Boutique Cycling for the SoulBro

In Brief

The Ask:

Market SoulCycle to capture the Gen Z (aged 18 - 24) audience.

Challenge:

Make young males care about group cycling classes that are “exercises for girls.”

Solution:

Capitalize on making SoulCycle a unique partnership experience.

My Roles

  • 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.

  • 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.

  • Presented to CEO, Evelyn Webster, for possible further development.

A young man with brown hair, a mustache, and a smile, standing in front of a red brick wall, wearing a gray T-shirt.

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 females 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.

Indoor cycling studio with multiple black and gray stationary bikes arranged in rows, with a mountainous landscape mural on the back wall.
A collage of three photos of men working out at a gym, with white handwritten-style text labels for each. The first on the left shows a man in black workout clothes taking a selfie in front of a red wall, labeled "the bodybuilder." The middle photo s

“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.”

-Stardio

Text graphic with yellow background and bold black text that reads: "PARTNER IN THE CLIMB".

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:

A stylized flame with a yellow center, red outlines, and orange accents, extending horizontally with a fiery appearance.

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.”

Strategy:

No Souls Riding Solo

Campaign Tone:

Use humor to build camaraderie and levity to talk about something deeper.

Bus shelter advertisement with a black-and-white photo of two people holding hands over their heads, a yellow wheel graphic, and text that reads "Ride with your soulbro" and "Partner in the climb."

The Soulbro

Origin of the SoulBro

Illustration of a flaming baseball with a fiery tail.

SoulBro

Let’s speak to all the guys out there. We created a reason to work out with your SoulBro at SoulCycle.

A yellow visual timeline chart with black and yellow blocks displaying different activities and events from January to June, with some events like studio signage, themed classes, and collaborations. The title 'Timeline' is prominent at the top center. The date '12.21.2023' is on the right side and the words 'SOULCYCLE' and 'BRANDENCENTER' are on the left and right side respectively.
Bold black text on yellow background reads: "Partner in the Climb".
A screenshot of an Instagram post showing two men smiling, with one wearing a white shirt with a yellow and black logo that says 'SOULYCLE' and the other in a dark collared shirt. The caption reads 'Average Sunday morning cycle #SoulBros' and comment
Person with long hair flipping in front of a horizontal louvered wall, wearing a black t-shirt with yellow and white design and text, light blue jeans, and a watch.
A window display with a black-and-white image of two hands gripping each other, one tattooed. Overlaid with the words 'Soulcycle Welcome' and a yellow circular logo, with a small yellow box saying 'Partner in the Climb'.
Logo for Hot Wheels featuring a stylized flame in yellow, orange, and red with the words 'Hot Wheels' inside the flame.
Instagram post with yellow background featuring a black bicycle silhouette and white text reading 'Who's got your back?' with a message celebrating Valentine's Day and promoting a tandem bike ride event.
Advertisement on a glass display window showing two people holding hands, overlaid with the slogan 'Ride with your soul' in white handwritten font, and a yellow circular bicycle wheel graphic. The top left corner has the phrase 'SOULCYCLE' in black t
Text reading 'Sound Bike' over a yellow bicycle wheel on a black background.
Instagram post showing a promotional graphic for a tandem bike ride in NYC, featuring a blue bicycle illustration and the text 'NYC is better together' along with logos for SoulCycle and Citi Bike.
Black gym bag with the words "SOUL BRO" and flame graphic printed on it.
Mobile shopping app screen displaying a man in black athletic clothing with tattoos, carrying a water bottle and sports gear, promoting David Beckham's closet.
A mobile phone screen displaying an Instagram post showing two males standing in front of a yellow decorative structure on a city street. Both are wearing gray and white jacket with yellow accents.
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Team

Andrew Harper (CBM)

Gabrielle Loughlin (AD)