The Wellness Weekend was a holistic wellness playground that combined SoulCycle’s cult-favorite indoor cycling workouts with next-generation recovery experiences.
SoulCycle hosted its first-ever Wellness Weekend at Bridgehampton Barn Studios, celebrating the cult-favorite indoor cycling brand’s longstanding presence in the Hamptons and featuring health and beauty partners including Allyoos, Ject, Hyperice and Athletic Brewing Company.
This past weekend, June 21-23, participants took energizing SoulCycle classes at the historic Barn Studio, an indoor-outdoor wooden building with quintessential Hamptons charm.
“Our team wanted to do something special to thank our most loyal riders,” Doug Leonard, SoulCycle’s vice president of partnerships and strategic initiatives, told Athletics Tech News. “We thought, ‘What better way to thank our community than to create a one-stop, weekend wellness experience?'”
“Our vision for the Wellness Weekend was to create an experience where riders could get a great workout, enjoy premium wellness treatments and soak up some sun, all in one place,” Leonard added. “It was really important to us to touch on all aspects of wellness – mind, body and soul, and that’s reflected in the partners that are featured in the Wellness Weekend.”
Brand activation with a purpose
While classes were held indoors, brand partners took up positions on the surrounding wraparound deck: Clean haircare brand Allyoos had a bang bar so riders could slick their hair back before and after class while still wearing their masks; skincare brand Ject offered complimentary mini facials, medical concierge service Dr. Hamptons doled out energizing B-12 shots, and Athletic Brewing Company provided celebratory non-alcoholic beverages.
Hyperice’s famous Normatec boots were on display at the event, and Sammy Cothern, a senior instructor at SoulCycle, said he plans to incorporate them, along with the brand’s Zero Gravity Chair, into his recovery routine.
“As a fitness trainer, recovery is one of the most important components of my overall routine,” Cothern told ATN. “I’m always looking for new ways to maximize recovery to get the best performance out of my body every day. I’m looking forward to incorporating Hyperice’s NormaTec Boots and Gravity Chair into my recovery routine.”
“Come for the training, stay for the community.”
Leonard points out that SoulCycle has always championed the importance of holistic health, and the Wellness Weekend is a manifestation of that commitment.
“It’s no secret that consumers’ definition of wellness continues to evolve and expand to include physical, mental and spiritual wellness,” says Leonard. “Since our founding, SoulCycle has always championed the importance of the mind-body-soul connection, and our workouts are designed to enhance all three areas. Finding like-minded partners for experiences like our Wellness Weekend is a great way to do that in a way that suits our riders heading east.”
SoulCycle says it plans to continue creating new and inspiring moments to support the health and wellness goals of its community.
“At SoulCycle, we often say that riders come for the training but stay for the community, and our signature mind-body-soul indoor cycling experience remains central to who we are as a brand,” said Leonard. “That said, we’re always looking for new ways to support the broader wellness goals of our community, and we have even more exciting moments planned this year to do just that.”
