SoulCycle Studio Stream
16297
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SoulCycle Studio Stream

Category
Branding, Digital, Product, Strategy, UX, Video, Web
About This Project

The Setup

When COVID-19 shut down the fitness industry, SoulCycle’s riders were quarantined at home, including the hardcore riders for whom the studio was a daily ritual. The studios were dark, not every rider owned the at-home bike, and the pack had nowhere to ride together. The business needed a pivot, fast.

What I Led

I led the design of Studio Stream. In under six weeks we went from idea to live: defining the offer, designing the find-buy-ride flow, and adapting one live player to three screens. Riders could watch directly through the website, on the EQX+ app, or on the at-home bike tablet. We kept the studio’s energy front and center: real instructors, real playlists, a clear Live badge and a schedule riders could plan their week around.

What We Delivered

A pay-per-view streaming offer, deliberately not subscription-based. It was built for riders who may or may not own the at-home bike and couldn’t get to a studio. The at-home bike was created for streaming rides on SoulCycle’s own hardware; Studio Stream met everyone else where they were. The launch carried the same zine-like energy across email, social and in-app, with torn paper, halftones and the Studio Stream lockup, and riders shared their living-room setups under #studiostream.

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