SoulCycle has taken another small step toward variable pricing
The company is taking a step toward classes in class. Photo: Yue Wu/The Washington Post/Getty Images Last month, I got an email from SoulCycle informing me about a new opportunity available to customers.
Of course, giving some riders the opportunity to book early will make it even harder for those who wait until Monday at noon to get their preferred bikes. “Creating a way for our loyal community to earn Soul Early certificates was incredibly important,” said Whelan. She added it’s just one of many ways SoulCycle cultivates its most frequent customers, noting that “our most loyal riders also receive invitations to special events like our Sound by SoulCycle concert series, our Las Vegas instructor residencies, or our Destination Soul pop-ups.”
As I wrote for the New York Times in 2015, SoulCycle prices above its competitors and promotes loyalty by cultivating a sense that its offering is more than just a workout. While many start-ups lose money, fast-growing SoulCycle had at the time filed documents for an IPO showing a strongly positive pre-tax profit margin of 23 percent.
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