The singer Lucas Lucco has commented on their social networks about the disagreements he had with a gym chain a company in which he was a partner and investor since the beginning of its expansion.
THE CNN the artist narrated his journey with the venture, which took place from 2021 to 2024 — when his second contract with the company would have ended. According to Lucco, the case caused him to go into depression, have to cancel shows and, later, announce a break in his musical career.
The owner of the hits “Mozão” and “Vai Vendo” narrated that, in 2021, he met the founders of the Skyfit gym chain — Bruno Berardo and Everton Carvalho — through a mutual friend. With the connection, he was invited to participate in marketing and communication actions, becoming “the face” of the company.
“My image has always been very linked to fitness and healthy and I always thought that, if I were to invest in another sector other than music, it would be in fitness, which is exactly what I am doing nowadays”, he told CNN .
Lucco said that, at the time, he was studying the concept of Media For Equity, which is when a relevant person or institution in the media invests in startups or emerging companies in exchange for a stake in the shares.
The singer made a post on his Instagram this Monday (28) in which he explained that his “proposal was simple. My investment to expand the business throughout Brazil would be my image, my energy, credibility, networking and expertise and, in return, a percentage of the brand would be mine”.
According to him, at the time he signed the first contract, there were only two Skyfit units, in the interior of São Paulo. Today, according to the chain’s website, there are already more than 400 franchises in Brazil.
“When we signed this contract, they said to me: ‘Lucas, we needed to start this relationship as if it were a relationship and then we would get married. I understand that you want and deserve the company’s share, but we first want to understand this way of working, see if it will give results and see if your image will really sell the franchise. […] You will get involved in a controversy and this will affect the brand’”, the singer told CNN .
Ad character
Lucco said that he did the company’s marketing and communication work alone, because there was no internally defined job structure nor an agency to represent them.
“It was us, a dream and the two gyms”, he said.
According to him, his role was to create the scripts for the videos and the texts for the publications on social networks in which he was the character — which linked his image directly to the gyms.
“I gave my life believing that all that effort would be worth it in the end. I don’t need to write here how much I did because everyone knows. Everyone watched the rapid and consistent growth happen through the ads and publicity I created,” he wrote on his Instagram.
A second proposal
The artist said that, as the end of the initial two-year contract with the company approached, partners Bruno Berardo and Everton Carvalho stopped responding to his messages and requests to hold meetings.
He comments that the only responses he received were with justifications that they were both busy and were unable to assist him.
“They stayed like that for several months, stalling. The contract ended, they kept winding me up and I stopped delivering things, I stopped recording videos. Then they came with a [segunda] proposal,” he told CNN .
According to Lucco, the agreement consisted of renewing the use of image for the company to make a gradual transition to other characters that represented the gym chain.
“But that lasted less than a month. As a few days passed, I began to feel it. I sent them a message crying and they didn’t even care,” said the singer.
See this photo on Instagram
Mental health
Lucas Lucco said that the whole case with the project had consequences for his mental health. He told the CNN who spent “almost three months in bed”.
“I couldn’t do anything, not even train. It was the worst depression I’ve ever had in my life, it was the worst ever. That was when I disbelieved everything, I wanted to give up everything, even though I had other companies, other sources of income, I didn’t believe that that was happening.”
In February this year, the singer spoke on his social networks about his experience with Bipolar Affective Disorder (BAD).
According to him, this was the reason for the career break he needed at the end of 2023 and the cancellations of shows he did throughout the year.
“I had to release a note twice to justify the postponement and cancellation of some shows, rearranging and struggling with the schedule due to various and various commitments that the companies I have today demand of me”, he wrote on his Instagram at the beginning of December 2023 .
“Lucas Lucco Academy”
The singer commented that he still receives many messages on his social networks, both from users who find faults with the brand’s gyms, and from franchisees who purchased units taking into account that he was one of the partners in the business.
“There is no longer a way to remove Lucas Lucco’s image from the gym chain because my intention and the marketing direction was exactly that, the intention was to paste the image into this network in a very concise, very solid way. The academies are not known by name, they are known as ‘Lucco Lucco’s gym’, that’s how people know that a unit is coming to the city,” he told CNN .
On his Instagram, the artist wrote a message aimed at buyers of units in the development: “They told you that I ran out of time, that I was tight with a lot of work to be able to fulfill my responsibilities. All lies. They wanted to make the most of my silence to sell franchises as if I were still in business.”
CNN reached out to representatives of the gym chain who, in a note, commented that the singer was hired as a poster boy for the company.
“The Sky Fit gym chain clarifies that singer Lucas Lucco is not and has never been a partner of the company. The contract signed in 2021 clearly expressed that the agreement would only involve the contracting of services for the promotion, marketing and use of the brand. In this way, the artist only had the role of providing the image for the dissemination of promotional activities, as is common with other artists in the advertising market. In 2024, the musician entered into a formal termination agreement with Sky Fit, receiving full amounts owed and giving full discharge regarding the termination of the contract.”
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This content was originally published in Lucas Lucco vents about controversy with gym chain: “Worst depression” on the CNN Brasil website.
Source: CNN Brasil
I’m Robert Neff, a professional writer and editor. I specialize in the entertainment section, providing up-to-date coverage on the latest developments in film, television and music. My work has been featured on World Stock Market and other prominent publications.
