Key players include TikTok creators like Matt Trav (@mattatrav1), Shayeinlondon, Mariateachess, and Brittany.arnett, alongside SoulCycle itself (founded 2006 by Elizabeth Cutler and Julie Rice, co-founder Ruth Zukerman noted exclusivity's role); no companies or agencies beyond social platforms are central.[input][1][2] Past celebrities (e.g., Lady Gaga, Karlie Kloss) and instructors built its fame, but current buzz is grassroots.[input][1]
SoulCycle peaked in the 2010s as a candlelit, music-driven indoor cycling "cult" with 46+ studios, filed for 2015 IPO aiming for 250 locations, and drew 300,000+ riders annually via tribal, high-energy classes blending spin, weights, and spiritual vibes.[input][1][2][3] Decline hit post-2020 via scandals (harassment, racism allegations), Vox/NYT exposés, and COVID closures (25% studios shuttered 2022); high-intensity fell to Pilates/walks, but 2026 nostalgia (2016 aesthetics, Gen Z wellness shift to community rituals) revives it.[input]
Newsworthy on Feb 4, 2026, as TikTok virality signals real-time cultural pivot amid 2026 fitness trends like hybrid/group classes and mental health focus, contrasting its faddish past and aligning with "2016 is the new 2016" social waves.[input][4]