Cult of Body & Soul - Episode 6: "Boogeyman in the Corner"

Release Date: June 24, 2025
Host/Author: Jess Rothschild & Broadway Podcast Network
Description: “Cult of Body & Soul” is a 7-part docu-series that delves into how SOULCYCLE transcended fitness to become a cultural phenomenon in New York City, characterized by its rituals, candlelight ambiance, and charismatic personalities. This episode exposes the intense power dynamics between riders and instructors, the exclusive instructor training program, the true narratives behind founders Julie Rice and Elizabeth Cutler, and the political scandal that tarnished the brand’s reputation. Featuring interviews with instructors, studio managers, front desk staff, and corporate insiders.

1. Rivalry Between SoulCycle and Barry's Boot Camp

The episode opens with a historical overview of the rivalry between SoulCycle and Barry's Boot Camp. Before SoulCycle revolutionized studio fitness, Barry's Boot Camp, led by Barry J., was the dominant force in the industry.

• Ian discusses the inception of the rivalry (02:55): Barry’s CEO, Joey Gonzalez, attempted to poach several SoulCycle instructors as Barry's expanded into New York City in 2011.

• Ariana Grande elaborates on the tension (03:28):

  "Julie and Elizabeth were in very established suits, asserting that their instructors belonged solely to SoulCycle. They emphasized, 'We will not be taking your instructors. Our instructors work for us.'” (03:28)

This confrontation led to significant tensions within the fitness community, with both studios vying for top talent.

2. Exclusive and Aggressive Instructor Training

The training program at SoulCycle was notorious for its intensity and unorthodox methods, often likened to breaking trainees down to build resilience.

• Ian reflects on the harsh training methods (05:04):

  "The training team had a reputation for trying to break instructors to see if they could endure. One girl quit after just two weeks and is now a chief instructor at Barry's." (16:06)

• Ariana shares personal experiences (04:17 - 16:06):

  "We had to present our playlists meticulously, incorporating strategies like 'seduction' in the first few songs to engage riders emotionally. Phrases like 'air out your vagina' were eerily specific and became a routine part of training language, despite initial discomfort." (04:17, 16:06)

The training emphasized not only physical endurance but also creating a deep emotional connection with riders, fostering a near-cult-like loyalty.

3. Power Dynamics and Cult-Like Behavior

The episode delves into the psychological manipulation and intense bonding within the SoulCycle community, drawing parallels to cult behavior.

• Jill Cargman discusses the allure and control (34:16):

  "There's something about SoulCycle that you cannot explain or replicate. It's magnetic for instructors—like a form of Stockholm syndrome where leaving feels like escaping an abusive relationship." (34:16)

• Ariana highlights the emotional connections (33:34 - 33:56):

  "The words on the walls, the mantras, it all felt very cultish. When some of us left, we felt like we had escaped, but many still return, unable to break free from that compelling environment." (33:34)

These dynamics created an environment where both instructors and riders felt deeply connected, often blurring the lines between professional and personal relationships.

4. Controversial Practices and Scandals

The episode reveals various scandals that impacted SoulCycle's image, including lawsuits and internal conflicts.

• Ariana recounts Nick Oram's lawsuit (05:04 - 08:05):

  "Nick Oram was fired and subsequently sued SoulCycle for wrongful termination, claiming instructors weren't compensated for their prep time. Despite being one of the highest-paid instructors, Nick's attorney was banned from the company, escalating the controversy." (05:04 - 08:05)

• Barry's Instructor Ian shares internal conflicts (08:09 - 09:07):

  "With Julie and Elizabeth leaving, the door opened for changes in the industry. Ruth Zuckerman, a co-founder, went on to establish Flywheel, amplifying the competitive tensions." (08:09 - 09:07)

These incidents highlighted the fragile and volatile nature of the relationships within the company, contributing to its tumultuous reputation.

5. Iconic Training Techniques and Instructor Personas

SoulCycle's unique training techniques and the personas of its instructors played a significant role in its cult status.

• Ariana describes the 'seduction' technique (11:54 - 12:47):

  "Our playlists were carefully curated, with the first three songs designed to 'seduce' riders through slower, calmer music and engaging language, encouraging riders to lean into the experience emotionally and physically." (11:54 - 12:47)

• Jill Cargman on instructor relationships (14:41 - 14:55):

  "The most successful instructors were those whom riders desired to emulate or even develop personal feelings for, creating an intense loyalty and emotional bond." (14:41 - 14:55)

These methods fostered a highly engaging and emotionally charged workout environment, making classes more than just physical exercise sessions.

6. Personal Anecdotes and Legendary Stories

The episode is rich with personal stories from former instructors and staff, providing an inside look into the SoulCycle culture.

• Ian shares his infamous fall story (35:59 - 37:27):

  "During a class, I attempted a showy maneuver and ended up face planting between two bikes. The footage became legendary, and years later, people still recognize me for that moment." (35:59 - 37:27)

• Jill Cargman recalls Melanie Whalen's antics (40:01 - 40:35):

  "I saw Melanie Whalen kissing her husband on the studio doors, a wild moment that showcased the blurred lines between personal and professional lives within SoulCycle." (40:01 - 40:35)

These anecdotes illustrate the intense and sometimes chaotic environment that defined SoulCycle's inner workings.

7. The Emotional Toll and Community Feel

While SoulCycle fostered a strong sense of community, it also took an emotional toll on those involved.

• Ariana discusses the sustained energy required (28:27 - 30:23):

  "Maintaining unparalleled energy during classes felt like performing on stage every day, leaving little room for a balanced personal life. The demands were relentless, with early morning classes and no time for rest." (28:27 - 30:23)

• Jill reflects on the instructor's return (33:56 - 34:16):

  "Even after leaving, many instructors find themselves returning to SoulCycle, unable to detach from the compelling environment that feels both abusive and addictive." (33:56 - 34:16)

This duality of a tight-knit community and the pressure to maintain high energy levels contributed to a complex and often challenging atmosphere.

8. Corporate Culture and Branding

The episode also touches upon the corporate strategies that solidified SoulCycle's brand and market presence.

• Cynthia Erivo on branding and lifestyle (26:36 - 27:27):

  "SoulCycle's branding emphasized a lifestyle intertwined with the instructors' personas. The CEO's active involvement and visible presence made the brand feel tangible and relatable." (26:36 - 27:27)

• Jill Cargman on unique marketing tactics (40:43 - 42:51):

  "From personalized customer service to extraordinary measures like driving members around in Porsche to secure parking, SoulCycle went above and beyond to create an exclusive and luxurious brand image." (40:43 - 42:51)

These strategies not only attracted a dedicated clientele but also reinforced the exclusivity and aspirational aspects of the brand.

9. Transition to Barry's Ride and Market Dynamics

The episode concludes by examining SoulCycle's attempts to diversify and compete in the evolving fitness market.

• Cynthia discusses Barry's expansion into cycling (30:23 - 32:31):

  "As Peloton gained popularity, Barry's launched their ride program to rival SoulCycle. However, the transition proved challenging due to the fundamental differences between running and cycling instruction." (30:23 - 32:31)

• Ian and Cynthia debate the success and challenges (32:07 - 32:31):

  "Despite rigorous training and high stakes, Barry's Ride struggled to replicate the unique SoulCycle experience, leading to mixed results and ongoing debates about its effectiveness." (32:07 - 32:31)

These insights highlight the competitive nature of the fitness industry and SoulCycle's pivotal role in shaping studio-based workout trends.

Conclusion

"Boogeyman in the Corner" provides an in-depth exploration of SoulCycle's rise to cultural prominence, uncovering the complex interplay of power, community, and controversy within the brand. Through personal anecdotes, interviews, and critical analysis, the episode paints a vivid picture of how SoulCycle became more than just a fitness studio, evolving into a powerful and sometimes problematic social phenomenon.

Notable Quotes:

• Ariana Grande (03:28):

  "We will not be taking your instructors. Our instructors work for us."

• Jill Cargman (34:16):

  "It's like a form of Stockholm syndrome where leaving feels like escaping an abusive relationship."

• Ariana Grande (04:17):

  "Phrases like 'air out your vagina' were eerily specific and became a routine part of training language, despite initial discomfort."

This summary encapsulates the key discussions, insights, and narratives presented in Episode 6 of "Cult of Body & Soul," offering a comprehensive overview for those who have yet to listen.