The Ask
How can SoulCycle take a timeless approach to social media and marketing in the new year?
The Problem
SoulCycle began offering spin classes in 2006, and saw major success in the 2010s with the rise of boutique fitness classes. With new fitness trends every year, how can we bring SoulCycle back to this state of grace with a timeless social media focused marketing campaign? ​
The Research
SoulCycle's current market is...
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Majority female
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Age 25 to 44
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High-earning
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Highly-educated
SoulCycle's current market disagrees with statements such as...
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"Religion should be the pillar of our society"
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"I attended a religious service recently"
So what's your relationship with God like?
If you're not religious- you're not alone. The number of Americans who consider themselves to have no religious affiliation has skyrocketed from 8% in 1990 to 30% in 2021.
"Organized religion is being replaced by disorganized religion... What is emerging in the wake of this decline is a uniquely American brand of post-religious spirituality."
Forbes​
As organized religion is declining, young American adults are becoming more spiritual. However, spirituality does not offer the same sense of community.
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Synchronized movement, however, does. Studies show that synchronized movement can double the amount of endorphins an activity produces and make strangers feel more connected.
The Insight
SoulCycle's version of spirituality is...
Social
Vibrant
Lively
Classes are about creating energy as a group.
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Synchronized movement and riding in sync are spiritual.
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SoulCycle is spiritual.
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Riders who are looking for vibrant energy and community can find spiritual moments at SoulCycle.
The Strategy
Unleash Soulcycle's unique brand of spirituality.
The Campaign
SoulCycle: Feel Your Sync
'Feel Your Sync' defines SoulCycle's unique brand of spirituality. It doesn't mean quiet yoga, meditation, or isolation- rather it's riding along to music you can feel, pushing past moments of weakness, and encouraging those taking the journey alongside you.
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While this campaign lives primarily online in social media and a merchandise launch on the brand's website, we also defined how it can come to life through a projection in SoulCycle's existing spaces and features added to classes.
Team: Clare Malone, Madeline Miranda, Jenn Valerio, Deba Dumbre, Hannah Kent
My Role: Strategist