SoulCycle VP of Product on Leveraging AI to Craft Unforgettable Digital & In-Person Experiences | Drew Lesicko | E246

In this episode, Carlos Gonzalez de Villaumbrosia interviews Drew Lesicko, Vice President of Product and Technology at SoulCycle.

SoulCycle, founded in 2006, is a pioneer in boutique fitness known for its passionate customer community. The company has successfully blended physical and digital experiences, particularly during the COVID-19 pandemic when it launched its At-Home Bike.

Drew oversees the full digital journey of SoulCycle customers and all technology platforms for the company. He joined SoulCycle in 2018 and played a crucial role in launching the At-Home Bike at the beginning of the pandemic, which helped sustain the business when physical studios had to close.

What you'll learn:

• Drew's approach to balancing physical and digital experiences in fitness.

• SoulCycle's adaptation during the pandemic, the strategy for blending physical and digital experiences, and the future of connected fitness technology.

• How SoulCycle has built such a strong customer community and how they're using data and AI to personalize each rider's fitness journey.

• The future of connected fitness technology and SoulCycle's positioning in this evolving landscape.

Key Takeaways👇:

Blending Physical and Digital

Drew emphasizes the importance of making digital experiences additive to the in-studio experience, rather than replacing it.

Data-Driven Personalization

He highlights how SoulCycle uses data on instructor styles, music, and user preferences to create hyper-personalized recommendations for riders.

Adapting Business Models

Drew shares insights on how SoulCycle evolved its business model, including the introduction of subscription plans and the At-Home Bike.

Customer Retention Strategies

He discusses the importance of the first five rides in customer retention and how SoulCycle focuses on guiding new riders through this crucial period.

AI in Fitness

Drew outlines how SoulCycle is leveraging AI to enhance customer experiences, from personalized class recommendations to improved customer service.

Credits:

Host: Carlos Gonzalez de Villaumbrosia
Guest: Drew Lesicko

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