Another wave of California studio closures hits popular fitness brand

SoulCycle closed at least three California studios in Walnut Creek, La Jolla, and Manhattan Beach in early June, according to several reports. The closures were communicated to customers via email, and SFGATE reported that calls to these locations went unanswered while online bookings became unavailable.

Why did SoulCycle close these California locations?

The business suffered during the COVID-19 pandemic as at-home cycling brands like Peloton grew in popularity. This shift in consumer behavior follows a period of rapid expansion that began when the company opened its first California location in West Hollywood in 2012.

That early growth was supported by an infusion of capital from luxury gym operator Equinox. The brand previously attracted a high-profile following, including celebrities Reese Witherspoon and David Beckham.

Did You Know? SoulCycle was founded in New York City in 2006 before expanding into the California market six years later.

What is the current status of SoulCycle studios?

Eight California locations remain in operation, split evenly with four in Northern California and four in Southern California. In San Francisco, studios on Castro and Union streets remain open, along with one location in Marin County.

These recent closures are part of a broader contraction. The company also shut down studios in New York City, Denver, and Miami Beach. In 2022, SoulCycle cut approximately 25% of its studios nationwide, including sites in San Jose, Beverly Hills, Newport Beach, Del Mar, and San Francisco’s SoMa neighborhood.

Expert Insight: Samantha Carter notes that the transition from celebrity-driven, high-energy physical studios to at-home digital platforms represents a significant shift in the luxury fitness market’s operational model.

What may happen next for the company?

The company could face further structural changes following the departure of CEO Evelyn Webster in early June, who left after more than five years in the role. This follows a history of leadership changes since the founders exited in 2016.

SoulCycle continues U.S. studio closures

Further studio closures may occur if the company continues to struggle with the competition from at-home fitness alternatives. A possible next step could involve a continued reduction of its physical footprint to align with current demand.

Frequently Asked Questions

Which California SoulCycle locations closed in June?
The studios in Walnut Creek, La Jolla, and Manhattan Beach were closed.

How many SoulCycle studios are still open in California?
There are eight operating locations, with four in Northern California and four in Southern California.

Who was the most recent CEO to leave the company?
CEO Evelyn Webster left the company in early June after serving for more than five years.

How do you feel about the shift from in-person boutique fitness to at-home workout options?