{"id":114108,"date":"2020-03-10T13:28:55","date_gmt":"2020-03-10T17:28:55","guid":{"rendered":"https:\/\/www.borndigital.com\/?p=114108"},"modified":"2020-03-10T13:28:56","modified_gmt":"2020-03-10T17:28:56","slug":"soulcycle-debuts-digital-on-demand-exercise-bike","status":"publish","type":"magazine","link":"https:\/\/brainstation.io\/magazine\/soulcycle-debuts-digital-on-demand-exercise-bike","title":{"rendered":"SoulCycle Debuts Digital On-Demand Exercise Bike"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Need to Know<\/strong><\/h3>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>SoulCycle is launching an at-home bike with streaming and on-demand classes as a competitor to the Peloton bike and a new entrant in the competitive smart home gym space.<\/li><li>SoulCycle\u2019s bike will be $2,500, while Peloton\u2019s basic bike package comes in at around $2,950.<\/li><li>SoulCycle will look to top Peloton&#8217;s 93% retention rate and community of 2 million cyclists.<\/li><li>In order to access classes, users will have to subscribe to Variis for $40 per month. <\/li><li>Self-improvement was the #1 app category in 2019.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Analysis<\/strong><\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>Spin class brand SoulCycle is launching a smart, at-home bike with on-demand classes this month. In order to compete with cult-favorite Peloton, SoulCycle is throwing down the gauntlet in the battle for smart home gyms.<\/p>\n\n\n\n<p>While the SoulCycle bike is $450 cheaper than Peloton\u2019s basic package, it also comes with less equipment. Peloton\u2019s starter pack includes shoes, a floor mat, a heart rate monitor, and headphones, while SoulCycle only includes cleats for cycling shoes.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1024\" height=\"701\" src=\"https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-Digital-Magazine-1024x701.jpg\" alt=\"\" class=\"wp-image-114107\" srcset=\"https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-Digital-Magazine-1024x701.jpg 1024w, https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-Digital-Magazine-300x205.jpg 300w, https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-Digital-Magazine-768x526.jpg 768w, https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-Digital-Magazine.jpg 1460w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Users of the new SoulCycle bike will also be committing to the class-streaming Variis app for a year ($40\/month) but will have access to all the classes from SoulCycle\u2019s parent company Equinox Group, including Equinox, Pure Yoga, Precision Run, and HeadStrong.\u00a0<\/p>\n\n\n\n<p>SoulCycle is following the trend of other companies like Tonal (for weightlifting), Mirror (for cardio exercises), and FightCamp (for boxing) by expanding into the smart gym market with this <a href=\"https:\/\/www.theverge.com\/2019\/8\/7\/20758818\/equinox-connected-fitness-machines-soulcycle-bike-treadmill-peloton-streaming-workout\">new bike.<\/a> Equinox has also teased a smart treadmill to be released later this year. <\/p>\n\n\n\n<p>SoulCycle isn\u2019t looking for these at-home bikes to replace its studios, but to complement them.<\/p>\n\n\n\n<p>\u201cOur members like to be in a physical space, they love to be in our clubs,\u201d said Jason LaRose, CEO of Equinox Media. \u201cDigital becomes an \u2018and\u2019 answer for them and not an \u2018or\u2019 answer &#8230; It\u2019s really the intersection of digital and physical that makes this a very different concept to begin with.\u201d<\/p>\n\n\n\n<p>SoulCycle launches its bike soon after a Peloton competitor, Flywheel, lost a patent infringement lawsuit to Peloton and was forced to discontinue their at-home spin bike.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1024\" height=\"701\" src=\"https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-2-Digital-Magazine-1024x701.jpg\" alt=\"\" class=\"wp-image-114106\" srcset=\"https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-2-Digital-Magazine-1024x701.jpg 1024w, https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-2-Digital-Magazine-300x205.jpg 300w, https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-2-Digital-Magazine-768x526.jpg 768w, https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/03\/13095001\/Variis-App-2-Digital-Magazine.jpg 1460w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Need to Know SoulCycle is launching an at-home bike with streaming and on-demand classes as a competitor to the Peloton bike and a new entrant in the competitive smart home gym space. SoulCycle\u2019s bike will be $2,500, while Peloton\u2019s basic bike package comes in at around $2,950. SoulCycle will look to top Peloton&#8217;s 93% retention [&hellip;]<\/p>\n","protected":false},"author":76315,"featured_media":114105,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,3414],"tags":[3521],"magazine-region":[],"magazine-series":[],"magazine-topic":[],"class_list":["post-114108","magazine","type-magazine","status-publish","has-post-thumbnail","hentry","category-News","category-technology-News","tag-soulcycle"],"acf":[],"_links":{"self":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/114108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine"}],"about":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/types\/magazine"}],"author":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/users\/76315"}],"version-history":[{"count":0,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/114108\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media\/114105"}],"wp:attachment":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media?parent=114108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/categories?post=114108"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/tags?post=114108"},{"taxonomy":"magazine-region","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-region?post=114108"},{"taxonomy":"magazine-series","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-series?post=114108"},{"taxonomy":"magazine-topic","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-topic?post=114108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}