LYMA and SoulCycle Extend Gut-Health Partnership With London Pop-Up

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

The 8:00 a.m. class at LYMA HQ in Marylebone supports the next phase of the launch campaign for ID², the brand’s daily gut-health supplement powder.

LYMA and SoulCycle began collaborating earlier this summer to introduce ID² to fitness consumers across the UK and the U.S. Their co-branded campaign highlights the connection between gut health and physical performance, positioning the ingestible supplement as part of SoulCycle’s holistic wellness offerings. Similar cross-category wellness pushes have gained traction across the industry, echoing how brands like AG1 expand product lineups to capture broader daily health habits.

The initial rollout featured LYMA as the headline sponsor of SoulCycle’s Wellness Weekend at The Barn in Bridgehampton, New York. More than 1,500 riders attended the event, where LYMA hosted branded ID² supplement bars and offered on-bike gifting.

Sponsored rides were also held at SoulCycle studios in New York, West Hollywood, Dallas, Seattle, and London’s Soho. According to the companies, hundreds of riders participated in the broader campaign across both key international 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 noted that bringing SoulCycle into LYMA HQ allows the company to deepen community engagement during what it calls the ID² sustain period—the strategic phase following initial product launch activities. The strategy reflects a broader trend of brands using experiential marketing through physical touchpoints, comparable to how skincare line Purifide teamed up for a London activation to reach consumers outside traditional retail networks.

Developed alongside LYMA’s scientific advisory board, ID² marks the company’s major product rollout following the debut of the LYMA Laser PRO. Formulated to support digestion and energy, the daily powder combines patented prebiotic fibers, omega-3 fatty acids, polyphenols, and essential nutrients.

The launch further diversifies LYMA’s portfolio, which spans dietary supplements, beauty tech devices, and high-performance skincare. Goff founded the business in 2018 with an initial dietary supplement, followed by the original LYMA Laser in 2020. LYMA Skincare debuted in 2023 with a reported 30,000-person waitlist, while the professional-grade LYMA Laser PRO launched 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 marks the first time the partnership has moved directly into LYMA’s dedicated brand space, following months of studio activations across the U.S. and the UK.