It’s been a rocky road recently for SoulCycle, which closed studios during the pandemic and underwent a leadership change late last year amid accusations of a toxic work environment. Now, with a new CEO—Evelyn Webster, formerly CEO of Guardian US & Australia, joined in December—the Equinox-owned brand is trying to pedal to sunnier skies with a new brand campaign welcoming members back.
Called “Mind Altering Fitness,” the new campaign features loyal SoulCycle riders paired with artwork and music from improv group Freestyle Love Supreme. The campaign was created by SoulCycle’s in-house studio with agency Mrs&Mr, its first work for the brand.
“Our riders have gone through a year like never before,” says Roisin Branch, who joined SoulCycle as head of marketing over the summer after working for Equinox. “This campaign is designed to re-engage them and celebrate them as well as welcome in new riders.”
SoulCycle is in the process of reopening its indoor studios; roughly 20% are already open with more anticipated over the summer. Outdoor studios, which the brand first debuted last summer, currently number 21 and the brand plans to operate 34 of such locations by the end of the year. Branch says that business is on an upswing.
“Riders are back,” she says, noting that “thousands of classes have been waitlisted—some average over 100 on the waitlist.”