Make Your Ride Matter X Soul Cycle

 

 

When we were selected to join SoulCycle Soho's Pride celebration, we knew exactly what we wanted to serve iced Sunrise, cold and ready to go, straight into the hands of riders coming off the floor.

The idea was simple. After an intense class, your body wants something clean and natural. Not another sugary drink, not a caffeine spike. Just real, functional energy, the kind that works with your body, not against it.

What we didn't plan for was Soho being completely shut down on Pride morning.

There I was, Wing, co-founder of Matter Wellness, standing in the middle of Regent Street with a full cool box of 160 iced bottles and nowhere to go. Phone calls were made. Friends were summoned. And somehow, Yasmin and Jack showed up, and the three of us walked the whole thing over to SoulCycle on foot, cool box in tow.

By the time we arrived, set up and started serving, the riders didn't know any of that backstory. They just knew that what they were drinking tasted good. Really good. Naturally good.

The most common reaction? Genuine surprise at how clean and light it tasted. Sunrise is blended with herbs rooted in traditional Chinese medicine — Lion's Mane, Cordyceps, Goji Berry — served simply with cold water. No sweeteners, no fillers, nothing unnecessary.

We served all 160 bottles. Empty by 3pm.

Moments like this are exactly why we built Matter. Not for the perfect activation or the polished brand moment. For the rider who grabs a bottle, takes a sip, and says — what is this?

We hope to bring more awareness to more events soon. Stay tuned for updates.

If you want to experience Sunrise for yourself, find us at matter-wellness.com.