SoulCycle—a New York–based fitness company centering around indoor cycling—is known for its intense workouts, pricey memberships, and cult-like following. It’s even been parodied on Broad City and Unbreakable Kimmy Schmidt. Now, the brand is looking to spread its empire beyond the coasts by partnering with retail heavyweight Target. Throughout the month of February, they’ll offer a series of free SoulCycle classes (usually $34) in 10 cities around the country, including Minneapolis. Target will also offer a capsule collection of apparel featuring the SoulCycle logo as well as its own bullseye, including a hoodie and t-shirt.
At first glance, it’s an unusual collaboration (though booking through the aisles of Target may constitute a workout for some). But it aligns with Target’s increasing focus on wellness: Last year, it offered free FitBits to all of its 335,000 employees, made their in-house grocery brand Simply Balance GMO-free, is updating its C9 line of athletic wear, and is in the process of introducing a healthy deli program.
It also parallels Target’s designer collaborations—which up to this point have focused on fashion, beauty, and home categories—by giving their shoppers the chance to experience luxury brands at lower prices for a limited time. The Target x SoulCycle clothing line, which range from a women’s tank for $29 to unisex sweatpants and a hoodie for $49. (Similar products from SoulCycle are double those prices.)
Schedules and locations will be announced at 3 p.m. EST on the day sign-ups go live (February 12–14). For details and to reserve a spot, visit soul-cycle.com/target.
Or, you can just take a spin class at the Firm anytime you want.
Updated on 2/4/16:
SoulCycle sign-up goes live at 2 p.m. CST on Friday, February 5, and classes will take place at Burnet Gallery at Le Méridien Chambers.