DIRTEA Partners With SoulCycle to Bring Functional Mushrooms to Riders Worldwide

Leading functional mushroom brand DIRTEA has officially partnered with global wellness leader SoulCycle to introduce their best-in-class range of wellness-boosting products to select SoulCycle studios around the world.

The collaboration will see DIRTEA’s highly sought-after Lion’s Mane, Chaga, Cordyceps, and Tremella gummies, as well as DIRTEA Matcha and Coffee retailing in SoulCycle’s top 10 flagship studios, including London’s Notting Hill and Soho, South Beach Miami, NoHo New York, West Hollywood Los Angeles, and Chestnut Hill Boston.

In addition to a retail presence, DIRTEA products will be available with a special offer for SoulCycle’s customers to purchase online no matter where they ride.  This initiative aims to expand the reach of DIRTEA’s market-leading, superior-quality functional mushroom products, allowing fitness enthusiasts worldwide to experience the benefits of functional mushrooms to support energy,  focus, performance, hydration, and overall wellness.

To kick off the exciting partnership, DIRTEA hosted a launch event on October 5th, 2024 at SoulCycle Notting Hill. Riders were treated to samples of the full DIRTEA gummies range, along with the Matcha and Coffee Super Blends, both before and after classes, giving them an opportunity to experience the power of functional mushrooms as part of their wellness journey.

“We’re incredibly proud to partner with SoulCycle, a global leader in the wellness and fitness space” said Andrew Salter, Co-Founder and CMO of DIRTEA. “This collaboration represents a shared commitment and passion for wellness and high-performance living and by bringing our functional mushroom products to the SoulCycle community, we’re empowering riders to enhance their mental clarity, energy, and overall health, both on and off the bike. Our mission has always been to spread the power of functional mushrooms, and working with like-minded brands like SoulCycle helps us reach a larger audience of wellness-conscious individuals who can truly benefit from what DIRTEA products have to offer.”

The partnership marks a new era in wellness for SoulCycle riders. Talking about the importance of the partnership, Namita Gupta, Director of Strategic Partnerships at SoulCycle said, “We are extremely excited to partner with DIRTEA, a brand that embodies innovation in the wellness space. At SoulCycle, we always strive to collaborate with the highest quality brands that are disruptors in their categories, ensuring our riders have access to fresh and inspiring products that enhance their personal wellness journeys. Our community can count on us to keep introducing them to the latest wellness brands, reinforcing SoulCycle as a platform for discovery.”

DIRTEA’s retail presence in SoulCycle’s top studios and its expansion through the digital program signals a growing demand for natural, functional products that offer tangible health and wellbeing benefits.