Listen: New York, Julie Rice, Elizabeth Cutler discussed on How I Built This
"Innovators entrepreneurs idealists and the stories behind the movements. They built. I'm guy Roz on the show today. How to women with no background fitness set up some stationary bikes. Dim the lights boosted the music and built a multi-million dollar business told soul cycle. Okay. So imagine going to an electronic dance show. Right. The music's throbbing the lights are flashing the DJ is twisting, the knobs on his computer. Everyone is moving to the music turning and swaying and sweating and oh, yeah. You are doing all of this on a stationary bicycle that basically is soul cycle and indoor cycling business that grew from one little studio in New York in two thousand six to nearly ninety today. And what is sold to a larger company about ten years after it started the founders walked away with ninety million dollars each. And if you haven't heard soul cycle. Well, it's one of those fitness companies that people get super excited about like if you have a friend who happens to be devoted be careful because once they get started they can go on and on about the celebrity style. Instructors the scented candles in the studio the merge, the music in that sense of loyalty of near tribal devotion is kind of the founders of soul cycle envisioned when they set up to build it, Julie rice and Elizabeth Cutler met in New York in two thousand five at the time. Julie was working as a talent agent. And Elizabeth was doing acupuncture and real estate on the side they were both in their thirties and both of them married with young children at home, but they also hungry. The start something new in their lives. Here's elizabeth. After our second daughter was born I started to really have the strong entrepreneurial urge, and I I really wanted to dig into something. And I kept on thinking about the the struggles that I'd gone through and having the kids and how much way to gain and how difficult it was for me to lose it. And and I joined gyms I went everywhere, I begged friends of mine who belong to other gyms to take me as their guests. So I could try the classes I really wanted to find my class, and it couldn't find it was what was wrong with them for me. What was going on in there? It just wasn't inspiring people play the same playlist over and over. They would phone it in it was super boring. It was I remember somebody yelling at me pretend. There's an eight hundred pound gorilla on your chest. And I thought I self are you really getting me right now test last music. They'll look themselves in the mirror on my God it. Yeah. You know, bright lights and bad, smells and people walking in and out of class. Exactly. So Julie, I guess you kinda found yourself in kind of a similar situation as you'd move to New York from from California, I guess in two thousand and two what was going on in your life at the time when you guys met while I I really missed what I had had in Los Angeles in terms of an exercise community exercise for me. It was social it was a huge part of the way that I connected with people. It was a big part of the way that I spent my time on being with my friends, we will go hiking. I can think about some of the most important moments that we had together having really deep talks going up a mountain, and then solving the problems coming down the other side of that mountain, and I got to New York, and all I can really find were gym classes and boot camps where you were definitely gonna burn some calories, but not get much more out of it than that. And Julie when you you were a talent agent at this time before blonde before you meet Elizabeth do you remember starting to think, I think I gonna start a business? I definitely didn't think. Oh, I wanna start a business. But what I did think was in Los Angeles. There was some boutique fitness that was starting to happen in New York, nothing like that existed. And I had been I had taken some indoor cycling classes in Los Angeles. And I had been a really actually loved it. And I had found a community in a small studio there, and because I had been in a business where you know, I build businesses out of people.."