Target’s unusual new partner has cult-like following

Target Corp.’s newest partner is a cycling studio chain knows for its high-intensity (and pricey) workouts and devoted, cult-like following.



The retailer has teamed up with SoulCycle to launch a 10-city tour that will offer special three-day weekend events in select markets with complimentary classes taught by certified SoulCycle instructors.



Each event will also feature a pop-up shop that will sell a special capsule SoulCycle workout collection that Target has created, along with a selection of wellness products. The classes and temporary shops will be help in pop-up locations in each city.



“We know that wellness is top of mind for so many of our guests, especially at this time of year when people are looking for ways to reinvigorate their exercise routines,” says Jeff Jones, chief marketing officer, Target. “By partnering with a premier fitness brand like SoulCycle, we can offer a uniquely Target experience and help our guests start the new year off on a positive note.”



The events are open to the public for six classes a day. But the classes are expected to fill quickly, Target said in a release. Here is the Target/SoulCycle schedule:



• Jan. 22–24: Washington D.C., Houston, Seattle;

• Jan. 29–31: Atlanta, Nashville, Denver;

• Feb. 5–7: Miami and Chicago; and

• Feb. 12–14: Minneapolis and Los Angeles.