SoulCycle “Ride On”

Re-inventing SoulCycle by bringing it back to its roots.

After the pandemic, and all the copycats, SoulCycle lost both market share and its way. They needed a new brand identity while simultaneously putting butts on bikes. Our platform, Ride on, challenged die-hards to keep coming back, invited newbies to the table and cemented SoulCycle as the place to continually feed your mind, body and soul. In just four weeks, we created over 300 assets; launched SoulCycle’s membership program; and created an initiative which brought in 4X the sign ups (and counting.)