SoulCycle’s attendance numbers were recently reviewed by Earnest Research, a data-analytics agency that tracks consumer behavior. SoulCycle’s website makes the sign-up data for every class publicly available, and each class is scheduled individually and purchased either individually or in small packages—there is no option for a monthly or annual membership—so sign-up data can be followed in real time. (In the case of Equinox and other gyms that offer longer-term membership plans complete with early termination fees, any effect would be expected to lag.)
Earnest compared sign-ups at locations across the United States over a period of 18 days before and 18 days after the fundraiser news. During that time, the average decline in sign-ups was 12.8 percent.
“We looked at historic data, and there was no other dip like this,” says Ried Niziak, a data scientist with Earnest. “I’m very confident that the boycott has driven down attendance at SoulCycle.” Eudora Erickson, another data analyst at the company, concurred.
Join the Conversation
VIP members get the ability to comment on articles.