"The average human being cannot understand what blowing out the candle during the soulful song can do to the human psyche."
""Literally like going to church," another added."
""At SoulCycle, we very quickly became the club you can't get into, and that has a lot of appeal to a lot of people," cofounder Ruth Zukerman said on the Wharton Business Daily podcast in 2019."
TikTok posts and social platforms show a renewed enthusiasm for SoulCycle, with creators and thousands of users sharing nostalgia, photos, merchandise, and first-time experiences. Longtime riders welcome newcomers and recount addictive, church-like feelings associated with the 45-minute classes. SoulCycle rose to cultural prominence in the 2010s, attracting celebrities and elevating instructors into star status, creating an exclusive club appeal. That same exclusivity contributed to the brand's decline amid allegations of sexual harassment, racism, and fat-shaming within an elite instructor group. The chain also closed about 25% of locations by 2022 following pandemic impacts.
Read at Fast Company
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