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  • January 2017
  • Case
  • HBS Case Collection

SoulCycle

By: David Collis, Eric Van den Steen and Ashley Hartman
  • Format:Print
  • | Language:English
  • | Pages:23
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Abstract

Co-founders Julie Rice and Elizabeth Cutler have grown SoulCycle from a business idea in 2006 to a major presence among urban boutique fitness studios in 2015. In March 2015, fitness company Equinox approaches them with an offer to buy them out. Evaluating the offer requires an assessment of market or industry attractiveness and of SoulCycle's (potential) competitive advantage.

Keywords

SoulCycle; Flywheel; Spinning; Indoor Cycling; Boutique Fitness; Fitness; Health Clubs; Community Engagement; Strategy; Business Strategy; Corporate Strategy; Expansion; Competitive Advantage; Competitive Strategy; Segmentation; Health Industry; Sports Industry

Citation

Collis, David, Eric Van den Steen, and Ashley Hartman. "SoulCycle." Harvard Business School Case 717-454, January 2017.

About The Authors

David J. Collis

Strategy
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Eric J. Van den Steen

Strategy
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