How wellness became a cult: SoulCycle and OneTaste on mixing religion with social media

Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more SIGN UP I would like to be emailed about offers, events and updates from The Independent. “Obviously neither OneTaste nor SoulCycle would not be considered to be as threatening as, say, ISIS,” notes Hassan, “but they exist on this continuum where there’s less focus on an individual’s level of control and it’s more about a group identity, one that is dictated by an external authority figure telling you what’s good for you.” Even those on the fringes of involvement in these companies – those attending workout classes for example – can attest to this dynamic. It’s no wonder that SoulCycle’s CEO recently described its USP as: “We’re in the business of personal transformations.” The sector preys on the lack of wider belief systems in society, like religion André Spicer This paired with the sector’s obsession with community – clients in the boutique fitness world are often encouraged to talk to one another after class and communicate with each other on social media or wear branded merchandise – can make you feel increasingly dependent. I just want to exercise.” There’s another reason why people might be drawn to the “community” promised by so many companies within the wellness industry. “Throughout lockdown, the community at Disco Barre has been a lifesaver for all of us and has helped us feel less isolated.” Experiences like Carolyn’s are objectively beneficial, both mentally and physically.