Even while many SoulCycle locations remain shut amid the pandemic, the brand is ramping up its external communications to reconnect with its audience and build excitement about the fitness brand’s return. Its 'Mind Altering Fitness' campaign underlines the growing connection between our bodies and our minds, with the pandemic only increasing people’s recognition of how mental and physical health are intertwined. “We discovered that it’s not just a fitness journey people are seeking with SoulCycle, but a profound sense of mental release and transformation,” says Kate Wadia, co-founder and CCO of Mrs&Mr, the agency behind the campaign.

The campaign doesn’t only target existing SoulCycle devotees – timing the launch of the campaign with Mental Health Awareness Month, the spot reaches out to audiences particularly looking to improve their wellness. It’s become increasingly important for brands to have an awareness of people’s mental health struggles and strike the right tone, particularly given more than half (55%) of Americans say the pandemic has affected their mental wellbeing. Exercise and fitness have become an important way for people to help boost their mood, even while stuck at home, but people are also developing a broader understanding of self-care, turning to everything from spa days to aromatherapy and gardening.

Rachel Ousley is Associate Insight Director at Canvas8, which specialises in behavioural insights and consumer research. A San Francisco native, she worked in communications before getting her Masters in Social Cognition from UCL. Outside of work, she loves live music, learning about true crime, and drinking good wine.