SoulCycle

Brand Story: The fitness brand says its vision was “to create an alternative to the
fitness routines that felt like work.”

Now the brand says it provides “an inspirational, meditative fitness experience”
called a “cardio party” that is “the best part of our riders’ day, every day and that
has transformed their relationship to exercise.”

In a Nutshell: Find your Soul.

Measure of Success: The company announced its intent to go public in July

2015. It reportedly plans to raise up to $100 million. And, as of September 30, the
self-proclaimed lifestyle brand says it has over 383,000 riders in 48 U.S. studios.

Why it Works: SoulCycle has redefined the exercise experience and

wholeheartedly embraced its community of superfans.

“It’s expensive, it’s cult-like and if you’ve ever been, you know it’s absolutely
unquestionably over the top. And it’s unapologetic in its extremity,”
said 180LA Executive Strategy Director Kasi Bruno. “Instructors swear, sweat
and whip their hair back and forth…and they charge you a fortune to live that
with them. But for every SoulCycle zealot there are dozens more who count
themselves out.”

And, according to Bruno, that’s okay.

“The best brand stories repel more people than they attract. Simultaneously
magnetic and uncomfortable, strong brand narratives act as a rallying cry for
some, but as a snub for most,” she said. “And it works like a charm. Brands that
tell a good story do three things really well: they’re unapologetic about their
point of view, they craft stories that are strong enough to repel people, and they
immerse believers in the narrative.”

Last modified: 10:34