LYMA and SoulCycle extend ID² partnership with London HQ pop-up

British luxury wellness brand LYMA and fitness business SoulCycle are extending their transatlantic partnership with an exclusive pop-up ride at LYMA’s London headquarters on 19 August.

The 8am class at LYMA HQ in Marylebone will support the next phase of the launch campaign for ID², the brand’s daily gut-health powder.

LYMA and SoulCycle began working together this summer to introduce ID² to fitness consumers in the UK and US. Their campaign has focused on the relationship between gut health and physical performance, positioning the supplement as part of SoulCycle’s mind-body offering.

The initial rollout included LYMA’s headline sponsorship of SoulCycle’s Wellness Weekend at The Barn in Bridgehampton, New York. More than 1,500 riders attended the event, where LYMA operated branded ID² bars and provided on-bike gifting.

Sponsored rides also took place at SoulCycle studios in New York, West Hollywood, Dallas, Seattle and London’s Soho. According to the companies, hundreds of riders participated in the wider campaign across both markets.

"Our initial summer activations with SoulCycle proved just how much appetite there is for wellness solutions grounded in real science," said Lucy Goff, founder of LYMA. "Looking back at the incredible response across the US and London, it’s clear that riders are looking for holistic ways to optimise their mind and body."

Goff said bringing SoulCycle into LYMA HQ would allow the brand to continue engaging its community during what it calls the ID² sustain period, the stage following the product’s initial launch activity.

Developed with LYMA’s scientific advisory team, ID² is the company’s largest product introduction since the LYMA Laser PRO. The powder combines patented prebiotic fibres, omega-3s, polyphenols and essential nutrients in a formulation intended to support digestion and energy.

The launch adds to LYMA’s portfolio of supplements, beauty technology and skincare products, which Goff founded the business to develop in 2018. LYMA introduced its original supplement that year, followed by the LYMA Laser in 2020. LYMA Skincare launched in 2023 with a reported waitlist of 30,000, while the professional LYMA Laser PRO arrived in 2024.

"Our riders are on a wellness journey that extends far beyond the bike, and meeting them with science-backed, high-quality formulations like ID² has been a natural fit," said Namita Gupta, Director of Strategic Partnerships at SoulCycle.

The Marylebone pop-up brings the partnership into LYMA’s own space for the first time, following the campaign’s earlier activity across SoulCycle studios and its Bridgehampton event.