SoulCycle

What SoulCycle does

SoulCycle is a privately held boutique fitness company founded in 2006 in New York and operating 62+ company-owned studios across the United States, Canada, and the United Kingdom. Its core product is the 45-minute rhythm-riding indoor cycling class — a candlelit, music-choreographed workout combining cardio, upper-body strength work with hand weights, and instructor-led mental coaching. The company extends this format through multiple class variants (SoulSurvivor, SoulFundamentals, SoulChallenge, SoulActivate, SoulWarrior, SoulAnnex) and the more recent Soul + Strength format launched in 2025 in NYC, Chicago, and LA. The proprietary Next Gen bike platform integrates crank-mounted power meters (within 2% accuracy) that feed SoulBeat, a post-ride analytics feature showing Beat Match, power, cadence, and distance. SoulCycle is owned by Equinox Group Ltd. and operates as part of a broader fitness ecosystem that also includes Equinox, Pure Yoga, Precision Run, Rumble, TB12, and HeadStrong.

The business model is a hybrid of studio class sales (single classes at $28-$42 regionally, multi-class packs, SuperSoul VIP concierge packages at $1,800-$3,600, and Soul Renew monthly subscription refills at $134-$481/month), hardware sales (a $2,500 at-home bike), and recurring digital subscriptions (a required $40/month, 12-month Equinox+ membership for at-home bike owners). Distribution is direct-to-consumer via company website, iOS/Android mobile app, and in-studio purchases, supplemented by brand partnerships (Loop Earplugs, Strava, Fitbit, Truemed, Sweetgreen, NYU Langone), a creator/influencer program (Soul Society for riders with 1K+ followers), a referral program (Spread the Soul), and student pricing verified through SheerID. The company has been contracting its footprint — a 25% nationwide studio cut in 2022, additional California closures (Walnut Creek, La Jolla, Manhattan Beach) in June 2026, and the June 2026 departure of CEO Evelyn Webster, with Sunder Reddy serving as interim CEO.

Name

SoulCycle

Legal name

SoulCycle Inc.

Website

http://www.soul-cycle.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

SoulCycle is a privately held boutique fitness company (founded 2006, owned by Equinox Group) that operates 62+ indoor cycling studios across the US, Canada, and UK, delivering music-driven rhythm-riding classes to affluent urban consumers, students, and content creators, and extending the brand via a $2,500 at-home bike and Equinox+ subscription.

Ownership category

akta.pro rank

Product category

Boutique Fitness

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cycling/Spin Classes (HSADABAE)

akta.pro secondary industries

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

Keywords

• Indoor cycling
• Boutique fitness
• Group exercise classes
• Connected fitness equipment
• Fitness subscriptions

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices51 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Studio Class Sales: Primary revenue stream from selling individual cycling classes and class packs at company-owned studios. Classes are sold in packs (1, 3, 5, 10, 20, 30 classes) with regional restrictions. Pricing varies by region with NYC at $42/class standard rate. Class packs expire within 30 days to 12 months of purchase. SuperSoul premium packages offer concierge booking up to 6 weeks in advance.
2. At-Home Bike Hardware Sales: Sale of proprietary SoulCycle at-home bikes at $2,500 per unit including shipping and handling. Bike requires paid Equinox+ membership ($40/month) for on-demand class access. Bike comes with 30-day home trial (minus $250 return shipping fee) and warranty: 1 year for display/components, 5 years for frame.
3. Equinox+ Membership Subscription: At-home bike requires 12-month Equinox+ membership commitment at $40/month (plus tax) for unlimited on-demand SoulCycle classes and access to other brands including Equinox, Pure Yoga, Precision Run, Rumble, TB12, and HeadStrong.
4. Soul Renew Subscription: Monthly auto-refill membership offering 4, 8, 12, or 16 classes at discounted rates. Subscribers get monthly refills with 30-day expiration on unused classes. Cancellation requires 24-hour notice before next billing cycle.
5. Soul Society Affiliate/Commission: Creator community program where members earn commission on qualifying purchases when followers ride through trackable links. Also earns classes for completing challenges and hitting participation milestones.
6. Retail Merchandise: Sale of SoulCycle apparel, cycling shoes (Legend 2.0), accessories through online shop and in-studio. Student riders receive 20% off retail in-studio purchases.
7. Soul Early Scheduling Feature: $15 non-refundable fee per class for early booking access starting Sunday at noon instead of Monday noon. Optional add-on to class purchases.
8. SoulScholars Philanthropy Program: Charity rides where individual bikes are sold to fundraise for partnering causes. Corporate group booking for private rides and events.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels12 records

Core offering

SoulCycle operates a national chain of boutique fitness studios delivering premium indoor cycling classes in a 45-minute choreographed format set to curated playlists in candlelit, dimly lit rooms. The company sells individual classes, multi-class packs, and unlimited monthly memberships, and complements its in-studio offering with an At-Home connected bike, the Soul Renew streaming subscription, branded apparel, and charity ride programs. Its customer base consists predominantly of urban, affluent adults seeking a community-driven, instructor-led cardio workout experience.

Product overview

SoulCycle is a boutique fitness company offering a unified indoor cycling platform centered on its signature 45-minute rhythm-riding class. The product portfolio includes multiple class formats (SoulCycle Signature, SoulSurvivor, Soul + Strength, SoulFundamentals, SoulChallenge, SoulActivate, SoulWarrior, Community Ride, Private Ride), powered by a network of 62+ physical studios and an At-Home Bike ($2,500 + $40/month subscription). Supporting products include SuperSoul VIP concierge booking, Soul Renew subscription memberships, Soul Early advance scheduling, Class Packs, and the Spread the Soul referral program. Community and philanthropy offerings include Soul Society creator community, SoulScholars, Charity Rides, and SoulService. The company operates primarily in the U.S., Canada, and UK, and is owned by Equinox Group.

Differentiator

Problem solved

Functional benefit

Brands

• SuperSoul: A concierge service that books riders into favorite classes up to six weeks in advance of regular booking, with priority waitlist status and VIP event access.
• Soul + Strength
• SoulSurvivor
• SoulAnnex
• SoulActivate
• SoulFundamentals
• SoulWarrior
• SoulChallenge
• SoulRenew
• SoulBeat
• SoulEarly
• SoulScholars
• SoulService
• SoulCycle At-Home Bike

Products and services

• SoulCycle Signature Class The signature 45-minute indoor cycling class delivered in a candlelit studio with a curated playlist and instructor-led choreography; the foundational offering customers purchase.
• SoulSurvivor 60-minute high-intensity indoor cycling class targeted at riders seeking longer or more challenging workouts.
• Soul + Strength Hybrid class format that combines indoor cycling with strength-training segments for full-body conditioning.
• SoulFundamentals Beginner-focused indoor cycling class format introducing new riders to SoulCycle technique and culture.
• SoulChallenge Performance-driven indoor cycling class designed for riders seeking metric-based training and measurable output.
• SoulActivate Short 30-minute indoor cycling class format targeted at riders with limited time.
• SoulAnnex Cycling class held at an outdoor or alternate-location venue as an extension of in-studio programming.
• SoulWarrior Athletic-performance oriented indoor cycling class format for advanced riders.
• SuperSoul Premium VIP-tier class experience offered at a higher price point than standard SoulCycle classes.
• SoulCycle At-Home Bike Connected at-home indoor cycling bike sold for $2,500 that pairs with the SoulCycle digital content library and SoulBeat performance metrics.
• Soul Renew Subscription-based digital class streaming product offering on-demand SoulCycle workouts outside the studio.
• Soul Early Early-morning indoor cycling class offering for riders who prefer pre-work sessions.
• SoulCycle Class Packs and Memberships Class packs (e.g., 10-pack, 30-pack) and unlimited monthly studio memberships purchased by riders to access in-studio classes at variable price points.

Quantifiable outcome

• 500-700 calories burned per 45-minute class
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Loop EarplugscoreGTM or Marketing PartnerSoulCycle partnered with Loop Earplugs in February 2026 to make Experience 2 earplugs available in studios nationwide. The earplugs provide over 17 decibels of hearing protection while using acoustic filtering to reduce volume evenly and preserve sound clarity. The partnership frames hearing protection as a routine aspect of holistic wellness, similar to sunscreen or proper footwear. This marks Loop's entry into the group fitness space following partnerships with Target, Swarovski, and McLaren's Formula 1 team.
• Boxed Water™coreStrategic or Co-development PartnerSoulCycle partnered with Boxed Water™ to provide eco-conscious water in studios. Boxed Water™ uses plant-based packaging that is 100% recyclable, with paper and water responsibly sourced from local water sources and well-managed forests. Boxed Water's 'You Post. We Plant' campaign plants two trees for every social media post with #BetterPlanet. Cartons are 92% plant-based and 100% recyclable, eliminating single-use plastic water bottles from studios.
• thredUPminorStrategic or Co-development PartnerSoulCycle launched Heritage, an online apparel resale shop in partnership with thredUP in 2023. The partnership supports SoulCycle's sustainability commitment by enabling circular fashion through resale of pre-owned SoulCycle apparel and lifestyle items.
• UNIFIminorStrategic or Co-development PartnerSoulCycle launched Soul(re)Cycle in partnership with UNIFI, a textile recycling initiative. The program allows riders to recycle used activewear and contributes to the brand's sustainability goals.
• Circle SportswearminorStrategic or Co-development PartnerSoulCycle partnered with Circle Sportswear to work towards a more circular supply chain. The partnership aims to reduce environmental impact through sustainable manufacturing and materials sourcing.
• TruemedminorGTM or Marketing PartnerSoulCycle partnered with Truemed to offer health-related wellness benefits, potentially including HSA/FSA eligibility for classes as part of preventive health spending.
• NYU Langone HealthminorStrategic or Co-development PartnerSoulCycle x NYU Langone Health partnership focuses on health and wellness initiatives, potentially including research or community health programs related to fitness benefits.
• Magic MindminorGTM or Marketing PartnerSoulCycle x Magic Mind partnership for wellness-focused collaboration, likely involving product sampling or promotional offers for riders.
• SweetgreenminorGTM or Marketing PartnerSoulCycle partnered with Sweetgreen for first-time rider offers and Soul Renew member benefits. The partnership likely includes cross-promotional discounts between the fitness and fast-casual dining brands.
• Forward__SpaceminorGTM or Marketing PartnerSeasonlong partner at SoulCycle Hamptons studios (The Barn and East Hampton) for 2026 summer season. Likely includes wellness activations and brand experiences at the premium destination studios.
• TrembleminorGTM or Marketing PartnerSeasonlong Hamptons partner for 2026, providing wellness experiences and activations at SoulCycle's seasonal destination studios.
• La Enovesé DesignsminorGTM or Marketing PartnerSeasonlong Hamptons partner for 2026, contributing to the premium lifestyle experience at SoulCycle's seasonal destination studios.
• Dreamy Coffee Co.minorGTM or Marketing PartnerSeasonlong Hamptons partner for 2026, providing coffee offerings and brand activations at SoulCycle's seasonal destination studios.
• LYMAminorGTM or Marketing PartnerLYMA launched its LYMA ID² gut health supplement at a SoulCycle Hamptons pop-up in the US in June 2026. The partnership provides exclusive retail access at SoulCycle's Hamptons studios for the premium supplement brand priced at £125/$175 for a 30-day pouch.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• ClassPass: ClassPass is a multi-brand fitness subscription aggregator that distributes SoulCycle classes alongside competing boutique studios. It is both a customer acquisition channel and a competitive threat, as it enables riders to substitute SoulCycle classes with cheaper alternatives from Barry's, Orangetheory, and others on a single membership.

Direct peers

• F45 Training: F45 is a global boutique fitness franchise offering 45-minute functional training and HIIT classes in a group setting. It targets a similar premium-but-attainable fitness consumer, competes in many of the same metropolitan markets as SoulCycle, and operates on a comparable studio-and-class-pack business model.
• Orangetheory Fitness: Orangetheory is a large boutique fitness franchise built on heart-rate-monitored HIIT classes with technology-enabled performance tracking. It competes directly with SoulCycle in the premium group-fitness category with broader geographic reach and a more accessible price point per class.
• CycleBar: CycleBar is a franchised boutique indoor cycling studio chain with similar rhythm-riding, candlelit studio positioning and premium class-pack pricing. It directly competes with SoulCycle for riders in suburban and secondary markets where SoulCycle has a smaller footprint.
• Barry's Bootcamp: Barry's is a premium boutique fitness brand combining treadmill running and strength training in a candlelit, instructor-led, music-driven format. It targets the same affluent urban professional demographic as SoulCycle at comparable price points and overlaps on celebrity/aspirational positioning and city-center studio locations.
• Peloton Interactive: Peloton is the leading at-home connected indoor cycling platform with bike hardware, subscription streaming, and branded instructor content. It is SoulCycle's most direct competitor in the indoor cycling category, competing for the same affluent, cardio-focused customer with a contrasting at-home rather than studio-first model.

Broad incumbents

• Equinox: Equinox is the parent brand within Equinox Group Ltd. operating high-end fitness clubs. It serves the same premium urban wellness consumer, shares membership and content infrastructure (Equinox+ streaming), and is the corporate sibling that provides SoulCycle with at-home distribution and operational backing.
• Rumble Boxing: Rumble is a sister brand under Equinox Group Ltd. offering premium boxing-inspired group fitness classes. It shares SoulCycle's aspirational positioning, studio aesthetic, instructor-driven format, and is bundled within the Equinox+ content ecosystem.

Emerging players

• Apple Fitness+: Apple Fitness+ delivers on-demand cycling, HIIT, strength, and yoga classes with Apple Watch integration at a low monthly price point. It competes with SoulCycle's Equinox+ at-home subscription on price, flexibility (no contract), and content variety for fitness consumers considering at-home alternatives to studio classes.
• Hydrow: Hydrow is a premium connected rowing machine brand with a $40+/month streaming subscription. While its modality is rowing rather than cycling, it competes with SoulCycle's At-Home Bike on premium hardware pricing, instructor-led live and on-demand content, and affluent home-fitness buyer demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/soulcycle/about
• Instagraminstagram.com/soulcycle/?hl=en
• Xx.com/soulcycle

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SoulCycle