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  • Upbeat group exercise makes people feel like they belong to a huge family
  • Upbeat group exercise makes people feel like they belong to a huge family
    SoulCycle (2013) ©
CASE STUDY

SoulCycle: exercise for body and soul

People are searching for inclusive and immersive experiences. Boutique cycling studio SoulCycle provides a replenishing fitness experience that empowers your body, mind and spirit.

Location North America / Northern Europe / Oceania

Scope
Immersive experiences have become an expected addition to the daily grind. Even Tesco – not exactly the most exciting place to hang out – is fitting stores with bakeries and restaurants in a bid to lure in the everyday experience junkie. In a time-poor society, people are as careful with their spare minutes as they are with their cash. They want their minds blown, and as the decline of religion leaves people searching elsewhere for spirituality, they want to feel ‘part of something’, too.

In response, boutique cycling studio SoulCycle is opening outlets across the US. More like ...

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