Our Purpose: SoulCycle, an indoor cycling club with 85 locations in the US and a massive cult following, had recently opened its first Canadian club in Toronto. To build its presence further in the Canadian market, SoulCycle engaged Brix as its influencer relations agency to help raise awareness around its first studio opening in Vancouver. The goal was to deliver a memorable on-brand in- studio experience for media and influencers upon opening and maintain momentum in following months by booking a minimum of 3-4 corporate/influencer rides per week to expose new riders to the Soul experience
Our Approach: A few days prior to its on-site media and press class, influencers were invited to get “ride ready” with complimentary manicures at the Ten Spot, a nail salon just a few doors down. This gave the studio manager and local instructors, many of whom were new to the market, a chance to network with the fitness and lifestyle influencers. Attendees were gifted branded gear for the ride along with an “after care” package that included coveted wellness products by local brand partners. On the day of the press ride, Brix partnered with Blo Blow Dry, to offer a braid-bar in the studio. Fresh poke snacks and juice by The Juice Truck was served upon completion and Sage wellness sponsored a locker room takeover to ensure the cool down was luxurious and fresh. Photographer Brit Gill was on site taking professional photos throughout the ride, which were promptly sent to influencers to encourage social posting.
Our Impact: A total of 51 media and influencers attended the kick o ride. Within three months, the activations and influencer partnerships reached a total social audience upwards of 3.5M with 142 user generated posts on Instagram alone. Brix exceeded goal on booking weekly corporate /influencer rides coordinating an average of 6-7 per week, resulting in 729 new riders coming through the studio’s doors in less than three months. The brand’s influencer ambassador program remains active and continues to build awareness in the local market.