SoulCycle / Digital Experience

The Challenge:

SoulCycle is looking to redefine their digital experiences by attracting new riders, engaging existing ones and connecting their community to their instructors. We undertook a 1 week exploration to help envision their future opportunities. 

What we did: 

Grounded our thinking in key insights grounded in consumer behaviors and the current fitness trends we recommended that Soulcycle focus on three key areas. The areas of focus were the following:

  • Soulseven: A more holistic method to setting goals, booking classes and reflecting on your accomplishments after a week of activity.
  • Soulannex+: How we engage with riders outside the studio and provide content to provide riders with the variety of fitness activities they value. 
  • Soulsquad: Connecting riders to one another, their instructors, and to content and recommendations they care most about. 
 

Our product overview to redefining the SOULCYCLE digital experience.


Connecting consumers to one another and their instructors based off behaviors and other indicators such as music and interests.

Connecting consumers to one another and their instructors based off behaviors and other indicators such as music and interests.


The "Welcome Kit" for at home fitness programming. 

The "Welcome Kit" for at home fitness programming.