SoulCycle — Team Challenges
Category
Digital, Product, Social Media, Strategy, UX, WebAbout This Project
The Setup
SoulCycle runs on teamwork and community — that’s the essence of what happens in the studio. But the digital experience was built around the individual rider. Team Challenges was created to close that gap: for the first time, riders could form teams and complete a challenge together, working toward individual and team goals along the way.
What I Led
As Head of Product Design at SoulCycle, I led the design of Team Challenges — and its first challenge, SoulCup — bringing the group energy of the studio into the app.
What We Delivered
SoulCup, our first group challenge. Riders join one team with up to 10 teammates, pursue individual and team goals together, and share team schedules and bookmarks. It launched in the iOS app. And by design, there are no comparisons — just a celebration of a common goal.
Product Design Principles
Two principles governed the work: invoke inspiration, joy, and community — and deep personalization. A challenge that ranks riders against each other would have betrayed the brand; a challenge that celebrates a shared goal, shaped to each rider, is the brand.
