SoulCycle Slim Up Outfit for Women and Men

With riders returning to their studios and others pedaling them virtually, SoulCycle is stepping up its clothing offerings.

Having first entered women’s in-house performance-oriented apparel two years ago with the Soul by SoulCycle brand, the company is branching out with a new selection for women and an in-house label for men called Yellow. Chief executive officer Evelyn Webster said the women’s side of the business has continued to evolve since its debut. The company is also looking to expand the distribution of some of its offerings with the right partners. In October, Soul by SoulCycle will be offered through Saks Fifth Avenues e-commerce site. Curated pop-ups in the Hamptons have been a success this summer, he said.

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Today’s launch of SoulRise is the first major retail collaboration launch in more than 18 months. This exclusive 11-piece collection features a Year of Ours bra and legging set, Les Girls Les Boys tracksuit and Lululemon yoga mat, among other limited-edition items. The bright yellow color used in the SoulCycles branding is splashed on every product.

Last weekend, SoulCycle went on a pre-launch ride at the Bridgehampton, NY location, a site popular with highly engaged and loyal riders. Participants can shop for the SoulRise collection. In addition, SoulCycle VIP riders can check it in advance on Tuesday night at the company e-commerce site through exclusive access. VIP criteria involve passenger frequency, engagement with brands, and other services.

Another collaboration is being planned with a brand that shares similar values, understands its relationship with riders and can create something interesting with the SoulCycles community, said Webster.

Webster declined to comment on last year’s apparel sales or projections for 2021, noting that the company did not share specific figures. During the pandemic, retail businesses are very resilient, he said. This demonstrates the strength of our brand that even when people can’t physically get together, they still shop and feel connected through our retail.

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With 350 SoulCycle instructors, including many with a loyal social media following, the company has a built-in branding opportunity. Executives declined to identify the three with the biggest social media followers. Instructors are a very important part of collection marketing. They are our biggest supporters. You almost always see them wearing SoulCycle merchandise, says Webster.

In the last three years, the company has partnered with 125 brands including Lululemon, which remains an important part of the apparel business. Soul by SoulCycle, however, is a leading label. The in-house men’s brand will be added to the portfolio next month. In the past, SoulCycle has worked with brands like Nike, Lululemon and Ten Thousand to offer menswear. The Yellow Line will feature Fuze, a chemical-free technology that helps prevent odorous bacteria and mold.

As the reopening continues, there are 70 SoulCycle posts open with each selling a select outfit. As the studio has welcomed back riders, retail sales have increased further, Webster said. Although the company declined to specify what the daily average is for the number of people taking its face-to-face and virtual classes, SoulCycle says thousands of classes have waiting lists, including some with more than 100 people per register. Demand is also strong for the home-brand bike, which debuted in March. Day one of preorders was taken for shoppers in 47 states and another in 11 countries who asked when the bikes would be available to them, according to Webster.