Spinning Into Success with SoulCycle’s Julie Rice
The Importance of Trusting Your Instincts & Investing In People
August 13th, 2024 • 5 min read
Julie Rice’s entrepreneurial journey is anything but conventional. In a world where Ivy League degrees, secret mentorships, and tech experience often seem like prerequisites for success, Julie carved her own path. As a determined Manhattan mom, frustrated by the uninspiring and isolating gym scene, she decided to flip the script.
The Birth of SoulCycle
Julie’s solution was as simple as it was revolutionary: SoulCycle—a chic, community-driven fitness experience where instructors weren’t “drill sergeants” but “spiritual gurus.” SoulCycle was born out of a desire to create a fitness space that felt welcoming, inspiring, and above all, joyful.
"I started SoulCycle almost 19 years ago…there was no Lululemon… no juice places, there was no boutique fitness.” Julie recalls. At the time, the concept of paying for a boutique fitness class seemed foreign. “People wouldn’t call me and say, ‘Why should I come to SoulCycle? What’s better about your spin class than somebody else’s?’ What they would say is, ‘That’s included in my gym membership, why would I pay for that?’”
But Julie and her fellow Co-Founders were undeterred. They saw an opportunity to fill a void in the fitness industry by focusing on the emotional and communal aspects of exercise. The trio was driven by a simple yet powerful thesis: finding joy through movement. This ethos quickly transformed SoulCycle into more than just a workout - it became a cultural phenomenon.
The Rise of a Fitness Phenomenon
SoulCycle’s unique approach resonated far beyond its initial audience. Celebrities like Lady Gaga and the Kardashians became loyal attendees, and the brand quickly gained traction. SoulCycle studios became hubs of energy, community, and self-improvement, where people came not just to exercise, but to connect with themselves and others.
As SoulCycle grew, Julie realized that a brand’s true strength lies in the DNA of its founder. “I do think all brands are a reflection of the DNA of their founders.” For her, building a brand was about infusing it with her own ethos and decision-making processes. “Elizabeth and I always said, when we were training the front desk, when we were training instructors, when we were treating customers, we would say always, ‘We’re making decisions that we would make for our daughters.’ …Whether it was which healthcare we were going to give employees, or whether we were going to credit a customer a class back at the front desk, is this a decision I would want somebody to make for my daughter? If my daughter worked here, what healthcare would I want her to have?”
In 2011, SoulCycle’s success culminated in a landmark deal worth $180 million, when it was acquired by luxury fitness giant Equinox. A testament to the incredible impact and growth Julie and her team had achieved in such a short time.
The Secret Sauce: Investing in People
Julie attributes much of SoulCycle’s success to an often overlooked but critical factor: investing in people. "The one thing that I think nobody told me when I started a business was how much you needed to invest in people, both your customers and your employees.”
This commitment to people was a key element in building SoulCycle’s thriving culture. Julie recalls a quote from Simon Sinek, the English-born American author and inspirational speaker, that resonated deeply with her: "Your happiest customer is only as happy as your happiest employee."
Julie understood that happy employees are more engaged, more creative, and more likely to deliver exceptional service to customers. This inside-out approach to culture was the secret sauce that kept SoulCycle’s wheels spinning in the right direction.
A New Chapter: Peoplehood
Today, Julie is applying her expertise in community building and human connection to her latest venture: Peoplehood. Unlike SoulCycle, which focused on physical movement, Peoplehood is all about emotional connection. It’s a guided group conversation practice designed to help people create new relational habits and build stronger, more meaningful relationships.
"We’re teaching people how to be in relationships, better," Julie explains. By fostering a sense of community and encouraging open, honest dialogue, Peoplehood aims to transform how we interact with one another, both in our personal lives and in our broader communities.
As Julie embarks on this next chapter with Peoplehood, one thing is clear: her commitment to building meaningful, community-driven experiences is as strong as ever. And if her past success is any indication, Peoplehood is poised to make just as big an impact as SoulCycle did.
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