SoulCycle is exchanging used Pelotons for free in-person classes—but their messaging is not being well received.

SoulCycle is exchanging used Pelotons for free in-person classes—but their messaging is not being well received. YPulse’s Fitness report data shows only 12% of Gen Z and Millennials participate in in-person fitness classes, but SoulCycle is looking to change that by offering 47 free classes to the first 100 people who sign up for the Peloton exchange. To be eligible, “people must own a fully-paid Peloton Bike or Peloton Bike+, live within 20 miles of one of SoulCycle’s 83 studios and not have taken an in-studio class after March 16, 2020.” The workout brand’s efforts are part of their Souls Reunited program with their “F#ck It, Let’s Ride Together” campaign, pushing people back to in-person workouts post-pandemic. But young people are taken aback by aggressive marketing and many of the comments on their Instagram post are negative, with some saying, “this ain’t it” and “this is sad.” YPulse research shows Gen Z and Millennials feel tied to their communities and SoulCycle is hoping to appeal to that: “Riding in a studio is an unrivaled experience, adding a much needed dose of intoxicating energy and an electric atmosphere into our workout routines, and we missed this during the pandemic.” At the same time, Gen Z and Millennials are loving their at-home workouts, too. (Marketing Dive)