How SoulCycle’s Co-Founders Turned a Grueling Workout Into a Spiritual Empire

Adweek’s 2015 Brand Genius winner for fitness

Elizabeth Cutler and Julie Rice have much in common. Both are New Yorkers and young, driven professionals for whom career and exercise are important. Ten years ago, over lunch, they discovered another thing they had in common: They both disliked all the gyms in New York.