Soul Cycle Responds with its Ambassadors


It’s been a rough couple of weeks for Soul Cycle and its parent company Equinox following the news that its company Chairman was holding a high price tag fundraiser for President Trump in the Hamptons. Many members, and I’m sure employees, were not pleased and many threatened a boycott (including some high profile celebrities).

I’m not going to comment on the politics of it all or comment on how to donate money or comment on how to join a gym. I’m going to comment on how the brand reacted to it all.

First of all, Soul Cycle clarified their POV on the situation with the Chairman and reinforced their collective history of inclusion and community. For some it wasn’t enough but I’m not really going to comment on that part of it. But I for one have always been impressed by the brand’s inclusion. I’ve even written about it before.


There’s something far more interesting, from a marketing perspective, that I’d like to shine a spotlight on. Even better than any kind of statement, to my eye, is how the brand used its ambassadors (the instructors) to speak on the brand’s behalf with personal experience. Personal storytelling. Soul Cycle Ambassadors came on strong in social media to talk about what Soul Cycle (and Equinox too) means to them. The company allowed them to donate class proceeds (their own class proceeds) to charities of their choices as they reinforced their own backgrounds and acceptance at the company.

Click here to see one of the best stories in my view.

Regardless of the situation, it’s super smart to use your biggest brand assets to help get through a crisis. In this case, Soul Cycle is using its beloved instructors to communicate the true values of the brand.

Super smart. What’s your experience? JIM