SoulCycle, the popular boutique fitness brand, is partnering with Loop Earplugs, an Antwerp-based company specializing in hearing protection, to offer riders a way to safeguard their hearing without sacrificing the immersive audio experience central to its classes. The collaboration, announced on , aims to address a growing awareness of noise-induced hearing loss and provide a wellness-focused solution for fitness enthusiasts.
Loop Earplugs’ technology reduces sound levels by more than 17 decibels (dB), allowing riders to enjoy the music and instructor cues while mitigating potential damage to their hearing. This is particularly relevant in the SoulCycle environment, where high-energy music is played at significant volumes to motivate and energize participants. The partnership marks Loop’s entry into the group fitness space, positioning hearing protection as an integral part of performance and long-term health.
Founded on the principle of allowing individuals to “live life at their own volume,” Loop’s earplugs are designed for a variety of uses beyond fitness, including performance, recovery, sleep, entertainment, and social settings. The company’s focus is on creating hearing protection that people will actually *want* to use, moving away from the traditionally bulky and uncomfortable options. “We started Loop to make hearing protection something people actually use,” explained 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.”
SoulCycle’s studios are intentionally designed to create an immersive experience. The candlelit rooms and focus on rhythm-led choreography aim to block out external distractions and encourage a “mind-body-soul connection” among riders. The addition of Loop Earplugs complements this environment by allowing riders to control their individual sound exposure without disrupting the overall energy of the class.
“At SoulCycle, we’re always thinking about how to evolve the rider experience to support performance and long-term well-being,” said Evelyn Webster, chief executive officer of SoulCycle. “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.”
This collaboration is part of a broader expansion for Loop, which has seen significant growth in the past year. The company recently established retail partnerships with Target, launched a collaboration with Swarovski, and became the official earplug partner of McLaren’s Formula 1 team. These partnerships demonstrate Loop’s increasing recognition as a leader in the lifestyle earplug market.
The Loop Experience 2 model, available in black and gold, will be available for purchase in select SoulCycle studios across major U.S. Cities – including New York, Massachusetts, Pennsylvania, California, Connecticut, Illinois, Texas, and Florida – through . Riders can also purchase the earplugs directly on the SoulCycle website.
The move by SoulCycle to proactively address hearing health reflects a growing trend in the fitness industry towards holistic wellness. While the benefits of exercise are well-established, there’s increasing recognition of the importance of protecting against potential negative side effects, such as noise-induced hearing loss. This partnership positions SoulCycle as a brand that prioritizes not only the physical and mental well-being of its riders but also their long-term auditory health.
The availability of hearing protection options within fitness classes could encourage wider adoption of preventative measures. Traditionally, earplugs have been viewed as a necessity for industrial settings or concerts, but Loop’s marketing and design focus have helped to normalize their use in everyday life. By integrating Loop Earplugs into the SoulCycle experience, the two companies are aiming to make hearing protection a standard part of the fitness routine, rather than an afterthought.
