Cult of Body & Soul: Episode 3 - "Noon on Monday"

Release Date: June 3, 2025

Introduction

In the third episode of the "Cult of Body & Soul" docu-series, host Jess Rothschild delves deep into the intricate mechanisms that make SoulCycle a cult-like phenomenon in New York City. Titled "Noon on Monday," this episode uncovers the rigorous instructor training programs, the magnetic personalities that drive the brand, and the intense dynamics between instructors and riders. Through firsthand interviews with instructors, studio managers, and corporate insiders, the episode paints a vivid picture of the allure and complexities within SoulCycle.

Behind the Curtain: Instructor Auditions and Training

The pursuit of becoming a SoulCycle instructor is depicted as a "Holy Grail," reflecting the brand's high standards and exclusivity. Chris, a former dancer turned instructor, shares his tumultuous journey through the training program:

"I was absolutely terrible at it. I kind of loved, hated it... I couldn't be bad at it. It wasn't an option."
— Chris (03:00)

Hallie Becker, an already established yoga instructor, contrasts her experience by being fast-tracked yet ultimately unable to complete the training:

"I didn't even make it through the training. They were so... I really did not ever complete the training."
— Hallie Becker (04:19)

The training program, lasting between eight to twelve weeks, is a blend of lectures, drills, and frequent riding sessions. Instructors are taught not just the physical aspects of cycling but also the psychological elements necessary to control and engage the room effectively.

"A lot of the way that we were taught how to maintain control over the room was to be really specific with what we were saying..."
— Chris (11:24)

The Cult of Personality and Power Dynamics

SoulCycle thrives on the charismatic leadership of its founders, Julie Rice and Elizabeth Cutler, and the influential presence of master instructors like Stevie Santangelo and Lori Cole. These personalities foster deep loyalty and, at times, unhealthy dependencies among riders.

Stevie Santangelo recounts her experience witnessing the competitive edge brought by SoulCycle's approach:

"What we do on the bikes is very sexual. It just is. It feels erotic... You can ride that line in between."
— Stevie Santangelo (14:01)

The power dynamics are further complicated by favoritism and the creation of a pecking order among instructors:

"If they liked you, you were going to make it. They liked me, the company liked me. And I think that's a big piece of the training."
— Hallie Becker (13:22)

This environment cultivates intense parasocial relationships where instructors become larger-than-life figures to their riders, often leading to blurred boundaries.

The 'Noon on Monday' Booking Frenzy

A core element of SoulCycle's cult-like status is the highly anticipated "Noon on Monday" class booking. This specific time marks the opening of class bookings for the week, triggering a surge of activity that tests both the riders' dedication and the studio's capacity to manage demand.

Stevie Santangelo describes the chaos that ensues every Monday at noon:

"Noon on Monday, it was like bracing for war."
— Stevie Santangelo (22:37)

The phenomenon extends beyond online bookings. Members with higher financial means access a concierge service called Super Soul, granting them priority booking and exclusive event invitations, costing upwards of $10,000 annually.

"For somebody riding four times a week, this is costing well over $10,000 a year."
— Cynthia Erivo (29:28)

This exclusivity fosters a sense of entitlement among affluent clients, leading to tension and demanding behavior towards staff and instructors alike.

Community and Front Desk Dynamics

The front desk staff play a pivotal role in shaping the rider experience. Described as "funny, flamboyant, cliquey, overworked, underpaid, gossipy," they are often aspiring instructors themselves, adding another layer to the studio's complex ecosystem.

"The front desk was the first moment of the riders experience at SoulCycle."
— Hallie Becker (24:43)

Entitlement issues among riders are prevalent, with specific individuals causing disruptions and demanding preferential treatment, often making instructors and staff feel undervalued and dehumanized.

"It was always like, why isn't this person being banned?"
— Cynthia Erivo (25:58)

Impact of Hurricane Sandy on SoulCycle

The episode highlights the resilience and obsessive nature of SoulCycle enthusiasts during Hurricane Sandy in October 2012. While the city grappled with widespread power outages and chaos, SoulCycle classes became a focal point of order and normalcy for riders desperate to maintain their routine.

Hallie Becker reflects on the unprecedented frenzy to book classes during the disaster:

"People fighting to get into the doors and into classes. Because God forbid, screw the disaster. I want Bike Six."
— Hallie Becker (28:21)

This incident underscores the cult-like adherence of riders and the lengths they will go to preserve their connection to SoulCycle, even in the face of a natural disaster.

Conclusion and Reflections

"Noon on Monday" provides an in-depth look into the operational and psychological frameworks that sustain SoulCycle's cult status. From the grueling instructor training programs to the fervent booking chaos and the deep-seated personalities driving the brand, the episode paints a comprehensive picture of the intricate dynamics at play.

As the episode concludes, Jess Rothschild sets the stage for future explorations into other aspects of the SoulCycle phenomenon, leaving listeners eager to uncover more layers of this fitness empire.

Notable Quotes

• Chris (03:00): "I was absolutely terrible at it. I kind of loved, hated it... I couldn't be bad at it. It wasn't an option."

• Hallie Becker (04:19): "I didn't even make it through the training. They were so... I really did not ever complete the training."

• Stevie Santangelo (14:01): "What we do on the bikes is very sexual. It just is. It feels erotic... You can ride that line in between."

• Hallie Becker (13:22): "If they liked you, you were going to make it. They liked me, the company liked me. And I think that's a big piece of the training."

• Stevie Santangelo (22:37): "Noon on Monday, it was like bracing for war."

• Cynthia Erivo (29:28): "For somebody riding four times a week, this is costing well over $10,000 a year."

• Hallie Becker (24:43): "The front desk was the first moment of the riders experience at SoulCycle."

• Cynthia Erivo (25:58): "It was always like, why isn't this person being banned?"

• Hallie Becker (28:21): "People fighting to get into the doors and into classes. Because God forbid, screw the disaster. I want Bike Six."

Stay Tuned: The next episode will explore the unique atmosphere of the Hamptons SoulCycle studios and the diverse communities they attract. Follow Jess Rothschild on Instagram @jesserochel for more updates and behind-the-scenes content.