Energy drink giant Celsius has officially secured a national partnership with premier boutique indoor cycling brand SoulCycle, designating Celsius as the studio’s exclusive energy drink category partner.
The agreement places Celsius products on sales floors across SoulCycle studios nationwide, expanding the beverage brand’s reach within the high-performance fitness and wellness demographic. Beyond product distribution, the collaboration integrates Celsius into SoulCycle’s broader ecosystem through themed rides, product sampling, community events, original content, and specialized programming throughout the year. The initiative also extends into digital channels, featuring Celsius-branded rides on SoulCycle’s at-home platform.
The official launch is slated for Aug. 29, marked by 20 featured Celsius rides across major metropolitan markets, including New York, Chicago, Miami, and Los Angeles. The partnership held an early preview on Aug. 22 at SoulCycle’s Barn studio in Bridgehampton, New York, featuring an appearance by author, radio personality, and lifestyle creator Tinx for the inaugural ride.
“Celsius was born in fitness, and our community has made the brand part of how they train, move, and live,” said Katie Turoff, Vice President of Brand Marketing at Celsius. “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 currently operates over 60 studios across the United States and London—the venture strengthens its in-studio brand ecosystem while leveraging its dedicated rider network.
“Our riders come to Soul for many reasons, including the energy they feel in the room,” noted Doug Leonard, Vice President of Partnerships and Strategic Initiatives at SoulCycle. “It’s what moves them on the bike and in the world.”
The deal aligns with Celsius’ broader strategic push into fitness- and wellness-focused marketing. The brand has continuously expanded its retail and operational footprint across commercial gyms, athletic events, and wellness communities, recently serving as the title sponsor for the Faces of Fitness festival in Chicago.
