SoulCycle VP of Product on Leveraging AI to Craft Unforgetable Digital & In-Person Experiences | Drew Lesicko | E246

Nov 27, 2024

Drew Lesicko, Vice President of Product and Technology at SoulCycle, is a key player in blending fitness with technology. He shares insights on adapting to the pandemic by launching the At-Home Bike and creating a balanced digital and in-person experience. Drew discusses how AI and data analytics drive personalized fitness journeys for riders, enhancing customer loyalty through tailored recommendations. He also explores the future of connected fitness and the importance of community in wellness, emphasizing the intersection of technology and mental well-being.

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ANECDOTE

Joining SoulCycle Pre-Pandemic

Drew Lesicko joined SoulCycle in 2018, before the pandemic.
He helped the company navigate the challenges of in-person fitness during COVID-19.

INSIGHT

At-Home Bikes as Enhancement

At-home bikes enhance the in-studio experience rather than replacing it.
SoulCycle shifted its focus to see both offerings as additive.

ANECDOTE

Subscription Model Experiment

SoulCycle tested a subscription model in Boston as a proof of concept.
It resulted in higher retention, frequency, and customer lifetime value.

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In this episode, Carlos Gonzalez de Villaumbrosia interviews Drew Lesicko, Vice President of Product and Technology at SoulCycle.
SoulCycle, founded in 2006, is a pioneer in boutique fitness known for its passionate customer community. The company has successfully blended physical and digital experiences, particularly during the COVID-19 pandemic when it launched its At-Home Bike.
Drew oversees the full digital journey of SoulCycle customers and all technology platforms for the company. He joined SoulCycle in 2018 and played a crucial role in launching the At-Home Bike at the beginning of the pandemic, which helped sustain the business when physical studios had to close.

What you'll learn:

Drew's approach to balancing physical and digital experiences in fitness.
SoulCycle's adaptation during the pandemic, the strategy for blending physical and digital experiences, and the future of connected fitness technology.
How SoulCycle has built such a strong customer community and how they're using data and AI to personalize each rider's fitness journey.
The future of connected fitness technology and SoulCycle's positioning in this evolving landscape.

Key Takeaways👇:

Blending Physical and Digital: Drew emphasizes the importance of making digital experiences additive to the in-studio experience, rather than replacing it.
Data-Driven Personalization: He highlights how SoulCycle uses data on instructor styles, music, and user preferences to create hyper-personalized recommendations for riders.
Adapting Business Models: Drew shares insights on how SoulCycle evolved its business model, including the introduction of subscription plans and the At-Home Bike.
Customer Retention Strategies: He discusses the importance of the first five rides in customer retention and how SoulCycle focuses on guiding new riders through this crucial period.
AI in Fitness: Drew outlines how SoulCycle is leveraging AI to enhance customer experiences, from personalized class recommendations to improved customer service.

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Credits:
Host: Carlos Gonzalez de Villaumbrosia
Guest: Drew Lesicko