SoulCycle studios are popping up everywhere, including in Seattle’s burgeoning South Lake Union neighborhood. Billed as the cardio party that is changing lives across the country and connecting people with their best selves and each other, SoulCycle’s 45-minute classes combine a killer workout with a deep connection to what drives you and harnessing the energy and support of your fellow riders. To introduce SoulCycle to its newest neighborhood, we partnered with them, supporting existing PR / media relations efforts, to activate local influencers and businesses for trial, awareness and to establish membership.
Tapping into our influencer relationships, we coordinated 20 rides with target local influencers for 30 social media posts totaling 300,000+ impressions. We also leveraged our local connections to introduce the workout to 40 influential people / companies for team rides, including Nordstrom, Bulletproof, WeWork, Seattle Magazine and W Hotel. Additionally, we supported the launch VIP day, inviting local influencers and influential people to attend, filling these first classes. Our team also initiated the introduction of SoulCycle’s Charity Ride program to local non-profit organizations, coordinating the first charity ride at the South Lake Union location with JDRF, the leading global organization funding type 1 diabetes research. And along the way, we became hooked ourselves.