Skip to navigationSkip to content
Close
SoulCycle Is Testing Non-Cycling Classes. We Tried One Out.

SoulCycle Is Testing Non-Cycling Classes. We Tried One Out.

Read more on Fortune

Contributions

  • This is a smart move by Soul Cycle - to test out other verticals and expand their offerings. People forget that the company’s real asset is the community that they’ve built (and are continuing to build). If you can leverage this across other channels you’re further expanding your base while creating other acquisition vehicles.

  • I loved this article (and the corresponding video). Betting that this will be a winner for Soul #readwithhitha

  • I remember passing by the SoulAnnex and peeking in, seeing the breakdown on these non-mat class breakdowns. Soul is now owned majorly by Equinox (which has its own private-ish studios called Project by Equinox), so the expansion, while it's still with the Soul brand, seems a bit cannibalistic.

    DISCUSS

    I remember passing by the SoulAnnex and peeking in, seeing the breakdown on these non-mat class breakdowns. Soul is now owned majorly by Equinox (which has its own private-ish studios called Project by Equinox), so the expansion, while it's still with the Soul brand, seems a bit cannibalistic.

    DISCUSS:

    Are you a loyal SoulCycle user?

    > If so, would you try these Annex classes?

    > If not, would you still give these a go?

  • I admire the attempt to focus on the Soul part instead of the Cycle part in order to expand into other areas of fitness. I think that the disconnect happens with the inevitable drop in energy that happens with mat classes versus the frenetic energy of the Cycle classes. They seem too disparate to be

    I admire the attempt to focus on the Soul part instead of the Cycle part in order to expand into other areas of fitness. I think that the disconnect happens with the inevitable drop in energy that happens with mat classes versus the frenetic energy of the Cycle classes. They seem too disparate to be included in the same brand. I could better imagine other high energy expansions like kick boxing and hip hop classes to better develop the brand. But I also understand these classes are exhausting and once in a while it feels great to just collapse on a mat!

  • With Equinox as the owner, the question is— will mojo remain as they expand - particularly without the founders? And can they move beyond spin as the fad moves to other trends? And what of Peleton?

  • Not a bad idea IMO. Expanding their product offering expands their customer base and protects the downside impact certain types of exercise being trendier than others. Of course, there's a fine line of doing this and running off your existing customer base, which in this case is the "community" people

    Not a bad idea IMO. Expanding their product offering expands their customer base and protects the downside impact certain types of exercise being trendier than others. Of course, there's a fine line of doing this and running off your existing customer base, which in this case is the "community" people seem drawn to.

    Speaking off the cuff here, but I tend to see more gyms in business longer than I do boutique workout studios. I did classes at my gym for years and noticed that they'd often change up their mix of classes in order to accommodate members' current demands. So, perhaps there's something to be said about how lasting a nimble product can be.