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Source: 30dB.com – @SoulCycle
And if its numbers are anything to go by, it might be right. SoulCycle, founded in 2006, has seen an upsurge in popularity this past year, with 20,000 people riding at its studios every week. Enthusiasts keep coming back, and it’s not due to low prices. A single class costs almost $40, and guaranteed classes go for $60 bucks each. It might be due to the celebrity endorsements. Chelsea Clinton, Katie Holmes and Lady Gaga are all fans. Or, as a Vanity Fair article once suggested, it could be because in our world of instant gratification, SoulCycle offers actual scarcity. To attend a class, you have to sign up in advance, and if you don’t get in, all that can be done is hope that someone cancels. If creating a sense of artificial demand is the goal, SoulCycle succeeds. Despite the prices and the exclusivity of its business strategy, Social gives SoulCycle 79 percent positive sentiment online. –Hugo Guzman
Republished from 30dB