This archive report was first published on 9 August 2019.
On August 8, 2019, SoulCycle's CEO, Melanie Ross, donated $42,500 to a fundraiser for President Donald Trump's re-election campaign. The news sparked outrage among the company's employees and customers, with many calling for a boycott of the fitness chain.
As the backlash grew, SoulCycle's management scrambled to contain the damage. On Wednesday, the company's chief talent officer sent an email to instructors with 'talking points' to share with customers. The email included statements such as, 'At SoulCycle, we believe in diversity, inclusion, and equality. All souls are welcome' and 'None of the money you spend at SoulCycle will go to this event.'
However, the damage control efforts seemed to have little effect. On Thursday, emails from an anonymous Gmail account were sent to some Equinox employees calling for a strike. The email read, 'If we do not show up to work, the clubs can not function. We are the cleaners, the managers, the trainers, the group fitness instructors, the sales reps, the shop salespeople, the spa professions and the gatekeepers. Our collective efforts will have results.'
Meanwhile, a 10 a.m. class at the Water Mill studio on Thursday went ahead as usual, with nearly 70 riders participating in a high-energy workout led by popular instructor Mireya D'Angelo. The class was a stark contrast to the tension and controversy surrounding the company's CEO and the Trump fundraiser.
As the class came to a close, some riders began to realize that a reporter was present, and the atmosphere quickly turned agitated. One woman shouted, 'Are you here to ruin people's day?' while another called out, 'I love you, SoulCycle!'
