Why and 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. In this clip from her 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,” answered 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.”

Women in Retail Leadership Circle members can watch Rice and Shecter’s full fireside chat here as well as all sessions from the 2025 Women in Retail Leadership Summit here.