Everand Logo

Welcome to Everand!

  • Fast Company

    BICYCLE DIARIES

    by Claire Dodson Jun 01, 2017 3 minutes
    CEO Melanie Whelan is rolling out a new bike to drive SoulCycle’s next phase of growth.

    SoulCycle

    In April, SoulCycle, the chain of boutique fitness studios with 78 locations in 15 markets, launched its first-ever brand campaign, featuring a two-minute spot starring actual sweaty, attractive class instructors. As the music swells, they explain that SoulCycle—and its cult following—is not about the bike but rather about the rider. With the company expecting to add another 15 studios this year, the ads target both newbies and veteran cyclists in the company’s biggest markets (New York, Los Angeles, San Francisco), where there’s almost always a trendy new fitness option.

    You’re reading a preview, subscribe to read more.

    More from Fast Company

    Fast Company1 min read
    46 uncommon
    WHEN ELECTRONIC ARTS NEEDED TO REBR AND ITS $2 BILLION soccer vedio game FIFA after a financial dispute with the global sport's governing body, it tapped the London-based agency Uncommon for the job—perhaps the most daunting marketing challenge of la
    Fast Company12 min read
    08 for Whom The Bell Tolls
    FOR SHOWING THE WORLD THAT TACOS ARE A STATE OF MIND NO ONE REALLY KNOWS who first came up with the idea of Taco Tuesday. One of the earliest references can be found in a newspaper ad for El Paso, Texas's White Star Cafeteria from Monday, October 16,
    Fast Company2 min readPopular Culture & Media Studies
    Finding Your People
    THE DESIRE TO FEEL SUPported, included, and in community with others, online or IRL, is universal. But many huge social media apps today seem more adept at making users feel on the outs—or worse. Algorithmic and content-moderation changes at X (forme

    Related Books & Audiobooks