SoulCycle is a boutique indoor cycling studio that became a cultural phenomenon and status symbol in the 2010s, known for its cult-like following, $34-40 classes, celebrity instructors, and spiritual-meets-nightclub atmosphere with candlelit studios and motivational coaching.
Origins & Peak
Founded in 2006 by Elizabeth Cutler and Julie Rice on NYC’s Upper West Side, SoulCycle exploded 2010-2016:
- Expanded from 1 studio to 90+ locations nationwide
- Equinox acquired majority stake in 2011 for undisclosed sum
- 2015 IPO filing valued company at $900M+ (later withdrawn)
- Celebrities (Lady Gaga, Beyoncé, Katie Holmes) photographed leaving classes
The brand created a devoted community where riders reserved favorite bikes weeks in advance, attended instructors’ sold-out classes, and spent $100+ on branded apparel (tank tops, water bottles, sweatbands).
The SoulCycle Experience
Classes featured:
- 45-minute rides in candlelit, nightclub-style studios
- Choreography: Riders moved in sync to pop music, arms in the air, side-to-side
- Inspirational coaching: Instructors delivered life advice, affirmations, “you can do anything” messaging
- Community: Dedicated riders formed friendships, celebrated milestones (100th ride with free tank top)
- Premium pricing: $34-40/class in major cities (no memberships, class packs only)
Instructors became celebrities - Stacey Griffith, Laurie Cole, Angela Davis built cult followings and branched into wellness influencer careers.
Culture & Status
SoulCycle embodied aspirational wellness culture:
- Geographic exclusivity: Studios in wealthy urban neighborhoods (NYC, LA, Hamptons)
- Celebrity clientele: Paparazzi stakeouts, influencer endorsements
- Branded lifestyle: $98 leggings, $38 tank tops became signals of membership
- Instagram aesthetic: Post-class selfies, candle-lit bike shots, instructor quotes
- Tribe mentality: “SoulFamily” language, inside jokes, devotion to specific instructors
Critics called it a “cult,” noting the emotional manipulation, financial pressure (unlimited packages $2,400+/year), and exclusivity.
Decline & Controversies
SoulCycle’s empire cracked 2019-2022:
2019 boycotts: Chairman Stephen Ross (real estate billionaire, majority owner) hosted Trump fundraiser, sparking #BoycottSoulCycle and #BoycottEquinox protests. Celebrities publicly canceled memberships.
Pandemic collapse: COVID-19 shuttered studios, accelerated shift to home fitness (Peloton). SoulCycle laid off instructors, closed 25+ locations permanently.
Instructor lawsuits: Allegations of wage theft, misclassification as independent contractors, discriminatory treatment.
Pricing backlash: As competitors (Peloton, budget studios) emerged, $40 classes seemed untenable.
Quality concerns: As company expanded rapidly, class quality reportedly declined, magic faded.
Legacy
Despite decline, SoulCycle influenced fitness culture:
- Normalized $30-40 boutique fitness classes
- Demonstrated power of instructor personalities (influencer economy model)
- Pioneered experiential fitness (workout as social event, not just exercise)
- Inspired competitors (Flywheel, CycleBar, even Peloton’s instructor fandom)
By 2023, SoulCycle operated ~70 studios (down from 99 in 2020), struggling to reclaim pre-pandemic relevance in a market dominated by home fitness and budget-friendly alternatives.
https://www.soul-cycle.com https://www.vox.com/ https://www.thecut.com/