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to be brief
[ OBJECTIVE ]
Create a campaign that refreshes the brand message to match today's ideologies.
[ TARGET ]
Peak performers. Ambitious and high achieving women moving away from "girlboss" messaging and looking for wellbeing practices that feel nurturing and not performative.
[ PROBLEM ]
Membership fell as the culture felt more focused on status than encouragement.
[ INSIGHT ]
Women aren't just working out, they're leveling up.
[ STRATEGY ]
Finally, a place you didn't have to earn.
interesting methods
Read scientific journal articles that informed me the ways that women's bodies work differently
Went to places I usually avoid on the internet to find out how to be a "better" woman but really illustrate our societal pressure
Used MRI Simmons to find our target's values outside of the studio
Compared Soulcyle to its competitors, Barrry's, Orange Theory, and Pure Barre
BRINGING A ONCE BELOVED BRAND INTO THE MODERN AGE
Soulcycle was created by three female founders with the goal of turning tough workouts into pure joy.
The result: a 45 minute high intensity spin class that felt spiritual.
We were tasked with bringing a once beloved brand into the modern age. However, updating this brand was particularly difficult because it really didn’t fit with our society anymore…and for good reason.
SOULCYCLE LOST ITS SOUL
SoulCycle stopped reflecting the world women actually live in.
What started as empowerment became exclusivity. Fueled by celebrity and status, the studio turned into a space of comparison.
Instead of pushing for personal growth, riders felt pressure to perform for others.
For attention.
For approval.
For an ideal that was never built with them in mind.
A note left in the SoulCycle bathroom by an employee
WOMEN ARE ALWAYS EXPECTED TO BE MORE
And that pressure isn’t new. It mirrors what many high-achieving women already face every day:
A constant balancing act where being yourself somehow still isn’t enough.
SoulCycle doesn’t need to reinvent itself, it needs to evolve by remembering what made it a cultural phenomenon.
The magic was never in perfection or performance. It was in the release. In a room full of women choosing to show up, push through, and let go. Together.
[ INSIGHT ]
Women aren't just working out,
they're leveling up.
Finally, a place you don't have to earn.
No smile required.
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