Cult of Body & Soul: Episode 1 - "Made in LA"

Release Date: May 27, 2025

Introduction

In the inaugural episode of "Cult of Body & Soul," hosts Jess Rothschild and Broadway Podcast Network delve into the captivating rise of SoulCycle, tracing its origins from a niche fitness studio in Los Angeles to a cultural phenomenon that transcended the traditional boundaries of fitness. This episode, aptly titled "Made in LA," unpacks the intricate dynamics between founders, instructors, and the broader community that fueled SoulCycle's meteoric ascent.

The Birth of SoulCycle in Los Angeles

Janet Fitzgerald, a pioneering fitness instructor, provides an insider’s perspective on the early days of SoulCycle. As the landscape of fitness was evolving in Los Angeles during the 1990s, Janet introduced a spiritual dimension to high-intensity spin classes, blending intention setting with rigorous workouts.

Ariana Grande reflects on the atmosphere:
"It was so incestuous and culty and wild and fabulous. It was every fucking color of the rainbow."
[00:40]

Janet, described as "playfully naughty" with commanding energy, revolutionized spin classes by incorporating meditation and reflection, setting the stage for what would become SoulCycle’s signature experience.

Cultivating a Unique Fitness Experience

The episode highlights the distinctive elements that set boutique spin studios apart from traditional gyms. Unlike generic gym environments where distractions like phones prevail, boutique studios like Todd Tramps enforced strict adherence to class protocols, fostering a sense of respect and community.

Ariana Grande shares her transformative experience:
"And at some point in the class, I cried. I cried because I felt the first little glimpse of empowerment and I was like, oh, I'm not dead. I'm in there. Okay, I think I can save myself. I can come back out. I can get hold of this thing."
[13:14]

Janet's dedication to creating an immersive experience extended to meticulous curation of music and motivational coaching, drawing parallels to dance classes and even religious services, as discussed by John Hill:

Jesse Rothschild compares SoulCycle to his religious upbringing:
"The structure, the ritual, the group, the community, and then the elation at the end, it was just very similar to being raised in a Christian environment."
[19:37]

This blend of fitness, spirituality, and community fostered a loyal following, positioning SoulCycle not just as a workout regime but as a lifestyle choice.

Expansion and Branding Genius

As SoulCycle gained traction, the founders Julie Rice and Elizabeth Cutler leveraged their business acumen to expand the brand. Their move from a small Upper West Side studio to nationwide recognition was marked by strategic branding and media savvy.

Andrea Lewent, a fitness pioneer, recounts the initial glamour of West Hollywood’s boutique spin scene:

Andrea Lewent describes the early studios:
"The locker room bathroom was carpeted. The nastiest carpet you've ever seen in the world... smelling and nasty."
[21:08]

Despite initial infrastructural shortcomings, the allure of celebrity attendance and the unique class experience propelled studios to fame. Andrea notes the influx of high-profile clients and the transformation of spin classes into elite social events.

Internal Dynamics and Power Struggles

A critical aspect explored in this episode is the internal power dynamics among the founders. The narrative unveils how Ruth Zuckerman, an original instructor instrumental in SoulCycle's inception, was systematically excluded from the company's trajectory.

Janet Fitzgerald exposes the behind-the-scenes tension:
"There's a third person that was integral to creating this thing who was literally iced out, who was pushed out through legal means..."
[05:06]

Despite Ruth's foundational role, legal maneuvering by Rice and Cutler marginalized her contributions, a move that has left lingering tensions within the community. Julie and Elizabeth's media training and business strategies allowed them to control the narrative, effectively erasing Ruth's legacy from official accounts.

Ruth Zuckerman maintains her position:
"They don't know anything about spin."
[40:44]

Janet underscores the importance of legal protections in business partnerships, highlighting Ruth's lack thereof as a pivotal factor in her exclusion.

Media Influence and Community Building

The episode delves into how media influence and community building were pivotal in scaling SoulCycle. Julie Rice's background as a talent agent equipped her with the skills to transform instructors into brand ambassadors, fostering an enviable community that thrived on exclusivity and shared identity.

Jesse Rothschild draws parallels to addiction recovery:
"The only gift we actually have in this world is the body we're given, and I have treated it like trash."
[23:58]

This comparison emphasizes the obsessive dedication of SoulCycle's community, likening it to a form of spiritual or physical rehabilitation that members underwent through their participation.

Challenges and Controversies

While celebrating its successes, "Made in LA" does not shy away from discussing the challenges and controversies that accompanied SoulCycle's rise. The episode touches upon the political scandal that eventually tarnished the brand's image, although detailed accounts are reserved for subsequent episodes.

Janet Fitzgerald provides a candid look into the operational struggles and the ethical dilemmas faced during expansion, hinting at underlying issues within the organizational structure that contributed to the eventual downfall.

Conclusion

"Made in LA" serves as a comprehensive introduction to the intricate web of relationships, business strategies, and cultural phenomena that propelled SoulCycle into the limelight. Through firsthand accounts and insider revelations, Jess Rothschild paints a vivid picture of a company that was as much about community and spirituality as it was about fitness. This episode sets the stage for deeper explorations into the power dynamics, scandals, and enduring legacy of SoulCycle in the episodes to follow.

Notable Quotes

• Ariana Grande:
  "It was so incestuous and culty and wild and fabulous. It was every fucking color of the rainbow."
  [00:40]

• Ariana Grande:
  "And at some point in the class, I cried. I cried because I felt the first little glimpse of empowerment and I was like, oh, I'm not dead. I'm in there. Okay, I think I can save myself. I can come back out. I can get hold of this thing."
  [13:14]

• Jesse Rothschild:
  "The structure, the ritual, the group, the community, and then the elation at the end, it was just very similar to being raised in a Christian environment."
  [19:37]

• Janet Fitzgerald:
  "There's a third person that was integral to creating this thing who was literally iced out, who was pushed out through legal means..."
  [05:06]

• Ruth Zuckerman:
  "They don't know anything about spin."
  [40:44]

Credits

• Created and Narrated by: Jess Rothschild
• Host/Author: Jess Rothschild & Broadway Podcast Network
• Sound Design: Caitlin White
• Theme Song and Original Music: Elizabeth Ziff (Naughty Nadia by Betty)

For more insights and behind-the-scenes content, follow Jess Rothschild on Instagram at @jessxnyc.