As people began to navigate the new normal of 2021, consumer behavior changed with people craving the ability to choose between virtual and live experiences to fit their new normal and level of comfort when it came to working out.

Michelob ULTRA served up a new workout experience that combined the energy of a live concert with the adrenaline of a group workout. In an epic first-of-its-kind hybrid cycling concert experience, Movement Live welcomed fitness enthusiasts from across Southern California and connected them to communities across the globe.

Fitness instructor Demar Jackson, international superstar Becky G and multi-platinum, Grammy Award-winning artist Zedd led a spin class of 500 in-person riders (plus thousands more reached via global simulcast) in a high-energy 60-minute cycling experience.