Trust Me: Cults, Extreme Belief, and Manipulation Jess Rothschild - SoulCycle and the Cult of Spinning
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Jan 7, 2026 Join Jess Rothschild, creator of the podcast Cult of Body and Soul, as she dives into the phenomenon of SoulCycle. She explores the company's origins, revealing how it was designed to create an almost religious experience. Jess highlights the cultural impact of charismatic instructors and the social hierarchies formed within classes. From the spirituality infused in rides to the corporate takeover that changed everything, she shares her journey from devoted fan to critical observer, reflecting on the addiction and euphoria of spinning.
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Janet As SoulCycle's Secret Sauce
- SoulCycle scaled a theatrical, spiritually-infused spin model built on one instructor's method and charisma.
- Janet Fitzgerald trained over 400 instructors and was the foundational source of SoulCycle's culture.
Spinning As Immersive Ritual
- Spinning centers attention on an elevated instructor, music, lighting and choreography to create a collective, rave-like ritual.
- That theatrical setup makes riders focus outward, amplifying emotional and communal effects.
Hamptons Sparked The Boom
- SoulCycle started slow with tiny classes, then exploded after opening a Hamptons outpost that attracted celebrities.
- Celebrity mentions and social proof propelled rapid cultural growth in 2007 and beyond.
