SoulCycle is making significant strides in establishing itself as a leading national brand for studio-based group cycle exercise. With 36 studios already operational across the USA and plans to open an additional 20-25 in the next two years, as stated on their website, SoulCycle is poised to redefine the landscape of group fitness.
The Evolution of Studio Group Exercise
The concept of studio group exercise is not a novel one. The fitness boom of the late 1970s and early 1980s was largely fueled by pioneering group exercise studios. In Los Angeles, establishments like Voight Studio and Body Express introduced the then-novel concept of dance-oriented “aerobics” classes. These classes, characterized by their high-energy instructors and pulsating disco/dance music, offered a refreshing alternative to the traditional, gender-segregated weight training gyms of the late 1960s and early 1970s, such as Jack LaLanne and Vic Tanny.
This new wave of fitness quickly caught on, with health clubs like LA’s Sports Connection poaching instructors from these studios to create unrivaled group exercise rooms equipped with state-of-the-art floors and sound systems. These “mega-gyms” turned group activity into the central attraction, driving membership and traffic, and eventually leading to the decline of many pioneering studios.
The Roots of Modern Group Exercise
Since then, most major innovations in group exercise have emerged from studios like SoulCycle. Today’s mega-gyms, offering yoga, Pilates, Zumba, and circuit training, owe much of their group exercise repertoire to the foundations laid by smaller, local studios.
The Birth of Group Cycle
A noteworthy historical milestone in group exercise was the inception of group cycle in 1993. Jonathan Goldberg, a race-across-America cyclist better known as Johnny G, initiated “spinning” in Venice, CA. Collaborating with Reebok to develop specialized bikes with ultra-heavy front flywheels, a new class format was born. This innovation filled the void left by the waning popularity of “step” classes in mega-gyms.
Why SoulCycle Stands Out
Despite the widespread availability of group cycle classes in hundreds of clubs, Equinox Fitness’s acquisition of SoulCycle in 2011 and their aggressive expansion plans raise a pertinent question: What makes SoulCycle unique?
A Lucrative Business Model
Firstly, SoulCycle’s business model is financially promising. With classes priced at $33 for a 45-minute session and accommodating up to 50 participants, SoulCycle classes present a significant revenue opportunity. Mega-gyms, with their all-inclusive monthly dues, have struggled to consistently grow revenue through added services like personal training. SoulCycle’s model, which charges extra for specific classes, offers a more reliable revenue stream.
Attracting a Unique Demographic
Secondly, SoulCycle appeals to a different demographic than traditional mega-clubs. While mega-clubs cater to an older, family-oriented clientele that values amenities and comfort, SoulCycle attracts a younger, urban crowd that prefers a flexible, commitment-free, pay-per-class model.
Enhancing Urban Appeal
Lastly, SoulCycle is an attractive addition to any urban center, akin to the presence of mass transit or a Chipotle, particularly appealing to millennials. For Equinox, owned by real estate firm The Related Companies, the presence of a SoulCycle studio can enhance the value of their properties and influence millennials’ lifestyle choices, including job decisions.
The SoulCycle Phenomenon
So, what makes the SoulCycle workout so compelling, and why are classes consistently selling out? That’s a story for another time, as we delve deeper into the SoulCycle experience and its impact on the fitness industry.
Stay tuned for more insights into the SoulCycle phenomenon in the next installment!
