SoulCycle Spins Fitness Message at SXSW With Spotify Partnership
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The sounds of Canadian DJ Ryan Hemsworth caromed off the walls of an abandoned auto shop at South By Southwest as Pixie, a muscular woman covered in tattoos, shouted inspirational messages at the throng of people pedaling stationary bikes.
Pixie is an instructor for SoulCycle, the fitness company with a cult-like following in Los Angeles and New York. The company partnered with the music-streaming company Spotify for six classes at the music festival this week in Austin, Texas. Unlike typical SoulCycle classes, the events included live music and a dance class in the same room.
The focus on fitness marks an unusual twist at a music festival known for public bacchanals, late-night concerts and barbecue. In a sign of the times, big companies like Yahoo and NBCUniversal offered morning yoga and workout classes to build loyalty with the affluent and influential millennials who flocked to Austin this week.
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