SoulCycle Looks to Sell its Soul
…customers. Like SoulCycle, it does so in an openly commercial context with high cost barriers. And, as Yale religion scholar Kathryn Lofton has argued, Oprah has built a (privately owned) empire, in part, by developing a powerful hybrid of spirituality and consumerism. So who cares? If the market can deliver spiritual or ethical goods, then shouldn’t it do so? And aren’t most people at SoulCycle just trying to get some exercise? Those caveats matt…
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