On Wednesday, SoulCycle announced its new partnership with Antwerp-based lifestyle earplug company Loop.
With more than 17dB of hearing protection, Loop is helping riders enjoy every beat and is the “ultimate” wellness accessory for rides and more. Moreover, this also marks the Belgian brand entering into the group fitness space — with the intersection of performance and long-term health. And through this partnership, Loop said it’s bringing its mission to the studio and making hearing protection a part of music, movement and culture.
Founded on the idea that everyone should be able to “live life at their own volume — regardless of their environment,” the hearing protection provides for a wide range of usage including performance, recovery, sleep, entertainment and social interactions.
“We started Loop to make hearing protection something people actually use,” said Maarten Bodewes, cofounder of Loop. “Music is a core part of a SoulCycle class, and people shouldn’t have to choose between protecting their hearing and enjoying it.”
With SoulCycle’s journey as a disruptor to a global phenomenon in the fitness space, the brand has a cult-like following by harnessing the power of music, community and “mind-body-soul connection.” Its candlelit studios block out distractions and enable riders to immerse themselves in rhythm-led choreography.
“At SoulCycle, we’re always thinking about how to evolve the rider experience to support performance and long-term well-being. This partnership with Loop Earplugs gives our riders an option to protect their hearing without sacrificing the class they know and love. It’s a natural extension of how we think about holistic wellness,” said Evelyn Webster, chief executive officer of SoulCycle.
This follows Loop’s major expansions last year with a Target partnership, collaboration with Swarovski and being named the official earplug partner of McLaren’s Formula 1 team.
Loop’s earplugs will be available in select studios across all major U.S. cities in New York, Massachusetts, Pennsylvania, California, Connecticut, Illinois, Texas and Florida, until Aug. 17. Starting now, SoulCycle riders will be able purchase its Experience 2 model in black or gold in studios or on the fitness company’s website.
