SoulCycle, a fitness brand, boasts 38 locations that serve spinning classes to over 50,000 riders per week.
The brand is enjoying big success with its social media strategy, which has turned class instructors into brand ambassadors and mini-celebrities on social media.
On social media, SoulCycle's instructors are followed by customers who look up to them like inspirational life coaches. This has proven to be a great way to build brand loyalty. Instructors use their personal social accounts to provide updates on classes, schedules, post inspirational fitness photos and get a little personal in order to build relationships with SoulCycle customers.
“Of course we help our instructors on social media,” Gabby Etrog Cohen, vice president of public relations and brand strategy at SoulCycle, told Digiday. “We don’t want to create transactional relationships. People want to get to know them.”
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