Cult of Body & Soul: Episode 7 - "Turn the Smile On"
Overview
In the seventh episode of "Cult of Body & Soul," titled "Turn the Smile On," host Jess Rothschild delves deep into the intricate dynamics of SoulCycle, focusing on the personal journeys of its instructors, the evolution of company culture, and the challenges faced amidst political scandals and the COVID-19 pandemic. This episode offers a comprehensive exploration of SoulCycle's rise, its impact on the fitness community, and the human stories that underpin its cult-like following.
1. Introduction to Episode Seven
The episode kicks off with a promotional segment featuring celebrities Ariana Grande and Cynthia Erivo, highlighting upcoming live shows and partnerships. However, the core content begins as Jess introduces the focus on three distinct SoulCycle instructors, each bringing their unique perspective to the series.
2. Ian’s Journey: From New York to San Francisco and Back
Ian’s Relocation and Success in San Francisco
Ian recounts his transition from New York to San Francisco, conviced by co-founder Julie Rice to spearhead the expansion of SoulCycle in a new market.
"Julie was like, I have a question for you. What are your thoughts on San Francisco?" [02:40]
He describes the initial excitement and rapid success of the San Francisco studio, noting the overwhelming demand and the community's positive reception.
"All of those classes sold out with three digit waitlists. Over 100 people on the waitlist on each one." [05:00]
Challenges and Toxic Culture
Despite early successes, Ian highlights the darker aspects of SoulCycle's culture, emphasizing the intense pressure on instructors to perform without adequate support. He shares personal anecdotes about instructors teaching while ill or injured, reflecting a toxic environment that prioritizes image over well-being.
"It's a really unfortunate toxic mentality that you start to develop that you're like afraid to be sick, you're afraid to call out sick." [09:00]
Departure and Transition
Ian's disillusionment culminates in his decision to leave SoulCycle and return to New York, where he joins Barry's Boot Camp, seeking a healthier work environment.
"I was just kind of done being. I didn't want to be the star. I wanted to be recognized for hard work, but I didn't want to be a star anymore." [10:39]
3. Diego’s Experience: Navigating Celebrity Culture and Company Policies
Early Days and Celebrity Encounters
Diego shares his initial experiences at SoulCycle's West Hollywood location, highlighting the influx of celebrities and the unique atmosphere it created.
"It was just like Olivia Wilde, Kelly Rowland and Tyler Perry, Justin Bieber." [17:07]
He recounts memorable moments, including interactions with high-profile clients like Usher and Christina Aguilera, which underscored the glamorous facade of SoulCycle.
"I actually handed Jay Z gum. I remember being like, is this life?" [17:30]
Strict Demographic Policies
Diego discusses the company's stringent demographic requirements for instructors, forcing them to fit into specific categories regardless of their individuality or teaching style.
"We needed either a Mexican person, a gay person, a girl, a boy. Like they all had different boxes to fill." [19:00]
Pandemic Adaptations and Community Building
During the COVID-19 pandemic, Diego adapted by conducting outdoor classes, fostering a sense of community amidst chaos. He emphasizes how these efforts kept SoulCycle alive during challenging times.
"Surprisingly, with COVID I think me personally, I thrived. That's where I found the majority of my community." [22:00]
Leadership Changes and Cultural Shifts
Diego details the shift in company culture following Melanie Whelan's departure and Evelyn Webster's appointment as CEO. He notes changes like uniform color shifts and restrictive policies, signaling a move away from the brand's original community-focused ethos.
"They changed the dog policy on us... It was just sad to see a lot of these fun things were stripped away from the company." [25:00]
4. Noah Shaw’s Story: Breaking Stereotypes and Building Connections
Unlikely Instructor Background
Noah Shaw defies the typical fitness instructor stereotype, bringing a unique background from the mental health sector to SoulCycle. His recruitment story showcases the company's initial intention to diversify its instructor base.
"I was the first and only instructor to ever be hired out of the mental health world." [32:33]
Building a Dedicated Following
Noah cultivates a loyal following in Williamsburg, Brooklyn, through his signature "rock star ride" featuring classic rock music. His approach resonates with riders seeking a more personalized and mentally engaging workout.
"I built a following... I was so glad to be seeing my riders because I had built a following at Brooklyn Heights and I was teaching the Sunday morning Survivor." [43:00]
Challenges and Discrimination
Despite his success, Noah faces significant challenges, including discriminatory attitudes from higher-ups and struggles to fit into the company’s narrow expectations. His perseverance leads to eventual recognition and success within the community.
"They wouldn't give me a class. They wouldn't put me on the schedule." [40:00]
Reconciliation and Growth
Years later, Noah reconnects with Janet Fitzgerald, expressing gratitude for the support that allowed him to thrive as an instructor, despite past adversities.
"It was peace. And I strived for peace. And we had made peace with each other." [42:11]
5. Insights on Fitness Certification and Safety
Lack of Formal Training
The episode highlights the absence of mandatory fitness certifications for SoulCycle instructors, raising concerns about the safety and expertise of the teaching staff.
"I was never required to get certified." [11:03]
Potential Risks and Misconceptions
Ian critiques the inadequate training, pointing out inaccuracies in anatomical education and the potential dangers posed by underqualified instructors.
"There is a master instructor that I remember taking her class... that muscle does not exist." [13:46]
Pilates and Spinning: A Balanced Perspective
Patty Wortham, a Pilates and yoga instructor, weighs in on the efficacy of spinning as a workout, discussing its benefits while also addressing the misconceptions and dietary challenges it can present.
"Spinning can be very effective. It's also, it can be excellent interval training..." [13:57]
6. Cultural Shifts and Brand Evolution Post-Pandemic
Uniform and Policy Changes
Diego and Ariana Grande discuss tangible changes in SoulCycle’s operations post-pandemic, including uniform color transitions and stricter policies that diminished the brand's previously vibrant community feel.
"Our uniforms went from always being yellow to black... it looked like a mortuary." [28:00]
Studio Closures and Recovery Efforts
The episode details the significant reduction in SoulCycle’s studio count during the pandemic, emphasizing the emotional toll of closures on both staff and dedicated riders.
"During COVID we went from having 13 studios in the LA market down to five." [26:00]
Partnership with ClassPass
SoulCycle’s late adoption of the ClassPass partnership is examined, highlighting its role in sustaining the company but also introducing new challenges related to customer engagement and instructor feedback.
"I firmly believe ClassPass saved this company." [27:52]
7. Memorable Moments and Personal Anecdotes
Celebrity Interactions
Diego shares the exhilarating experience of having Christina Aguilera attend a SoulCycle class, illustrating the unique intersection of fitness and celebrity culture.
"Christina Aylor walks in, turn on the lights, freaking out." [29:08]
Instructor Camaraderie and Challenges
Noah and Diego recount instances of instructor camaraderie and the personal sacrifices made to maintain their roles, reflecting the intense dedication required to thrive in such a high-pressure environment.
"I was so happy to be teaching again. I was happy to be making money." [44:47]
8. Conclusion and Reflections
The episode wraps up with reflections on the enduring community spirit of SoulCycle despite numerous challenges. Hosts and guests emphasize the importance of authentic connections and personal growth within the fitness industry.
"This is Cult of Body and Soul and thank you for coming on this ride." [46:39]
Notable Quotes Summary
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Ian on Toxic Culture: "It's a really unfortunate toxic mentality that you start to develop that you're like afraid to be sick, you're afraid to call out sick." [09:00]
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Diego on Demographic Policies: "We needed either a Mexican person, a gay person, a girl, a boy. Like they all had different boxes to fill." [19:00]
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Noah on Building Connections: "I was the first and only instructor to ever be hired out of the mental health world." [32:33]
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Patty Wortham on Spinning: "There's a lot of different ways to achieve results. And like, slamming your body day in and day out is really not the way forward if you want to look good." [16:23]
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Ariana Grande on Uniform Changes: "Our uniforms went from always being yellow to black... it looked like a mortuary." [28:00]
Final Thoughts
"Turn the Smile On" offers an unfiltered look into the lives of SoulCycle instructors, revealing the complexities of maintaining authenticity in a business driven by image and profit. Through personal stories and critical insights, the episode underscores the profound impact SoulCycle has had on its community while questioning the sustainability of its business practices. This episode is a must-listen for anyone interested in the behind-the-scenes realities of fitness brands that rise to cult status.