While SXSW’s music festival is far from the typical venue for a SoulCycle class, the brand recognized a unique opportunity to engage potential new audience groups through a Spotify partnership.
Gabby Cohen, Vice President of SoulCycle said, “the more we can get people to try SoulCycle in a way they haven’t before, it helps our brand.” SoulCycle instructors design playlists using Spotify for classes, so it felt like a natural fit for the brand. With so much innovation and momentum within the fitness industry, combined with fitness being one of the biggest categories for Spotify, it was an opportunity to host an out of the ordinary experience for SXSW attendees. Classes were held at The Spotify House each day as a pop-up experience with live DJ sets. Executing the partnership at SXSW connected the dots between the passion for music the festival produces and the need for music that inspires SoulCycle classes.