SoulCycle Must Take Action in Support of BIPOC
Dear SoulCycle Corporate,
Your response to the loss of numerous black lives and the massive national unrest regarding systematic racial inequality has been subpar, at best. We are writing to you today because we care about black lives and want to highlight ways in which your organization has been problematic and make recommendations for how you can improve moving forward.
First, we want to highlight how SoulCycle and the fitness industry contributes to systematic racism and inequality. Aside from police brutality, there are numerous social determinants of health that work against BIPOC to worsen healthcare outcomes and ultimately shorten life expectancies that are outside of their control, such as poverty, stressful/dangerous jobs with low pay, and access to nutritious food. One of these social determinants of health is a lack of safe opportunities to get exercise. White people are more likely to have close access to parks and outdoor spaces, and as we saw with Amaud Arbery, BIPOC cannot assume safety exercising outdoors. Boutique indoor fitness, such as SoulCycle, is another privilege enjoyed by mostly white people who have the financial means to enjoy it and live in the neighborhoods where studios exist.
SoulCycle has over a decade of experience cultivating a product we truly love, and that we as riders can say has been extremely beneficial to our physical and mental health. Yet despite its espoused values of diversity and inclusion, despite hiring black instructors and studio employees, SoulCycle's target demographic is wealthy white people - because at $36/class, that is simply the group of people that can afford the product. SoulCycle consistently profits off of the use of hip hop/rap/R&B music in its product, which is sold mostly to white people. This is appropriation. We as riders are no longer okay with paying for classes that simultaneously use black culture yet exclude black people because they cannot afford to attend, especially when this group has the greatest need for safe and effective exercise opportunities.
Although hiring and highlighting BIPOC staff and instructors and voicing support for the BLM movement are steps in the right direction, this is not enough. We want to see SoulCycle commit to increasing minority access to your product. A commitment to opening more studios in minority communities is not necessarily the answer and may, in fact, cause harm by drawing wealthy white people to these neighborhoods and contributing to gentrification. Right now, SoulCycle's pricing model "does not see color" - everyone pays the same $36 for their classes. We would like to see SoulCycle commit to providing scholarships, special discounts, and other opportunities for BIPOC to attend class who would otherwise be unable to afford to do so. Additionally, we would like to see SoulCycle partner with black-owned vendors and businesses for the apparel it sells.
We also want to see SoulCycle publicly denounce its affiliation with Stephen Ross, a member of the Equinox Board of Directors and a supporter of President Trump. Finally, we want to see more BIPOC representation in your corporate office, beginning with a Diversity & Inclusion Officer.
Yes, appropriation and financial exclusion is rampant among the fitness industry, not just SoulCycle. But as a major leader in the industry, we would like to see SoulCycle act as a leader instead of remaining silent and waiting for someone else to start. There is another petition going around requesting SoulCycle donate; that would be another great step in the right direction. However, we want to see SoulCycle actively participating as part of the solution by changing its own policies. It owes this to its riders and employees.
We see your staff, instructors, and riders actively making efforts through participating in protests, organizing conversations, donating, and sharing resources. We are calling on you to match the enacted values of your staff and consumers, and your company's espoused values of diversity and inclusion, with your own by taking action.
Thank you,
Your Riders
Sign PetitionSign PetitionYour response to the loss of numerous black lives and the massive national unrest regarding systematic racial inequality has been subpar, at best. We are writing to you today because we care about black lives and want to highlight ways in which your organization has been problematic and make recommendations for how you can improve moving forward.
First, we want to highlight how SoulCycle and the fitness industry contributes to systematic racism and inequality. Aside from police brutality, there are numerous social determinants of health that work against BIPOC to worsen healthcare outcomes and ultimately shorten life expectancies that are outside of their control, such as poverty, stressful/dangerous jobs with low pay, and access to nutritious food. One of these social determinants of health is a lack of safe opportunities to get exercise. White people are more likely to have close access to parks and outdoor spaces, and as we saw with Amaud Arbery, BIPOC cannot assume safety exercising outdoors. Boutique indoor fitness, such as SoulCycle, is another privilege enjoyed by mostly white people who have the financial means to enjoy it and live in the neighborhoods where studios exist.
SoulCycle has over a decade of experience cultivating a product we truly love, and that we as riders can say has been extremely beneficial to our physical and mental health. Yet despite its espoused values of diversity and inclusion, despite hiring black instructors and studio employees, SoulCycle's target demographic is wealthy white people - because at $36/class, that is simply the group of people that can afford the product. SoulCycle consistently profits off of the use of hip hop/rap/R&B music in its product, which is sold mostly to white people. This is appropriation. We as riders are no longer okay with paying for classes that simultaneously use black culture yet exclude black people because they cannot afford to attend, especially when this group has the greatest need for safe and effective exercise opportunities.
Although hiring and highlighting BIPOC staff and instructors and voicing support for the BLM movement are steps in the right direction, this is not enough. We want to see SoulCycle commit to increasing minority access to your product. A commitment to opening more studios in minority communities is not necessarily the answer and may, in fact, cause harm by drawing wealthy white people to these neighborhoods and contributing to gentrification. Right now, SoulCycle's pricing model "does not see color" - everyone pays the same $36 for their classes. We would like to see SoulCycle commit to providing scholarships, special discounts, and other opportunities for BIPOC to attend class who would otherwise be unable to afford to do so. Additionally, we would like to see SoulCycle partner with black-owned vendors and businesses for the apparel it sells.
We also want to see SoulCycle publicly denounce its affiliation with Stephen Ross, a member of the Equinox Board of Directors and a supporter of President Trump. Finally, we want to see more BIPOC representation in your corporate office, beginning with a Diversity & Inclusion Officer.
Yes, appropriation and financial exclusion is rampant among the fitness industry, not just SoulCycle. But as a major leader in the industry, we would like to see SoulCycle act as a leader instead of remaining silent and waiting for someone else to start. There is another petition going around requesting SoulCycle donate; that would be another great step in the right direction. However, we want to see SoulCycle actively participating as part of the solution by changing its own policies. It owes this to its riders and employees.
We see your staff, instructors, and riders actively making efforts through participating in protests, organizing conversations, donating, and sharing resources. We are calling on you to match the enacted values of your staff and consumers, and your company's espoused values of diversity and inclusion, with your own by taking action.
Thank you,
Your Riders
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