Jess Rothschild

But that core group of instructors, including Lori Cole and Stacey Griffith, were stars with a dedicated following. Suddenly, some press. The Daily Candy email newsletter reviewed a SoulCycle class, which we talked about in episode one. This drew a ton of BlackBerry addicted, plugged-in 30-somethings.

But that core group of instructors, including Lori Cole and Stacey Griffith, were stars with a dedicated following. Suddenly, some press. The Daily Candy email newsletter reviewed a SoulCycle class, which we talked about in episode one. This drew a ton of BlackBerry addicted, plugged-in 30-somethings.

To keep the momentum, Julie and Elizabeth realized their next move would be to open a summer outpost in the Hamptons. Ruth was definitely hesitant about expanding so soon, but Julie and Elizabeth knew better. So after the first year in Manhattan, they opened the now iconic Bridge Hampton studio located in an old barn.

To keep the momentum, Julie and Elizabeth realized their next move would be to open a summer outpost in the Hamptons. Ruth was definitely hesitant about expanding so soon, but Julie and Elizabeth knew better. So after the first year in Manhattan, they opened the now iconic Bridge Hampton studio located in an old barn.

The significance of the Bridgehampton studio, aka the barn, cannot be overstated. The Hamptons is where the 1% of New Yorkers socialize, beach, shop, and live between Memorial Day and Labor Day each summer. With real estate in the Hamptons, they were no longer just a local Upper West Side neighborhood cycling studio.

The significance of the Bridgehampton studio, aka the barn, cannot be overstated. The Hamptons is where the 1% of New Yorkers socialize, beach, shop, and live between Memorial Day and Labor Day each summer. With real estate in the Hamptons, they were no longer just a local Upper West Side neighborhood cycling studio.

Now they could showcase the workout and the star instructors to Tribeca, the Upper East Side, Westchester, and even the international crowd that the Hamptons drew. Kelly Ripa became their first celebrity superfan, regularly talking about SoulCycle on television every morning. She described her first ride with the publication Style of Sport.

Now they could showcase the workout and the star instructors to Tribeca, the Upper East Side, Westchester, and even the international crowd that the Hamptons drew. Kelly Ripa became their first celebrity superfan, regularly talking about SoulCycle on television every morning. She described her first ride with the publication Style of Sport.

Here she's gushing about her favorite instructor, Stacey Griffith.

Here she's gushing about her favorite instructor, Stacey Griffith.

One could argue that this first summer in the Hamptons is the moment SoulCycle evolved into a lifestyle brand. Suddenly, all of these people were exposed to this secret club on 72nd Street. Once Labor Day hit and it was back to school, 72nd Street was bursting at the seams. Sold out classes, wait lists, escalades wrapped around the block.

One could argue that this first summer in the Hamptons is the moment SoulCycle evolved into a lifestyle brand. Suddenly, all of these people were exposed to this secret club on 72nd Street. Once Labor Day hit and it was back to school, 72nd Street was bursting at the seams. Sold out classes, wait lists, escalades wrapped around the block.

The demand was there for not only additional studios, but instructors.

The demand was there for not only additional studios, but instructors.

This was also when Julie and Elizabeth realized that they were stronger and more strategic without Ruth's involvement on the business side. They knew they couldn't lose her following, so they made her an offer she couldn't refuse. Believe it or not, Ruth stayed on as an instructor for two more years before she left to co-found SoulCycle's main competitor, Flywheel.

This was also when Julie and Elizabeth realized that they were stronger and more strategic without Ruth's involvement on the business side. They knew they couldn't lose her following, so they made her an offer she couldn't refuse. Believe it or not, Ruth stayed on as an instructor for two more years before she left to co-found SoulCycle's main competitor, Flywheel.

Ruth Zuckerman is certainly a success. She went on to co-found the second biggest cycling studio in New York City with Flywheel. But no one was going to dethrone SoulCycle. Cutting Ruth as a business partner allowed Julie and Elizabeth to focus on two emerging priorities. One, finding the best instructors to meet demand. And two, finally seduce Janet Fitzgerald into joining them.

Ruth Zuckerman is certainly a success. She went on to co-found the second biggest cycling studio in New York City with Flywheel. But no one was going to dethrone SoulCycle. Cutting Ruth as a business partner allowed Julie and Elizabeth to focus on two emerging priorities. One, finding the best instructors to meet demand. And two, finally seduce Janet Fitzgerald into joining them.

Janet's concept of who would make great SoulCycle instructors was exactly in line with Julie and Elizabeth's thinking. After all, they always said, we're not in the fitness business. We're in the hospitality and talent business.

Janet's concept of who would make great SoulCycle instructors was exactly in line with Julie and Elizabeth's thinking. After all, they always said, we're not in the fitness business. We're in the hospitality and talent business.