SoulCycle Names CELSIUS Exclusive Energy Drink Partner in National Deal
Krissy Vann | Host, All Things Fitness and Wellness
SoulCycle has entered a national partnership with CELSIUS that will make the energy drink brand the exclusive partner in its category across SoulCycle studios.
As part of the agreement, CELSIUS products will be sold at SoulCycle locations nationwide. The partnership will also include dedicated rides, product sampling, community programming, original content and additional activations throughout the year.
The rollout includes 20 featured rides on August 29 across New York, Chicago, Miami and Los Angeles. The partnership officially began on August 22 at SoulCycle’s Barn studio in Bridgehampton, New York, where lifestyle creator Tinx led a featured ride tied to the launch.
“CELSIUS was born in fitness, and our community has made the brand part of how they train, move and live,” said Katie Turoff, Vice President Brand Marketing at CELSIUS. “SoulCycle shares that spirit of movement, energy, and community, making this partnership a natural extension of how our LIVE. FIT. GO.™ mantra comes to life.”
For SoulCycle, the agreement adds a national beverage partner across its studio network while creating additional opportunities for branded programming and member engagement.
“Our riders come to Soul for many reasons, including the energy they feel in the room. It's what moves them on the bike and in the world," said Doug Leonard, Vice President Partnerships & Strategic Initiatives at SoulCycle. "Celsius has been bottling that energy since day one, so the fit was obvious to us. We hold a high bar for what we bring into our studios, and Celsius shares those standards. We can't wait for our riders to feel the energy of this partnership from the first class."
The partnership will also extend beyond SoulCycle’s physical studios. CELSIUS-branded rides are planned for SoulCycle’s at-home platform, while additional activations will include seasonal campaigns, instructor-led programming, product samples and co-produced content.
The agreement reflects the continued overlap between fitness operators and consumer brands looking to reach highly engaged wellness audiences through in-person experiences. For CELSIUS, the SoulCycle partnership adds another fitness-focused distribution and marketing channel while giving SoulCycle a category-exclusive energy beverage partner across its national footprint.
