×

SoulCycle to Launch Station on SiriusXM, Bring Playlists to Pandora (EXCLUSIVE)

SoulCycle devotees will soon be able to listen to their favorite spinning soundtrack all day: SiriusXM is getting a dedicated SoulCycle Radio station this summer, and the two companies will also bring playlists from select SoulCycle instructors to Pandora.

SoulCycle Radio is said to feature music curated by SoulCycle instructors, as well as inspirational messages around mindfulness and healthy living from said instructors. “With SoulCycle Radio on SiriusXM, we can reach our riders wherever they are in their day-to-day lives, as well as reach people who may not have yet experienced the motivational magic that is SoulCycle,” said SoulCycle CEO Melanie Whelan.

“Wherever you live, this new channel will allow SoulCycle riders to extend their experience throughout the day, and for those who are uninitiated, to get a taste of what it’s like to be part of this high-energy, inspired community,” added SiriusXM president and chief content officer Scott Greenstein.

SoulCycle’s partnership with SiriusXM and its Pandora streaming service is part of the company’s increased focus on the media business, which began with the formation of a media division a year ago, explained SoulCycle chief commercial officer Gregory Gittrich in an interview with Variety. “It’s a huge priority for us,” he said. Gittrich joined the company in May of 2018 from Mashable, where he was chief content officer.

The company’s media division, now 20 employees strong, is also organizing its concert series, dubbed Sound by SoulCycle. Past Sound by SoulCycle events included gigs from The Chainsmokers, Ciara and Louis the Child and Elley Duhé. Each event features people actually spinning on their bikes during the gig, as well as a familiar music formula, explained Gittrich: “The arc of a performance fits with a SoulCycle class.”

SoulCycle’s next concert, which is being held in August in New York, will feature Mark Ronson; it will be broadcast live on SoulCycle Radio, and some of the recordings will be made available on Pandora as well. The company plans to hold 4 such concerts per year going forward.

SoulCycle is not the only fitness company to expand into media. Competitor Peloton has been positioning itself as a kind of Netflix for fitness for some time, with executives frequently stating that it was really a media company. However, Peloton’s media ambitions took a hit earlier this year when it got sued by music publishers for allegedly failing to obtain synch licenses for some of its playlists.

Gittrich said that for its part, SoulCycle sees media as a way to expand its brand, as well as a potential revenue opportunity down the line. At the moment, SoulCycle generates its revenue with both its exercise classes and its retail business, which sells apparel and more to fans of the brand. Over time, its media arm could be more closely tied to the latter, suggested Gittrich.

In the near future, SoulCycle wants to build on its partnership with SiriusXM to launch a series of smaller events featuring artists that also happen to be SoulCycle members. Said Gittrich: “SoulCycle has very deep connections to the music industry.”

More Digital

  • SAG-AFTRA HQ

    SAG-AFTRA Ends Long Strike Against Ad Agency Bartle Bogle Hegarty

    SAG-AFTRA has ended its 10-month strike against Bartle Bogle Hegarty after the advertising agency agreed to sign the union’s new commercials contract. The union instructed its 160,000 members in September not to accept any work for BBH, which had been signed to SAG-AFTRA’s commercials contracts since 1999. The strike came two weeks after BBH publicly [...]

  • FaceApp is displayed on an iPhone,

    SAG-AFTRA Warns Members About FaceApp Terms of Use

    SAG-AFTRA is warning its 160,000 members about the “overreaching and invasive” terms of use for the FaceApp mobile application. FaceApp, developed by Russian company Wireless Lab, uses neural network technology to automatically generate transformations of faces in photographs. The app can be used to make users appear older, younger, or change gender. The terms include [...]

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • Billie Eilish

    ARRI, Mobile TV Group Back New Venture Revitalizing Streamed Concerts

    A new venture looking to bring a fresh approach to live-streaming concerts has gotten the backing of hardware heavyweights ARRI and Mobile TV Group. Wide+Close is launching with the mandate of shooting music performances with film cameras and cinematographers in order to give the content a more cinematic feel. “We want to take concert filming [...]

  • Fortnite Battle Royale

    How 'Fortnite' Fans Can Earn Loot by Watching YouTube Videos

    Epic Games and YouTube have teamed up with a special offer for “Fortnite” players — giving players of the popular battle-royale game rewards when they watch “Fortnite”-premiered content on the video platform. The catch: You have to watch at least 20 minutes of “Fortnite” special content or live esports broadcasts to receive the loot. Under [...]

  • Roku headquarters

    Roku Plans to Expand to Brazil, Other Countries (EXCLUSIVE)

    Roku plans to expand to multiple new territories in the coming months, Variety has learned. One of the first new markets for the company will likely be Brazil. An international expansion could help Roku grow its customer base, which in turn should lead to growing advertising revenues. Roku executives have been hinting at plans to [...]

  • Google Stadia Pro to Include 1

    Google’s Stadia Game Streaming Service to Include Free Monthly Game

    Google has been busy sharing additional details about its upcoming game streaming service Stadia, clearing up some confusion in the process. Stadia’s pro subscription tier, which will cost $10 per month, won’t be a Netflix-type subscription service. However, subscribers will get free games at the rate of about a title per month. That’s according to [...]

More From Our Brands

Access exclusive content