BICYCLE DIARIES

SoulCycle

In April, SoulCycle, the chain of boutique fitness studios with 78 locations in 15 markets, launched its first-ever brand campaign, featuring a two-minute spot starring actual sweaty, attractive class instructors. As the music swells, they explain that SoulCycle—and its cult following—is not about the bike but rather about the rider. With the company expecting to add another 15 studios this year, the ads target both newbies and veteran cyclists in the company’s biggest markets (New York, Los Angeles, San Francisco), where there’s almost always a trendy new fitness option.