🔥 My Hot Take
My POV on wellness trends, what’s hype, and the business behind it all.
My millennial soul died a little this week.
If you lived through the peak SoulCycle era, you get it.
For me, it was 2014, I was in my 20s in NYC, and Soul was more than a workout.
It was friendship, community, and therapy all packed into a candlelit room.
Saturday Soul followed by boozy brunch was an actual personality trait.
It was a core memory era.
Which is why the news hit me like a tiny betrayal.
After nineteen years of running the same class format, SoulCycle is adding a strength plus cycling hybrid.
On one hand, the Soul hype has faded and revenue has followed.
Trends changed, competitors grew, and the brand had to evolve.
So I get why they did it. I am not shocked.
But if I was their CMO, here are the three things I would be focused on getting right:
Protect the signature Soul energy while updating the format.
Bring Gen Z into the fold with content that actually feels fresh.
Lean into the growing nervous system economy and build experiences that help people feel better, not just sweat more.
So what’s your take on the SoulCycle class expansion?
Love it or hate it? Reply and let me know!
