Boutique Cycling for the SoulBro
In Brief
The Ask:
Market SoulCycle to capture Gen Z (aged 18 - 24) audience.
Challenge:
Speaking to young males that see group cycling classes as “exercise for girls.”
Solution:
Capitalize on making SoulCycle a unique partnership experience.
My Roles
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Planning: Developing comprehensive project plans outlining objectives, timelines, resources, and milestones to ensure clarity and alignment within team.
Organizing: Coordinating tasks, allocating resources, and establishing workflows to streamline project execution and optimize efficiency.
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Goal Setting: Defining clear, measurable objectives and key performance indicators (KPIs) that align with the organization's vision and mission to drive progress and success.
Strategy Execution: Translating strategic plans into actionable initiatives, projects, and tactics, ensuring alignment across ADs, XDs, and CWs.
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Presented to CEO, Evelyn Webster, for possible further development.
Background
SoulCycle was having issues convincing Gen Z and Millennials to sign up for SoulCycle classes. The company’s brief stated 80% of their clients were female between the ages of 25 - 44.
SoulCycle is not the only boutique cycling studio where most of their clientele skews female. In fact, 74% of group exercise class attendees are female. SoulCycle states all souls are welcome, but the previous evidence shows the only souls welcome are women.
Men Really Do Want Friends at the Gym:
40% of solo male gym-goers feel lonely while working out
When working out with a friend or significant other you are likely to be more adventurous, motivated, and consistent with workouts.
-Stardio
Men can (incorrectly) equate ‘strength’ with how much they can lift, and in group fitness classes you'll never be lifting as much as powerlifters or bodybuilders in the weight room do.”
Platform: Partner in the Climb
The climb is the most intense part of the ride, so why not embrace that climb with a best friend, a mate, a partner?
Working out with another during the climb can live in many specific places; however, because our audience was ultimately men ages 24 - 35 our platform lived on as:
Our Insight:
Kindred spirits give us the confidence to let go and let loose.
Tap into friend groups or partnerships, and have them invite people to SoulCycle they would be more likely to try something new. Going with a friend or partner is also more motivating because 40% of solo male gym-goers report feeling lonely while working out. SoulCycle needs to create a space to speak the “language of men.”
Our strategy:
No Souls Riding Solo
Campaign Tone:
Use humor to build camaraderie and levity to talk about something deeper.
The Soulbro
The origin of the SoulBro
SoulBro
Let’s speak to all the guys out there. We created a reason to work out with your SoulBro at SoulCycle.
Team
Andrew Harper (CBM)