Music and sound is the heartbeat of everything I do and the inspiration behind every idea I create
I'd love to be part of your band?
Meet your new
band mate
​​​Hey 👋 I’m SJ Aboboto
I’m passionate about helping people find their individual groove through music, movement, and creativity, bringing it to life through vision, design, execution, and connection.
I believe every experience, from a stadium moment to a workout, shared with friends or in your own zone, should be enjoyable and inspiring when it’s built with sound, story, and soul. The same goes for being part of the band. I strive to create engaging, fun, and inclusive environments that nurture productivity, collaboration, and growth
The Intro
Over the last 25 years, I've worked where music, movement, and creativity all come together. Turning ideas into real experiences that people can enjoy, feel good, and express themselves through. My journey has taken me around the world, working across the entertainment, music, and health & fitness industries - performing, choreographing, creative directing, as well as designing and launching fitness programmes built around music and a truly holistic experience.
What really drives me is bringing a vision to life, piecing everything together, collaborating with amazing people, and watching an idea grow into something that genuinely connects with others.
My song so far
Since my earliest memory, I danced - self-taught, driven, and always listening. I’ve had a natural connection to music, and that instinct has taken me on an incredible journey: from performing on global stages for world-renowned artists such as Kylie Minogue, Gwen Stefani, and Coldplay, to choreographing, producing, and creative directing music videos, live events, catwalk shows, and even opening concerts for legends like The Rolling Stones.
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My work extended beyond professional performers - it also included directing and recruiting thousands of volunteers and members of the public as part of the creative team behind the London 2012 Olympic & Paralympic Closing Ceremonies, as well as collaborating with global organisations such as UEFA on large-scale productions, mass-movement projects, and live cultural experiences
That passion to get as many people moving, grooving, and having fun evolved into the next chapter of my career: founding my own company and creating a music-led fitness concept called GrooveCycle. What began as a bold idea soon grew into a recognised brand, one that fused music, movement, lighting, playlist curation, and feel-good immersive experiences.
I continued to push the boundaries of what music-led experiences could be, building GrooveCycle from the ground up - designing the programmes, training instructors, building and managing the website and booking system, creating marketing materials and videos, and launching in London’s biggest cycle studio with 100 bikes. It was a success, getting a diverse range of riders grooving on a bike.
The success of GrooveCycle opened doors into consultancy, where I designed studios and holistic customer journeys, developed innovative programmes, and shaped launch strategies for leading brands including Virgin Active, David Lloyd, and Another_Space (Third Space Group). I also trained instructors and delivered masterclasses for global brands such as Fitness First and boutique studios around the world, including Singapore, Malaysia, Brunei and Oman.
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I also had the opportunity to design and record audio-only cycling workouts for the WithU App, working closely with the music team to create on-demand sessions through curated playlists and guided audio instruction. This project deepened my passion for the connection between audio and human experience.
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More recently, I expanded into real estate project leadership, managing complex developments and multidisciplinary teams, an experience that strengthened my strategic, operational, and delivery skills while broadening my creative impact.
This chapter came after a health-related pause in my career, where I took some time out to rest, recover, and reflect. During that time, I travelled across Southeast Asia for a year, visiting ten countries, exploring different cultures, and learning from and being inspired by the amazing people in our world.
The next album
Now, fully re-energised and ready for the next chapter, I’m returning to my roots: creating music-led, customer-centric experiences that connect people through sound, movement, and story.
I’m here to collaborate, innovate, and bring new ideas to life, blending creativity and strategy to build experiences that make people feel, move, and belong.