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{{Short description|American fitness company}}
{{Undisclosed paid|date=January 2020}}
{{Infobox company
{{Infobox company
| name = SoulCycle
| name = SoulCycle Inc.
| logo = File:Soulcyclelogo.png
| logo = File:Soulcyclelogo.png
| image = Soulcycle_Storefront_(48089757258).jpg
| image_caption = Front entrance to a [[Manhattan]] SoulCycle studio.
| type = [[Subsidiary]]
| type = [[Subsidiary]]
| industry = [[Physical fitness]]
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| location = New York, NY
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| founders = Elizabeth Cutler <br> [[Julie Rice]] <br> [[Ruth Zukerman]]
| founded = {{start date and age|2006}}
| founded = {{start date and age|2006}}
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| founders = {{ubl|Elizabeth Cutler|[[Julie Rice]]|[[Ruth Zukerman]]}}
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| parent = [[Equinox Fitness]]
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| location = [[New York City]]
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| key_people = Sunder Reddy (interim CEO)
| locations = 99 <small>(March 2020)</small><ref name="NYT"/>
| locations = {{ubl|99 (2020)<ref name=Stuck/>|U.S. Locations: 60 (2023)}}
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| key_people = Evelyn Webster, [[CEO]]
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| num_employees = 1,500 <small>(2016)</small>
| services = [[Indoor cycling]] and [[Spinning (cycling)|Spinning]] classes
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| website = {{url|soul-cycle.com}}
| products = [[Exercise equipment]]
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| num_employees = 1,500 (2016)
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| parent = [[Equinox Group]]
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| website = {{URL|soul-cycle.com}}
}}
}}
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[[File:Ruth Zukerman (12431).jpg|thumb|[[Ruth Zukerman]] in July 2018]]


'''SoulCycle''' is a New York City-based fitness company owned by [[Equinox Group]] which offers [[indoor cycling]] workout classes. It was founded in 2006, and has operations in the United States, Canada, and the United Kingdom.<ref>{{cite press release |title=SoulCycle Radio to Launch Instructor-Guided Virtual Workouts Beginning April 6 on SiriusXM |url=https://www.prnewswire.com/news-releases/soulcycle-radio-to-launch-instructor-guided-virtual-workouts-beginning-april-6-on-siriusxm-301035541.html |publisher=[[PR Newswire]] |date=6 April 2020}}</ref> In early 2020, before the [[COVID-19 pandemic]], it operated 99 studios.<ref name="NYT">{{cite news | last1=Strugatz| first1=Rachel |title=How SoulCycle Got Stuck Spinning Its Wheels | work=[[The New York Times]] |url=https://www.nytimes.com/2020/05/19/style/soulcycle-peloton-home-exercise-bikes-coronavirus.html |date=May 19, 2020 | url-access=subscription }}</ref>
'''SoulCycle Inc.''' is a fitness company owned by [[Equinox Group]] which offers [[indoor cycling]] and [[Spinning (cycling)|spinning]] workout classes. It was founded in 2006, and has operations in the [[United States]] and the [[United Kingdom]].<ref>{{cite press release | title=SoulCycle Radio to Launch Instructor-Guided Virtual Workouts Beginning April 6 on SiriusXM | url=https://www.prnewswire.com/news-releases/soulcycle-radio-to-launch-instructor-guided-virtual-workouts-beginning-april-6-on-siriusxm-301035541.html | publisher=[[PR Newswire]] | date=April 6, 2020}}</ref> In early 2020, before the [[COVID-19 pandemic]], it operated 99 studios.<ref name="Stuck">{{cite news | last=Strugatz | first=Rachel | title=How SoulCycle Got Stuck Spinning Its Wheels | work=[[The New York Times]] | url=https://www.nytimes.com/2020/05/19/style/soulcycle-peloton-home-exercise-bikes-coronavirus.html | date=May 19, 2020 | url-access=limited}}</ref> The company is headquartered in the [[West Village]] in [[Manhattan]], [[New York City]].<ref>{{cite news | last=Bryant | first=Adam | title=SoulCycle CEO on her college wake-up call and the No. 1 thing women can do to get ahead | url=https://www.cnbc.com/2018/05/14/soulcycle-ceo-melanie-whelan-the-no-1-thing-women-can-do-to-succeed.html | work=[[CNBC]] | date=May 14, 2018}}</ref>


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The firm operates on a pay-per-class basis and does not offer memberships.
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[[File:Ruth Zukerman (12431).jpg|thumb|[[Ruth Zukerman]] in July 2018]]


==History==
==History==
{{Overly detailed|section|date=November 2021}}
[[Ruth Zukerman]] began teaching [[spin class]]es in Manhattan in 1996.<ref>{{cite news | url=https://jewishjournal.com/culture/arts/235970/ruth-zukerman-spins-cycling-success/ | title=Ruth Zukerman Spins Cycling Into Success |last=Miller |first=Gerri | work=[[The Jewish Journal of Greater Los Angeles]] | date=11 July 2018}}</ref> In 2006, she introduced her clients Elizabeth Cutler and [[Julie Rice]] to each other over lunch, where the three women decided to start the brand that would become SoulCycle.<ref>{{cite news |last1=Morris |first1=Alex |title=The Carefully Cultivated Soul of SoulCycle |url=https://www.thecut.com/2013/01/evolution-of-soulcycle.html | work=[[New York (magazine)|New York Magazine: The Cut]] |date=6 January 2013}}</ref><ref name=builtit>{{Cite news | url=https://www.wsj.com/articles/how-i-built-it-cycling-chain-spins-new-workout-1379547251 | title=How I Built It: Cycling Chain SoulCycle Spins Into Fast Lane | first=Nicole | last=Hong | work=[[The Wall Street Journal]] | date=September 18, 2013 | url-access=subscription}}</ref>
[[Ruth Zukerman]] began teaching [[spin class]]es in Manhattan in 1996.<ref>{{cite news | url=https://jewishjournal.com/culture/arts/235970/ruth-zukerman-spins-cycling-success/ | title=Ruth Zukerman Spins Cycling Into Success | last=Miller | first=Gerri | work=[[The Jewish Journal of Greater Los Angeles]] | date=July 11, 2018}}</ref> In 2006, she introduced her clients Elizabeth Cutler, a real estate agent, and [[Julie Rice]], a talent manager for [[Benny Medina]]'s Handprint Entertainment, to each other over lunch, where the three women decided to start the brand that would become SoulCycle.<ref>{{cite news | last=Morris | first=Alex | title=The Carefully Cultivated Soul of SoulCycle | url=https://www.thecut.com/2013/01/evolution-of-soulcycle.html | work=[[New York (magazine)|New York Magazine: The Cut]] | date=January 6, 2013}}</ref><ref name=builtit>{{Cite news | url=https://www.wsj.com/articles/how-i-built-it-cycling-chain-spins-new-workout-1379547251 | title=How I Built It: Cycling Chain SoulCycle Spins Into Fast Lane | first=Nicole | last=Hong | work=[[The Wall Street Journal]] | date=September 18, 2013 | url-access=subscription}}</ref><ref>{{Cite news | url=https://www.latimes.com/business/la-fi-himi-cutler-rice-20150809-story.html |title=SoulCycle founders are peddling fun in the gym | last=Li | first=Shan | work=[[Los Angeles Times]] | date=August 9, 2015 | url-access=limited}}</ref><ref name=Talent>{{cite news | last=Romeyn | first=Kathryn | title=How an Ex-Talent Manager Co-Founded SoulCycle and Sold for $90M | url=https://www.hollywoodreporter.com/news/how-an-talent-manager-founded-soulcycle-sold-90m-1015009 | work=[[Hollywood Reporter]] | date=July 3, 2017}}</ref>


SoulCycle opened its first studio in 2006 on the [[Upper West Side]] in [[Manhattan]], and later expanded to several other locations in Manhattan.<ref name=builtit/>
Rice previously had worked as a talent manager for [[Benny Medina]]'s Handprint Entertainment, and Cutler as a real estate agent.<ref>{{Cite news |url=https://www.latimes.com/business/la-fi-himi-cutler-rice-20150809-story.html |title=SoulCycle founders are peddling fun in the gym | last=Li | first=Shan| work=[[Los Angeles Times]] | date=August 9, 2015 | url-access=subscription}}</ref><ref name="hr1">{{cite news |last=Romeyn |first=Kathryn |title=How an Ex-Talent Manager Co-Founded SoulCycle and Sold for $90M |url=https://www.hollywoodreporter.com/news/how-an-talent-manager-founded-soulcycle-sold-90m-1015009 | work=[[Hollywood Reporter]] |date=3 July 2017}}</ref> SoulCycle opened its first studio in 2006 on the [[Upper West Side]] in [[Manhattan]], and later expanded to several other locations in Manhattan.<ref name=builtit/> The company is headquartered in the [[West Village]] in Manhattan.<ref>{{cite news |last1=Bryant |first1=Adam |title=SoulCycle CEO on her college wake-up call and the No. 1 thing women can do to get ahead |url=https://www.cnbc.com/2018/05/14/soulcycle-ceo-melanie-whelan-the-no-1-thing-women-can-do-to-succeed.html | work=[[CNBC]] |date=14 May 2018}}</ref>


In 2009, Zukerman left SoulCycle and the next year founded competitor Flywheel Sports with Jay Galuzzo and David Seldin, leaving co-founders Cutler and Rice in executive roles.<ref name="elle">{{cite news|last=Ogunnaike|first=Nikki|date=June 16, 2016|title=How One Woman Single-Handedly Changed the Indoor Cycling Game|work=[[Elle (magazine)|Elle]]|url=https://www.elle.com/culture/news/a37104/ruth-zukerman-flywheel-profile/}}</ref><ref>{{cite news|last=Schlossberg|first=Mallory|date=September 9, 2015|title=One of Soul Cycle's founders turned on the brand and started its biggest rival|work=[[Business Insider]]|url=https://www.businessinsider.com/this-indoor-cycling-studio-could-slowly-but-surely-derail-soulcycle-2015-8}}</ref> In 2011, a majority stake in SoulCycle was acquired by [[The Related Companies]], with the company thereon operating as a subsidiary of Related-owned [[Equinox Fitness]].<ref>{{cite news|last=GRIGORIADIS|first=VANESSA|date=August 15, 2012|title=Soul Cycle celebrity cult following|work=[[Vanity Fair (magazine)|Vanity Fair]]|url=https://www.vanityfair.com/hollywood/2012/09/soul-cycle-celebrity-cult-following}}</ref>
In 2009, Zukerman left SoulCycle and, in 2010, with Jay Galuzzo and David Seldin, she founded Flywheel Sports, a competitor to SoulCycle.<ref>{{cite news |last=[[Nikki Ogunnaike|Ogunnaike, Nikki]] |first= |date=June 16, 2016 |title=How One Woman Single-Handedly Changed the Indoor Cycling Game |url=https://www.elle.com/culture/news/a37104/ruth-zukerman-flywheel-profile/ |work=[[Elle (magazine)|Elle]]}}</ref><ref>{{cite news | last=Schlossberg | first=Mallory | date=September 9, 2015 | title=One of Soul Cycle's founders turned on the brand and started its biggest rival | work=[[Business Insider]] | url=https://www.businessinsider.com/this-indoor-cycling-studio-could-slowly-but-surely-derail-soulcycle-2015-8}}</ref>


In 2011, [[The Related Companies]]'s [[Equinox Group]] acquired a majority stake in SoulCycle.<ref>{{cite news | last=GRIGORIADIS | first=VANESSA | date=August 15, 2012 | title=Soul Cycle celebrity cult following | work=[[Vanity Fair (magazine)|Vanity Fair]] | url=https://www.vanityfair.com/hollywood/2012/09/soul-cycle-celebrity-cult-following}}</ref>
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Following her role as the firm's chief operating officer, [[Melanie Whelan]] was named Soulcyle's CEO in 2015.<ref>{{cite news |last1=Bryant |first1=Adam | title=SoulCycle CEO on her college wake-up call and the No. 1 thing women can do to get ahead |url=https://www.cnbc.com/2018/05/14/soulcycle-ceo-melanie-whelan-the-no-1-thing-women-can-do-to-succeed.html | work=[[CNBC]] |date=May 14, 2018}}</ref> In 2016, Rice and Cutler stepped down from their roles as co-chief creative officers, selling their shares to Equinox for $90 million respectively.<ref name="hr1" /><ref>{{cite news |last1=Henry |first1=Zoe |title=The Co-Founder of SoulCycle Joins Another Hot New York Startup | url=https://www.inc.com/zoe-henry/soulcycle-cofounder-joins-wework.html | work=[[Inc. (magazine)|Inc.]] |date=20 Nov 2017}}</ref><ref name=resigned>{{Cite news| url=https://fortune.com/2016/04/08/soulcycle-co-founders-resign/ |title=SoulCycle Co-Founders Cutler and Rice Have Resigned: Exclusive | first=BETH | last=KOWITT | work=[[Fortune (magazine)|Fortune]] | date=April 8, 2016}}</ref> As of 2016, Equinox owns a 97% share in the company.<ref name=resigned/>


The studios originally featured a stationary [[Schwinn Bicycle Company]] bike with a [[chain drive]] typically used in the bigger gyms.<ref>{{cite news | url=https://slate.com/business/2015/11/soulcycle-s-superior-stationary-bicycle-is-designed-with-fitness-in-mind.html | title=How SoulCycle Reinvented the Stationary Wheel | first=GRAHAM | last=WINFREY
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In July 2015, SoulCycle filed to raise $100 million in an [[initial public offering]] at a valuation of around $900 million. The company paused the process in 2016. In a May 2018 filing with the [[Securities and Exchange Commission]] the IPO was cancelled citing "market conditions."<ref>{{cite news |last1=Fournier |first1=Elizabeth |title=SoulCycle Shelves Plans for U.S. IPO After Three Years in Limbo |url=https://www.bloomberg.com/news/articles/2018-05-25/soulcycle-shelves-plans-for-u-s-ipo-after-three-years-in-limbo | work=[[Bloomberg News]] |date=25 May 2018}}</ref><ref>{{cite news |last1=Kopytoff |first1=Verne |title=SoulCycle Ends Ride Towards an IPO |url=http://fortune.com/2018/05/25/soulcycle-withdraws-ipo/ | work=[[Fortune (magazine)|Fortune]] |date=25 May 2018}}</ref>
| work=[[Slate (magazine)|Slate]] | date=November 30, 2015}}</ref> In 2012, SoulCycle had [[Villency]] design a custom bike with a "split seat" model, designed to be more comfortable.<ref>{{Cite web | title=Villency, the Designer of the SoulCycle Bike | url=https://www.villency.com/soul-cycle/ | website=[[Villency]]}}</ref>


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In 2015, [[Melanie Whelan]] was promoted from [[chief operating officer]] to [[chief executive officer]].<ref>{{cite news | last=Bryant | first=Adam | title=SoulCycle CEO on her college wake-up call and the No. 1 thing women can do to get ahead | url=https://www.cnbc.com/2018/05/14/soulcycle-ceo-melanie-whelan-the-no-1-thing-women-can-do-to-succeed.html | work=[[CNBC]] | date=May 14, 2018}}</ref> In 2016, Rice and Cutler stepped down from their roles as co-chief creative officers and sold their shares to Equinox for $90 million.<ref>{{cite news | last=Lutz | first=Ashley | title=SoulCycle's founders have resigned | url=https://www.businessinsider.com/soulcycles-founders-are-resigning-2016-4 | work=[[Business Insider]] | date=April 8, 2016}}</ref><ref name=Talent/><ref>{{cite news | last=Henry | first=Zoe |title=The Co-Founder of SoulCycle Joins Another Hot New York Startup | url=https://www.inc.com/zoe-henry/soulcycle-cofounder-joins-wework.html | work=[[Inc. (magazine)|Inc.]] | date=November 20, 2017}}</ref><ref name=resigned>{{Cite news | url=https://fortune.com/2016/04/08/soulcycle-co-founders-resign/ | title=SoulCycle Co-Founders Cutler and Rice Have Resigned: Exclusive | first=BETH | last=KOWITT | work=[[Fortune (magazine)|Fortune]] | date=April 8, 2016}}</ref> {{As of|2016}}, Equinox owned 97% of the company.<ref name=resigned/>
In October 2017, the company opened its first non-cycling-based studio, SoulAnnex, in Manhattan's [[Flatiron District]].<ref name=":0">{{Cite web|last=Ruiz|first=Michelle|title=How SoulCycle Plans to Keep the Soul without the Cycle|url=https://www.vanityfair.com/style/2017/11/soul-annex-melanie-whelan-interview|access-date=2020-07-17|website=Vanity Fair|language=en-us}}</ref> Incorporating elements of yoga and strength training into its off-the-bike classes, the expansion served as a means of diversifying the company's fitness-based offerings.<ref name=":0" /> In February 2018, however, a class action lawsuit by local residents over noise complaints resulted in the permanent closure of the location.<ref>{{Cite web|last=Marsh|first=Julia|last2=Daidone|first2=Gina|date=2018-02-06|title=Flatiron residents sue SoulCycle over constant ‘bowling-ball’-like thuds|url=https://nypost.com/2018/02/06/flatiron-residents-sue-soulcycle-over-constant-bowling-ball-like-thuds/|access-date=2020-07-17|website=New York Post|language=en-US}}</ref><ref name=":1" />


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In July 2015, SoulCycle filed to raise $100 million in an [[initial public offering]] at a valuation of around $900 million. The company paused the process in 2016. In a May 2018 filing with the [[U.S. Securities and Exchange Commission]] the IPO was cancelled citing "market conditions."<ref>{{cite news | last=Fournier | first=Elizabeth | title=SoulCycle Shelves Plans for U.S. IPO After Three Years in Limbo | url=https://www.bloomberg.com/news/articles/2018-05-25/soulcycle-shelves-plans-for-u-s-ipo-after-three-years-in-limbo | work=[[Bloomberg News]] | date=May 25, 2018}}</ref><ref>{{cite news | last=Kopytoff | first=Verne | title=SoulCycle Ends Ride Towards an IPO | url=https://fortune.com/2018/05/25/soulcycle-withdraws-ipo/ | work=[[Fortune (magazine)|Fortune]] | date=May 25, 2018}}</ref>
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In March 2017, SoulCycle opened its first studio outside of the United States on [[King Street (Toronto)|King Street West]] in [[Toronto]].<ref>{{cite news |last1=Johnson |first1=Devon |title=SoulCycle to Enter Canada as it Commences International Expansion |url=https://www.retail-insider.com/retail-insider/2016/10/soulcycle |publisher=Retail Insider|date=10 October 2016}}</ref><ref>{{Cite web|title=SoulCycle Toronto - blogTO - Toronto|url=https://www.blogto.com/fitness/soulcycle-toronto/|access-date=2020-07-17|website=www.blogto.com|language=en}}</ref> Following its success in the Canadian market, the company opened a second studio in Toronto and another in [[Vancouver]].<ref>{{cite news |last1=Po |first1=Ritchie |title=oulCycle Continues Canadian Expansion |url=https://www.retail-insider.com/retail-insider/2017/7/soulcycle |publisher=Retail Insider |date=25 July 2017}}</ref>


In 2017, SoulCycle introduced its Next Generation Bike, which featured an aluminum frame, a [[Carbon-fiber-reinforced polymers|carbon fiber]] belt, and electromagnetic resistance.<ref>{{cite news | last=Malik | first=Naureen | title=SoulCycle’s New Exercise Bike Will Make Your Workout Even Harder | work=[[Bloomberg News]] | url=https://www.bloomberg.com/news/articles/2017-07-20/soulcycle-s-new-exercise-bike-will-make-your-workout-even-harder | date=July 20, 2017 | url-access=subscription}}</ref>
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In October 2018, Whelan announced that SoulCycle would begin operations in the [[United Kingdom]], with a studio slated to open in London the following year.<ref>{{cite news|last1=Gagne|first1=Yasmin|date=22 Oct 2018|title=SoulCycle CEO Melanie Whelan talks expanding abroad and online|publisher=Fast Company|url=https://www.fastcompany.com/90254913/soulcycle-ceo-melanie-whelan-talks-expanding-abroad-and-online}}</ref>


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In March 2017, SoulCycle opened its first studio outside of the United States on [[King Street (Toronto)|King Street West]] in [[Toronto]].<ref>{{cite news | last=Johnson | first=Devon | title=SoulCycle to Enter Canada as it Commences International Expansion | url=https://www.retail-insider.com/retail-insider/2016/10/soulcycle | work=Retail Insider | date=October 10, 2016}}</ref> Following its success in the Canadian market, the company opened a second studio in Toronto and another in [[Vancouver]].<ref>{{cite news | last=Po | first=Ritchie | title=SoulCycle Continues Canadian Expansion | url=https://www.retail-insider.com/retail-insider/2017/7/soulcycle | work=Retail Insider | date=July 25, 2017}}</ref>
On June 18, 2019, SoulCycle announced it would be teaming up with SiriusXM and Pandora to launch an exclusive twenty-four hour SoulCycle music channel featuring the music heard in their studios.<ref>{{Cite press release | url=https://www.prnewswire.com/news-releases/siriusxm-and-soulcycle-team-up-to-launch-soulcycle-radio-300870466.html |title=SiriusXM And SoulCycle Team Up To Launch 'SoulCycle Radio'| publisher=[[PR Newswire]] |date=June 18, 2019}}</ref>


In October 2017, the company diversified by opening its first non-cycling-based studio, SoulAnnex, in Manhattan's [[Flatiron District]]. The studio incorporated elements of [[yoga]] and [[strength training]].<ref name=Plans>{{Cite news | last=Ruiz | first=Michelle | title=How SoulCycle Plans to Keep the Soul without the Cycle | url=https://www.vanityfair.com/style/2017/11/soul-annex-melanie-whelan-interview | work=[[Vanity Fair (magazine)|Vanity Fair]] | date=November 15, 2017}}</ref> In February 2018, the studio permanently closed after a [[class action]] lawsuit by local residents due to [[noise pollution]].<ref>{{Cite news | last1=Marsh | first1=Julia | last2=Daidone | first2=Gina | title=Flatiron residents sue SoulCycle over constant 'bowling-ball'-like thuds | url=https://nypost.com/2018/02/06/flatiron-residents-sue-soulcycle-over-constant-bowling-ball-like-thuds/ | work=[[New York Post]] | date=February 6, 2018}}</ref><ref>{{Cite news | last=Biron | first=Bethany | title=Flywheel and SoulCycle are having an identity crisis | url=https://www.vox.com/the-goods/2019/1/11/18176929/flywheel-soulcycle-peloton-spinning-bubble-cycling-class | work=[[Vox Media]] | date=January 11, 2019}}</ref><ref>{{Cite news | url=https://www.cnbc.com/2017/11/22/soulcycle-bets-on-a-new-brand-this-one-is-off-the-bike.html | title=SoulCycle bets on a new brand, this one is off the bike | last=Olick | first=Diana | work=[[CNBC]] | date=November 22, 2017}}</ref>
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On November 26, 2019 it was announced that [[Melanie Whelan]] would be stepping down as CEO.<ref>{{Cite web|last=Biron|first=Bethany|title=SoulCycle CEO Melanie Whelan has resigned, marking the end of a tumultuous year for the boutique fitness company|url=https://www.businessinsider.com/soulcycle-ceo-melanie-whelan-resigns-2019-11|access-date=2020-07-17|website=Business Insider}}</ref>


In February 2018, the company launched SoulActivate, an on-the-bike class that incorporates [[high-intensity interval training]] (HIIT).<ref>{{cite news | last=Raphael | first=Rina |title=SoulCycle expands further, gets into the HIIT trend | url=https://www.fastcompany.com/40536061/soulcycle-further-expands-gets-into-the-hiit-trend | work=[[Fast Company]] | date= February 26, 2018}}</ref>
== Equipment ==
[[File:Soulcycle_Storefront_(48089757258).jpg|thumb|Front entrance to a [[Manhattan]] SoulCycle studio.]]The stationary bicycle found in SoulCycle's original studios was a Schwinn bike with a chain drive typically used in the bigger gyms.<ref>{{cite news|last1=Held|first1=Lisa Elaine|date=6 June 2013|title=The Wizard of Wellness Design|website=wellandgood.com|url=https://www.wellandgood.com/good-advice/the-wizard-of-wellness-design/}}</ref>Later they would have a custom designed bike with a “split seat” model, a feature designed to relieve the discomfort often associated with riding a conventional stationary bike.<ref>{{Cite web|title=Villency, the Designer of the SoulCycle Bike|url=http://www.villency.com/soul-cycle/|website=Villency}}</ref> In 2017, SoulCycle introduced its Next Generation Bike, which featured an aluminum frame, a carbon fiber belt, and electromagnetic resistance.<ref>{{cite news|last1=Malik|first1=Naureen|date=20 July 2017|title=SoulCycle’s New Exercise Bike Will Make Your Workout Even Harder|work=[[Bloomberg News]]|url=https://www.bloomberg.com/news/articles/2017-07-20/soulcycle-s-new-exercise-bike-will-make-your-workout-even-harder|accessdate=6 November 2018}}</ref> In 2019, the company launched SoulBeat, allowing riders to track performance metrics such as distance, power, and cadence via the SoulCycle mobile app following class.<ref>{{cite news|last=Lushing|first=Margaux|date=July 12, 2019|title=SoulCycle Launches SoulBeat, An In-app Experience For Riders|work=[[Forbes]]|url=https://www.forbes.com/sites/margauxlushing/2019/07/12/soulcycle-launches-soulbeat-an-in-app-experience-for-riders/}}</ref>


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In October 2018, Whelan announced that SoulCycle would begin operations in the [[United Kingdom]], with a studio slated to open in London the following year.<ref>{{cite news | url=https://www.fastcompany.com/90254913/soulcycle-ceo-melanie-whelan-talks-expanding-abroad-and-online | title=SoulCycle CEO Melanie Whelan talks expanding abroad and online | last=Gagne | first=Yasmin | work=[[Fast Company]] | date=October 22, 2018}}</ref>
== COVID-19 response ==
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In March 2020, SoulCycle closed all of its then 99 studios due to the [[COVID-19 pandemic]].<ref name="NYT" /> As a result of accelerated consumer demand for at-home fitness options,<ref>{{Cite news |last=Griffith |first=Erin |title=People Are Panic-Buying Meat, Toilet Paper … and Pelotons? | work=[[The New York Times]] |url=https://www.nytimes.com/2020/05/06/technology/peloton-boom-workout-virus.html |date=May 6, 2020 | url-access=subscription |issn=0362-4331}}</ref> the company lost part of its market share to [[Peloton (exercise equipment company)|Peloton]], a firm offering stationary bikes used to stream at-home spin classes.<ref name="NYT" /> While SoulCycle had announced a similar product in August 2019 in partnership with the digital platform Variis, it only began shipping in May 2020, six months later than initially planned.<ref name="NYT" /> They have now started selling their own bikes so people can have a similar experience to Peloton, but with Soul Cycle bikes, shoes, and instructors.


As a result of the [[COVID-19 pandemic]], in March 2020, SoulCycle enacted furloughs and pay cuts for many employees and began laying off between five and ten percent of its staff in the following month.<ref>{{Cite news |last=Strachan |first=Maxwell |title=SoulCycle Lays Off Long-Time Employees With Zero Severance| url=https://www.vice.com/en_us/article/m7jaqq/soulcycle-lays-off-long-time-employees-with-zero-severance |url-status=live | work=[[Vice (magazine)|Vice]]| date=May 18, 2020}}</ref><ref>{{cite news | url=https://www.theverge.com/2020/4/1/21203012/soulcycle-staff-pay-cut-furlough-coronavirus-pandemic | title=SoulCycle cuts staff pay by 25 percent while putting studio crew on indefinite furlough | first=Natt | last=Garun | work=[[The Verge]] | date=April 1, 2020}}</ref>
In June 2018, SoulCycle created a media division.<ref>{{cite news | last=Raphael | first=Rina | title=SoulCycle just launched a new media division | url=https://www.fastcompany.com/40587603/soulcycle-just-launched-a-new-media-division | work=[[Fast Company]] | date=June 20, 2018}}</ref> In July 2018, SoulCycle and Equinox launched a talent agency to represent their fitness instructors, with [[William Morris Endeavor]] in an advisory role.<ref>{{cite news | last=Raphael | first=Rina | work=[[Fast Company]] | url=https://www.fastcompany.com/90205344/equinox-and-soulcycle-are-launching-a-talent-agency-for-fitness-influencers | title=Equinox and SoulCycle are launching a talent agency for fitness influencers | date=July 19, 2018}}</ref><ref>{{cite news | last=Mims | first=Taylor | title=Equinox & SoulCycle Launch Full-Service Management for Fitness Talent | url=https://www.billboard.com/articles/business/8466941/equinox-soulcycle-management-agency-fitness-talent | work=[[Billboard (magazine)|Billboard]] | date=July 24, 2018}}</ref>


In October 2018, SoulCycle partnered with [[Apple Music]], making available instructor-curated playlists and motivational audio. It also launched live concerts during SoulCycle classes.<ref>{{cite news | last=Raphael | first=Rina | title=SoulCycle is turning its rides into live music concerts | url=https://www.fastcompany.com/90243896/soulcycle-is-turning-its-rides-into-live-music-concerts | work=[[Fast Company]] | date=October 1, 2018}}</ref>
In June 2020, SoulCycle made the decision to permanently close their Scarsdale studio in Westchester, NY and riders were notified in an email. The studios in Malibu, Calabasas, Culver City, Boston's Beacon Hill, Union Square NYC, and West 60th Street in NYC closed soon after as well as a means to consolidate given the economic pressures brought on by COVID-19. Although they closed their studios, they tried to encourage people to purchase their merchandise in an effort to bring in some revenue. They had sales online and tried to encourage their repeat customers to buy new merchandise.


In July 2019, the company launched SoulBeat, allowing riders to track performance metrics such as distance, power, and cadence via the SoulCycle [[mobile app]] following class.<ref>{{cite news | url=https://www.forbes.com/sites/margauxlushing/2019/07/12/soulcycle-launches-soulbeat-an-in-app-experience-for-riders/ | title=SoulCycle Launches SoulBeat, An In-app Experience For Riders | work=[[Forbes]] | last=Lushing | first=Margaux | date=July 12, 2019}}</ref>
In July 2020, the company closed its King Street studio in Toronto. In an email sent to local customers, SoulCycle cited pandemic-related financial difficulties as reasoning for the location's abrupt closure.<ref>{{Cite news |title=SoulCycle Shuts Down Toronto's King Street Location| url=https://www.ellecanada.com/beauty/health-and-fitness/soulcycle-shuts-down-torontos-king-street-location | first= VICTORIA |last=DIPLACIDO | work=[[Elle (magazine)|Elle]] | date=July 16, 2020}}</ref> The event marked SoulCycle's second permanent studio closure in recent history, and the first as a result of the COVID-19 pandemic.<ref name=":1">{{Cite web|last=Biron|first=Bethany|date=2019-01-11|title=Flywheel and SoulCycle are having an identity crisis|url=https://www.vox.com/the-goods/2019/1/11/18176929/flywheel-soulcycle-peloton-spinning-bubble-cycling-class|access-date=2020-07-17|website=Vox|language=en}}</ref>{{Failed verification|date=July 2020}}


⚫
On November 26, 2019, [[Melanie Whelan]] stepped down as CEO.<ref>{{Cite news | last=Biron | first=Bethany | title=SoulCycle CEO Melanie Whelan has resigned, marking the end of a tumultuous year for the boutique fitness company | url=https://www.businessinsider.com/soulcycle-ceo-melanie-whelan-resigns-2019-11 |website=[[Business Insider]] | date=November 26, 2019}}</ref>
They decided to slowly reopen at a point. In certain states, they started having outdoor classes. They moved their bikes onto rooftops or big open areas. Then, they socially distanced the bikes. Participants were still required to wear masks while on their bikes, but it was a great way to start bringing in revenue for SoulCycle again.


⚫
In March 2020, SoulCycle closed all of its then 99 studios due to the [[COVID-19 pandemic]].<ref name=Stuck/> As a result of accelerated consumer demand for at-home fitness options,<ref>{{Cite news | last=Griffith | first=Erin | title=People Are Panic-Buying Meat, Toilet Paper … and Pelotons? | work=[[The New York Times]] | url=https://www.nytimes.com/2020/05/06/technology/peloton-boom-workout-virus.html | date=May 6, 2020 | url-access=subscription | issn=0362-4331}}</ref> the company lost [[market share]] to [[Peloton (exercise equipment company)|Peloton]], a firm offering stationary bikes used to stream at-home spin classes.<ref name=Stuck/>
==Services and market==
⚫
The firm operates on a pay-per-class basis and does not offer memberships.


While SoulCycle had announced a $2,500 bike for purchase in August 2019 in partnership with Variis, it only began shipping in May 2020, six months later than initially planned.<ref name=Stuck/><ref>{{Cite news | url=https://www.theverge.com/2020/3/9/21171670/soulcycle-at-home-bike-connected-fitness-equinox-peloton-competitor | title=SoulCycle announces a $2,500 at-home bike that streams on-demand classes | first=Natt | last=Garun | work=[[The Verge]] | date=March 9, 2020}}</ref> It was available across the United States in October 2020.<ref>{{Cite news | url=https://www.forbes.com/sites/margauxlushing/2020/10/07/soulcycles-at-home-bike-launches-across-the-us-with-live-classes-and-new-variis-fitness-app/?sh=2d6cceae77e3 | title=SoulCycle’s At-Home Bike Launches Across The US, With Live Classes And New Variis Fitness App | first=Margaux | last=Lushing | work=[[Forbes]] | date=October 7, 2020}}</ref> In 2020 was renamed Equinox+ and began to offer added exercise methods via the Equinox+ app.<ref>{{Cite web|title=A Fitness App for the End of the World|url=https://www.wmagazine.com/story/equinox-variis-app-soulcycle-at-home-bike|access-date=2021-12-10|website=W Magazine|language=en}}</ref>
In November 2017, the company launched SoulAnnex, an off-bike fitness concept, first testing the idea at a studio in Manhattan. SoulAnnex had similar branding and pricing to SoulCycle, but the workouts do not involve bikes, and also involve yoga.<ref name="cnbc1">{{Cite news| url=https://www.cnbc.com/2017/11/22/soulcycle-bets-on-a-new-brand-this-one-is-off-the-bike.html| title=SoulCycle bets on a new brand, this one is off the bike| last=Olick| first=Diana|work=[[CNBC]] | date=22 November 2017}}</ref> In February 2018 SoulActivate was announced, an on-the-bike class that incorporates [[high-intensity interval training]] (HIIT).<ref>{{cite news |last1=Raphael |first1=Rina |title=SoulCycle expands further, gets into the HIIT trend |url=https://www.fastcompany.com/40536061/soulcycle-further-expands-gets-into-the-hiit-trend |accessdate=6 November 2018 |publisher=Fast Company |date=26 Feb 2018}}</ref>


Due to the [[COVID-19 pandemic]], in March 2020, SoulCycle enacted [[Furlough|furloughs]] and pay cuts for many employees and in April 2020, it began laying off 5%-10% of its staff.<ref>{{Cite news | last=Strachan | first=Maxwell | title=SoulCycle Lays Off Long-Time Employees With Zero Severance | url=https://www.vice.com/en_us/article/m7jaqq/soulcycle-lays-off-long-time-employees-with-zero-severance | work=[[Vice (magazine)|Vice]]| date=May 18, 2020}}</ref><ref>{{cite news | url=https://www.theverge.com/2020/4/1/21203012/soulcycle-staff-pay-cut-furlough-coronavirus-pandemic | title=SoulCycle cuts staff pay by 25 percent while putting studio crew on indefinite furlough | first=Natt | last=Garun | work=[[The Verge]] | date=April 1, 2020}}</ref> In July 2020, the company closed its King Street studio in Toronto. In an email sent to local customers, SoulCycle cited pandemic-related financial difficulties as reasons for the location's abrupt closure.<ref>{{Cite news | title=SoulCycle Shuts Down Toronto's King Street Location | url=https://www.ellecanada.com/beauty/health-and-fitness/soulcycle-shuts-down-torontos-king-street-location | first=VICTORIA | last=DIPLACIDO | work=[[Elle (magazine)|Elle]] | date=July 16, 2020}}</ref> Additional studios that were permanently closed after the COVID shutdowns in 2021 include [[San Mateo, California|San Mateo]], [[Calabasas, California|Calabasas]], [[Culver City, California|Culver City]], [[Malibu, California|Malibu]], [[Union Square, Manhattan|Union Square]], W60th, [[Scarsdale, New York|Scarsdale]], Memorial, and Beacon Hill.
In June 2018, SoulCycle created a media division to create media programs and events.<ref>{{cite news |last=Raphael |first=Rina |title=SoulCycle just launched a new media division |url=https://www.fastcompany.com/40587603/soulcycle-just-launched-a-new-media-division | work=[[Fast Company]] |date=June 20, 2018}}</ref> In July 2018, SoulCycle and Equinox launched a talent agency to represent their fitness instructors, with [[William Morris Endeavor|WME]] in an advisory role.<ref>Rina Raphael, Fast Company. "[https://www.fastcompany.com/90205344/equinox-and-soulcycle-are-launching-a-talent-agency-for-fitness-influencers Equinox and SoulCycle are launching a talent agency for fitness influencers]." Jul 19, 2018. Retrieved Sep 7, 2018.</ref><ref>{{cite news |last1=Mims |first1=Taylor |title=Equinox & SoulCycle Launch Full-Service Management for Fitness Talent |url=https://www.billboard.com/articles/business/8466941/equinox-soulcycle-management-agency-fitness-talent | work=[[Billboard (magazine)|Billboard]] |date=24 July 2018}}</ref> In October 2018, SoulCycle partnered with [[Apple Music]], making available instructor-curated playlists and motivational audio. That same month, the company launched a series of live concerts in tandem with traditional SoulCycle classes.<ref>{{cite news |last1=Raphael |first1=Rina |title=SoulCycle is turning its rides into live music concerts |url=https://www.fastcompany.com/90243896/soulcycle-is-turning-its-rides-into-live-music-concerts | work=[[Fast Company]] |date=October 1, 2018}}</ref>


⚫
In August 2019, reports that SoulCycle investor and former majority owner [[Stephen M. Ross]] would be hosting a planned fundraiser for the [[Donald Trump 2020 presidential campaign]] prompted a spokesperson to distance the company from the event.<ref>{{Cite news | url=https://www.axios.com/soulcycle-stephen-ross-trump-campaign-fundraising-backlash-c5da2b6f-47c6-4acd-b3cb-3c4cc534e4ec.html | title=SoulCycle faces backlash over investor plans to fundraise for Trump | first=Dan | last=Primack | work=[[Axios (website)|Axios]] | date=August 8, 2019}}</ref><ref>{{cite news | last=Gould Keil | first=Jennifer | title=Trump set to visit the Hamptons later this week | url=https://nypost.com/2019/08/05/trump-set-to-visit-the-hamptons-later-this-week/ | work=[[New York Post]] | date=August 5, 2019}}</ref><ref>{{cite news | last=Ries | first=Brian |title=Owner of SoulCycle and the Miami Dolphins faces outrage and calls for boycott over Trump fundraiser | url=https://www.cnn.com/2019/08/07/politics/equinox-soulcycle-trump-fundraiser-boycott-trnd/index.html | work=[[CNN]] | date=August 7, 2019}}</ref> It also led to boycott threats.<ref name=Stuck/>
In a 2011 ''[[Los Angeles Times]]'' article, certified strength and conditioning specialist James Fell approved of the company's approach to entertain and motivate its customers, saying he encourages "the importance of finding an exercise you love and embracing it with fervor." However, Fell gave the company "a failing grade for exercise physiology and biomechanics" and pointed out that the co-founders do not have certification in any type of exercise.<ref>{{cite news |last1=Fell |first1=James| title=In-Your-Face Fitness: SoulCycle's mix of cycling and upper-body workouts raises concerns |url=https://www.latimes.com/health/la-xpm-2011-nov-28-la-he-fitness-soulcycle-20111128-story.html | work=[[Los Angeles Times]] | date=November 28, 2011 | url-access=subscription}}</ref><ref name="SoulCycle">{{cite news | last1=Lutz |first1=Ashley |title=SoulCycle's founders have resigned | url=https://www.businessinsider.com/soulcycles-founders-are-resigning-2016-4 |work=[[Business Insider]] | date=April 8, 2016}}</ref> Elsewhere, SoulCycle has been noted for its mental health and wellness benefits and sense of community among its staff and riders.<ref>{{cite news |last1=Romanoff |first1=Zan |title=The Consumerist Church of Fitness Classes |url=https://www.theatlantic.com/health/archive/2017/12/my-body-is-a-temple/547346/ |publisher=[[The Atlantic]] |date=4 Dec 2017}}</ref><ref>{{cite news |last1=Acton |first1=Annabel |title=5 Tips From SoulCycle on How to Build Brand With a Cult Following |url=https://www.inc.com/annabel-acton/5-entrepreneurial-lessons-to-steal-from-soul-cycle.html |publisher=[[Inc. (magazine)|Inc.]] |date=13 Aug 2017}}</ref> Devotees of SoulCycle typically refer to the exercise as a strong emotional experience.<ref>{{cite news |last1=Van Dusen |first1=Christine |title=The cult appeal of SoulCycle |url=https://www.atlantamagazine.com/health/cult-appeal-soulcycle/ |accessdate=6 November 2018 |publisher=Atlanta Magazine |date=25 June 2018}}</ref><ref>{{cite news |last1=Bennett |first1=Jessica |title=Why So Many Women Are Crying at the Gym |url=http://time.com/3525030/women-yoga-exercise-classes-soulcycle |accessdate=6 November 2018 |publisher=Time |date=20 Oct 2014}}</ref>


⚫
In November 2020, SoulCycle employees and customers alleged that several of the company's instructors made racist and homophobic remarks and [[fat shaming]] comments toward other staff and customers and that the company refused to take action.<ref>{{cite news | title=SoulCycle Instructors Accused of Racist, Sexual and Fat-Shaming Comments: Report | url=https://people.com/health/soulcycle-staff-say-top-instructors-made-racist-sexual-fat-shaming-comments-report/ | last=Mazziotta | first=Julie | work=[[People (magazine)|People]] | date=November 18, 2020}}</ref>
==Controversy==
⚫
In August 2019, reports that SoulCycle investor and former majority owner [[Stephen M. Ross]] would be hosting a planned fundraiser for [[Donald Trump]]'s [[Donald Trump 2020 presidential campaign|re-election campaign]] prompted a spokesperson to distance the company from the event<ref>{{Cite news |url=https://www.axios.com/soulcycle-stephen-ross-trump-campaign-fundraising-backlash-c5da2b6f-47c6-4acd-b3cb-3c4cc534e4ec.html |title=SoulCycle faces backlash over investor plans to fundraise for Trump | first=Dan | last=Primack | work=[[Axios (website)|Axios]] |date=August 8, 2019}}</ref><ref>{{cite news |last1=Gould Keil |first1=Jennifer |title=Trump set to visit the Hamptons later this week |url=https://nypost.com/2019/08/05/trump-set-to-visit-the-hamptons-later-this-week/ | work=[[New York Post]] |date=5 August 2019}}</ref><ref>{{cite news |last1=Ries |first1=Brian |title=Owner of SoulCycle and the Miami Dolphins faces outrage and calls for boycott over Trump fundraiser |url=https://www.cnn.com/2019/08/07/politics/equinox-soulcycle-trump-fundraiser-boycott-trnd/index.html | work=[[CNN]] |date=7 August 2019}}</ref> and led to boycott threats.<ref name="NYT" />


In December 2020, Evelyn Webster was named [[chief executive officer]] of the company.<ref>{{Cite news | url=https://www.cnbc.com/2020/12/01/exclusive-soulcycle-names-evelyn-webster-as-new-ceo.html | title=SoulCycle names Evelyn Webster as new CEO | first=Cory | last=Stieg | work=[[CNBC]] | date=December 1, 2020}}</ref>
⚫
In November 2020, current and former SoulCycle employees and customers alleged that several of the company's instructors made racist and homophobic remarks and [[fat shaming]] comments toward other staff and customers, but the company refused to take action against them due to their brand value.<ref>{{cite web |last1=Mazziotta |first1=Julie |title=SoulCycle Instructors Accused of Racist, Sexual and Fat-Shaming Comments: Report |url=https://people.com/health/soulcycle-staff-say-top-instructors-made-racist-sexual-fat-shaming-comments-report/ |publisher=People |accessdate=18 November 2020 |date=18 November 2020}}</ref>

In 2022, the company closed its Toronto studio, which was at the time its last Canadian location and exited Canada.<ref>{{Cite web |last=Patterson |first=Craig |date=2022-08-15 |title=SoulCycle to Exit Canada and Shut Remaining Location in Toronto |url=https://retail-insider.com/retail-insider/2022/08/soulcycle-to-exit-canada-and-shut-remaining-location-in-toronto/ |access-date=2024-07-10 |website=Retail Insider |language=en-US}}</ref>

==Exercise physiology==
In a 2011 article in the ''[[Los Angeles Times]]'', certified strength and conditioning specialist James Fell approved of the company's theatrical approach to entertain and motivate its customers, saying he encourages "the importance of finding an exercise you love and embracing it with fervor." However, Fell gave the company "a failing grade for exercise physiology and biomechanics" and pointed out that the co-founders do not have certification in any type of exercise.<ref>{{cite news | last=Fell | first=James | title=In-Your-Face Fitness: SoulCycle's mix of cycling and upper-body workouts raises concerns | url=https://www.latimes.com/health/la-xpm-2011-nov-28-la-he-fitness-soulcycle-20111128-story.html | work=[[Los Angeles Times]] | date=November 28, 2011 | url-access=subscription}}</ref>


==Popular culture==
==Popular culture==
SoulCycle was featured in the 2018 film ''[[I Feel Pretty (film)|I Feel Pretty]]''.<ref>{{cite news |last1=Hess |first1=Amanda |title=‘I Feel Pretty’ and the Rise of Beauty-Standard Denialism |url=https://www.nytimes.com/2018/04/23/movies/i-feel-pretty-amy-schumer-beauty.html | work=[[The New York Times]] |date=23 April 2018 | url-access=subscription }}</ref>
SoulCycle was prominently featured in the 2018 film ''[[I Feel Pretty (film)|I Feel Pretty]]''.<ref>{{cite news | last=Hess | first=Amanda | authorlink=Amanda Hess | title=‘I Feel Pretty’ and the Rise of Beauty-Standard Denialism | url=https://www.nytimes.com/2018/04/23/movies/i-feel-pretty-amy-schumer-beauty.html | work=[[The New York Times]] | date=April 23, 2018 | url-access=limited}}</ref>


== References ==
==References==
{{Reflist|30em}}
{{Reflist}}


== External links ==
==External links==
* {{official website|http://www.soul-cycle.com/}}
* {{Official website|https://www.soul-cycle.com/}}
*{{cite news|url=https://www.npr.org/2018/12/21/679320471/soulcycle-julie-rice-elizabeth-cutler|title=SoulCycle: Julie Rice & Elizabeth Cutler}} at the NPR podcast [[How I Built This]], January 7, 2019. Hour-long interview with Julie Rice and Elizabeth Cutler
* {{cite news | url=https://www.npr.org/2018/12/21/679320471/soulcycle-julie-rice-elizabeth-cutler | title=SoulCycle: Julie Rice & Elizabeth Cutler}} at the NPR podcast [[How I Built This]], January 7, 2019. Hour-long interview with Julie Rice and Elizabeth Cutler


{{DEFAULTSORT:SoulCycle}}
{{DEFAULTSORT:SoulCycle}}
[[Category:2006 establishments in New York City]]
[[Category:2006 establishments in New York City]]
[[Category:Health care companies established in 2006]]
[[Category:2011 mergers and acquisitions]]
[[Category:American companies established in 2006]]
[[Category:American companies established in 2006]]
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[[Category:Companies based in New York City]]
[[Category:Health care companies established in 2006]]
[[Category:Health clubs in the United States]]
[[Category:Health clubs in the United States]]
[[Category:Medical and health organizations based in New York (state)]]
[[Category:Medical and health organizations based in New York (state)]]
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[[Category:Companies based in New York City]]
[[Category:2011 mergers and acquisitions]]

Latest revision as of 04:54, 17 September 2024

SoulCycle Inc.
Company typeSubsidiary
IndustryPhysical fitness
Founded2006; 18 years ago (2006)
Founders
HeadquartersNew York City
Number of locations
  • 99 (2020)[1]
  • U.S. Locations: 60 (2023)
Key people
Evelyn Webster, CEO
ProductsExercise equipment
ServicesIndoor cycling and Spinning classes
Number of employees
1,500 (2016)
ParentEquinox Group
Websitesoul-cycle.com
Ruth Zukerman in July 2018

SoulCycle Inc. is a fitness company owned by Equinox Group which offers indoor cycling and spinning workout classes. It was founded in 2006, and has operations in the United States and the United Kingdom.[2] In early 2020, before the COVID-19 pandemic, it operated 99 studios.[1] The company is headquartered in the West Village in Manhattan, New York City.[3]

The firm operates on a pay-per-class basis and does not offer memberships.

History

[edit]

Ruth Zukerman began teaching spin classes in Manhattan in 1996.[4] In 2006, she introduced her clients Elizabeth Cutler, a real estate agent, and Julie Rice, a talent manager for Benny Medina's Handprint Entertainment, to each other over lunch, where the three women decided to start the brand that would become SoulCycle.[5][6][7][8]

SoulCycle opened its first studio in 2006 on the Upper West Side in Manhattan, and later expanded to several other locations in Manhattan.[6]

In 2009, Zukerman left SoulCycle and, in 2010, with Jay Galuzzo and David Seldin, she founded Flywheel Sports, a competitor to SoulCycle.[9][10]

In 2011, The Related Companies's Equinox Group acquired a majority stake in SoulCycle.[11]

The studios originally featured a stationary Schwinn Bicycle Company bike with a chain drive typically used in the bigger gyms.[12] In 2012, SoulCycle had Villency design a custom bike with a "split seat" model, designed to be more comfortable.[13]

In 2015, Melanie Whelan was promoted from chief operating officer to chief executive officer.[14] In 2016, Rice and Cutler stepped down from their roles as co-chief creative officers and sold their shares to Equinox for $90 million.[15][8][16][17] As of 2016, Equinox owned 97% of the company.[17]

In July 2015, SoulCycle filed to raise $100 million in an initial public offering at a valuation of around $900 million. The company paused the process in 2016. In a May 2018 filing with the U.S. Securities and Exchange Commission the IPO was cancelled citing "market conditions."[18][19]

In 2017, SoulCycle introduced its Next Generation Bike, which featured an aluminum frame, a carbon fiber belt, and electromagnetic resistance.[20]

In March 2017, SoulCycle opened its first studio outside of the United States on King Street West in Toronto.[21] Following its success in the Canadian market, the company opened a second studio in Toronto and another in Vancouver.[22]

In October 2017, the company diversified by opening its first non-cycling-based studio, SoulAnnex, in Manhattan's Flatiron District. The studio incorporated elements of yoga and strength training.[23] In February 2018, the studio permanently closed after a class action lawsuit by local residents due to noise pollution.[24][25][26]

In February 2018, the company launched SoulActivate, an on-the-bike class that incorporates high-intensity interval training (HIIT).[27]

In October 2018, Whelan announced that SoulCycle would begin operations in the United Kingdom, with a studio slated to open in London the following year.[28]

In June 2018, SoulCycle created a media division.[29] In July 2018, SoulCycle and Equinox launched a talent agency to represent their fitness instructors, with William Morris Endeavor in an advisory role.[30][31]

In October 2018, SoulCycle partnered with Apple Music, making available instructor-curated playlists and motivational audio. It also launched live concerts during SoulCycle classes.[32]

In July 2019, the company launched SoulBeat, allowing riders to track performance metrics such as distance, power, and cadence via the SoulCycle mobile app following class.[33]

On November 26, 2019, Melanie Whelan stepped down as CEO.[34]

In March 2020, SoulCycle closed all of its then 99 studios due to the COVID-19 pandemic.[1] As a result of accelerated consumer demand for at-home fitness options,[35] the company lost market share to Peloton, a firm offering stationary bikes used to stream at-home spin classes.[1]

While SoulCycle had announced a $2,500 bike for purchase in August 2019 in partnership with Variis, it only began shipping in May 2020, six months later than initially planned.[1][36] It was available across the United States in October 2020.[37] In 2020 was renamed Equinox+ and began to offer added exercise methods via the Equinox+ app.[38]

Due to the COVID-19 pandemic, in March 2020, SoulCycle enacted furloughs and pay cuts for many employees and in April 2020, it began laying off 5%-10% of its staff.[39][40] In July 2020, the company closed its King Street studio in Toronto. In an email sent to local customers, SoulCycle cited pandemic-related financial difficulties as reasons for the location's abrupt closure.[41] Additional studios that were permanently closed after the COVID shutdowns in 2021 include San Mateo, Calabasas, Culver City, Malibu, Union Square, W60th, Scarsdale, Memorial, and Beacon Hill.

In August 2019, reports that SoulCycle investor and former majority owner Stephen M. Ross would be hosting a planned fundraiser for the Donald Trump 2020 presidential campaign prompted a spokesperson to distance the company from the event.[42][43][44] It also led to boycott threats.[1]

In November 2020, SoulCycle employees and customers alleged that several of the company's instructors made racist and homophobic remarks and fat shaming comments toward other staff and customers and that the company refused to take action.[45]

In December 2020, Evelyn Webster was named chief executive officer of the company.[46]

In 2022, the company closed its Toronto studio, which was at the time its last Canadian location and exited Canada.[47]

Exercise physiology

[edit]

In a 2011 article in the Los Angeles Times, certified strength and conditioning specialist James Fell approved of the company's theatrical approach to entertain and motivate its customers, saying he encourages "the importance of finding an exercise you love and embracing it with fervor." However, Fell gave the company "a failing grade for exercise physiology and biomechanics" and pointed out that the co-founders do not have certification in any type of exercise.[48]

[edit]

SoulCycle was prominently featured in the 2018 film I Feel Pretty.[49]

References

[edit]
  1. ^ a b c d e f Strugatz, Rachel (May 19, 2020). "How SoulCycle Got Stuck Spinning Its Wheels". The New York Times.
  2. ^ "SoulCycle Radio to Launch Instructor-Guided Virtual Workouts Beginning April 6 on SiriusXM" (Press release). PR Newswire. April 6, 2020.
  3. ^ Bryant, Adam (May 14, 2018). "SoulCycle CEO on her college wake-up call and the No. 1 thing women can do to get ahead". CNBC.
  4. ^ Miller, Gerri (July 11, 2018). "Ruth Zukerman Spins Cycling Into Success". The Jewish Journal of Greater Los Angeles.
  5. ^ Morris, Alex (January 6, 2013). "The Carefully Cultivated Soul of SoulCycle". New York Magazine: The Cut.
  6. ^ a b Hong, Nicole (September 18, 2013). "How I Built It: Cycling Chain SoulCycle Spins Into Fast Lane". The Wall Street Journal.
  7. ^ Li, Shan (August 9, 2015). "SoulCycle founders are peddling fun in the gym". Los Angeles Times.
  8. ^ a b Romeyn, Kathryn (July 3, 2017). "How an Ex-Talent Manager Co-Founded SoulCycle and Sold for $90M". Hollywood Reporter.
  9. ^ Ogunnaike, Nikki (June 16, 2016). "How One Woman Single-Handedly Changed the Indoor Cycling Game". Elle.
  10. ^ Schlossberg, Mallory (September 9, 2015). "One of Soul Cycle's founders turned on the brand and started its biggest rival". Business Insider.
  11. ^ GRIGORIADIS, VANESSA (August 15, 2012). "Soul Cycle celebrity cult following". Vanity Fair.
  12. ^ WINFREY, GRAHAM (November 30, 2015). "How SoulCycle Reinvented the Stationary Wheel". Slate.
  13. ^ "Villency, the Designer of the SoulCycle Bike". Villency.
  14. ^ Bryant, Adam (May 14, 2018). "SoulCycle CEO on her college wake-up call and the No. 1 thing women can do to get ahead". CNBC.
  15. ^ Lutz, Ashley (April 8, 2016). "SoulCycle's founders have resigned". Business Insider.
  16. ^ Henry, Zoe (November 20, 2017). "The Co-Founder of SoulCycle Joins Another Hot New York Startup". Inc.
  17. ^ a b KOWITT, BETH (April 8, 2016). "SoulCycle Co-Founders Cutler and Rice Have Resigned: Exclusive". Fortune.
  18. ^ Fournier, Elizabeth (May 25, 2018). "SoulCycle Shelves Plans for U.S. IPO After Three Years in Limbo". Bloomberg News.
  19. ^ Kopytoff, Verne (May 25, 2018). "SoulCycle Ends Ride Towards an IPO". Fortune.
  20. ^ Malik, Naureen (July 20, 2017). "SoulCycle's New Exercise Bike Will Make Your Workout Even Harder". Bloomberg News.
  21. ^ Johnson, Devon (October 10, 2016). "SoulCycle to Enter Canada as it Commences International Expansion". Retail Insider.
  22. ^ Po, Ritchie (July 25, 2017). "SoulCycle Continues Canadian Expansion". Retail Insider.
  23. ^ Ruiz, Michelle (November 15, 2017). "How SoulCycle Plans to Keep the Soul without the Cycle". Vanity Fair.
  24. ^ Marsh, Julia; Daidone, Gina (February 6, 2018). "Flatiron residents sue SoulCycle over constant 'bowling-ball'-like thuds". New York Post.
  25. ^ Biron, Bethany (January 11, 2019). "Flywheel and SoulCycle are having an identity crisis". Vox Media.
  26. ^ Olick, Diana (November 22, 2017). "SoulCycle bets on a new brand, this one is off the bike". CNBC.
  27. ^ Raphael, Rina (February 26, 2018). "SoulCycle expands further, gets into the HIIT trend". Fast Company.
  28. ^ Gagne, Yasmin (October 22, 2018). "SoulCycle CEO Melanie Whelan talks expanding abroad and online". Fast Company.
  29. ^ Raphael, Rina (June 20, 2018). "SoulCycle just launched a new media division". Fast Company.
  30. ^ Raphael, Rina (July 19, 2018). "Equinox and SoulCycle are launching a talent agency for fitness influencers". Fast Company.
  31. ^ Mims, Taylor (July 24, 2018). "Equinox & SoulCycle Launch Full-Service Management for Fitness Talent". Billboard.
  32. ^ Raphael, Rina (October 1, 2018). "SoulCycle is turning its rides into live music concerts". Fast Company.
  33. ^ Lushing, Margaux (July 12, 2019). "SoulCycle Launches SoulBeat, An In-app Experience For Riders". Forbes.
  34. ^ Biron, Bethany (November 26, 2019). "SoulCycle CEO Melanie Whelan has resigned, marking the end of a tumultuous year for the boutique fitness company". Business Insider.
  35. ^ Griffith, Erin (May 6, 2020). "People Are Panic-Buying Meat, Toilet Paper … and Pelotons?". The New York Times. ISSN 0362-4331.
  36. ^ Garun, Natt (March 9, 2020). "SoulCycle announces a $2,500 at-home bike that streams on-demand classes". The Verge.
  37. ^ Lushing, Margaux (October 7, 2020). "SoulCycle's At-Home Bike Launches Across The US, With Live Classes And New Variis Fitness App". Forbes.
  38. ^ "A Fitness App for the End of the World". W Magazine. Retrieved 2021-12-10.
  39. ^ Strachan, Maxwell (May 18, 2020). "SoulCycle Lays Off Long-Time Employees With Zero Severance". Vice.
  40. ^ Garun, Natt (April 1, 2020). "SoulCycle cuts staff pay by 25 percent while putting studio crew on indefinite furlough". The Verge.
  41. ^ DIPLACIDO, VICTORIA (July 16, 2020). "SoulCycle Shuts Down Toronto's King Street Location". Elle.
  42. ^ Primack, Dan (August 8, 2019). "SoulCycle faces backlash over investor plans to fundraise for Trump". Axios.
  43. ^ Gould Keil, Jennifer (August 5, 2019). "Trump set to visit the Hamptons later this week". New York Post.
  44. ^ Ries, Brian (August 7, 2019). "Owner of SoulCycle and the Miami Dolphins faces outrage and calls for boycott over Trump fundraiser". CNN.
  45. ^ Mazziotta, Julie (November 18, 2020). "SoulCycle Instructors Accused of Racist, Sexual and Fat-Shaming Comments: Report". People.
  46. ^ Stieg, Cory (December 1, 2020). "SoulCycle names Evelyn Webster as new CEO". CNBC.
  47. ^ Patterson, Craig (2022-08-15). "SoulCycle to Exit Canada and Shut Remaining Location in Toronto". Retail Insider. Retrieved 2024-07-10.
  48. ^ Fell, James (November 28, 2011). "In-Your-Face Fitness: SoulCycle's mix of cycling and upper-body workouts raises concerns". Los Angeles Times.
  49. ^ Hess, Amanda (April 23, 2018). "'I Feel Pretty' and the Rise of Beauty-Standard Denialism". The New York Times.
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