In Brief

The move looks to expand the popular brand's fitness offerings

SoulCycle is one of the most successful exercise brands in recent memory. By championing the value of enjoyability, its dramatic explosion in the fitness industry is the stuff of startups’ dreams. Now on a new chapter, SoulCycle introduces SoulAnnex. This new studio will be reserved for off-the-bike workouts but classes will still be taught by the SoulCycle teachers.

If you’ve never been to a SoulCycle class, it is best described as a mix of theater and sweat. The lights, the music and the smell (from aromatherapy) all create that signature atmosphere. All these elements come together to push participants to their limits. The SoulCycle instructors are handpicked for star power, with many having an actual background in acting. Since its founding in 2006, SoulCycle has been very focused on its spinning classes on custom-built stationary bikes. The company is changing that with the launch of SoulAnnex and a new suite of workouts.

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SoulAnnex will enjoy the same strong branding in Manhattan’s Flatiron district to start. The classes fall into three major categories: Move, Define and Align. Move combines dance and momentum for a calorie-burning exercise. Define is for muscle building and sculpting. Align will be for stretching muscles, which will include custom yoga classes.

SoulCycle has successfully transitioned from a workout trend to a lifestyle brand. The classes, which cost more than $30 for 45 minutes, sell out in a few minutes after being announced. They also sell their own branded merchandise and have recently partnered with designer brand Public School to create co-branded athleisure wear. A nylon bomber jacket from the collaboration costs almost $700.

The launch of SoulAnnex can open new avenues for SoulCycle, which has expanded to 85 locations since its first one on the Upper West Side. Like WeWork’s recent expansion into gyms, it shows how fitness centers are crossing the line from just being places to work out to become holistic luxury experiences that suit modern lifestyles.

SoulAnnex

SoulCycle is one of the most successful exercise brands in recent memory. By championing the value of enjoyability, its dramatic explosion in the fitness industry is the stuff of startups’ dreams. Now on a new chapter, SoulCycle introduces SoulAnnex. This new studio will be reserved for off-the-bike workouts but classes will still be taught by the SoulCycle teachers.

If you’ve never been to a SoulCycle class, it is best described as a mix of theater and sweat. The lights, the music and the smell (from aromatherapy) all create that signature atmosphere. All these elements come together to push participants to their limits. The SoulCycle instructors are handpicked for star power, with many having an actual background in acting. Since its founding in 2006, SoulCycle has been very focused on its spinning classes on custom-built stationary bikes. The company is changing that with the launch of SoulAnnex and a new suite of workouts.