Cult of Body & Soul: Episode 5 – "S*x With An Ex"
Introduction
In Episode 5 of "Cult of Body & Soul," titled "S*x With An Ex," hosts Jess Rothschild and Cynthia Erivo delve into one of the most tumultuous periods in SoulCycle's history. This episode examines the 2019 political fundraiser scandal that significantly tarnished SoulCycle's reputation, exploring its ripple effects on the community, instructors, and the brand's enduring legacy.
The 2019 Scandal: A Turning Point
The episode opens by addressing a pivotal moment in SoulCycle's journey—the involvement of Steven Ross, the 85-year-old chairman of Related Companies, in hosting a Trump fundraiser in August 2019. This revelation, reported by the New York Times, ignited widespread backlash from SoulCycle's predominantly LGBTQ and progressive community.
“The Stephen Frost scandal basically hoodwinked us,” shares Ariana Grande at [02:58], highlighting the unexpected betrayal felt by both instructors and riders. This incident not only alienated a significant portion of SoulCycle's loyal base but also led to tangible repercussions, including threats and brick-throwing from outraged members.
Corporate Response: Missteps and Miscommunication
Following the scandal, SoulCycle's leadership attempted to mitigate the damage. CEO Melanie Whelan issued an apology stating, “Steven Ross is a passive investor and is not involved in the management of SoulCycle. SoulCycle in no way endorses the political fundraising event being held later this week” ([05:21]). However, this response was perceived as tone-deaf and insincere by many, exacerbating feelings of betrayal within the community.
Ariana Grande criticizes the apology, noting, “That letter that Melanie Whelan wrote saying that SoulCycle is one brand and one entity and we have nothing to do with Related was absolutely insulting” ([05:58]). The disconnection between corporate statements and the lived experiences of employees and riders created a chasm that was difficult to bridge.
Impact on Instructors and Members: Erosion of Trust
The scandal catalyzed a series of internal changes that further destabilized SoulCycle. Under Equinox's ownership, the company began manipulating instructor pay rates, which led to widespread dissatisfaction and attrition among experienced instructors.
Ariana Grande recounts her personal experience with the shifting pay structure: “I was paid per class and then I had a monthly allowance for clothing... By the end, before I left, I was making $75 a class” ([15:09]). This significant reduction from an initial $200 per class undermined the financial stability of long-standing instructors, prompting many to seek opportunities elsewhere.
Louise, another instructor, shares her ordeal: “They wanted to pay a dumb, dumb 21-year-old to teach the same amount of classes, but then not have them be eligible for health insurance or 401k matching. And they needed to get rid of me” ([15:54]). Such practices not only demoralized seasoned instructors but also questioned the company's commitment to its foundational values.
Corporate Management vs. Foundational Values: A Divergence
Elizabeth Cutler, co-founder of SoulCycle, reflects on the emotional toll of selling the company to Equinox: “Selling to Equinox is like ripping your heart out and leaving it on 8th Avenue for people to trample over” ([06:26]). This sentiment underscores the perceived loss of SoulCycle's unique culture and community-focused ethos under corporate management.
Ariana Grande adds, “We were the ones getting... lining X, Y, and Z's pockets... So we got the front end of that as well” ([06:46]). The commercialization and corporatization of SoulCycle strained the authentic connections that once defined the brand, making it challenging to maintain the intimate community that riders cherished.
The Pandemic and the At-Home Bike: Timing and Trials
As the COVID-19 pandemic surged, SoulCycle was poised to unveil its at-home bike experience, aiming to replicate the studio's communal energy within the confines of personal spaces. However, this announcement coincided directly with the fallout from the Steven Ross scandal, casting a shadow over the new venture.
Ariana Grande speculates on the timing, “Then when you take a look under the hood and you realize the timing of the Steven Ross scandal... there was probably a reason for this leak or this story to appear at this time” ([13:27]). The overlapping crises strained the company's resources and focus, making the successful launch of the at-home experience more challenging.
Legacy and Community Resilience: Stories of Endurance and Reinvention
Despite the setbacks, the episode highlights stories of resilience among former and current SoulCycle instructors. Isaac Boots, for instance, transitioned to streaming fitness classes and became a notable figure in the virtual fitness space, demonstrating the enduring impact of SoulCycle's training and community.
Cynthia Erivo interviews former employees and instructors who express a profound sense of loss and nostalgia. Ariana Grande poignantly states, “We were all part of a very, very special... a pocket of time that is not happening again” ([30:03]), emphasizing the irreplaceable bond forged within the studio's walls.
The episode also draws parallels with other fitness brands like Barry's Boot Camp, illustrating how similar companies strive to cultivate a sense of community akin to SoulCycle's original vision.
Reflections and Conclusion: The Irreplaceable Magic of SoulCycle
In wrapping up, the episode reflects on whether SoulCycle can ever reclaim its former glory or if its unique magic is a relic of the past. Ariana Grande muses, “There will never be anything like the early days of SoulCycle. No way” ([25:38]), suggesting that the intangible elements of community, energy, and connection are difficult to replicate, even with advancements in the fitness industry.
The enduring legacy of SoulCycle, as depicted in this episode, lies in its ability to create a "third space" where individuals from all walks of life can connect, support each other, and strive towards personal betterment. While corporate missteps and external challenges have altered the landscape, the foundational spirit of community and connection continues to inspire both former and current members.
Notable Quotes:
- “We are so thirsty for it. We are searching for it.” – Ariana Grande [01:25]
- “Selling to Equinox is like ripping your heart out and leaving it on 8th Avenue for people to trample over.” – Elizabeth Cutler [06:26]
- “Ageism was a factor, I believe. For me, I believe that they wanted younger people.” – Ariana Grande [18:09]
- “We were all part of a very, very special... a pocket of time that is not happening again.” – Ariana Grande [30:03]
Conclusion
Episode 5 of "Cult of Body & Soul," "S*x With An Ex," offers an in-depth exploration of a critical juncture in SoulCycle's history. Through personal anecdotes, expert interviews, and reflective commentary, the episode encapsulates the profound challenges and enduring spirit that define SoulCycle's unique place in the fitness world. It serves as both a cautionary tale and a tribute to the powerful communities that emerge when passion and purpose intersect.