August 9, 2019
To Our Soul Fam,
In this difficult week for our community, we’ve been reflecting on how to move forward stronger and more united than ever.
This week, our company and our teams were hurt by the decision of one of our investors. We have nothing to do with our investor’s personal political fundraising event. We do not support it. But we are resilient.
We’ve spent 13 years building a community based on diversity, inclusion, acceptance and love. We know who we are, we know what we believe, and we deliver on those values every day.
This is about our values. So today, we are responding in the best way we know how—with diversity, inclusion, acceptance, and love.
Starting this month, we’re inviting every one of our more than 350 instructors to teach a community ride for a cause of their choice. We want to give our instructors, studio teams, and local communities a platform to promote whatever cause is true in their heart. This is not a requirement. This is an invitation—an invitation to create a conversation and provide support to the causes that matter most to the communities we serve.
These rides will be offered free to our communities. The instructors will be paid for their time. SoulCycle will donate 100% of the proceeds of each ride to the social justice causes our instructors and studio teams select. This is about speaking for our values. As always, SoulCycle’s leadership and team will not corporately associate with political candidates or parties.
This is not the only answer. But it’s our answer for today, so our community can start to heal. We’ll share information with our local teams today so everyone can get involved.
SoulCycle doesn’t have one story; we have thousands of stories. We are not one narrative; and we will not become someone else’s narrative. The best way we can create real change in the world is by productive conversation and dialogue. We hope you will join ours.