Spinning Through Amsterdam’s Societal Bubbles

As I enter the Rocycle studio, nestled in Amsterdam-Pijp, for my weekly workout, my eyes sweep across the vibrant atmosphere that surrounds me. A Stanley water bottle resting on the counter, the energetic presence of young women, typically aged between 20-35, in stylish Lululemon outfits, and the casual entrance of a gentleman wearing comfortable Birkenstocks. For those in the know, this scene resembles a familiar Instagram aesthetic—the kind you might find on accounts like Havermelkelite. Translating to ‘oat milk elite’ in English, these accounts capture a specific slice of Amsterdam’s societal bubble. The Rocycle studio is, in many ways, a living, breathing embodiment of this ‘oat milk elite’ culture—a convergence of wellness, sustainability, and a keen eye for aesthetics.


The question arising in my thoughts revolved around the genuine essence that draws individuals to make Rocycle their preferred workout destination. Is the allure solely centered on fitness, or do these intentions transcend mere physical well-being?

Birkenstocks: Comfort Meets Casual Classic

Originally designed with a single purpose – to enhance foot comfort, in contrast to the inconvenience often associated with ordinary shoes with rather flat soles – Birkenstocks have evolved into a symbol that transcends comfort. Today, they embody a powerful statement: class doesn’t need to coexist with discomfort. Birkenstocks have become synonymous with the rejection of the conventional narrative that luxury must be paired with inconvenience.


Furthermore, this transformation aligns seamlessly with the concept of quiet luxury, asserting that individuals of affluence need not endure discomfort to showcase their wealth. In embracing Birkenstocks, individuals not only treat their feet to unparalleled comfort but also make a refined statement—class and luxury need not be synonymous with inconvenience.

The Lululemon Aesthetic: A Blend of Fashion and Function

Tailored for a high-end audience, Lululemon has mastered the art of creating activewear that transcends the ordinary. The premium price attached to their yoga pants is not just a reflection of superior quality but an investment in an experience that seamlessly merges comfort and class. Lululemon’s dedication to details goes beyond the superficial; it’s ingrained in the very fabric of their mission statement – “to elevate the world from mediocrity to greatness.”


For the Lululemon enthusiast, slipping into a pair of their yoga pants is more than just donning activewear; it’s a conscious choice to embrace greatness in every movement. Whether on the yoga mat or navigating the demands of a dynamic lifestyle, Lululemon’s yoga pants stand as a testament to the fusion of luxury and functionality, redefining the very essence of activewear for those who seek excellence in every aspect of life (Read here my article about Quiet Luxury).

Stanley Water Bottles: Nourishing Fitness Thirst with Sustainability

Following the viral success of a TikTok video showcasing a Stanley bottle remaining intact in a burning car, the bottle experienced a surge in popularity. Crafted from durable, eco-friendly materials, Stanley Water Bottles not only endure the rigors of an active lifestyle but also contribute to the ongoing global effort to reduce single-use plastics. As we delve into the unique features and eco-friendly ethos of Stanley Water Bottles, it becomes evident that they are more than just containers — they are a conscious choice for those who seek to quench their fitness thirst responsibly.


Returning to the initial inquiry, Rocycle appears to be more than just a fitness haven; it is a sanctuary for those seeking a harmonious blend of mind, body, and soul rejuvenation. Looking around, one will recognise comfort, luxury, and well-being impartially intertwined, seemingly effortless. However, longer observation reveals that every facet within Rocycle is a deliberate, conscious choice, forming the essence of the Rocycle bubble.

With introspection, I recognise some of the elements from my observation in myself. Do I consider myself as somebody who is part of this audience? Well, not really, but looking from another ones perspective, who can say for certain.

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