Companies With Unexpected Cult-Like Group Associations

When you hear the word “cult,” you probably picture remote compounds, matching robes, and a leader with very questionable haircut choices not kombucha on tap in a glass office, or a candlelit spin class with a waitlist. Yet over the last two decades, sociologists, journalists, and even brand strategists have noticed something interesting: a surprising number of perfectly legal, mainstream companies inspire the kind of fierce loyalty, conformity, and devotion that looks a little… cult-adjacent.

To be clear, most of these companies are not literal cults. They sell apps, workouts, cars, or “wellness,” not salvation. But their cultures and communities can borrow a lot from classic high-control groups: strong belief systems, charismatic leaders, intense rituals, and an “us versus them” mindset. Researchers who study religion and consumer culture have even described some brand communities as “quasi-religious,” complete with myths, ethics, and rituals built around products instead of prophets.

So let’s take a tour of companies and industries where you might not expect cult-like group behavior and why so many smart, otherwise skeptical people end up chanting slogans, buying the merch, and reorganizing their social calendars around a job, a workout, or a brand.

What We Actually Mean by “Cult-Like” in a Corporate Context

Before we start naming names, it’s important to draw a line between “strong culture” and “corporate cult.” Accountants, sociologists, and management scholars point out that the difference is often a matter of degree, not type.

Common “cult-like” features include:

• Charismatic leadership: A founder or CEO treated as a visionary whose decisions aren’t questioned.
• Grand narrative: The company isn’t just selling something; it’s “changing the world” or “revolutionizing” everyday life.
• Rituals and symbols: Special jargon, chants, branded swag, and elaborate events that create belonging.
• High demands: Long hours, emotional labor, and pressure to prove loyalty.
• Social isolation: The workplace, gym, or brand community quietly becomes your main source of friendship and identity.

None of these things alone make a company dangerous; a tight-knit team can also be energizing and supportive. The trouble starts when questioning is punished, dissent is shamed, or people are pushed to sacrifice their health, finances, or relationships “for the mission.”

1. Tech Startups and the Church of Hustle

Silicon Valley loves to talk about “disruption,” but cultural critics increasingly point out that some startups seem less like workplaces and more like belief systems. Scholars have described how some tech companies function as “faith communities,” offering meaning and purpose in ways that mirror religion, while also expecting intense commitment.

WeWork and the Power of Purpose (Plus a Lot of Chanting)

One of the most cited examples is WeWork. Former employees and documentary-makers have described its early culture as a heady mix of visionary rhetoric and intense internal pressure. Annual staff events felt more like festivals than conferences, complete with music, booze, and onstage performances by the founders.

Reporting and firsthand essays describe “We! Work!” chants, constant messaging about changing the world, and expectations of late nights and total dedication. Some employees and observers explicitly labeled the vibe “cult-like,” not because people were trapped on a compound, but because questioning the mission felt socially risky and exhausting.

WeWork isn’t alone. Across the tech industry, researchers have documented employees who describe “finding their souls at work,” with startups offering not just salaries but a sense of destiny. In this environment, it becomes easier for long hours, low pay, or ethical gray areas to be reframed as “sacrifice for the cause.”

2. Fitness Brands That Feel Like Belief Systems

If you’ve ever had a friend try to convert you to their favorite workout, you already know that fitness can inspire near-religious devotion. Some brands lean into that energy candles, mantras, playlists, and all.

SoulCycle: Nightclub, Church, or Both?

SoulCycle is one of the canonical examples. Business and lifestyle outlets have described it for years as a “cult-like fitness sensation,” with studio classes framed as spiritual experiences rather than just cardio.

Riders clip into bikes in a dark, candlelit room while instructors deliver what sounds like a mashup of motivational speech and revival sermon. Fans describe feeling “transformed” by classes and have filled social media with declarations of devotion. Journalists covering the company openly call its following “cult-like,” and recent podcasts have explored a behind-the-scenes culture that was, in the words of one creator, “culty and wild and fabulous” and sometimes problematic.

CrossFit: “It’s Not a Cult, It’s a Community” (…That Everyone Calls a Cult)

CrossFit is another brand that gets the cult question so often it has basically turned into a running joke. Anthropologists and cultural critics have examined CrossFit boxes as tight-knit communities where shared suffering, jargon (“WOD,” “Rx,” “AMRAP”), and group rituals build intense bonds.

Interestingly, scholars argue that it may be more accurate to view CrossFit as a “reinventive institution” a voluntary, identity-shaping environment rather than a cult. Members choose to be there, and many describe it as life-changing in a positive way. Even CrossFit’s own materials joke that “some called it a cult,” while framing the culture as a support system for tough but healthy habits.

The New Wave: Solidcore and Friends

Newer boutique fitness brands, like the intense pilates-inspired chain Solidcore, are also described as having “cult-like” communities: demanding workouts, celebrity fans, high prices, and clients who happily build their schedules and identities around classes. Media coverage notes enthusiastic “Solidcore girlies” who brag about the soreness, celebrate milestones with photo rituals, and talk about feeling truly “seen” by instructors.

In these spaces, “cult-like” doesn’t necessarily mean abusive. But the emotional high and sense of belonging can make it easier for people to ignore red flags like overtraining, financial strain, or unhealthy body ideals.

3. Wellness Startups and High-Control Communities

At the more extreme end of the spectrum are companies that don’t just borrow cult aesthetics they end up facing serious allegations that sound uncomfortably close to classic high-control groups.

One widely covered example is OneTaste, a sexual wellness company that popularized “orgasmic meditation.” Over the years, articles and documentaries reported on ex-members who described the organization’s internal culture as cult-like, and investigative journalism triggered federal scrutiny. In 2023, U.S. prosecutors indicted the founder and a former executive on forced labor conspiracy charges; they were convicted in 2025.

OneTaste’s story shows how quickly the line between “alternative self-improvement company” and “harmful high-control group” can be crossed when a strong ideology, intimate practices, and hierarchical leadership are combined with intense pressure to conform.

4. Fanboy Capital: Founder Worship and Brand Devotion

Some of the most visible cult-adjacent behavior today doesn’t come from inside a company’s HR handbook it comes from its fans.

Tesla, Elon Musk, and the Cult of the Visionary CEO

Tesla is often held up as the prime example of a brand with a “cult-like following.” Technology and business journalists have described owners lining up for new models, defending the company fiercely online, and treating criticism as a kind of heresy.

A big part of that loyalty centers on Elon Musk himself. Profiles describe a fandom that sees him as a once-in-a-generation visionary. Discussions of his companies sometimes sound more like theological debates than product reviews. That doesn’t automatically make Tesla a cult but it does illustrate how a strong personal brand can turn a car company into a lifestyle, identity, and quasi-belief system for some fans.

“Culting” Mainstream Brands

Marketing experts have pointed out that even everyday brands think motorcycles, computers, or luxury cars can acquire “cult” status among devoted subgroups. Classic studies of brand communities highlight groups of Harley-Davidson riders or Apple enthusiasts who develop shared myths, rituals, and ethics around their favorite products.

These communities are mostly harmless, often joyful. But the same tools that make them powerful (identity, belonging, storytelling) are also the ones that can be twisted by less ethical leaders or companies seeking more control than connection.

Why We Keep Joining “Cult-Like” Companies and Communities

From a psychology and sociology perspective, cult-like work and brand cultures aren’t mysterious they’re effective because they meet very normal human needs.

• Belonging: Loneliness is high, and many people crave a tight-knit “tribe.” Strong cultures make you feel instantly accepted.
• Meaning: Being told your code, your spin class, or your product demo is changing the world is intoxicating compared to “I send emails and update spreadsheets.”
• Structure and certainty: Clear rules, rituals, and narratives offer comfort in chaotic times.
• Status: Exclusive communities whether it’s a hot startup, a boutique studio, or VIP product access let people feel special and “in the know.”

Marketers and brand strategists openly talk about using some of the same tools as religions and cults: shared stories, powerful symbols, a sense of destiny, and carefully designed initiation experiences (onboarding, first class, first purchase).

The Upside: When Intensity Is Actually Healthy

It’s worth noting that not all “cult-like” elements are bad. A strong culture can:

• Help people stick to tough goals (working out, learning a skill, shipping a big product).
• Create lifelong friendships and support networks.
• Make otherwise boring tasks feel meaningful and fun.

Even groups that get the “cult” label like CrossFit boxes or certain fan communities can be positive when leaders respect boundaries, welcome questions, and don’t demand life-dominating loyalty.

The Downside: When Devotion Turns into Damage

Problems arise when companies or leaders use community and purpose as tools for control. Analyses of “corporate cults” and marketing tactics highlight recurring harms: burnout, financial overextension, emotional manipulation, and tolerance for abuse because “the mission comes first.”

Watch out for patterns like:

• Leaders who are treated as beyond criticism.
• Pressure to cut off outside friends or interests because “they don’t get it.”
• Shaming anyone who sets boundaries around money, time, or loyalty.
• Big decisions (financial, personal) made in a state of hype rather than calm reflection.

In extreme cases like OneTaste or certain fringe online communities these dynamics can escalate into serious exploitation, which is why journalists and prosecutors sometimes describe them in the same breath as cults.

Quick Self-Check: Is Your Company Getting a Little Cult-ish?

If you’re wondering whether your job, gym, or favorite brand community is crossing the line from “strong culture” into “cult-adjacent,” try a quick reality check:

• Can you disagree safely? If voicing concerns gets you punished, excluded, or mocked, that’s a warning sign.
• Do you have a life outside? If the group quietly becomes your entire identity and social life, you’re more vulnerable to pressure.
• Are you allowed to leave? A healthy group is sad to see you go, but it doesn’t make you feel like a traitor.
• Who benefits? If the “sacrifices” always benefit leadership or investors, but you’re burning out, be suspicious.
• Are secrets part of the appeal? Exclusive knowledge can be fun, but secrecy that hides harm is a big red flag.

None of this means you must quit your job tomorrow or cancel your spin membership. It just means you can enjoy community and purpose without handing over your critical thinking along with your credit card.

What to Do If You’re Already Deep in the “Cult-Like” Vibes

If you read this far and thought, “Uh oh, this sounds like my workplace / gym / group chat,” you’re not doomed. But it’s smart to zoom out.

• Rebuild outside connections: Spend deliberate time with friends and family who aren’t part of the group.
• Audit your sacrifices: Ask what you’re giving up in sleep, health, money, or values and whether the trade-offs still feel right.
• Seek diverse information: Read or listen to outsiders’ perspectives on the company or industry; whistleblower stories can be eye-opening.
• Adjust your involvement: Try setting firmer boundaries first (no weekends, fewer classes, less online arguing) before deciding if you need a full exit.
• Get support if needed: If you feel manipulated or unsafe, talking to a trusted professional or support organization can help you sort through next steps.

The goal isn’t to live a passionless life; it’s to enjoy belonging and meaning without giving anyone total control over your time, money, or mind.

Experience-Based Reflections: What It Feels Like Inside a “Corporate Cult”

To understand the emotional side of this, it helps to look at patterns in memoir-style accounts and interviews from people who say they escaped cult-like companies or fitness brands. Their stories differ in details, but the arc is remarkably similar.

At the beginning, everything feels magical. Imagine Alex, a twenty-something hired at a fast-growing startup. The office has free food, neon slogans on the walls, and a founder who paces the stage at all-hands meetings talking about “changing humanity.” When Alex tells friends about the job, it sounds like a dream. It doesn’t feel like work; it feels like joining a movement.

Early on, the long hours feel like an adventure. Everyone works late, but there are parties, off-sites, and emotional speeches about how “we’re all in this together.” Like former WeWork and tech employees have described, there’s an intoxicating mix of play and pressure you’re tired, but you’re also constantly told you’re part of something historic.

Over time, though, the glow fades. Alex notices that people who ask tough questions quietly disappear from Slack. Promotions seem tied less to performance and more to visible loyalty: who laughs loudest at the founder’s jokes, who posts the most gushing messages in internal channels, who willingly cancels vacations for last-minute pushes. When a colleague burns out, the response isn’t “Are you okay?” but “They weren’t a culture fit.”

In another corner of the “cult-like” universe, imagine Jordan, who finds a boutique fitness studio during a rough patch in life. The first class is brutal but strangely emotional the instructor shouts affirmations over pounding music, and Jordan leaves feeling euphoric. Within weeks, the studio becomes Jordan’s safe place. Instructors know their name. Other clients cheer when someone hits a milestone. If Jordan skips a day, they get a message: “We missed you in class. Are you okay?”

Like many SoulCycle riders, CrossFit devotees, or Solidcore fans describe, the community feels deeply supportive until it doesn’t. When Jordan mentions taking a break for financial reasons or trying a different kind of exercise, the response is subtle but chilling: “Why would you leave something that’s clearly working?” or “You’ll lose your progress.” The line between encouragement and pressure starts to blur.

In both stories, the turning point usually arrives when the costs become undeniable. For Alex, it might be a health scare, a relationship falling apart, or a layoff that reveals how replaceable even the most loyal employees are. For Jordan, it might be an injury, credit card debt, or hearing ex-members talk in a podcast about the darker side of the brand they worshipped.

Leaving is rarely clean. People talk about a “hangover” period where they miss the intensity and belonging, even if they’re relieved to be out. Some stay fans from a distance, keeping the good parts (friends, healthy habits) while rejecting the manipulative dynamics. Others can’t walk past an old office or studio without feeling a twist in their stomach.

The lesson from these experiences isn’t that all strong cultures are bad. It’s that any company or community powerful enough to change your life is also powerful enough to hurt you if its leaders lose sight of your humanity. Enjoy the energy, show up for the people you care about but keep your identity, values, and critical thinking somewhere no brand, boss, or instructor can touch.