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SoulCycle

Collis, David J. ; Van Den Steen, Eric ; Hartman, Ashley

Reference: HBS-717454-E
Number of pages: 23
Publication Date: Jan 12, 2017
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Fitness;Health care services;Sports

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Description

Co-founders Julie Rice and Elizabeth Cutler have grown SoulCycle from a business idea in 2006 to a major presence among urban boutique fitness studios in 2015. In March 2015, fitness company Equinox approaches them with an offer to buy them out. Evaluating the offer requires an assessment of market or industry attractiveness and of SoulCycle's (potential) competitive advantage.

Keywords

Competitive advantage Competitive Strategy Corporate strategy Expansion Market segmentation Strategy