Brand Positioning

POPS PODS TARGET MARKET

CATEGORY COMPETITION POSITIONING STATEMENT

Workout, Machines,Water Station

Instructors, Spiritual, Trendy, Exclusive, Expensive, Classes

A financially stable female who yearns to take part in communal experience that is at once trendy, energizing, and healthy

Full-body workout space

Flywheel, Equinox, Apartment Gym

Soulcycle is the only full body workout that provides an energizing and fulfilling community-based experience for urban women ages 25-55

Mental Maps

Mental Maps: Equinox

Mental Map: Apartment Gym

Perceptual Map

When analyzing the points of parity and points of difference among SoulCycle, Equinox, and apartment gyms, the three differ in terms of trendiness and community.

Respondents mentioned that they felt that although SoulCycle might not be unique, it was certainly more so than an apartment gym or Equinox.

Core Brand Values

SoulCycle’s aim is to make its customers transform the way they look and feel through a full-body, fat-burning cardio, and choreography workout. It’s important that riders are able to “empower themselves with strength that lasts beyond the studio walls.”

Instructors are encouraged to maintain close friendships with riders, giving them tips on everything from workout music to healthy eating techniques. SoulCycle’s aim is to create a collaborative environment where riders feel motivated and encouraged by their peers and the instructor.

They believe that “fitness can be joyful.” By creating an environment with “inspirational instructors, candlelight, epic spaces, and rocking music,” riders feel the ability to connect with their mind, body, and soul.

Brand Mantra

EmotionalCommunity

-based

SoulCycle provides a class environment that pushes users to work together and rely on each other for support. The trainer works with the rider and the rest of the class to provide an uplifting and communal workspace.

DescriptiveFull-body

SoulCycle uses cycling bikes as well as weights to allow for cycling both sitting down and standing up to create a full body workout. The riders also do a few minutes of stretching at the end of each class.

FunctionExperience

SoulCycle is more than just a workout; it’s an experience as each teacher represents their own brand and uses their own music to guide riders to workout to the beat of the music with those around them. Their interaction takes the class from just an average workout to a soulful and unique journey.

ProductSoulCycle is a fitness company offering cycling classes in various cities in the U.S., such as New York, Los Angeles, San Francisco, Washington D.C. and more.

In a class, riders are positioned in a dark room lit by a few candles with the instructor sitting at the front and 40 bikes lined up in the room, as music blares through the speakers.

In a 45 minute class, riders burn between 600-800 calories as they cycle to the beat of the music and follow the instructor as he speaks words of wisdom to encourage and inspire.

SoulCycle prides itself on it’s community based workout, which looks to bring people together in achieving the common goal of a connected workout.

PricePercentage of Respondents who feel ___ is expensive

SoulCycle varies in cost based on location. California, Massachusetts, DC, Florida, Chicago, and Maryland cost $30/class. New Jersey, Long Island, and Westchester cost $34/class.

The fee pays for a 45 minute class, although an additional $3 shoe rental is offered. They offer package deals, but the most it saves is $4/class.

94.11% of respondents felt that SoulCycle was expensive. Even though this price is exorbitant to consumers, SoulCycle has an 85% retention rate that shows its loyalty despite the cost.

Placement

SoulCycle’s studios are located in 51 high income areas where people can afford to pay for the high priced classes.

The studios are also located primarily in high income urban cities such as San Francisco, Los Angeles, New York City, and Chicago to name a few.

In larger areas such as Southern California, they have 9 locations established, whereas in Connecticut they only have 2 due to the demand.

Promotion

SoulCycle utilizes a word of mouth strategy as they do not pay for any traditional advertising. They believe that people are the best promotional tools.

They rely heavily upon their social media engagement from the accounts of their company and their instructors, as they interact directly with their customers.

SoulCycle uses their clothing line as “walking advertisements”.

Percentage of Respondents on how they heard about SoulCycle

IMC Plan

SoulCycle spins a fine-tuned social media presence. The company and its instructors are followed by over a hundred thousand users including celebrities ranging from actors to singers.

The company partners with high-end brands, getting their candles from luxury brand Jonathan Adler, a nail polish extension from TenOverTen, and clothing lines from Lululemon and Nike.

Brand Element Ratings

Brand Element Ratings

Brand ElementsRiders enjoy upbeat music during the class. It is a requirement that instructors have access and play music that matches the pace of the workout. Customers have made note of enjoying the tunes so much that the company now has SoulTunes, which features motivating playlists for customers to listen to on their own workouts as well.

The class itself is in a dark room lit with candles so as to give riders considerable privacy. It helps them focus on bringing together their mind, body, and soul.

The studio is lit with high quality Jonathan Adler candles to not only create a relaxing ambiance but also to eliminate any sweat smell. These candles retail for about $70.

The handles on the bike have been fine-tuned for comfort. They are an inch wider than standard bikes and capable of holding grip while reducing sweaty palms. The seat has been redesigned to reduce discomfort and even offers space to keep weights for a full body workout.

Although SoulCycle doesn’t offer food, instructors post their meals and recipes online to help customers maintain a healthy pre and post soul experience.

Secondary Sourceslu

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Brand Pyramid - SalienceDepth of BrandAbout 40% of respondents were able to identify the SoulCycle logo (considerably better than the 28% able to identify Equinox’s logo)

15% of respondents mentioned SoulCycle when asked about category participants (considerably better than Equinox which was mentioned by 6% and considerably worse than gyms which was mentioned by 97% of respondents).

People who were able to identify SoulCycle Logo

People who were unable to identify SoulCycle Logo

Breadth of BrandThere was strong purchase and usage consideration for SoulCycle except the cost was what held back most respondents from attending a class.

Brand Pyramid - PerformancePrimary Characteristics and Secondary Features

Style and Design Respondents agreed that SoulCycle provided a

community-based and beneficial experience that made them feel energized with the help of instructors who were invested in their workouts.

Product Reliability, Durability, and ServiceabilitySoulCycle’s intense Instructor Training Program and instructor test that demonstrates skill and knowledge of the brand ensures that there is consistency in every SoulCycle class. No matter which location classes are taken, there will be the same enriching experience.

Service Effectiveness, Efficiency, and EmpathyThe instructors are integral to providing a journey that connects mind, body, and soul. They were rated higher in helpfulness, efficiency, and likability than those working at Equinox or an apartment gym.

Although the majority of respondents were unable to identify SoulCycle’s logo, many mentioned co-brands that are strongly linked such as Lululemon and Nike.

Price 80% of respondents agreed that SoulCycle was expensive. In addition, it was the leading aspect respondents would change about the company.

Brand Pyramid - Imagery

Personality

30%, the leading percentage, of

respondents identified Regina

George as the fictional

representation of the brand.

History & HeritageIn 2005, the concept of SoulCycle was established by

two young women, Julie and Elizabeth, and first studio opened in W72, NYC in 2006.

The majority of respondents answered loud music, trendiness, and high price as the strongest characteristics of SoulCycle.

Brand Pyramid - Imagery

Respondents agreed that Athletic apparel brands including Nike (84.6%), Lululemon (89.7%), and Adidas (20.5%) were the 3 companies that Soulcycle users would own.

Percentage of Respondents who thought a SoulCycle rider would own _____ brand

The majority of respondents felt that SoulCycle was expensive; however, those who had taken a class agreed that they wouldn’t cycle anywhere else. Although, these respondents also indicated they only attended classes less than once a month.

When asked 3 companies an owner would own as a SoulCycle user ______

Purchase and Usage Situations

Brand Pyramid - Judgments

QUALITY CREDIBILITY

CONSIDERATIONSUPERIORITY

When asked as to whether they agree or disagree, 82% of respondents agreed that SoulCycle is beneficial to one’s health.

97% of respondents consider SoulCycle to be athletic, which establishes credibility to its claim to “change your body”.

All respondents that indicated a spinning class as a form of exercise listed SoulCycle as opposed to Flywheel or any other spin classes.

67% of respondents indicated that they would not consider

another brand over SoulCycle.

Brand Pyramid - Feelings When prompted to rate their feelings towards certain qualities of the brand, respondents answered the following:

When prompted to rate their feelings after taking a class, unanimously agreed upon

answers included healthy, energized, and accomplished.

Behavioral Loyalty

Attitudinal Attachment

Brand Pyramid - Resonance

● 67% of respondents indicated that they would not cycle anywhere other than SoulCycle

● However, SoulCycle is known to have intensely committed participants.

One of whom said:

● A majority of respondents stated they only take classes less than once a month

● Those who had taken a class mentioned their only hesitation to recommending it to friends was the cost

“The experience and friendships you make are incredible. You feel a certain sense of togetherness and connectedness. Especially the connection with the instructor and there is such a sense of group support. It’s overwhelming, but in a good way.”

Sense of Community

● When asked in in-person interviews, 100% of the pool who had taken a class at SoulCycle strongly agreed that they felt connected with other SoulCycle participants.

● They mentioned that the sense of friendship and camaraderie flows seamlessly even outside of class.

Brand Pyramid - Resonance

● Only 6% of respondents followed SoulCycle on Facebook, Instagram, Snapchat, or Twitter.

● Only 1 respondent followed an instructor, known to be brand ambassadors for the company.

Active Engagement

Percentage of Respondents following SoulCycle on _____

Equity Rating overall - 3.75 out of 5A luxury lifestyle brand that evokes strong secondary source associations, but is losing control of its brand image due to parodying, judgment, and recent ridicule due to rising costs. However, the product simply works, and SoulCycle’s brand still retains a fiercely loyal consumer base.

Salience: 3

SoulCycle’s choice to rely on word-of-mouth marketing promoted by social media limited their brand recognition and recall by not exposing those who aren’t “in the know” to their brand. However, for those familiar with the category and particularly those familiar with their service, SoulCycle has strong usage consideration, particularly in affluent urban communities.

Imagery: 2

SoulCycle’s imagery consistently evokes attractive, athletic, wealthy women in the minds of consumers. For an aspirational lifestyle brand, it is good that the public be receptive to their imagery, but this image is one that is often ridiculed, judged, and parodied.

Performance: 5

While many customers feel SoulCycle is expensive, they also seem to think they get what they pay for. Customers feel the brand delivers on its promises, in athletic rigor, community, and results.

Equity Ratings

Judgement: 5

Customers trust SoulCycle to be an effective service. It is seen as healthy and athletic, and is considered to be superior within its category. This is a particularly strong source of SoulCycle’s brand equity.

Feeling: 4

SoulCycle evokes feelings consistent with luxury brands. Customers feel it is trendy and expensive, traits that are likely to make the brand fashionable, as well as athletic and beneficial, giving the brand equity within its category. However, SoulCycle does not evoke feelings of spirituality and community as strongly, and these values are among the cornerstones of their branding.

Resonance: 5

This is SoulCycle’s greatest source of brand equity. Customers understand it is an expensive treat to look forward to, a strong differentiation from most workouts that are treated as necessary evils. Particularly those familiar with the brand are known for promoting SoulCycles through attire, word-of-mouth and brand loyalty.

Equity Ratings

Secondary source score: 2

Partnering with Lululemon and building brand associations with Nike were strong choices to create secondary source associations that would boost their credibility. However, their reliance on word-of-mouth marketing has left the public to run rampant with other secondary source associations. Their brand equity has been hurt by some negative secondary source associations made with wealthy Caucasian women and their loyal customers being viewed as a cult.

4Ps + IMC score: 3

SoulCycle makes strong use of the elements of Product, Price, and Place to attract its target market. However, a lack of vested promotional efforts has left consumers generally unaware of the company’s values. Integrating a strong social media presence on the parts of the company and its individual instructors into its marketing communications helps to create a sense of community among users, and is its strongest form of IMC.

Brand Recommendations

Beginner Friendly Increase Use of Slogan Other Advertising Techniques Outside of Word of Mouth.

Student Discount/ Breakdown of CostMany respondents

indicated that they felt uncomfortable during their first session, and that they were not properly prepared for their first class

The slogan could be used a lot more to promote the SoulCycle experience.

SoulCycle is now large enough to where they no longer have a secretive mystique, therefore they should now use traditional advertising as well.

Millennials often seek to be trendy but nearly every respondent listed price as their main issue with SoulCycle.

Appendix

1. Describe SoulCycle as a person/word association

2. Have you taken a class at SoulCycle3. (If Yes) How often do you go to SoulCycle?4. (If Yes) What time do you usually attend a class

at SoulCycle?5. (If Yes) Would you describe yourself as a

regular?6. (If Yes) What was the experience like? Would

you go again? 7. (If No) Why no? What hesitations do you have? 8. (If Yes) What do you feel is missing from the

experience?9. (If No) What isn’t there that is present at your

current gym?

10. (if Yes) How does it compare to your gym? 11. (if Yes) What are three things you like about SoulCycle? What is so important about (answer above) for you?12. How can SoulCycle be improved?13. (if Yes) Do you feel connected to other SoulCycle users? 14. Who competes against SoulCycle? 15. What do you do if you weren’t doing SoulCycle? 16. What makes SoulCycle better than competitors?17. What makes SoulCycle worse (if possible)?18. Would you refer SoulCycle to your friends? Why or why not?

Interview Questions:

Appendix

Survey Statistics:

Gender: 100% females

Age: 98% 18-30 year olds, 2% 30 and over

Primary company information:

1. www.soul-cycle.com2. https://twitter.com/soulcycle3. https://instagram.com/soulcycle/

Appendix

Screening Questions