SoulCycle: SoulFundamentals

SoulCycle: SoulFundamentals

We’re thrilled to partner once again with our friends at SoulCycle. After the intense energy of “SoulActivate,” SoulCycle’s most athletic class to date, we’ve shifted gears entirely with our latest project. Enter “SoulFundamentals”—a new SoulCycle class designed for beginners, crafted to make the SoulCycle experience accessible, approachable, and welcoming for those stepping into the studio for the first time.

How many times have we heard, “Am I going to die?!” from those curious yet hesitant about trying SoulCycle? That’s exactly where SoulFundamentals comes in. This class is built to demystify the experience, focusing on the basics that seasoned riders may take for granted. From setting up your bike to catching the rhythm, from learning the essential moves to finding comfort on the bike, SoulFundamentals lays the groundwork for a successful ride.

With two instructors leading each session, SoulFundamentals offers a unique, hands-on approach with plenty of one-on-one interaction. It’s an immersive, supportive environment where new riders can feel seen, guided, and empowered. The goal? To open the door to SoulCycle’s transformative experience for an even wider audience, inviting everyone to discover the joy and power that SoulCycle brings.

We’re proud to introduce SoulFundamentals, a class that redefines accessibility and welcomes all to the SoulCycle community. Take a look below to see the campaign in action and get a feel for this refreshing, beginner-friendly approach.

CREDITS

CLIENT: SoulCycle
AGENCY: RIOT
DIRECTOR: Chris "MUG5" Maguire
DIRECTOR OF PHOTOGRAPHY: Zach Jopling
ASSISTANT DIRECTOR: Nastassja Simone
ASSISTANT CAMERA: James Regan
PRODUCTION ASSISTANT / DIT: Brendan Engle
GAFFER: Mark Sherman
GRIP: Ben Hunt
R/GA GAFFER: Atsushi Takoaka
R/GA LIGHTING TECH: Dana Sterling
SOUND: Matt Caulfield
HAIR MAKEUP: Katie Wedlund
STYLIST: Sam Bates
PHOTOGRAPHER: Tim Smith

CREATIVE DIRECTOR: Roxana Zegan
PRODUCER: Heather Ogletree
DIRECTOR OF VISUAL DESIGN: Chelsea Podlogar
PRODUCTION MANAGER: Geneva Peschka
VP OF DESIGN: Alan Cooke

EDITING, COLOR & FX: Chris "MUG5" Maguire
ASSISTANT EDITING: Nastassja Simone

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