SoulCycle Looks to Sell its Soul
…tes, and patrons can pay upwards of $70 per class in order to get priority booking. “Ultimately, this is what brand religion is all about: stoking emotion with a combination of scarcity and urgency,” writes Virgin executive Ron Faris, covering SoulCycle for the Harvard Business Review. “It’s irrational commerce at its finest.” In some ways, SoulCycle looks like a prosperity gospel church for secular coastal elites. Preachers in the prosperity gosp…
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