Source: Target.com/SoulCycle
Target is partnering with SoulCycle, the popular indoor cycling fitness chain, to offer free cycling workout classes as part of a 10-city tour.
"SoulCycle's signature studio cycling classes are a rising trend — the 45-minute, high-intensity workouts (complete with candlelight and rocking music) have already captivated fitness enthusiasts in several U.S. cities," Target said in a statement. "Now, we're broadening the program's reach to give even more guests unprecedented access to this highly sought-after experience."
The tour started this past weekend in Washington D.C., Houston and Seattle offering complementary classes taught by certified SoulCycle instructors. It will reach seven other cities — Atlanta, Chicago, Denver, Los Angeles, Miami, Minneapolis and Nashville — over the following three weeks.
Each event will also feature a pop-up shop featuring Target x SoulCycle workout apparel plus other wellness products. Those unable to make a workout are being encouraged to visit target.com to download a curated Spotify workout playlist as well as to shop the Target x SoulCycle collection.
"We know that wellness is top of mind for so 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, 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 SoulCycle tour follows the launch on Jan. 1 of a 21-Day workout series led by five workout videos on Target's YouTube channel starring two fitness ambassadors for its C9 Champion brand.
While the health & wellness trend has boosted active wear sales over the last few years, it is rare for mainstream stores to sponsor fitness events. The other exception is Kohl's, which has partnered with the Color Run race series as well as with fitness and yoga influencers as part of its "Make Your Move" initiative.