SoulCycle, The Zero Proof Partner as Sober-Curious Trend Rises
Drinking rates are plummeting and SoulCycle and The Zero Proof are toasting Hamptons riders with non-alcoholic beverages ahead of a national rollout
The Zero Proof, a retailer of premium non-alcoholic drinks, has teamed up with SoulCycle for a New York activation in the Hamptons that offers alcohol-free options for riders while tapping a bigger shift: consumers, especially Gen Z, are drinking less and gravitating toward brands that blend wellness with social rituals.
The launch began on August 25 at SoulCycle’s East Hampton and The Barn studios, with pop-up tastings running from August 26 through September 2 in the mornings and afternoons. Riders can sample and purchase on-site, and co-branded bundles are also available, featuring Lapo’s, Oddbird, Good Time Brewing, Guinep Recovery Cocktail and Beau Viva.
“At SoulCycle, we’ve always been about meeting our riders where they are—both on and off the bike,” SoulCycle director of strategic partnerships Namita Gupta said. “Partnering with The Zero Proof allows us to celebrate mindful living with the same energy and community our riders love. Our riders crave discovery—new sounds, new experiences, new ways of showing up for themselves—and the growing NA space reflects exactly that: connection, ritual and joy without compromise.”
The Hamptons may be the first stop, but it’s certainly not the last. SoulCycle said additional studio activations in other markets will follow as part of a broader national rollout.
“Enriching your soul through exercise and treating your body right aligns closely with SoulCycle’s ethos and community,” The Zero Proof co-founder Trevor Wolfe said. “We are thrilled to partner with such a recognized brand in the wellness sector that values community like we do at The Zero Proof.”
The collaboration highlights how non-alcoholic brands are moving into lifestyle spaces once dominated by cocktails or energy drinks. With Gen Z drinking at lower rates than previous generations, partnerships like this are likely to proliferate as wellness brands see value in linking movement with non-alcoholic alternatives.
The Hamptons has served as a backdrop for SoulCycle’s wellness experiments. In June, the New York-founded fitness brand hosted its second annual Wellness Weekend at The Barn in Bridgehampton, a three-day event that combined back-to-back rides with recovery services and indulgent extras. Riders cycled alongside offerings like facials from JECT, lymphatic massages from Uni, hair refreshes at the Allyoos Bun Bar and non-dairy yogurt from Sourmilk. Hyperice set up a full recovery station, while Mecca Health provided B-12 shots and MTE served functional mocktails.