Nick & Jack

Because today, SoulCycle is majority owned by Equinox Gyms. That's why SoulCycles are always located right next to Equinox. Full disclosure, I go to the one on Union Street. And Jack, I'm the guy in the back right next to the fan with the earplugs in. That's who I am these days. What? You don't listen to the music? It's a story for another pod. It's too loud for you?

Yetis, here's what Jack and I found fascinating about this story. SoulCycle aims to launch stand-alone clothing stores. SoulCycle thinks their brand is strong enough to take on Lululemon. Okay, we repeat. A workout studio is launching apparel locations without the workout studio. Just the apparel. And we get the strategy. It's cheaper to run a store than it is to run a fitness studio.

Yetis, here's what Jack and I found fascinating about this story. SoulCycle aims to launch stand-alone clothing stores. SoulCycle thinks their brand is strong enough to take on Lululemon. Okay, we repeat. A workout studio is launching apparel locations without the workout studio. Just the apparel. And we get the strategy. It's cheaper to run a store than it is to run a fitness studio.

Yetis, here's what Jack and I found fascinating about this story. SoulCycle aims to launch stand-alone clothing stores. SoulCycle thinks their brand is strong enough to take on Lululemon. Okay, we repeat. A workout studio is launching apparel locations without the workout studio. Just the apparel. And we get the strategy. It's cheaper to run a store than it is to run a fitness studio.

There's a lot of sweat to mop up on those post-spin class rooms. And to reach a wider audience, they're pulling a Facebook. They are. They're dropping the the. Uh-huh. They're cutting the word cycle out of the apparel so it'll just say soul on the butt of those leggings. So SoulCycle is the fitness business. Soul is the apparel business.

There's a lot of sweat to mop up on those post-spin class rooms. And to reach a wider audience, they're pulling a Facebook. They are. They're dropping the the. Uh-huh. They're cutting the word cycle out of the apparel so it'll just say soul on the butt of those leggings. So SoulCycle is the fitness business. Soul is the apparel business.

There's a lot of sweat to mop up on those post-spin class rooms. And to reach a wider audience, they're pulling a Facebook. They are. They're dropping the the. Uh-huh. They're cutting the word cycle out of the apparel so it'll just say soul on the butt of those leggings. So SoulCycle is the fitness business. Soul is the apparel business.

In fact, the SoulCycle fashion store won't just feature SoulCycle branded products, will it, Jack? This is interesting. They're going to hold a range of different athleisure brands in their stores. Yeah, they're going to have Aloe, Bandier, Viore, the first athletic store we could find carrying more than just one athleisure brand. But we got curious.

In fact, the SoulCycle fashion store won't just feature SoulCycle branded products, will it, Jack? This is interesting. They're going to hold a range of different athleisure brands in their stores. Yeah, they're going to have Aloe, Bandier, Viore, the first athletic store we could find carrying more than just one athleisure brand. But we got curious.

In fact, the SoulCycle fashion store won't just feature SoulCycle branded products, will it, Jack? This is interesting. They're going to hold a range of different athleisure brands in their stores. Yeah, they're going to have Aloe, Bandier, Viore, the first athletic store we could find carrying more than just one athleisure brand. But we got curious.

So we went back to the IPO paperwork from the IPO that didn't happen 10 years ago. That's right. And we discovered in that S1 paperwork that apparel was always a huge potential focus for SoulCycle. SoulCycle used the word spin just nine times, but they used the word apparel 17 times in that IPO paperwork. Because one out of 10 of their riders end up buying the apparel.

So we went back to the IPO paperwork from the IPO that didn't happen 10 years ago. That's right. And we discovered in that S1 paperwork that apparel was always a huge potential focus for SoulCycle. SoulCycle used the word spin just nine times, but they used the word apparel 17 times in that IPO paperwork. Because one out of 10 of their riders end up buying the apparel.

So we went back to the IPO paperwork from the IPO that didn't happen 10 years ago. That's right. And we discovered in that S1 paperwork that apparel was always a huge potential focus for SoulCycle. SoulCycle used the word spin just nine times, but they used the word apparel 17 times in that IPO paperwork. Because one out of 10 of their riders end up buying the apparel.

Here's what SoulCycle said back then. Apparel gives us a larger share of rider spend and considerable opportunity to expand it. Well, 10 years later, they're capitalizing on it. So Jack, could you please tap that booty back, turn to the left, turn to the right, grab the weights next to you, and tell us the takeaway for our buddies over at SoulCycle. DeMargins in DeMerch.

Here's what SoulCycle said back then. Apparel gives us a larger share of rider spend and considerable opportunity to expand it. Well, 10 years later, they're capitalizing on it. So Jack, could you please tap that booty back, turn to the left, turn to the right, grab the weights next to you, and tell us the takeaway for our buddies over at SoulCycle. DeMargins in DeMerch.

Here's what SoulCycle said back then. Apparel gives us a larger share of rider spend and considerable opportunity to expand it. Well, 10 years later, they're capitalizing on it. So Jack, could you please tap that booty back, turn to the left, turn to the right, grab the weights next to you, and tell us the takeaway for our buddies over at SoulCycle. DeMargins in DeMerch.

the margins and the merch yetis a company spinning off its smaller apparel line into its very own business that's actually not crazy in fact that's what the hard rock cafe did remember the hard rock cafe yeah in the 90s that's what they did man you've probably not dined at a hard rock cafe since you were in orlando But they did have 300 restaurants at their peak.

the margins and the merch yetis a company spinning off its smaller apparel line into its very own business that's actually not crazy in fact that's what the hard rock cafe did remember the hard rock cafe yeah in the 90s that's what they did man you've probably not dined at a hard rock cafe since you were in orlando But they did have 300 restaurants at their peak.

the margins and the merch yetis a company spinning off its smaller apparel line into its very own business that's actually not crazy in fact that's what the hard rock cafe did remember the hard rock cafe yeah in the 90s that's what they did man you've probably not dined at a hard rock cafe since you were in orlando But they did have 300 restaurants at their peak.

You may not have dined there, but we bet you've seen one of their Hard Rock Cafe t-shirts sometime recently. Because get this, in the 90s, Hard Rock Cafe opened merch shops even when there wasn't a restaurant there. Because just like SoulCycle mentioned 10 years ago, merch was their best profit opportunity. So SoulCycle is following in the footsteps of the Hard Rock Cafe.