Health Clubs of a Different Color

Health Clubs of a Different Color

Personal training, group training and cycle studios are growing in numbers and interest as an alternative to traditional fitness clubs.

When asked about SoulCycle and its popularity, Gabby Etrog Cohen, director of public relations and marketing for the Equinox-owned cycle studio, found it difficult to explain the brand to someone who has never been inside a SoulCycle.

“It’s like talking about ice cream you’ve never tasted,” she says.

Etrog Cohen’s analogy speaks to the experience that SoulCycle produces, and that’s the goal of a number of personal training and group training studio owners trying to differe

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