SoulCycle has a reputation. It’s elite, and it’s expensive.
The company has partnered with a budget-minded company, however, in a possible attempt to appeal to more consumers. Well + Good reports that SoulCycle has teamed up with Target to offer free pop-up classes across 10 cities in the U.S.
Well + Good says Target will also be creating a capsule collection, complete with SoulCycle’s logo emblazoned across the apparel.
SoulCycle apparel normally costs Soul acolytes more than a pretty penny, but the clothing at Target—which, Well + Good says will include a tank top, a hoodie, sweatpants, and a T-shirt—will be priced at $29 to $49.
The apparel also has Target’s distinct bullseye on it:
As with SoulCycle’s regular classes, you’ve got to sign up. Given that popular classes are already difficult to sign up for, expect this to be no different. According to SoulCycle’s website, sign-ups go live on Fridays at 3 p.m. a week before a city’s classes, much like SoulCycle’s infamous signups at noon on Mondays.
SoulCycle believes that its goals are the same as Target’s.
“SoulCycle embodies the inspirational and active lifestyle that Target is celebrating as part of its focus on wellness,” founders Julie Rice and Elizabeth Cutler told Well + Good. “We’re thrilled to be working with Target to bring SoulCycle to more people and help them find joy in movement to kick off the New Year.”
The question, of course, is whether diehard SoulCycle fans will fill up the classes first.
“We expect to see a lot of excitement throughout the 10-city tour from both fans and newcomers to the SoulCycle brand,” Target’s executive vice president and chief marketing officer, Jeff Jones, told Well + Good. “If we can give our guests a uniquely Target way to experience this popular workout regimen and help them go into the new year feeling energized, we will have met our goals.”
“We know that wellness is top of mind for so many of our guests, especially at this time of year when people are looking for ways to reinvigorate their exercise routine,” he said in a release. “By partnering with a premier fitness brand like SoulCycle, we can offer a uniquely Target experience and help our guests start the new year off on a positive note.”
SoulCycle, which filed to go public this past summer, has maintained its level of exclusivity by opting to be selective about its promotions and partners; it does not participate in ClassPass, a hot startup that gives fitness enthusiasts the opportunity to try out multiple fitness studios for a flat fee.