SoulCycle, in stark contrast to its once highly exclusive image, will now offer classes through a ClassPass subscription app to boost attendance.
The multi-year partnership, announced Tuesday, means ClassPass credits can now be used to enter SoulCycle spinning classes, which Well+Good said was “absolutely unthinkable” in the past.
SoulCycle, which was notorious for booking long in advance of sold-out classes with top instructors, faced backlash from members in 2019 for its owner’s fundraising for Donald Trump, before being hit hard during the pandemic shutdown.
SoulCycle has been working to regain its former glory after reopening studios last year, closing about 25% of its stores in August.
In a departure from its once highly exclusive image, SoulCycle will now offer classes through the ClassPass subscription app to attract members
SoulCycle CEO Evelyn Webster said the partnership with ClassPass is “a unique opportunity to bring our legendary trainers, passionate community and original aerobic dance party thrills to a wider audience”
SoulCycle CEO Evelyn Webster said the partnership with ClassPass is “a unique opportunity to bring the thrill of our legendary trainers, passionate community and original aerobic dance party to a wider audience. ”
Well+Good reports that SoulCycle classes are now available on the ClassPass app, and it only takes 10 to 15 credits to do a SoulCycle ride.
Costing about $2 to $3 per credit, depending on the ClassPass subscription plan, SoulCycle isn’t much more expensive than other lesser-known spinning classes.
Before struggling over the past few years, SoulCycle typically charged $30 or more per class, eschewing membership platforms like ClassPass.
“It’s not an exaggeration to say that SoulCycle is notorious for not joining ClassPass,” Well+Good reports. “If it’s still 2015, hell might literally freeze over.”
In 2019, Equinox and SoulCycle tried to distance themselves from billionaire Stephen Ross, who owns the companies after Trump hosted a fundraiser
The woes of SoulCycle, part of the privately held Equinox Group, mirror in some ways the downfall of another well-regarded exercise bike competitor, Peloton.
Peloton’s home exercise bike is a hit during the pandemic lockdown, while SoulCycle studios are closed due to restrictions on public gatherings.
SoulCycle responded by launching some outdoor classes and launching its own $2,300 family bike to compete with Peloton.
The easing of pandemic restrictions has hit Peloton hard, with its shares down 65% since the start of the year.
But SoulCycle hasn’t seen the return to growth it had hoped for, in part because consumers have turned to more budget-friendly gym memberships.
Before struggling over the past few years, SoulCycle often charged $30 or more per class, eschewing membership platforms like ClassPass
In August, SoulCycle closed about 20 of its 83 studios, according to CNN.
The closures affect six locations in the New York City area, five in California and others in Washington, D.C., Massachusetts, Illinois, Florida and Georgia.
SoulCycle’s Toronto location has also closed, marking its complete exit from the Canadian market.
In 2019, Equinox and SoulCycle tried to distance themselves from billionaire Stephen Ross, a real estate developer, after he hosted a Trump fundraiser in the Hamptons.
SoulCycle sales fell nearly 30% during the 2019 holiday season following the controversy, according to a report from Earnest Research. SoulCycle considers these data to be inaccurate.
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