Celsius Holdings has entered an exclusive national partnership with SoulCycle, becoming the indoor cycling brand’s sole energy category partner. The collaboration integrates Celsius beverages into SoulCycle’s studio ecosystem across the United States.

The agreement positions Celsius products for sale at SoulCycle studios nationwide. This marks a strategic expansion for Celsius into the premium fitness retail space, leveraging SoulCycle’s network of over 60 studios in the US and London.

Partnership Structure

The collaboration extends beyond product placement to include integrated brand experiences. Key components of the deal include:

• Exclusive rights for Celsius to sell energy drinks at all SoulCycle studios.
• Dedicated themed rides and classes featuring Celsius branding.
• At-home ride experiences available through SoulCycle’s digital platform.
• Year-round activations including seasonal programming and instructor-led content.

Launch Activations

The partnership launched with a featured ride on August 22 at SoulCycle’s Barn studio in Bridgehampton, New York. The event was led by lifestyle creator Tinx and inspired by Celsius’ Spritz Vibe Summer Edition and Sparkling Limoncello Twist flavors.

A broader coast-to-coast celebration follows on August 29, featuring 20 dedicated rides across four major markets: New York, Chicago, Miami, and Los Angeles. These events aim to engage the core communities of both brands through movement and music.

Strategic Alignment

Katie Turoff, Vice President of Brand Marketing at Celsius, stated that the partnership aligns with the brand’s “Live. Fit. Go.” mantra, noting that both companies are rooted in movement and community energy.

Doug Leonard, Vice President of Partnerships and Strategic Initiatives at SoulCycle, emphasized the shared standards between the two brands. He noted that riders seek high-energy environments, making Celsius a natural fit for the studio experience.

What the Numbers Show

SoulCycle operates over 60 studios in the United States and London. By securing exclusive rights across this entire network, Celsius gains immediate access to a concentrated, high-income demographic without incremental marketing spend per location. This exclusivity creates a barrier to entry for competing energy brands within this specific fitness vertical.

CELSIUS Holdings announced that its permanent energy drink flavors, including the CELSIUS VIBE line, have earned NSF Certified for Sport certification. The designation confirms independent testing for more than 300 banned substances and verifies label accuracy.

The certification provides professional and collegiate athletes with an independent reference for product safety. It addresses growing demand for third-party verification in the functional beverage category. Coaches and trainers can use the status to assess product integrity.

Certification Scope

The NSF Certified for Sport program tests products for substances banned by major athletic organizations. It also verifies that ingredients match label claims. This process supports informed decision-making for performance-driven consumers.

Kyle Watson, Chief Brand Officer for CELSIUS, stated that third-party verification is increasingly important for retailers and partners. He noted that the certification reinforces the brand’s commitment to transparency and rigorous quality standards.

Athlete Summit Engagement

CELSIUS marked the milestone with its inaugural Athlete Summit held from July 8–10 in Miami, Florida. The event featured elite competitors from the National Collegiate Athletics Association and professional sports leagues. Educational programming was led by nutrition expert Dr. Joey Munoz and Jim Starr, Director of Client Engagement at NSF.

Participating athletes included:

• Kiyan Anthony, Syracuse University basketball
• Konnor McClain, Louisiana State University gymnastics
• Kennedy Martin, Pennsylvania State University volleyball
• Laney Choboy, University of Nebraska volleyball
• Lexie Adzija, Seattle Torrent hockey

Chris Kirwin, Senior Director at NSF, described the program as the only independent third-party certification recognized by USADA. He emphasized that CELSIUS demonstrates a commitment to clean sport and Good Manufacturing Practices.

What the Numbers Show

The source data lacks financial metrics such as revenue or profit figures. Consequently, no analytical observation regarding financial performance can be derived. The primary factual pattern is the expansion of certified product lines to include all existing permanent flavors, signaling a broad compliance strategy rather than a limited pilot.