Cult of Body & Soul: Episode 2 - "A Star Is Born"
Release Date: May 27, 2025
Hosted by Jess Rothschild & Broadway Podcast Network
Introduction to SoulCycle’s Early Days
Episode 2 of "Cult of Body & Soul", titled "A Star Is Born," delves deep into the formative years of SoulCycle, highlighting its transformation from a modest Manhattan studio into a burgeoning lifestyle brand. The episode features firsthand accounts from early instructors, studio managers, and corporate insiders, painting a vivid picture of the challenges and triumphs that shaped the iconic fitness empire.
Founding and Initial Struggles
The episode opens with reflections from Louise (04:08), who recounts her ten-year journey with SoulCycle. Initially working at the front desk, Louise transitioned through various roles, eventually becoming an instructor. She emphasizes the steep learning curve, stating:
“For me, personally, my biggest lesson at SoulCycle is that's where I learned how to run a business. I worked in so many different departments. I ran a studio. I started from the bottom...” (06:09)
Miles (09:15), another key figure, discusses the logistical challenges faced during the early expansion phase. Managing studio openings across the country, Miles provides insight into the meticulous planning required to maintain SoulCycle’s unique brand identity.
Building a Community and Expanding Influence
Janet Fitzgerald (02:41) shares her experiences walking to the first SoulCycle studio on 72nd Street, describing the burgeoning community that formed around the classes:
“You'd start to see people walking together... You'd see the crowd outside, ...and then you walked into this sort of like, weird office building.” (03:28)
This grassroots community spirit was pivotal in establishing SoulCycle’s loyal rider base. The intimate setting of the original studio fostered strong bonds between instructors and riders, setting the foundation for the brand’s cult-like following.
The Dynamics Between Founders and Early Instructors
The partnership between founders Julie Rice and Elizabeth Cutler is explored through Louise’s narrative. Ariana Grande (04:46) provides a characterization of the founders:
“Julie was very, like, straightforward... and Elizabeth was very crunchy granola... such Ying and Yang.” (04:46)
This complementary dynamic was instrumental in balancing the business and spiritual aspects of SoulCycle, ensuring both operational efficiency and a deeply engaging rider experience.
Recruitment and Training of New Instructors
A significant portion of the episode focuses on the recruitment and mentorship of new instructors. Janet Fitzgerald recounts the arduous process of bringing in talent like Claire Veronica Walsh:
“We have auditions and Julie and I are in the room with the clipboards... we sit on the floor for hours at a time talking about how to spiritually prepare...” (26:18)
Janet’s mentorship was crucial in developing instructors who could deliver the unique blend of fitness and performance that SoulCycle became known for.
The Rise and Tragedy of Claire Veronica Walsh
One of the most poignant moments in the episode is the tragic story of Claire Veronica Walsh. Known for her electrifying classes, Claire’s untimely death on Christmas Day 2011 sent shockwaves through the SoulCycle community.
Cynthia Erivo (35:40) shares her personal connection to Claire:
“It was the most devastating thing that's ever happened to me in my life... We were each other's everything.” (38:48)
The episode details how Claire’s vibrant energy and innovative teaching methods made her a beloved figure, and her loss highlighted the intense pressures within the SoulCycle environment.
Healing and Transformation Post-Tragedy
In the aftermath of Claire’s death, the SoulCycle community sought healing through creative expressions like the Moulin Rouge-themed class:
“It was so beautiful. All of us rehearsing together... it was wild. And we raised a lot of money...” (40:58)
This event not only honored Claire’s memory but also reinforced the strong bonds within the community, allowing members to channel their grief into a shared experience of creativity and solidarity.
Evolution into a Lifestyle Brand
By 2011, SoulCycle had expanded its presence to multiple Manhattan locations and the Hamptons, cementing its status as a premier fitness destination. Louise (42:12) reflects on the emotional significance of closing the original 72nd Street studio:
“It was like the end of an era... Tear down, like an ending party.” (42:35)
The transition to more polished studios marked SoulCycle’s shift from a niche boutique to a widely recognized lifestyle brand, attracting celebrities and a broader audience.
Conclusion: The Birth of a Superstar
The episode culminates with the story of Danny Coppel, whose unique teaching style epitomized the innovative spirit fostered at SoulCycle:
“Danny got up into a giant star. People were laying down the big bucks to get into this class...” (32:00)
Danny’s ascent to stardom within the SoulCycle arena underscores the brand’s ability to cultivate exceptional talent, turning instructors into iconic figures within the fitness and cultural landscape.
Notable Quotes
- Louise: “I started from the bottom... I literally knew how to run a business.” (06:09)
- Ariana Grande: “You have to trust me. I swear to you, do not get rid of this kid.” (30:05)
- Cynthia Erivo: “We were each other's everything. After a lot of healing... devastated.” (38:48)
- Janet Fitzgerald: “The details were so upsetting. I'll never forget it.” (37:09)
- Cynthia Erivo: “If they're not doing something right, she will adjust them.” (13:03)
Key Takeaways
- Community Building: SoulCycle’s success was rooted in creating a tight-knit community that fostered loyalty and emotional connections between instructors and riders.
- Innovative Leadership: The complementary partnership of Julie Rice and Elizabeth Cutler balanced business acumen with a nurturing, spiritual approach to fitness.
- Talent Cultivation: Through rigorous training and mentorship, SoulCycle developed a cadre of exceptional instructors who became central to its brand identity.
- Resilience Through Tragedy: The loss of Claire Veronica Walsh highlighted the intense pressures within the company but also showcased the community’s capacity for healing and transformation.
- Transformation into a Lifestyle Brand: Strategic expansions and the cultivation of star instructors propelled SoulCycle from a local studio to a nationally recognized fitness phenomenon.
Final Thoughts
"A Star Is Born" offers an intimate glimpse into the early challenges and meteoric rise of SoulCycle. Through personal anecdotes and in-depth interviews, the episode captures the essence of what made SoulCycle more than just a fitness studio—a cult-like community bound by passion, resilience, and an unwavering commitment to transforming both bodies and souls.