From June 21 to 23, SoulCycle hosted its inaugural Wellness Weekend at its Bridgehampton Barn studio. This event celebrated the indoor cycling brand’s longtime presence in the Hamptons and included a lineup of health and beauty partners, including Allyoos, Ject, Hyperice, and Athletic Brewing Company.
Doug Leonard, vice president of partnerships and strategic initiatives at SoulCycle, told Athletech News: “Our team knew we wanted to do something special to thank some of our most loyal riders. We thought, ‘What better way to thank our community than to create a one-stop weekend wellness experience?’”
Leonard added, “Our vision for Wellness Weekend was to create an experience where our riders can get an incredible workout, enjoy premium wellness treatments, and soak up the sun all in one place. It was really important to touch on all aspects of wellness – mind, body, and soul – which you see reflected in our partners who are popping up at Wellness Weekend.”
Brands With a Purpose
While the class was inside, brand partners were arranged on the surrounding wraparound deck. Allyoos, a clean haircare line, had a bun bar where riders could slick back their hair in masks before or after class. Skincare brand Ject also provided free mini-facials, while medical concierge service Dr. Hamptons provided energizing B-12 shots. Athletic Brewing Company offered alcohol-free beverages in celebration.
Hyperice had their famous Normatec boots on site. A senior SoulCycle instructor, Sammy Cothern, plans to integrate Normatec boots and the Zero Gravity Chair into her recovery routine.
“As a fitness trainer, recovery is one of the most important components of my overall routine,” she told Athletech News. “I am always looking for new ways to maximize my recovery to get the best out of my body every day. I look forward to incorporating Hyperice’s Normatec boots and gravity chairs into my recovery routine.”
Community Inspiration
Leonard has stated that SoulCycle has consistently pushed for the importance of holistic health, and the Wellness Weekend embodied that statement.
“It’s no secret that consumers’ definition of wellness continues to evolve and expand across physical, mental, and spiritual health,” Leonard said. “Since we were founded, SoulCycle has always championed the importance of mind-body-soul connection, and our workouts are designed to strengthen all three areas. Finding like-minded partners for experiences like Wellness Weekend is a great way for us to do that in a way that feels fitting for riders heading out East.”
SoulCycle has stated that it plans to continue creating new and exciting moments to support the wellness goals of its community.
Leonard shared, “At SoulCycle, we often say that our riders come for the workout and stay for the community. Our signature mind-body-soul indoor cycling experience will continue to be at the center of who we are as a brand. That said, we’re always looking for new ways to support our community’s broader wellness goals, and we have more exciting moments planned this year to do just that.”
