SoulCycle’s venture into the media business is taking another step as the company, together with SiriusXM, announced plans for a dedicated radio channel called SoulCycle Radio.
In a press release, the channel was described as featuring the same “inspirational energy” as a SoulCycle class. The music will be curated by SoulCycle instructors, who will also share inspirational messages. Along with the new dedicated station, SiriusXM will also livestream SoulCycle’s “Sound by SoulCycle” concerts.
“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,” SiriusXM president and chief content officer Scott Greenstein said in the release.
The move represents the latest step into media for SoulCycle, which launched its media division last year, bringing on former Mashable chief content officer Gregory Gittrich. According to Variety, SoulCycle’s media strategy is to expand its brand while paving the way for new revenue opportunities in the future.
“With SoulCycle Radio on Sirius XM, 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.
SoulCycle’s revenue currently comes from its exercise classes and apparel retailing. The company’s media division now employs 20 people.