SoulCycle Taps Celsius as Exclusive Energy Drink Partner

The energy drink giant continues to push deeper into fitness and wellness, inking a deal to be sold across SoulCycle studios nationwide

Celsius is deepening its ties to the fitness and wellness industry through a new national partnership with SoulCycle.

Under the deal, Celsius will become SoulCycle’s exclusive energy drink category partner, with its products available for purchase at the indoor cycling brand’s studios nationwide.

The partnership will also span themed rides, product sampling, community events, original content and programming throughout the year, including Celsius-branded rides on SoulCycle’s at-home platform.

The companies will mark the partnership on Aug. 29 with 20 featured Celsius rides across New York, Chicago, Miami and Los Angeles.

The collaboration got an early start Aug. 22 at SoulCycle’s Barn studio in Bridgehampton, New York, where author, radio personality and lifestyle creator Tinx appeared for the first featured Celsius ride.

“Celsius was born in fitness, and our community has made the brand part of how they train, move and live,” Celsius vice president of brand marketing Katie Turoff said. “SoulCycle shares that spirit of movement, energy and community, making this partnership a natural extension of how our Live. Fit. Go. mantra comes to life.”

For SoulCycle, which operates more than 60 studios across the U.S. and London, the deal adds another consumer brand to its in-studio experience while giving Celsius access to the boutique fitness company’s highly engaged rider base.

“Our riders come to Soul for many reasons, including the energy they feel in the room,” SoulCycle vice president of partnerships and strategic initiatives Doug Leonard said. “It’s what moves them on the bike and in the world.”

The partnership comes as Celsius continues to lean heavily into fitness and wellness-focused marketing and events. The energy drink brand has expanded its presence across gyms, fitness events and other wellness-focused communities, including serving as title sponsor of the Faces of Fitness festival in Chicago.

SoulCycle riders can also expect free Celsius samples, seasonal activations, instructor-led programming and additional co-branded content as the partnership rolls out over the coming year.