×

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.”

Popular on Variety

More Digital

  • Plex

    Plex Signs Up Lionsgate for Upcoming Ad-Supported Video Service

    Media center app maker Plex has struck a deal with Lionsgate to add some of the studio’s movies and TV shows to its upcoming ad-supported video service. The news comes just weeks after Plex announced a similar deal with Warner Bros. “Lionsgate is one of the biggest names in the business and we know our [...]

  • Comcast Xfinity Flex

    Comcast Drops $5 Monthly Fee for Xfinity Flex Video-Streaming Set-Top for Broadband Customers

    Comcast will hand out one free set-top box for broadband subscribers to access Xfinity Flex, its video-streaming product for internet-only customers, as it looks to punch up the value of its high-speed internet business. Brian Roberts, Comcast’s chairman and CEO, announced the new strategy at Goldman Sachs’ Communacopia conference Wednesday in New York. “One of [...]

  • Facebook Portal TV

    Facebook Announces $149 Portal TV Device, 2 New Portal Smart Displays

    Facebook wants you to put a camera into your living room: The company officially unveiled its Portal TV device Wednesday that brings video chatting, augmented reality (AR) and Facebook Watch to any TV set. In addition, the company also unveiled two new Portal smart display devices that are aggressively priced to grow the company’s home [...]

  • Milford Sound, Fiordland National Park, South

    Amazon’s ‘Lord of the Rings’ Series to Shoot in New Zealand

    Amazon Studios has set New Zealand as the location for its upcoming series production of “The Lord of the Rings,” following in the footsteps of the movies made by Peter Jackson. Pre-production on the series has started, and production on the series will begin in Auckland in the coming months. “We knew we needed to [...]

  • Google Assistant example

    How Google Found Its Voice

    A few years back, Google was actively exploring whether it should launch a male counterpart to Amazon’s female Alexa voice assistant. “When we first launched the Google Assistant, we intended to use a male voice, just to be different,” Google Assistant product manager Brant Ward recently recalled. However, at the time, text-to-speech technology was still [...]

  • Podium Publishing Taps Scott P. Dickey

    Podium Publishing Taps Scott P. Dickey as Chief Executive Officer

    Independent audiobook publisher Podium Publishing has selected veteran media executive Scott P. Dickey as chief executive officer. Greg Lawrence, former CEO and co-founder,  remains as Podium’s publisher and a member of the board of directors. As CEO, Dickey will set and implement the day-to-day and long-term marketing, production and business strategy for the company as [...]

More From Our Brands

Access exclusive content