All Of It Podcast Summary: "The Cult of SoulCycle"

Podcast Information:

• Title: All Of It
• Host: Alison Stewart
• Episode: The Cult of SoulCycle
• Release Date: June 4, 2025
• Description: This episode delves into how SoulCycle transformed fitness culture in New York City, exploring its origins, unique approach, and the ensuing cultural impact.

1. Introduction to the Episode [01:31 – 02:43]

Alison Stewart opens the episode by setting the stage for an in-depth exploration of SoulCycle's influence on fitness culture. She introduces Jess Rothschild, the writer and producer of the podcast "Cult of Body and Soul," which investigates the rise of SoulCycle. Alison hints at upcoming discussions about the Tony Awards, a Mark Twain bio series, and the Mitford sisters, but quickly shifts focus to SoulCycle, inviting listeners into the world of this iconic fitness phenomenon.

2. Jess Rothschild’s SoulCycle Journey [03:31 – 05:07]

Jess Rothschild shares her personal experience with SoulCycle, starting her classes in 2011. Initially, Jess found her early sessions uneventful until she attended a class led by instructor Stevie Santangelo. She recalls, “[...] I saw a new instructor photo popped up and it was this woman, Stevie Santangelo. And I think instinctually, I felt a connection to her” ([04:05]). This connection was transformative, turning her routine spin classes into a profound, almost spiritual experience.

3. The Unique SoulCycle Experience [04:29 – 09:37]

Jess elaborates on what sets SoulCycle apart from typical spin classes. Unlike standard classes where music and instructors play a minimal role, SoulCycle incorporates theatrical elements, synchronized music, and a spiritual ambiance. She explains:

“SoulCycle transformed a typical spin class into a theatrical spiritual experience. [...] The lights are going on and off, they're moving candles around. It's like a 360 experience” ([04:29]).

This approach creates an immersive environment where participants feel uplifted and spiritually renewed, fostering a loyal and passionate community.

4. Founding of SoulCycle and Key Figures [09:37 – 15:00]

Founders:

• Julie Rice: A talent agent from Los Angeles with experience in branding and marketing, instrumental in turning instructors into superstars.
• Elizabeth Cutler: Focused on the spiritual and emotional aspects, she infused SoulCycle with ritualistic and spiritual elements.
• Ruth Zuckerman: The lesser-known third co-founder whose contributions are pivotal yet underrepresented.

Jess highlights Ruth Zuckerman’s crucial role:

“She was the face of it originally. She brought her riders and followers initially at that 72nd Street location. So there wouldn't be SoulCycle without Ruth” ([10:28]).

Origin Story: The trio met through their mutual connection with Ruth and quickly moved to establish SoulCycle in an unassuming location found via Craigslist. The first studio lacked the prominent signage seen today, making the origins humble and grassroots.

5. The Spiritual and Branding Elements [14:59 – 20:38]

Elizabeth Cutler played a significant role in shaping SoulCycle’s identity. She integrated spiritual practices into the business, such as placing crystals on bikes to absorb residual energy, ensuring each session felt fresh and renewed. Jess notes:

“There is a crystal at the back of every SoulCycle bike... it's meant to absorb that energy so that it's a fresh experience for the instructor and the riders every single time” ([14:59]).

Simultaneously, Julie Rice’s expertise in branding made SoulCycle a recognizable and aspirational brand, akin to the status of the Nike swoosh in athletic wear.

6. Instructor Training and Lifestyle [22:23 – 24:58]

The podcast explores the demanding training regimen for SoulCycle instructors, described as "grueling" and highly selective. Instructors undergo extensive training, teaching up to 16 classes a week under rigorous standards. Jess shares:

“The training program is grueling. They had to ride, I think, several classes a day. They went through lectures and drills and all of these different elements” ([22:23]).

The lifestyle is intense but rewarding, leading to strong bonds between instructors and riders, contributing to the "cult-like" atmosphere surrounding SoulCycle.

7. Cult-Like Following and Cultural Impact [23:58 – 25:46]

SoulCycle garnered a reputation for having a dedicated, almost cult-like following. This was characterized by:

• Uniform Branding: Classes filled with participants in SoulCycle-branded attire.
• Exclusive Language: Phrases like "Noon on Monday" became part of the community lexicon.
• Celebrity Participation: High-profile individuals frequently attended, enhancing its allure.

Jess reflects on the cultural phenomena:

“There is a ritual to it. [...] It is a language that we use. So yeah, I mean, it is, it is” ([24:58]).

This fervent community contributed significantly to SoulCycle’s branding and market dominance.

8. Evolution and Acquisition by Equinox [25:09 – 27:24]

In 2011, SoulCycle was sold to Equinox, a major fitness conglomerate. This acquisition marked a turning point:

• Cultural Shift: Transition from a boutique, instructor-focused company to a corporate structure.
• Change in Instructor Dynamics: Equinox introduced younger instructors with social media influence, reducing the emphasis on experienced, soulful instructors.
• Financial Models: Shift from generous compensation and benefits to more corporate financial structures, leading to dissatisfaction among long-term instructors.

Jess explains:

“They started paying instructors less. They started slowly hiring younger and younger instructors so they could pay them less” ([26:06]).

This shift led to what Jess describes as the "soul leaving" SoulCycle, diminishing its original charm and community focus.

9. Listener Interactions and Testimonials [12:14 – 17:03, 16:22 – 17:01]

Throughout the episode, listeners share personal anecdotes:

• Roland from Westport, Connecticut ([12:14]): Initially skeptical, Roland was converted after attending a Stevie Santangelo-led class, likening it to a spiritual experience.
• Betsy from Manhattan ([16:24]): Though not a SoulCycle participant, Betsy felt excluded from the community but found the podcast enlightening, highlighting the pervasive cultural impact of SoulCycle.

These testimonials underscore the profound personal and communal effects SoulCycle had on individuals.

10. Conclusion and Final Insights [27:32 – End]

Jess Rothschild emphasizes the ongoing relevance of SoulCycle’s story, inviting listeners to engage with her podcast "Cult of Body and Soul" available on YouTube and other platforms. She highlights the meticulous research and personal narratives that offer a comprehensive understanding of SoulCycle’s rise and transformation.

“All the episodes are on YouTube. You can watch the whole thing as well” ([27:32]).

Alison Stewart wraps up the episode by acknowledging the depth and complexity of SoulCycle's journey, leaving listeners with an invitation to explore further through Jess’s podcast.

Notable Quotes:

• Jess Rothschild on Stevie Santangelo's Impact: “She was so amazing. And, like, when she stopped, I stopped. So now I'm fat” ([12:48]).
• Jess on Instructor Training: “They had to ride... several classes a day. They went through lectures and drills...” ([22:23]).
• Jess on Spiritual Elements: “There is a crystal at the back of every SoulCycle bike... it absorbs that energy” ([14:59]).

Key Takeaways:

• Innovation in Fitness: SoulCycle revolutionized spin classes by integrating theatrical and spiritual elements, creating a unique and immersive experience.
• Community and Culture: The strong, almost cult-like community fostered loyalty and brand prestige but also led to intense pressure and high expectations.
• Corporate Acquisition Impact: Being acquired by Equinox altered SoulCycle’s core culture, leading to shifts in instructor dynamics and community engagement.
• Personal Transformation: Participants often experience profound personal changes, feeling uplifted and connected through the SoulCycle experience.

Final Thoughts: "The Cult of SoulCycle" offers a comprehensive look into how SoulCycle became a cultural icon within the fitness industry. Through personal stories, historical context, and critical analysis, Jess Rothschild uncovers the layers behind the brand's success and subsequent challenges, providing valuable insights into the interplay between business innovation, community building, and cultural impact.