Hey everyone!!
In today’s solo episode on The Friday Society Podcast, I break down SoulCycle’s latest (cringey) marketing campaign. In this miss, they’re allowing you to trade in a Peloton bike for the equivalent cost in in-studio SoulCycle classes.
While this campaign caught a lot of attention, in my opinion, it’s not tactful. I’ll quote my dad “It smells of weakness, not of strength.” SoulCycle has been on the decline for quite some time and not all of this is due to Covid.
If you weren’t aware I worked at SoulCycle HQ in the marketing department. I was the regional marketing manager and oversaw 26 studios. I noticed some of this decline when I was there. The experience working there felt very chaotic with lots of turnover with senior leadership and no clear direction.
I get why SoulCycle is releasing these campaigns because, quite frankly, they are desperate. Classes are way under utilized and fitness trends are pivoting more towards strength training vs sitting on a bike for 45 minutes.
SoulCycle’s Miss on Community
If you took a SoulCycle class around 2014, you know that the energy in the room was driven around community. It was so fun and uplifting.
So with this campaign it’s clearly visible that community is no longer important in their core values. At the beginning of their tenure I don’t see them pitting their company against another. It just doesn’t feel good. It feels like a bad marketing jab at Peloton.
What I would do if I were Peloton
To see SoulCycle using this marketing campaign is disappointing. If I were Pelaton I would post ‘Soul Who?” and see what kind of traction that received. What do you think?
Check out the episode to listen to all of my thoughts!
Hope you love it!!
PS this is the episode of HIBT I was referencing 🙂
If you want to ensure you’re not making a marketing miss like this then check out The Friday Society Membership. This is your one stop shop for all of your marketing needs in a monthly membership. Learn all about it here.
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