Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/122387
r e t a i l i N g t o d a y on a roll soulcycle is opening more of its indoor-exercise cycling centers N By Elizabeth Scott ow that SoulCyCle haS its cli- ents devotedly puffing and sweating in California, Connecticut and New york, the chain plans to lean on majority owner equinox Fitness Clubs' strength to roll its high-intensity indoor-cycling workouts 122 SCt / m a y 2 0 1 3 to many places besides. a SoulCycle session, which relies on creating an atmosphere that is equal parts mental and physical, adds hand weights and core-strengthening exercises to the cycling work as trainers shout instruction and inspiration to their hard-pedaling charges over lots of mood-lifting music. Balancing this energy is the fact that these sessions are held in semidarkness, lit by grapefruit-scented candles, which also happen to be available for purchase — at $42 apiece. "we're really putting the joy back in exercise," said Gabby etrog Cohen, a spokeswoman for the company, which uses the word "studios" for its gyms. "each studio is its own community: the riders get to know each other, the teachers and the staff. we all take care of each other, and that's what's so unique about the brand." that may be so, but the clients must first take care of themselves — by securing a session. and this, it seems, is not as easy as it may sound, because at present, demand far exceeds supply. every Monday at about noon, SoulCycle account holders wait anxiously on the chain's website, continually refreshing their browsers until the week's classes are finally posted, then rush to register before all the sessions are filled — which often happens in mere minutes — and to choose their favorite bike in the room. unsuccessful patrons are placed on a waiting list, and many of the most desperate even take to the chain's Facebook and twitter pages to plead with the "SoulFairy" for an opening. SoulCycle was launched in New