Emma reflected on her journey through pregnancy, the surprises of the “fourth trimester,” and the small yet impactful changes she has made in fitness, nutrition, and self-care. Her talk emphasized the adaptability required to maintain wellness during significant life transitions.
In addition to her panel, Emma also led an in-person fitness class, offering attendees a chance to experience on of her signature core classes firsthand. This was not Emma’s first time at SXSW; she has been a recurring presence at the festival in past years. Emma recently took to Instagram to post a recap video of her experience this year, writing:
Thank you @shemedia for having me @sxsw ! I taught a 30 min Core focused @onepeloton workout to launch the first day of South by Southwest 2025! Loved getting to see you all IRL. 🫶🏽 💦
SHE Media’s Co-Lab at SXSW has become a key platform for conversations around women’s empowerment, wellness, and digital influence. As outlined in a recent press release, this year’s event featured a lineup of thought leaders, medical experts, and advocates driving meaningful discussions. Jess’ and Emma’s participation underscored the growing crossover between fitness, branding, and personal evolution in today’s media landscape.
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