SoulCycle, Fitbit Partner To Offer Free Classes, Wearables

The “Fitbit & Friends” campaign will reward SoulCycle riders who wear a Fitbit device or Pixel Watch to their local studio

SoulCycle, the indoor cycling studio with a cult-like following, has partnered with Fitbit to offer promotions to riders throughout January and early February in a campaign dubbed “Fitbit and Friends.”

The week of January 22-28, SoulCycle riders can receive two free classes, one for themselves and one for a friend, by wearing a Fitbit device or Pixel Watch to their local studio. The week of January 29 to February 4, those classes can be redeemed at the themed “Soul Surprise presented by Fitbit” classes at all 58 SoulCycle studios in the U.S. By participating in the classes, riders can win a Fitbit Charge 6 device. 

The partnership demonstrates the increasing intersection of in-person workouts and fitness wearables. Long associated with individual workouts, wearables are increasingly being used for group fitness. There remains untapped partnership potential, however, such as bespoke workouts for branded classes on popular wearables.

The promotion comes at a tumultuous time for Fitbit owner Google, whose parent Alphabet recently laid off hundreds of workers as part of cost-cutting measures. Fitbit co-founders James Park and Eric Friedman are leaving as part of the reorganization.

Fitbit’s popularity has been declining in recent years as its mid-range price has failed to lure in enough customers, who are increasingly turning to luxury wearables like the Apple Watch and Whoop. Now that Google owns Fitbit, many believe the tech giant’s removing of features, such as Fitbit Challenges and Groups, are steps towards the product’s eventual discontinuation. However, the SoulCycle tie-up is one of the largest recent partnerships for Fitbit, demonstrating that Google may still have big plans for the health and fitness wearable.

The Equinox-owned SoulCycle, meanwhile, has also faced financial difficulties in recent years, largely due to post-pandemic changes in consumer fitness preferences. In 2022, SoulCycle shuttered around 20 of its studios. The cycling company has looked to leverage partnerships to reach new audiences. For example, in late 2022, SoulCycle partnered with ClassPass to make its cycling classes available on the booking platform. 

The post SoulCycle, Fitbit Partner To Offer Free Classes, Wearables appeared first on Athletech News.


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