SoulCycle Looks to Sell its Soul
…ualization. But SoulCycle is also part of a larger gamble: namely, that Americans will be willing to meld the forms of spirituality and the forms of capitalism in more and more blatant ways. In this, SoulCycle has a lot in common with prosperity gospel preachers, ethical consumption marketers, and other moneymakers testing the frontiers of luxury and soulfulness. Let’s not be naïve: spirituality has been profitable for a very, very long time. In o…
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