SoulCycle
*Live Client Pitch* from Brand Experiences class
Jess Riporti (AD), Grey Walters (CBM), Paris Cipollone (CW), Nick Martinez (ST), Sarah Newman (ST), Michelle Chiu (XD)
Fun Fact: Our clients asked us to present our work again to the SoulCycle CEO
Brand Revitalization / New Audience Development / Social + PR Campaign / Context Planning
As a pioneer of modern boutique fitness, SoulCycle burst onto the scene in 2006 with its signature indoor cycling studios. By 2014, SoulCycle was bringing in nearly $112 million in revenue and booking just shy of 3 million rides annually.
The passion behind the brand catapulted it to cult status. At its largest, SoulCycle’s footprint grew to over 90 studios.
Today, SoulCycle is facing some new headwinds.
Shifting Exercise Routines
The pandemic knocked weekly gym/studio visitors out of their habits. This segment worked out at home/outdoors 45% of the time 2019, but preference for those locations grew to 55% of the time by 2022.
They may have kickstarted a boutique fitness revolution, but SoulCycle is hardly alone today. The popular Classpass platform now also provides users with flexibility and access to a wide array of fitness and wellness experiences.
Competition in Boutique Fitness
SoulCycle isn’t feeling the same brand love they initially enjoyed. A series of scandals along with catering to a largely upper class (and sometimes celebrity) audience has diminished the enthusiasm that originally propelled them.
Perceptions of Exclusivity
THE ASK
Develop a 2024 campaign that helps SoulCycle capture the attention and loyalty of younger generations at culturally relevant points throughout the year.
THE TURNING POINT
THE TURNING POINT
Interviews revealed that music, a SoulCycle brand pillar, creates a sanctuary for connection.
“You’re on a bike in a club and someone’s giving a Ted Talk and you’re dancing at the same time.”
-SoulCycle Employee
SoulCycle riders may come for a workout, but they stay for the music. In rider surveys + interviews, it was consistently mentioned as the most memorable part of classes. The uplifting communal experiences SoulCycle provides through music and physical expression also parallels the rave scene that’s growing in popularity with Gen Z.
Believe it or not, ravers and riders value the same things - music, dancing, and the sense of community both can create.
Rave culture brings so many of the elements that SoulCycle already embodies, but without the exclusivity SoulCycle has become known for. This can be traced to the P.L.U.R. mentality that permeates the entire rave community. Focusing on the values of Peace, Love, Unity, and Respect has created an environment where all feel welcome to come and freely express themselves.
“Being at a rave really makes you appreciate life as it is. It's very colorful and alive which is what being in the present is all about. For me especially it’s about accepting my life as it is and letting go of what I can’t control.”
-Avid Raver
The community is expanding among Gen Z - 68% of the segment planned to or wanted to attend a rave in 2023.
The generation that’s known for being incredibly lonely is also the one that prioritizes spending on life experiences over saving for the future. They’re looking for deeper connections and the rave scene has offered it to them.
Rave culture has permeated even further into the internet culture and fashion culture driving Gen Z. Pinterest Business identified rave culture as a trend to watch for 2023 with associated styles and subcultures seeing increased searches.
And raving isn’t all about extracurriculars for Gen Z.
Many associate raving with drugs, but Gen Z is prioritizing safe raving more than previous generations. Approaching uplifting communal experiences with a clear mind allows them to fully immerse.
That’s why Gen Z drinks 20% less than Millennials and places more priority on mental and physical wellbeing. Organizations like Daybreaker, a wellness community that hosts early morning sober dance parties, have seen success as a result of this trend towards sobriety and mental clarity.
THE STRATEGY
A SoulCycle class is a 45 minute rave.
Showing the world that SoulCycle brings the party to the studio, offering experiences that give you the rush without regret. Courting young ravers to be young riders would not only help SoulCycle tap into a like-minded audience, but it would also deepen their brand equity and authority in music.
Recontextualizing SoulCycle’s brand purpose
SoulCycle has developed a new brand purpose - “Create the space to feel.” The brand wants to take ownership of building environments where people feel comfortable to let go and express their full range of emotion.
Executing the strategy and staying relevant throughout the year means putting that brand purpose through the lens of raving so that it can be reinterpreted during different periods for peak cultural impact.
Inviting riders to enter their next chapter with a clear perspective, a refocused purpose, and a new tribe.
Create the space to feel clarity
JANUARY - MARCH
Drawing inspiration from the kandi bracelets that are a staple in the rave scene (and have infiltrated other parts of culture), SoulCycle will be rolling out a new Cyclet system. These Cyclets can be earned through hitting ride milestones, instructor recognition, and in-class trades with fellow riders.
SoulCycle’s analytics point to the 6th class as the tipping point for capturing loyalty, so creating rewards for key milestones like that and encouraging recognition can increase rider engagement to start the year. Cyclets also allow riders to show off their passion for the brand and can be an instant conversation starter.
Introducing Cyclets!
Taking into account what we already know about Gen Z’s drinking habits and the broader growth of trends like Dry January, it only makes sense to lean into the sober curious movement to start the year.
Recess would be a great mocktail brand for SoulCycle to partner with, especially considering they already have a Grapefruit “Paloma” flavor that mirrors the signature grapefruit-scented candles in SoulCycle studios. SoulCycle could work with the brand to re-skin cans with a limited edition SoulCycle version to be sold in studios.
Instead of going to a club and drinking, SoulCycle will offer the opportunity to get the same rush and enjoy a drink afterwards without any of the regret.
Tapping Into Sober Curiosity
Bringing riders together as the party heats up with activations during the major rave/festival season.
Create the space to feel community.
APRIL - SEPTEMBER
Major Festival Activations
SoulCycle will be popping up across the country at major raves and festivals like the example events below. The activation tent will include:
SoulCycle bikes for morning classes
Recess x SoulCycle mocktails and merch like special edition Cyclets (earned through social posts)
A community art installation for festival goers to provide their interpretation of the SoulCycle brand purpose
SoulCycle can also bring the festival energy back to the studio with rave-inspired apparel that fits in perfectly for either setting.
The party’s almost over - time to help rider’s find deeper relationships after a year full of personal growth and transformation.
Create the space to feel connection.
OCTOBER - DECEMBER
Introducing Rave Rides!
After taking steps to deepen their relationship with the rave community, SoulCycle can host their own raves with immersive Rave Ride events.
These raves will bring together top SoulCycle instructors and top DJ’s for parties at popular clubs in major SoulCycle markets. During the multi-hour events, attendees will be able to move between the bikes, the dance floor, and art activations throughout the clubs.
Along with DJ cross promotion, SoulCycle will invite rave influencers to the events to further establish legitimacy among the community.
SoulCycle will take over high profile clubs like Brooklyn’s House of Yes to create highly Instagrammable, PR-worthy late nights that garner earned media.
For smaller markets with less vibrant club scenes, SoulCycle can still bring the Rave Ride experience and transform local studios every Friday at midnight.
Debriefing
Much has been written about the loneliness epidemic plaguing Gen Z, and one of the places they look for home is among fellow fans of their favorite brands. That’s because Gen Z members don’t just like and support those favorite brands - they ride or die for them. When combined with the fact that wellness is becoming more important for this segment, fitness clubs can be the perfect place to provide the clarity, community, and connection that Gen Z craves. These are already elements SoulCycle exudes to an extent - it’s just about turning up the volume in all the right ways.
