You may not be aware of it, but there’s been a revolution going on in the exercise world.
An indoor cycling class called “SoulCycle” is literally taking over the market and commanding (and getting) premium attendance fees for participation — a pricey $34 per class in NY and LA.
SoulCycle is a 45-minute class that’s a notch above Zumba and Pilates. It involves pedaling, handlebar push-ups, and light weight-lifting — all laced with a touch of spiritualism and set to the tunes of Charli XCX and Li’l Wayne. Classes begin with dimmed lights (lit with candles), the challenge to be “ready to sweat,” and a narrative about intention and purpose for the class, ending with a yoga-inspired “namaste” — the praying-hands bow practiced at the completion of yoga and most martial arts exercises.
The following they’ve amassed is remarkable and there’s a lesson to be learned — storytelling and what’s behind who you are as a company compels. SoulCycle has a great story. It was started by two busy, ambitious women who couldn’t find a cardio routine they liked enough in New York City. So, in 2006, they started their own indoor cycling studio, emphasizing a challenging, full body workout with a spiritual component.
But in building their following, they emphasized individual testimonials. They didn’t just add testimonials to their website and branding, they led with it. They made it a primary focus and what they built the brand on. They tell a story about a former tennis player who joined SoulCycle to rehab her knees. They tell about a man who lost 60 pounds and is now an instructor. They tell and promote a new “Soul Story” each week. It makes customers feel like they are part of something bigger and it keeps them engaged. To feed their “tribe” of followers, they developed a retail line of apparel that changes each month, providing a constant source of fresh ways to promote the brand. The items are more like street-ware than gym-ware and sell like hotcakes to promote the brand everywhere.
SoulCycle’s emphasis on “Soul Stories” creates a connection between its members that feels personal. They man their social media accounts (Twitter, Facebook and Instagram) nearly 24/7, responding and encouraging positive commentary and addressing any negative instantly and effectively.
At the end of each class, instructors release riders with an affirmation that “If you can do this, you can do anything.” It’s a simple message that’s highly inspirational and it makes riders feel like they are part of an elite group. Such a simple thing, but so effective.
So, I ask you, do you have testimonials in your site? Are they enthusiastic enough? Do they tell your story? Are they backdrop or do they lead your message and bring it to life? If not, you might want to go to the SoulCycle site to see it done right.
— Chris Quinn, principal and brand strategist
Photo provided with permission through Creative Commons.
