The only thing crazier than paying $32 (plus water and shoes) to ride an exercise bike in the dark is the way SoulCycle is describing itself to potential investors, now that it’s going public. The word “SOULccolade” makes an appearance.

It’s probably not even fair to describe SoulCycle as a cult, because membership in most cults is enjoyable, but in true cultish fashion, the boutique spinning outfit’s founders are cashing in on their following. But how do you get bankers and brokers to invest in a business that’s predicated on vigorously peddling? You write this—see how far you can get:

We Aspire to Inspire. Our mission is to bring Soul to the people. SoulCycle instructors guide riders through an inspirational, meditative fitness experience designed to benefit the body, mind and soul. Set in a dark, candlelit room to high-energy music, our riders move in unison as a pack to the beat, and follow the cues and choreography of the instructor. The experience is tribal. It is primal. And it is fun.

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Your Soul Matters. We are a “culture of yes.” Our core values are service and hospitality. We believe every ride matters; every rider matters. All of our employees complete initial, as well as ongoing, hospitality training at our “Soul University” to ensure exceptional service across the organization. We empower our managers to treat their studio as their own business and believe this helps foster the entrepreneurial culture upon which we were founded. We care, we work hard and we work together as a team. We encourage our teams to ride as much as they can, as we believe that motivated, engaged and well-trained employees are the key to cultivating our rider communities. We invest considerably in celebrating our teams through programs (such as weekly “SOULccolade”) that reward hard work, creativity, resourcefulness and actions that embody the culture and spirit of our brand.

Pack. Tribe. Community. At SoulCycle, our riders feed off the group’s shared energy and motivation to push themselves to their greatest potential. In becoming part of our community, our riders are instilled with greater awareness of not only their bodies but also their emotions. We believe this awareness leads to healthier decisions, relationships and lives. We are not a business that values only transactions, rather we create a community that cultivates and sustains relationships. Our immersive culture of inspiration and empowerment contributes to the engaged and connected rider base in each of our studios.

What Sets SoulCycle Apart

We believe the following strengths define our lifestyle brand positioning and are key drivers of our success:

Our SOUL: An aspirational lifestyle brand. Great brands often begin with an authentic and powerful origin story, and at SoulCycle, we created a radically innovative business that has resonated with consumers and the press since day one. We believe SoulCycle ignited the boutique fitness category and remains the industry’s defining brand.

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Our riders arrive early and stay after class to socialize with their fellow riders, the studio teams and instructors. Riders voraciously consume, comment on and share content from our blog and social media channels. SoulCycle apparel has become the uniform of choice both inside and outside the studios. Our silver retail bags can be seen in airports, on street corners and in households across the country. We do not have a target demographic because at SoulCycle, ANYONE can be an Athlete, a Legend, a Warrior, a Renegade or a Rockstar. It is the place people come, regardless of their age, athletic ability, size, shape, profession or personality, to connect with their best selves.

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What we provide: A one-of-a-kind fitness experience that inspires and delights. Our focus is to change people’s relationship with exercise by creating a workout that doesn’t feel like WORK. We have accomplished this by consistently delivering an elevated fitness experience that is physically efficient and challenging, spiritually uplifting and above all else, FUN, paired with our focus on offering welcoming and personal service at every touchpoint.

Someone spent so much time writing all of those words about riding a stationary bike.


Contact the author at biddle@gawker.com.
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