Trust Me: Cults, Extreme Belief, and Manipulation
Episode: Jess Rothschild – SoulCycle and the Cult of Spinning
Date: January 7, 2026
Hosts: Lola Blanc & Meagan Elizabeth
Guest: Jess Rothschild, creator of the “Cult of Body and Soul” documentary podcast
Overview
This episode digs into SoulCycle’s transformation from boutique fitness craze to a community with distinctly “cultish” dynamics. Hosts Lola and Meagan welcome Jess Rothschild, whose deep-dive documentary podcast “Cult of Body and Soul” uncovers the mystique, rituals, and power structures at play within SoulCycle’s cycling studios. They explore how a workout brand engineered euphoric group experiences, elevated instructors to near-guru status, and—through charisma, exclusivity, and mysticism—blurred the line between fitness class and spiritual devotion.
Key Discussion Points and Insights
1. The SoulCycle Origin Story
[12:58 - 16:57, 28:35 - 34:39]
- Founding: SoulCycle was created by three women in 2006—a spin instructor (Ruth), a talent agent (from LA), and a real estate professional. The LA talent agent’s favorite West Hollywood studio and its star instructor, Janet Fitzgerald, provided the template and spiritual “soul” for SoulCycle.
- Growth: Ruth, the original instructor, brought dedicated clients but was pushed out within the first 18 months because she was outmaneuvered on contracts by the business-savvy co-founders.
- Early Struggles and Breakthrough: Classes started slowly but blew up following a summer outpost in the Hamptons, drawing New York’s elite and getting a massive boost when celebrities like Kelly Ripa promoted the company on national TV.
“To me, this is the most fascinating story ever told.” – Jess Rothschild [13:06]
2. Ritual, Ambiance, and the Power of the Instructor
[19:16 - 24:14, 34:13 - 36:51, 35:29 - 36:51]
- Stagecraft: Unlike most fitness classes, SoulCycle instructors faced their audience from an elevated platform, and used music, lighting, and choreography to create an immersive, rave-like environment.
- Charisma as Core: Instructors were selected more for their charisma and storytelling than certifications. Many were former theater kids or people in recovery, skilled in holding a room and infusing spiritual/transformational language into class.
- Spirituality: The lyrical, sermon-esque delivery, often drawing from recovery and metaphysics, set certain instructors apart. The class became part therapy session, part church, part nightclub.
“You are projecting all of your focus onto the instructor.” – Jess Rothschild [19:16]
“The structure, the ritual, the group, the community and the elation at the end of the ride was very similar to being raised in a Christian environment. … It was rapturous.” – John Hill, interviewee (quoted by Megan Elizabeth) [35:42]
3. Social Hierarchies and Community
[40:29 - 43:31, 49:30 - 54:15]
- Cliques & “Golden Riders”: Social status developed both inside and outside of class. Top riders became “favorites,” often rewarded with attention from instructors and staff, and could be invited to social events post-class.
- Merch & Exclusivity: SoulCycle built a sense of exclusivity and belonging with limited-edition merchandise and by training front-desk staff in hospitality—remembering names, stories, and offering perks to regulars.
- Addiction & Dependence: The experience often became addictive, with attendees scheduling their lives around favored instructors and even following them to multiple studios.
“I wanted to remain one of the special ones.” – Jess Rothschild [45:31]
“It was the singular focus of my life. Is that nuts?” – Jess Rothschild [16:43]
4. Sex Appeal, Scandal, and Cult Dynamics
[38:29 - 41:55]
- Performance & Seduction: Instructors were trained to “ride from the vagina”—code for infusing classes with sensuality and rhythm. The combination of physical exertion, candlelight, and emotional intensity fostered intimate (and sometimes sexual) attachments.
- Scandals: Romantic/sexual relationships between instructors and clients were not uncommon and occasionally made headlines, contributing to the “guru” mystique around star teachers.
“They were taught to teach from their vagina.” – Jess Rothschild [38:40]
“They either wanna fuck you or be you—is kind of what the instructors were taught.” – Megan Elizabeth [39:47]
5. Corporate Takeover and SoulCycle’s Evolution
[51:00 - 54:15, 56:46 - 62:55]
- Equinox Acquisition: The shift from a founder-led hospitality culture to corporate management under Equinox changed the company. Expansion meant diluted instructor quality, less personal attention for clients, and a more transactional atmosphere.
- Decline of “Magic”: As original star instructors left—and the brand multiplied studios—many found the experience lost its specialness. The pandemic, political fallout (including leadership’s Trump ties), and shifting cultural trends further diminished its “cult” energy, though some instructors, like Janet Fitzgerald, remain central fixtures.
“They no longer cared about the actual riders as people. You were just a metric to them.” – Jess Rothschild [52:45]
“Corporate America as corporate America does just kind of ruined it.” – Lola Blanc [63:33]
6. Mysticism and Ritual: Crystals and Studio Blessings
[54:52 - 56:47]
- Studio Blessings: New SoulCycle studios featured rituals and even crystals placed behind the instructor bike, intended to absorb and “cleanse” the energy expended during rides.
- Spiritual Touches: These elements deepened the sense that SoulCycle was more than a workout—it was group therapy, spiritual ritual, and entertainment combined.
“There is a crystal behind every SoulCycle instructor bike that has been blessed before they open the studio for the very first ride.” – Jess Rothschild [55:00]
7. Lasting Impact, Breaks, and Returns
[56:50 - 60:04]
- Jess left SoulCycle when her favorite instructors moved on, but working on her documentary drew her back, reconnecting her with the emotional highs and friendships the community once gave her.
- Many ex-devotees orbit in and out, lured by nostalgia for the ritual, community, and “preacher” figures they once idolized.
“I was there for the theater of it. I was there for the preaching, the spirituality.” – Jess Rothschild [57:42]
“It reconnected me with all these people … that’s been a beautiful byproduct that I never would have anticipated.” – Jess Rothschild [59:31]
Notable Quotes & Memorable Moments
- [16:43] “Is it embarrassing to say it was the singular focus of my life? Is that nuts?” – Jess Rothschild
- [35:42] “The structure, the ritual, the group, the community and the elation at the end of the ride was very similar to being raised in a Christian environment. … It was rapturous.” – John Hill, quoted by Megan Elizabeth
- [38:40] “They were taught to teach from their vagina.” – Jess Rothschild
- [39:47] “They either wanna fuck you or be you—is kind of what the instructors were taught.” – Megan Elizabeth
- [45:31] “I wanted to remain one of the special ones.” – Jess Rothschild
- [52:45] “They no longer cared about the actual riders as people. You were just a metric to them.” – Jess Rothschild
- [55:00] “There is a crystal behind every SoulCycle instructor bike that has been blessed before they open the studio for the very first ride.” – Jess Rothschild
- [63:33] “It sounds like it had a cult following, more so than being an actual cult… and then corporate America as corporate America does just kind of ruined it.” – Lola Blanc
- [64:37] “What she basically says is … for her to say that, to put that energy out there, it takes energy away for her looking for her next big thing. Amen.” – Jess Rothschild on Stevie’s parting life advice
Timestamps for Important Segments
- Introduction to Jess Rothschild & Why SoulCycle? [12:20–14:47]
- SoulCycle’s Founders and Early History [16:18–19:16, 28:35–29:53]
- Cultural Elements: Ritual, Sermon, Spirituality [21:24–23:18, 34:13–36:51]
- Charisma, Hierarchy, and the Instructor Mystique [31:17–38:29]
- Sexuality, Scandal & Guru Complex [38:29–42:14]
- Cultish Social Hierarchies & Community [45:31–50:26]
- Corporate Shift and Brand Evolution [51:00–54:15]
- Mysticism & Studio Rituals (Crystals) [54:52–56:46]
- Breaks from SoulCycle and Returns [56:50–60:04]
- Corporate Fallout, Present State of SoulCycle [61:37–63:33]
- Summing Up & Reflections on Cultishness [63:54–65:08]
Tone and Takeaways
This episode maintains a critical-yet-compassionate tone. The hosts and guest laugh about obsessions and “good cult” energy, but don’t shy away from calling out manipulative or exploitative aspects. They highlight the universal human yearning for belonging, ritual, and transcendence—all things SoulCycle engineered masterfully for a time.
Final Reflective Thought:
“Wanting to believe in something bigger than yourself is one of the most human instincts there is.” – Trust Me Podcast ethos
Watch or Listen
- Jess Rothschild’s audio docuseries: “Cult of Body and Soul” (available on podcast platforms and YouTube, with documentary-style visuals)
- Jess’s Instagram: @JessXNYC
This summary captures the heart of the conversation, including history, cultural critique, personal stories, and insight into the communal highs—and culty lows—of SoulCycle’s heyday.