In 2006, SoulCycle began as a single location on West 72nd Sreet in New York City. Elizabeth Cutler and Julie Rice, the co-founders of SoulCycle, had just relocated to the Big Apple, and were searching for engaging cardio. “There were certainly enough ways to burn calories, but nothing that made our hearts sing,” said Cutler.
Determined to find engaging cardio, Cutler and Rice took the situation into their own hands and founded SoulCycle, an indoor cycling studio that revolves around “soul.” The term is branded into every aspect of the club — from “Soul Instructors,” the “Soul Method” and “Soul Etiquette” — to the studio’s line of apparel sold in the “Soul Shop.”
Fourteen SoulCycle studios are now scattered throughout both the East and West coasts, in New York and California, and the company has announced plans to expand beyond its current market. According to Cutler, SoulCycle is on track to double its footprint in the next year, with the potential to operate 60 or more locations in the next five years.
“We have an aggressive expansion plan in place to bring SoulCycle to people across the U.S. and beyond,” said Cutler. “We are thrilled with the demand we are hearing from people everywhere. They want their SoulCycle!”
According to Cutler, the revolution of indoor cycling was the co-founder’s goal from the start, since their journey began in New York City.
“We each had taken our fair share of indoor cycling classes, and had ideas on how to elevate the experience,” explained Cutler. “We both believed indoor cycling could be inspiring, we both believed you could incorporate upper body and core workout into the routine, and finally we believed with some great branding, a beautiful environment and outstanding customer service, the 45-minute class could be transformed into a unique experience each time.”
According to Cutler, the incorporation of upper body and core workouts into the class is what differentiates SoulCycle from other indoor cycling studios. One-pound weights, in combination with the “SoulCycle Method,” and heart-pumping, catchy music, help participants burn up to 700 calories per session. “SoulCycle has revolutionized indoor cycling by making it a full-body workout,” said Cutler. “It’s like a cardio party on the bike!”
SoulCycle’s bikes were specifically designed and produced by SoulCycle to fit the studio. Painted in SoulCycle’s signature yellow, the SOULBIKE is available for commercial sale ($2,200), in an effort to further SoulCycle’s reach. “We’ve spent the last seven years re-inventing the indoor cycling workout, so it was time to re-invent the equipment,” explained Cutler. “The SOULBIKE was built specifically for the SoulCycle workout and is used at all SoulCycle studios nationwide. We wanted to make the SOULBIKE available for home purchase for those who don’t live near a SoulCycle or for riders who want to bring a little piece of ‘soul’ home!”
In June of 2011, SoulCycle entered into a strategic partnership with Equinox, in order to accelerate the brand’s growth. “Both brands share similar visions,” explained Cutler. “We’re both known for our commitment to lifestyle, service, innovation and design, and have a passionate following amongst dedicated upscale consumers. The partnership allows us to continue working independently, but also have the support and resources that Equinox has established to leverage our rapid expansion.”
According to Cutler, SoulCycle sees about 5,000 riders per day across all locations combined. “Throughout this journey we’ve always remained true to our vision and our brand — creating an accessible, non-intimidating sanctuary,” said Cutler.
By Rachel Zabonick
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
