SoulCycle Inc., New York, recently announced the launch of an internal media division that may soon offer a glimpse at the future of branding and content in the fitness industry.
SoulCyle CEO Melanie Whelan has hired media industry veterans Gregory Gittrich (former publisher at Mashable), Laurel Pinson (former at digital director Glamour) and Angela Bowers (former head of video talent at Vox). They are now the fitness company's senior vice president of digital, vice president of content, and senior director of casting and creative content, respectively.
"SoulCycle has always been about delivering the most inspirational and joyful experience possible to our community," Whelan told The Hollywood Reporter.
"I'm so proud to welcome Greg, Laurel and Angela to build our media division," Whelan said. "Their combined digital, product and media experience will allow us to serve our riders in new and unique ways, as well as deliver meaningful and transformative experiences around the globe that complement our studio experience. This is just the start, and we're excited for this next step in our journey."
SoulCycle's new media projects, slated to roll out in late 2018, will include content “and experiences using a variety of mediums, including music, video, audio and experiential events,” according to The Hollywood Reporter.
“We say internally that it’s never been about a bike,” Whelan told Fast Company. “It’s always been about our rider and creating an experience for them. The bike was just the vessel.”
SoulCycle currently operates 88 studios in North America and, in late 2017, unveiled its first non-cycling club concept.
What are your thoughts about SoulCycle's latest development? Is this the next step in fitness marketing, and can we expect to see more brands follow suit in coming months and years? Share your comments with us in the comment section below, as well as on Facebook or Twitter.