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- February 2018 (Revised January 2020)
- Case
SoulCycle: The Road Ahead
By: Ashish Nanda, Eric Van den Steen and Jeffrey Boyar
Julie Rice and Elizabeth Cutler founded SoulCycle, an indoor cycling studio chain, in 2006 as more than a health club; they wanted it to become a lifestyle brand that would “empower riders in an immersive fitness experience.” By early 2015, SoulCycle had grown to 38...
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Keywords:
Fitness;
Fitness Industry;
Exercise;
Cycling;
Boutique Fitness;
Exit Strategy;
Growth;
Bicycles;
Retail;
Pricing;
Community;
SoulCycle;
Vision;
Health;
Leadership;
Strategy;
Marketing;
Decision Making;
Health Industry;
United States
Nanda, Ashish, Eric Van den Steen, and Jeffrey Boyar. "SoulCycle: The Road Ahead." Harvard Business School Case 718-499, February 2018. (Revised January 2020.)
- January 2017
- Case
SoulCycle
By: David Collis, Eric Van den Steen and Ashley Hartman
Co-founders Julie Rice and Elizabeth Cutler have grown SoulCycle from a business idea in 2006 to a major presence among urban boutique fitness studios in 2015. In March 2015, fitness company Equinox approaches them with an offer to buy them out. Evaluating the offer...
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Keywords:
SoulCycle;
Flywheel;
Spinning;
Indoor Cycling;
Boutique Fitness;
Fitness;
Health Clubs;
Community Engagement;
Strategy;
Business Strategy;
Corporate Strategy;
Expansion;
Competitive Advantage;
Competitive Strategy;
Segmentation;
Health Industry;
Sports Industry
Collis, David, Eric Van den Steen, and Ashley Hartman. "SoulCycle." Harvard Business School Case 717-454, January 2017.