How I Built This with Guy Raz SoulCycle: Julie Rice & Elizabeth Cutler (2019)
Apr 19, 2021
Julie Rice and Elizabeth Cutler, co-founders of SoulCycle, share their inspiring journey from a shared dissatisfaction with NYC gyms to launching a revolutionary indoor cycling studio. They discuss overcoming initial doubts and skepticism, their innovative marketing strategies, and the cult-like community they built around their brand. The duo reflects on the challenges of entrepreneurship, their unique adaptive strategies during the pandemic, and the importance of personal connections in shaping SoulCycle's identity and success.
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Postpartum Inspiration
- Elizabeth Cutler, after her second daughter's birth, felt a strong entrepreneurial urge and struggled with postpartum weight.
- Existing gyms lacked inspiration, with repetitive playlists, unengaging instructors, and uninspiring environments.
Missing Community
- Julie Rice missed the social aspect of exercise she enjoyed in Los Angeles when she moved to New York.
- New York gyms offered calorie-burning workouts but lacked the sense of community she sought.
Decisive Action
- Act decisively when you have a strong business idea, like Julie Rice and Elizabeth Cutler did after their initial meeting.
- They quickly defined roles, found a space, and signed a lease within three weeks.