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Protesters chant slogans and hold signs outside the luxury gym Equinox in West Hollywood, California, August 9, 2019, during a protest against the gym and fitness company SoulCycle as well as against President Trump and his benefactor Stephen Ross

Companies like Walmart and SoulCycle are facing more boycotts than ever in the Trump era, but many are still clueless in how to respond

Political boycotts of companies are not going anywhere, so these firms need to get better at how they respond
SoulCycle appears to have taken a hit this summer.

The call for boycott against SoulCycle appears to be working despite the tactic’s unpredictable record

Even though boycotts traditionally don't see much longterm change, attendance is down at SoulCycle after the Trump connection came to light.
Are we hitting peak boutique?

Pressures are mounting for boutique fitness companies — and experts say we’re beginning to see casualties

There are signs that growth is stalling for some of the biggest players in the market including indoor cycling brands, Flywheel, and SoulCycle.
Barry's Bootcamp in Miami Beach.

Fitness brands are taking over their fans’ lives

Fitness companies have evolved from run-of-the-mill gyms to full-fledged lifestyle brands, appealing to Americans seeking new forums for community.
Protesters chant slogans and hold signs outside the luxury gym Equinox in West Hollywood, California, August 9, 2019, during a protest against the gym and fitness company SoulCycle as well as against President Trump and his benefactor Stephen Ross

Conservatives absolutely hate it when people boycott businesses over politics, but 67% of liberals think it’s fair game

A new Insider poll found that over two-thirds of liberals think boycotting businesses over their politics is fair game, but conservatives hate it.
One of Peloton's ads.

An over-the-top Peloton ad showing the super-wealthy biking in penthouses, zen gardens, and sunrooms led to one of the year’s best Twitter threa...

The ads feature physically fit users cycling in modern, luxurious homes that often overlook a futuristic metropolis or expansive backyard.
Peloton's bike allows you to stream classes live from home.

Peloton, the buzzy exercise-bike startup that’s been dubbed the ‘Apple of fitness’ has filed for an IPO. Here’s how it compare...

SoulCycle and Peloton both offer indoor cycling classes with a cult following. But who does it better?
The site of the fundraiser, an estate known as "The Sandcastle."

Trump reportedly joked about the backlash against Equinox and raised $12 million at chairman Stephen Ross’ ritzy Hamptons fundraiser

President Donald Trump appeared before a crowd of 500 people for a Hampton's fund-raiser organized by billionaire Stephen Ross, owner of Equinox.

These 34 companies are funded by Stephen Ross, the Equinox and SoulCycle owner facing controversy due to ties with Trump

As angry consumers boycott Equinox and SoulCycle, they may be surprised to learn owner Stephen Ross' brand portfolio runs quite deep.

Fitness brands from New York Sports Club to Tracy Anderson are trying to cash in on people boycotting Equinox and SoulCycle due to chairman’s Tr...

Fitness brands are trying to cash in on people threatening to quit Equinox and SoulCycle due to the brand's chairman's Trump ties.