LONDON, United Kingdom — It was 2014 when SoulCycle first teased Londoners by announcing plans to launch in the UK the following year. Five years later, and despite an explosion in the number of boutique fitness studios in the British capital, the cult brand is finally opening – and today it announces an exclusive partnership with The Good Life Eatery.
The partnership, a coveted co-branding opportunity, will see The Good Life Eatery serve SoulCycle’s London punters their signature health-focused menu – which includes acai bowls and superfood salads. It’s a concept that was inspired by the eateries of New York and Los Angeles, where SoulCycle’s studios already thrive.
The Good Life Eatery’s Co-founders Yasmine Larizadeh and Shirin Kouros created the business in 2013 with the common goal to normalise healthier eating-out options in the UK market. With locations across Notting Hill, St. John’s Wood, Belgravia, Marylebone and Chelsea, the partnership with SoulCycle will see The Good Life Eatery venture into Soho for the first time.
“This is a landmark partnership not only in our Good Life story but also in the UK Health and Wellness scene,” Larizadeh explained.
The partnership stems from what the two brands describe as a mutual commitment to creating engaged communities. Certainly, SoulCycle has been recognised by marketers globally for its cult-status brand creation, with customers (and celebrities) voluntarily playing the role of ambassadors by wearing branded clothing from an exclusive in-house range of lifestyle apparel.
According to LesiureDB, by the end of 2018 London had 278 boutique fitness sites offering 15,000+ classes per week. This has also given competitor outfits in the spinning segment, like Psycle, Digme, Boom Cycle and 1Rebel, time to forge ahead and create considerable brand loyalty.
But with 20,000 riders taking SoulCycle classes daily in 90 studios across North America and Canada, the greatly anticipated addition to London’s fitness scene will serve as a reminder that the industry is globalising, and that no brand can rest on its laurels.
SoulCycle London will be located on 3-4 Great Marlborough Street, Soho London and opens 14 June 2019.