How did SoulCycle cut through the crowded fitness industry? What made the brand “sticky” enough to grab consumers’ interest?

Amy Shecter, CEO of Cast Jewelry, asked these questions of Julie Rice, co-founder of Peoplehood and SoulCycle, on stage during the 2025 Women in Retail Leadership Summit, held April 28-30 on Amelia Island, FL. The annual Women in Retail Leadership Summit is hosted by Women Leading Travel & Hospitality’s sister brand, Women in Retail Leadership Circle.

In this clip from their fireside chat, Rice reflects on the launch of SoulCycle, including building it into the community-driven brand it is today.

“We went heavy into culture and people,” noted Rice. “People came for the exercise, but really what they came back for was community, for each other. And for this feeling that they mattered.”