SoulCycle pioneered boutique fitness with upscale spin classes.

In the early 2010s, Soul was hot. Full weeks of classes in NYC and LA would sell out in seconds. In 2015 they were valued at $900M. But recent PR challenges have hurt the brand. In 2022, SoulCycle shut down 20 of their 80 shops. Now they're looking to win some new fans.

The Ask

Welcome a new generation of riders with a social content campaign.

What we did

We talked to fans.

I used to go a lot with my mom back when I lived in [Fairfax], but haven't been in 3 years."

- Josie, Collegiate Soccer Player

We went to class.

The experience varies so much depending which instructor you get...some are much more team oriented than others."

- Mia, Employee & Long Time Rider

Soul Cycle, Clarendon (CLDN).

We compared.

I tried other group fitness classes: CycleBar, F45 (HIIT), even Yoga.

What we learned

SoulCycle—and group exercise as a whole—is for girls.

Group exercise skews female. Spin is 90% female. So is yoga. HIIT leans 65/35% female.

So why aren't men going?

The

Vicious Cycle:

They don't see a stationary bike as a challenge.

"It's a fake bike, so it seems like a fake workout."

– Oliver (25, Gym Bro)

They feel like an invader into a female-dominated space.

I hate being the only guy there. I'm scared that they'll think we’re creeps trying to hit on them.

– Conner (22, Cyclist)

But just because men don't participate as much in group exercise doesn't mean they don't want to.

40% of men

report feeling lonely

while working out.

Insight

Men are willing to try SoulCycle if they tag along with a friend.

Situation

SoulCycle has struggled to bring in new and diverse riders.

Strategy

No soul riding solo.

Opportunity

Men want to workout in groups.

Barrier

But they're not comfortable being the only guy in the class.

Campaign Platform

Let men take their own spin on Soul.

Men ride in wolf packs. They're more willing to try something new with a partner.

Social

Content

If we position SoulCycle as a challenging leg day workout and encourage the fellas to come with their bros, we can help all souls feel welcome.

Single gals have "Galentine's Day." SoulCycle "Palentine's Day" gives men a reason to celebrate partnering in the climb with the bros.

Good PR:

Earn media by running promotions on days that matter for men.

Position SoulCycle and its values (vibes, connection), as a remedy for loneliness in male fitness by activating on occasions that matter for male relationships.

The SoulCycle Brand Manager and CEO liked our platform and asked us to make it real, but to activate it differently than "SoulBros."

[Work in Progress: The Soulympic Games]

The Summer Olympics are the perfect opportunity to bring "Partner In The Climb" to life, by encouraging riders to choose their team, and invite new riders into SoulCycle.

We can harness the excitement for the Summer 2024 Olympics to drive engagement and acquisition by challenging SoulMates to compete in a 16 day challenge in concert with the Olympics schedule.

Influencers

College athletes.

Retired Olympian Duos