SoulCycle makes move into fashion-first retail

US – SoulCycle is ramping up its retail ambitions, with the aim to grow apparel into 15–20% of its business and potentially open stand-alone fashion-focused stores.

Speaking at Shoptalk 2025, SoulCycle executives outlined plans to develop SoulCycle’s in-studio merchandising into a fully fledged fashion arm. At present, one in 10 SoulCycle riders make a purchase in-store – a figure CEO Evelyn Webster aims to double by offering exclusive products and sought-after brand collaborations designed to drive conversion.

Some 90% of current stock still features SoulCycle branding, but that’s changing as the company increasingly stocks activewear names such as Lululemon and Alo, as well as co-branded items. Exclusive drops with artists like Kerri Rosenthal and apparel brand Addison Bay are also in the pipeline.

With e-commerce growing, expanded retail floors in studios and plans to open stand-alone shops, SoulCycle is betting on its fashion credentials to attract both loyal riders and new fans of the brand.

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