How do we fix SoulCycle’s exclusive, middle-aged white woman brand image?
By tapping into a young community that also values music, dance, and inclusivity: RAVERS.
Cyclets will bring the party beyond the studio and reward riders for bringing the energy each class.
We'll tap into Dry January with an electrolyte infused Mocktail.
Big City RaveRides
We'll put on an exhilarating 3-hour ride featuring live EDM music so SoulCycle can repurpose the mixes as audio on social.
Small City RaveRides
We'll host in studio RaveRides every Friday night at midnight.
Get Ready With Me
We'll send safe rave influencers SoulCycle rave merch and have them post #GRWM videos.
Rose: When the CEO of SoulCycle responds to your presentation by telling their marketing team to make this happen, you just sit there on Zoom and smile.
Bud: We learned how to do creative on a budget. 🕺
Thorn: I suck at beading Cyclets. You would think as a former collegiate athlete I’d have good coordination skills. But nope. I spilled two bracelets all over myself.