Boutique indoor-cycling brand Flywheel is catching up to SoulCycle, its main competitor and king of the growing spin-class kingdom.
Flywheel’s following tends to be a bit less manic than the SoulCycle cult. A recent marketing and branding overhaul—including accentuating their instructors personalities and personalizing their tech—has Flywheel closing in on the stationary biking giant, Business Insider reports.
Flywheel is also in serious expansion mode, recently launching its 36th studio, with plans to open 20 more by the end of the year. The company also tries to brand itself as more inclusive than SoulCycle.
”We have created a very kind of supportive and encouraging community of people," founder Ruth Zukerman says in a clear dig at its upscale counterpart, "where it’s not about who’s prettier or who has more jewelry or who has the better workout outfit.” [BI]
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