🔥 My Hot Take
My POV on wellness trends, what’s hype, and the business behind it all.
An unexpected partnership dropped this month:
SoulCycle x Superpower
At first glance, it makes sense.
Both are performance-focused wellness brands.
But digging deeper, there’s more going on…
Superpower started as a very male-forward brand
speaking to the optimizers, tech bros, and biohackers.
(Which makes sense, as the founder is a male in that world.)
The problem? The majority of wellness spend comes from women.
And more than that, most people aren't athletes and biohackers.
They are normal people who want to improve themselves.
Enter SoulCycle: a community-driven, female-centric brand that brings emotion and community.
This partnership helps Superpower expand more naturally into a female audience.
And for SoulCycle?
Superpower brings the modern AI, health optimization lens that can help revive the brand, bringing it back to the center of conversation.
But that’s not all.
This partnership is part of a bigger trend we’re seeing:
Peloton + Twin Health.
Equinox + Function Health.
Fitness brands are pairing with health and data brands.
Because demand for holistic wellness experiences is increasing
and bloodwork will soon be seen as routine as workout class (especially as prices continue to drop).
But it raises an important question: who’s overseeing this data?
Are we putting too much in the hands of consumers without proper clinical support?
I love that access to data is expanding, but data without guidance rarely drives lasting change.
The real power lies in personalization and behavior change that follows.
What’s your take on these partnerships?
Reply and let me know! I’m curious where you think this is headed.
