The lights were dimmed, as SoulCycle riders leaned in intently, nodding their heads toward the front of the room. Only they weren’t in a sweaty spin studio, they were at the 92Y Tribeca, listening to Julie Rice and Elizabeth Cutler talk about SoulCycle as an innovative health and fitness company.
And, if you were there on the night of April 9, with Soul’s branding agency IDEO and Weight Watcher’s CEO David Kirchhoff, who were discussing the future of health and community, you also got the scoop on some of the brand’s super-hot summer news.
The biggest news we became privy to that night? The founders announced a new digital presence for the indoor cycling megabrand, which until now has focused on studio expansion and retail presence.
According to Rice and Cutler, who pantomimed the look of exhausted entrepreneurs, they have been “very busy on a digital revamp.”
For starters, the founders announced the first-ever SoulCycle booking app. It’ll be faster and more efficient than the current way you book your bike online (or via the mobile site.) “Three touches become one touch,” says Rice. And it will be easy to tell if a class has a spot open. No word on whether there’s a way around the booking frenzy that takes place at noon on Mondays.
And based on the cult-like obsession of its riders, SoulCycle will be responding to their “community’s wishes for more ways to stay engaged with SoulCycle once they’re off their bikes,” said Rice.
To that end, we can expect “major instructor presence” (brilliant) on a new “digital platform that will host Soul videos and music and allow for social sharing.”
“Good music is slowing it down,” says Cutler, referring to music licensing.
For now you’ll have to sit tight on your yellow bike for official word and further details, but Rice said to expect the digital debut in about three months’ time. —Melisse Gelula
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