the birth of a brand
Founded in 2006 by Julie Rice and Elizabeth Cutler, SoulCycle was created with the goal of bringing people deep motivation and a lot of perspiration through a 45-minute indoor cycling class. All workout routines are choreographed and led by instructors, who chant mantras over the loud music in order to push the minds, bodies, and souls of the class' members to their peak potential. With 82 studios and an intensely loyal base of regular riders, the brand shows no signs of slowing.
But as SoulCycle grows, it is important to take a deeper look at its messaging and effects on individuals. This site therefore aims to critically examine the now wildly popular company so as to better understand the cultural implication of the brand and brands like it.