The Atlantic

People Actually Quit SoulCycle

Most boycotts fail. Why does this one seem to be working?
Source: Vasily Fedosenko / Reuters

It’s been nearly a month since Suzanne Zuppello abandoned the “spiritual gangster” lifestyle.

The moniker is worn across one’s chest, in the form of SoulCycle attire. It captures the aspiration of the brand: stationary bicycling for the free-spirited, purpose-driven, and strong-willed. Promising “more than a workout,” it is not your mother’s spinning class (even if it literally is).

After years of spinning, Zuppello’s local studio on Long Island has faded to a metaphorical blip in the rearview mirror of her actual bicycle. “I bike all over, and it’s far cheaper than SoulCycle,” she says. “And no one keeps my money if I decide last-minute to skip my ride.”

Last month, Zuppello joined a throng of SoulCycle devotees around the country in renouncing her affiliation with the existential cyclery. On August 8, reported that one of SoulCycle’s owners, the billionaire Stephen Ross, would host a fundraiser lunch to support Donald Trump. For $250,000, attendees could buy an audience with the president at Ross’s

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