Report: Analyzing the Product Strategy of SoulCycle Company

This report examines the product strategy of SoulCycle, a New York City-based fitness company specializing in indoor cycling classes. The analysis explores how SoulCycle leverages its product strategy to maintain a competitive edge in the market, including its brand expansion and customer engagement. The report highlights SoulCycle's focus on differentiating its products, securing a loyal customer base, and utilizing social media and word-of-mouth marketing. Key components of SoulCycle's strategy include brand engagement, targeting ideal customers, and maintaining customer loyalty to foster emotional and spiritual connections with its products. The report references the company's cult-like following and the impact of its branding campaigns, concluding that an efficient product strategy is crucial for the company's ongoing success. The report references various academic papers and case studies to support the analysis.

Running Head PRODUCT STRATEGY OF SOULCYCLE COMPANY 1
Product Strategy of SoulCycle Company
Name
Institution Affiliation

PRODUCT STRATEGY OF SOULCYCLE COMPANY 2
Introduction
SoulCycle Company is one of the fitness corporations based in New York City that offer
classes for indoor cycling exercises. Focusing on the use of appropriate product strategy has
enabled SoulCycle Company to remain competitive in the market since its founding in 2006.
Besides, the company has been able to use product strategy to open ninety-nine studios in
different regions such as the U.S., Canada, together with the United Kingdom (Hambrick, 2017).
SoulCycle Company has depended on the power of its cult-like following to drive brand
expansion as well as awareness for an extended duration. In the current competitive markets, the
company has created its first branding campaign to highlight the name of SoulCycle and ethos
ahead of new corporation initiatives scheduled for later these days (Minne et al., 2019).
Therefore, this research paper explores the product strategy of SoulCycle Company around the
market.
Product Strategy of SoulCycle Company
The company sells its products under different road categories and every category serves
as separate product lines. All of its cycling products are sold under the brand name of Valuing
SoulCycle. The company also focuses on selling its products by allowing its clients to choose the
variety of merchandise that appropriately matches their needs (Strebinger, 2014). Additionally,
this company sells much differentiated products with several features that its rivals fail to offer.
Such an idea makes the products of SoulCycle in the market to be unique and attractive. The
purpose of creating unique products makes the company have products that are perceived to be
of more exceptional quality than that of its rivals in the marketplace (Prodius & Korotich, 2019).
Therefore, different customers are ever-ready and willing to pay the vast prices to acquire the

PRODUCT STRATEGY OF SOULCYCLE COMPANY 3
company’s products. Besides, SoulCycle Corporation focuses on the idea of selling products that
are famous for its traditional design that is also practical for targeted customers to utilize.
The company uses social media engagement, securing the loyal customer base, and
targeting the ideal consumer as a way of promoting its products in the market. The company also
concentrates on the idea of maintaining the existing customers and obtaining new customers
around the community to improve the consumption of its products (Hambrick, 2017). Moreover,
this company promotes its product by making its staff to be the most vital asset to assist in the
creation of an appropriate development plan in operation. The company also focuses on stating
its purpose and advertises its products in different channels so as the customers can see what it
offers as a way of attracting a huge customer base for its products (Prodius & Korotich, 2019).
The idea of marketing product by its esteemed customers on social media or through word of
mouth publicity has remained to be the firm component of SoulCycle’s product strategy.
Concussion
The core of SoulCycle Company’s product strategy can be summarized in different
components that include securing the loyal client-base, brand engagement, and targeting the ideal
clients among other aspects. By implementing appropriate product strategy, SoulCycle Company
has been able to make consumers be attached to its products both emotionally, spiritually,
alongside improving cultural experience beyond the limitations of the actual physical product.
Hence, the essential way to improve the functioning of the company is by developing efficient
product strategy.
References

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Hambrick, M. (2017). Riding Into the Future: A Financial Examination of SoulCycle and the
Indoor Cycling Studio Trend. Case Studies In Sport Management, 6(1), 86-94. doi:
10.1123/cssm.2017-0013
Minne, K., Macoir, N., Rossey, J., Van den Brande, Q., Lemey, S., Hoebeke, J., & De Poorter, E.
(2019). Experimental Evaluation of UWB Indoor Positioning for Indoor Track Cycling.
Sensors, 19(9), 2041. doi: 10.3390/s19092041
Prodius, O., & Korotich, I. (2019). Competitiveness Management Of The Transport Company In
The Domestic Market. Market Infrastructure, (37). doi: 10.32843/infrastruct37-54
Strebinger, A. (2014). Rethinking brand architecture: a study on industry, company- and product-
level drivers of branding strategy. European Journal Of Marketing, 48(9/10), 1782-1804.
doi: 10.1108/ejm-08-2012-0482