Get Pedalling with SoulCycle’s zestful “Mind-Altering Fitness” campaign


SoulCycle is welcoming riders to join the workout classes as studios start to reopen. The NYC based fitness and indoor cycling company owned by Equinox Group unveiled the “Mind-Altering Fitness” campaign spotlighting mind-body wellness. The colourful minute-long spot for the campaign is set to an upbeat track from the improv group “Freestyle Love Supreme.”

SoulCycle’s new messaging is designed to underpin the brand’s marketing over the next year.  Through its latest campaign which debuted this week, the brand honour riders and evokes a euphoric mind-body connection to help them feel more present and connected to the world. The ad for the campaign will roll out throughout May via owned channels, paid social platforms, and pop art displays wrapped around 20 studios.

“Mind-Altering Fitness” is SoulCycle’s initial campaign under the new CEO, Evelyn Webster, who joined in late 2020. The campaign conceptualized and developed by Mrs&Mr creative agency along with the company’s in-house creative team was initially planned to be launched in 2020 but had to be paused due to the ravaging COVID-19 pandemic.

SoulCycle’s first studio was opened in 2006. Since then, the community has only grown and the company currently has studios in ninety-nine locations, with operations spread across the United States, United Kingdom and Canada. The brand’s latest campaign captures the magic of SoulCycle and places the rider at the centre, intending to recruit new customers and to reengage riders who haven’t been able to cycle in the past year.

Following a rocky year for fitness studios, the return to full operation remains a tricky challenge amidst an uncertain landscape. In 2020, 17% of the United States fitness facilities had to shut down resulting in a drop in gym revenue by 58%. While physical fitness studios were shuttered, the focus shift to at-home fitness providers like Peloton who have seen a rise in sales from homebound consumers.

The launch of SoulCycle’s “Mind-Altering Fitness” campaign synchs with the Mental Health Awareness month, studio reopening, and celebrates the brand’s 15th anniversary. The campaign which is set to run throughout the year will include activation for Pride month in June and another activation in September.

“Mind-Altering Fitness” campaign captures the essence of SoulCycle in an audio-visual way. Empowering riders to pedal their bikes again, Roisin Branch, Head of Marketing-SoulCycle, said, “bikes- they’re stationary- but they take your mind as far as your mind wants to go.”

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