Target is teaming up with SoulCycle, the popular high-intensity spin studio whose clients are cultlike in their devotion for the energizing workouts.
In an effort to expose more customers to SoulCycle’s methods, Target and the fitness company this month will launch a 10-city tour featuring three-day weekend events taught by certified SoulCycle instructors.
The events will take place from Jan. 22 to 24 in Washington D.C., Houston and Seattle; Jan. 29 to 31 in Atlanta, Nashville and Denver: Feb.5 to 7 in Miami and Chicago, and Feb.12 to 14 in Minneapolis and Los Angeles.
Each event will feature a Target X SoulCycle pop-up shop with workout apparel and wellness products.
The apparel and gear will also be available on Target.com along with a Spotify curated playlist, which could include music from rides set to Carrie Underwood and Kelly Clarkson, hip-hop, and Justin Bieber versus Drake.
“We know that wellness is top of mind for many of our guests, especially at this time of year when people are looking for ways to reinvigorate their exercise routines,” said Jeff Jones, chief marketing officer of Target. “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.”
The retailer is launching the SoulCycle Union with a VIP event in New York on Jan. 14 that will include a 150-person bike ride taught by three instructors at once and will feature a DJ and live performance.