The cycling business wants to help you discover your happy place, your best self or whatever "it" you seek.
Can a room full of stationary bikes be a sanctuary for those who believe they will leave physically transformed? For SoulCycle members, the answer is yes. That's the message of the company's first national advertising campaign. Created by Laird + Partners, "Find It" includes a microsite, a two-minute hero film, 30-second spots starring instructors and OOH near studio locations. Each communicates that while SoulCycle motivates each person differently, the results are the same: toned, sculpted bodies and happy, peaceful spirits—basically money well spent.