SoulCycle and Equinox Boycotts 🚲

Shannon Stapleton / Reuters

Shannon Stapleton / Reuters

Soul-ed Out

Upon the discovery that billionaire SoulCycle and Equinox owner Stephen Ross would host a fundraiser in the Hamptons for Trump's 2020 presidential campaign, celebrities and cyclers alike rushed to renounce their memberships. The companies have previously promoted their inclusive culture, which was the main cause for customers' shock.

Cycle back

In a public statement, SoulCycle wrote that "Soul Cycle in no way endorses the political fundraising event being held later this week." In an effort to win back their clientele, the fitness enterprise has launched a "social justice" programthat encourages instructors to offer complimentary classes from which proceeds will be donated to causes chosen by employees.


Fox News: Former 'Apprentice' contestant fires back at celebs for SoulCycle boycotts: 'I'm going in there in my MAGA hat'

Breitbart: The Left Boycotts SoulCycle Over Owner's Trump Fundraiser

The right views the boycott as "left-wing activism" initiated by celebrity social media posts and cult-like followers. One source cites Forbes Media chairman Steve Forbes who refers to it as an example of "the current poisonous political climate." They also focus on the influence the boycott will have on the businessesand argue that it will mostly hurt the actual employees.


NY Times: A Lesson for Equinox and SoulCycle: Even Sweat Can Be Political

The Daily Beast: SoulCycle Shudders as Stephen Ross Pays Off Donald Trump

The left focuses on the contradiction between SoulCycle and Equinox's progressive and inclusive images and Ross's contribution to a presidential candidate that outwardly goes against those values. Coverage also includes the extravagant price tags of the event– $100,000 tickets for lunch and $250,000 for a roundtable discussion.

Where's the common ground?

Unfortunately, like many other debates involving President Trump, there doesn't seem to be any common ground between the left and right over the validity of the boycott, but both sides can agree that this won't dent billionaire Stephen Ross's wallet.

Anyone: Do you even spin?



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