Comedians Gareth Reynolds and Dave Anthony examine the groundbreaking company SoulCycle, discussing topics such as the rise of fitness cults, the harsh reality of SoulCycle's training program, controversial behavior of instructors, and controversies and downfall of the company.
SoulCycle faced allegations of abusive behavior from instructors, leading to dissatisfaction among employees and clients.
The acquisition of SoulCycle by Equinox Group resulted in a negative corporate culture shift and intensified pressure on instructors.
SoulCycle's emphasis on exclusivity and obsession with instructors led to a diluted experience and a decline in popularity as Peloton emerged as a competitor.
Deep dives
SoulCycle faces issues with instructor behavior and toxic work culture
Instructors like Lori Cole and Conner Kelly engaged in abusive and inappropriate behavior, including fat-shaming, sexual harassment, and bullying. The company's founders, Elizabeth Cutler and Julie Rice, resigned due to dissatisfaction with the company's direction. The company expanded rapidly, resulting in weightless and exclusivity concerns among clients. Employees were expected to work long hours without a work-life balance. The company faced criticism for prioritizing the instructors' star status over the well-being of employees and clients.
Equinox acquires SoulCycle and introduces controversial CEO
Equinox Group, known for its luxury fitness clubs, acquired SoulCycle, resulting in a negative corporate culture shift. The new CEO, Melanie Whelan, emphasized an all-consuming dedication to work and lacked consideration for work-life balance. Instructors faced intense pressure, long hours, low pay, and unrealistic expectations. Some instructors, such as Lori Cole and Akin Atman, displayed inappropriate and offensive behavior towards staff and riders.
Client obsession leads to toxic and exclusive atmosphere
SoulCycle cultivated a culture of exclusivity and obsession with the instructors. Clients competed for front-row spots and bullied others who booked them. Instructors like Stacey Griffith demanded special treatment, including gifts and privileges. The company's expansion led to a diluted experience and a shift away from the original inclusive and supportive atmosphere. Many clients and staff complained about harassment, mistreatment, and an abusive power dynamic within the company.
Peloton emerges as a competitor while SoulCycle faces decline
During the rise of Peloton, SoulCycle's popularity declined. The emergence of Peloton's at-home bike workouts offered convenience and a more accessible experience compared to SoulCycle's exclusive and demanding culture. Pressure from competitors and internal issues eventually led to a withdrawal of SoulCycle's IPO application and a decline in the company's overall success.
SoulCycle's Downfall
SoulCycle, once a popular spinning class, faced a series of challenges that led to its decline. The company experienced a loss of core riders due to cuts in instructor pay and increased class prices. Additionally, SoulCycle faced criticism for opening studios in unfavorable locations, such as a hotel in Las Vegas. The introduction of 'Soul Early,' which allowed riders to pay extra to book their bikes in advance, generated controversy and dissatisfaction among customers. SoulCycle's attempts to challenge Peloton with an at-home bike were overshadowed by negative publicity, including a fundraiser hosted by Equinox's owner for Donald Trump. The CEO's derogatory remarks about paternity leave and the mistreatment of employees further tarnished the company's reputation. Facing financial difficulties worsened by the COVID-19 pandemic, SoulCycle saw layoffs, closures, and competition from cheaper cycling franchises. In a surprising move, the founders of SoulCycle launched Peoplehood, a self-help-like venture involving group conversations with restricted communication and merchandise sales.
Peoplehood: SoulCycle's Unusual Venture
Following SoulCycle's decline, the founders launched Peoplehood, an unconventional project focused on group conversations and personal growth. For a monthly fee of $165, Peoplehood promises a safe space for narcissists and aims to foster higher listening skills and improved relationships. However, participants are only allowed 30 seconds to share their thoughts and can respond by snapping their fingers or patting their hearts. Critics argue that Peoplehood monetizes nothing and point out the absurdity of its approach. The venture sells merchandise and offers virtual sessions, causing some to question its validity as a therapy alternative. With the cycling business struggling, Peoplehood seems like an attempt to transition from exercise classes to personal development, leaving many perplexed by its concept and high price tag.
