Julie Rice and Elizabeth Cutler are the founders of SoulCycle, the indoor cycling workout that’s changed the face of traditional exercise routines with low lighting, custom playlists, and scented candles. Now Julie and Elizabeth have expanded the brand from one signless location to over 50 across the US and, today, sat down with Randi to discuss their evolution of a fitness empire:

“I would love a biometric tattoo in the shape of a wheel. You could figure out what you’re burning and wear the wheel at the same time.”

“We started SoulCycle as an exercise experience, which was missing from the marketplace.”

“We can all agree that in a busy city like NYC to give ourselves 45 minutes, it should be enjoyable.”

“It’s the combo of rock star instructors, rocking playlists, and people who are rooting for you and are part of a tribe.”

“People are finding mental clarity and human connection and empowerment.”

“We are both brand fanatics. From very early on we treated this brand like it was going to be Nike and people would see the wheel the same way they see the swoosh.”

“We threw around words at our initial lunch and thought about what that meant in terms of shapes and colors.”

“I think finding people you have a creative shorthand with is absolutely amazing.”

“We’ve done everything from a ride with bongos at midnight to a musical ride to ‘Moulin Rouge’.”

“What actually makes our instructors the biggest rockstars and gurus is the way they connect with their riders.”

“The entire SoulCycle culture is entrepreneurs. From the front desks to the managers, they are making someone’s day. It’s acknowledgement that matters.”

“When we started the company it was only us behind the desk and our babysitters. We both had 5 month olds.”

“We wanted to create a certain type of culture that people can take onto the rest of their lives.”

“When we started SoulCycle we wanted to be in the UWS because of all the transit passing through.”

“We started thinking about community from Day 1.”

“We had the UWS studio for over a year. Then we opened a pop shop in the Hamptons. It was a marketing experiment”

“We had gone from a nice neighborhood business to a something people would commute to.”

“We shared a common vision from the day that we met.”

“When you meet somebody who you can finish your sentences and feed and build from you, then you know you have a successful partnership.”

“10 years ago people weren’t booking much online.”

“We wanted to create fitness careers for our instructors. We felt if we could pay them well and give them benefits that created a place where people were excited to go to work.”

“There’s so much talent from our instructors. Some people work in theater, some people race, others are gymnasts. There’s a variety of passions that create multi-dimensional interests.”

“One of the reasons why fitness is never scaled is because there’s divas with one instructor that stands out. As we scale it’s about the SoulCycle message as opposed to one person or the other.”

“We have a benefit of starting 10 years ago to see where we are today.”

“When we built the first studio we got the wheel screened on some shirts and let people run in them to spread the brand.”

“Sometimes we’ll be in the airport and see someone wearing the wheel. It’s so exciting.”

“As we envisioned this as more than a workout, we really wanted people to see their reflection in the mirror and wear our stuff like a badge of honor.”

“We look at fashion for inspiration, we look at themes, we look at newness. People love to collect our clothing line.”

“We wanted a sanctuary for ourselves where we could work really hard but still feel safe and we’ve always treated our celebrities that way.”

“We try to shield our celebrities to have the same experience you and I do in the dark and feel safe and get a great workout.”

“Music is such a big part of what we do.”

“Online shopping has made us better parents.”

“Women can be incredible entrepreneurs. Moms should not be excluded from that.”

“Basically our entire executive team are parents. We’re close to being an all-girl band.”

“Technology is great because it give you a certain amount of freedom.”

“We have 4 girls between the 2 of us. They’ve grown up in the business.”

“Our work/life balance is more of a work/life integration.”

“Our kids made sacrifices and got involved and grew a sense of empowerment working alongside us.”

“It’s just one foot in front of the other. As an entrepreneur you have to get a list of what you want and have to do.”

“You want everything to be smooth-sailing, especially as moms. But it doesn’t always go that way.”

“We built our business in a scrappy way. We were built by Ikea.”

“In 2009 we had to max out credit cards but always made payroll.”

“About 4 years ago we started a strategic partnership with Equinox.”

“We are always thinking about how we can innovate our brand.”

“We definitely did disrupt the fitness business. We’ve always been fanatical about the execution of how our classes went.”

“My playlist right now is a straight up combination of ‘Hamilton’ and Bieber.”

Join ‘Dot Complicated with Randi Zuckerberg’ next week when digital family expert, David Polgar, joins the show. Only on SiriusXM Business Channel 111 Wednesdays at 12ET/ 9PT.  

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