Customers of the popular and profitable SoulCycle fitness centers pay up to $40 per class to bike to music, and many of them gush that the exercise community has changed their lives. That is exactly what SoulCycle founders Julie Rice and Elizabeth Cutler intended.
Riders, who often pay $148 for a SoulCycle sweatshirt and $66 for a SoulCycle T-shirt, identify strongly with the brand because they report feeling transformed since the first time they "clipped in," or had their feet locked into the pedals. They say SoulCycle has ignited their self-confidence and overhauled their bodies.
Riders responded to a recent Instagram post asking what SoulCycle means to them, enthusing that the exercise class signified everything from "strength" to "therapy," "escape" to "community."