YouSaid · the spoken record

Julie Rice

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109
first
2019-06-03
most recent
2019-06-03
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1
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podcast

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  1. “And a good way to find out what's going on with me is either at my Instagram, which is at julie rice underscore, or Elizabeth and I have a great Instagram, which is at soul founders.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  2. “Definitely. So you can always find out what's going on in this space on our Instagram. Is that right, Joel? Where are you? The best way to find out about stuff in this space. It's very hard to get domain name. All right, there we go.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  3. “I don't think so. I'm so happy I got a chance to talk to you. And thank you so much for coming. I know that people were so excited to have you in this space, so it's awesome to have you here.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  4. “I have a whole situation. I have my heels in a bag and I wear my sneakers up in full hair, makeup, outfit. I make it to the top, I blot, I put my heels on, and I walk out like nothing happens. But yes, so elevators are not my thing. And so if I was going to put a billboard up, I think that it would say there is no elevator to success, you have to take the stairs.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  5. “Yes, I am a terrible claustrophobic and ready for this. I live in New York City. I do not take elevators. Like, do not never, don't take elevators. Have gone to weddings, black tie weddings at the rainbow room 71 flights.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  6. “I'm personally terrified watching my 13 year old and the way she interacts with her friends and their phones, they're all in the same room and yet they're all on their phones communicating. And so I am really obsessed with the fact that people are lonely and people are unhappy. And how are we giving people skills to be happier? And how are we giving them places to find those connections? And so, you know, a place like this, when I think about it, it's really a new version of a community center, you know, a place where we can go and especially in an economy where so many of us are now have the luxury of having our own company working by ourselves in our apartment. That all sounds great until the day that you wake up and think I could really use somebody else around me to help me get inspired. And so really thinking about how people connect and what kind of tools we need to give them so that they can connect.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  7. “It's funny to talk about opportunity cost because for the longest time I really thought you could just do everything. And I'm starting to understand that there are only a certain amount of hours in the day. But I will say that while sitting here in the middle of Made by We is really interesting because I think that it's definitely a good example of something that I'm thinking a lot about these days, which is how are people connecting in a world where people spend most of their time?”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  8. “I definitely give people a lot of people that Helen and Harville book that I was talking about getting the love you want. Something else that we did a lot of reading at Soul Cycle is setting the table by Danny Meyer just for, you know, we also ran an incredibly interesting hospitality school for our people that worked in the front of house and not in those rooms. We're all big fans of the Tony Shea book Delivering Happiness. And I think those were some of our favorites.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  9. “Think about what people are reading in there. The curriculum is actually wide, and that's the other thing also because we've created it to look more like a framework. And we also like to use the expression sort of freedom within framework. So we are allowing people to, although they are creating within that framework, to really, you know, find their own voice, to find their own music. And that's also why I think that our writers gravitate to different instructors, because somebody that's moving me might not be the same person that moves you. And yet we've kind of created this shell of an experience that's almost like a Mad Lib, right? Where they learn sort of this outline, this technique, and then they can take it and fill in their own content.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  10. “Teaching those instructors to deliver messages of positivity to really read a lot of different, I'm sure so many of the books that are on your list or books that we're giving them in those classes.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  11. “You know, there are quite a few. There's several parts of it, and I think the main part of it is Allowing people to have a place to be vulnerable, to come and express their own vulnerabilities as well as to talk about things that they're thinking about, their own vulnerabilities, and then to empower people to really deliver messages to people that allow them to, you know, as they are wearing down physically, as the music is playing, as they are this close to somebody else who's moving with them, we are teaching them to deliver messages that allow people to believe that they're enough, that they can be more than they thought that they can be, that they could achieve more than they thought that they could achieve, that people are rooting for them, that are hoping for them. And I think that there is something about the empowerment that people get in that room when they are inhabiting their physical bodies in a way that feels strong.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  12. “To go through together because although people aren't speaking and aren't communicating, they are all experiencing a journey together. And so it's a really interesting way in a world where people have almost forgotten how to communicate with each other because of phones and digital isolation to allow people to participate in something where they really do feel closer and connected to each other at the end.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  13. “Physical experience and also creativity and putting them together is you really provide something for people in a room that allows them to access many different parts of themselves that I think people don't often get to access. And I do think that there is something about that and about creating sort of that moment. We've created the class sort of in five stages. I mean, there's almost five stages that we break it down into, which is, you know, we warm people up. We pop the party. We break them down. We give them a soulful moment and we send them home like heroes. And that physical arc with music matching at all that I think really provides people with a lot of what they need to get today in the world. And I think it's also a really interesting journey for people.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  14. “I was thinking about soul cycle a little bit, and I was thinking kind of about what made the experience special, and I was thinking about if we would talk about that a little bit, just sort of about the construction of what that experience is like in the room. And I think that's kind of an interesting one. I think that we've really crafted the experience in that room to be a lot of the things that I think people really need today. And what we've done is we've really taken, you know, we've created an eight-week training program for our instructors and what we teach in those three things is we teach them, you know, we teach them how to be spiritual and emotional leaders. We teach them how to be physical fitness instructors so they can give people what they need for their bodies. And we also teach them how to be DJs and how to create music like artists. And what I think is really interesting about taking those three different tracks of, you know, psychology.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  15. “Well, I have to say, you know, I did do some research while I was getting ready for the interview and I was really, you know, I listened to a lot of very impressive people on your podcast and I was really thinking to myself like I haven't written a book. I don't really have a method for anything. So I was really hoping that you wouldn't ask me for some sort of dissertation on something. I was thinking a lot a couple things that I was thinking about were just, you know”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  16. “Spencer and I try to keep our phones in the drawer until the following morning. My daughter, you know, would obviously die without getting back on Snapchat by about 9 o'clock. So we allow her to do that. And there are no rules, really. And the crazy thing is, you know, it's just, again, it's always intimate. It always feels like a safe space. It always feels like people can share what really happened to them that week, you know, how they're really feeling about themselves, their triumphs, their tragedies. It just feels like there's like no bullshit at the table. You know, people are really, for all the times during the week that you had to go out and pretend it was great or that you were killing it at work or that I loved you at school today or whatever it is. It just feels like it's a really kind of, you know, we all go, you know, we go.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  17. “I try to buy a lot of really good desserts, you know, everything from Levaine Bakery to baked by Melissa on down to lure my kids to stick around the table for a certain amount of time.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  18. “No, we say, you know, we say we like candles and we do say two prayers in Hebrew. It's what we do. My husband has recently started playing the guitar and he's mastering some guitar songs. And so we usually, we try to have some music. He's getting pretty good. Our kids are usually super embarrassed if they have friends over their dad's playing guitar and their mom singing and laughing. So it's a really big hit.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  19. “Says, like, it's cool till tomorrow. The world's gonna wait for you. There's something about that ritual for me that's really one of the times that I look forward to most in the week.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  20. “I wouldn't say that we're religious, but we started to have Shabbat, and we have very few requirements of our children, but one requirement is that everybody is home for that evening. Our daughter, who was five months old when we started soul cycles, she's now 13, and our rule for her, she can have as many friends as she wants, but she has to be there. And we light our candles at 6.30. And there's something about the time that it takes those candles to burn that for me who cannot meditate. Being with people that I love and there's always plenty of people at our table, it's friends or family and it's always fantastic and there is just something about the time that it takes those candles to burn and not having phones and having a different kind of conversation with each other and just it's almost like I've given myself permission for the evening to shut down. And whatever that is inside of me that has whenever the minute we light the candles.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  21. “Me, it's always fun to find out something new that you don't know about somebody that you think you know really well. So I looked at my friend Julie and I said, really? I said, you like celebrate Shabbat on Friday night? And she said, yeah, you know, I'm out a couple nights of the week listening to music. And I find that, you know, because I'm so busy, it's a lot of integrity for our family. You know, we all have to be at the dinner table at 6.30 on Friday night and we put our phones away and we light candles and we don't take out our phones till the next morning. And it's the one thing that we do in our house that really reframes our time together. And I thought, wow, she's clearly more important than I am and she makes this happen. So like I could definitely fit Shabad in. And we started to have Shabbat. And here's the interesting thing. You know, we're not religious people. I would say that we're spiritual just in the way that we believe that the way that you are in the world is the way that you feel in the world. And I think that we believe in something bigger and that we're all connected in some way.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  22. “It's because I'm in a state of anxiety or distress. And I think having somebody like that by your side that can check you like that. Again, in a way that's loving, not in a way that's like that, I think that really helps to bring the situation down. And I will tell you one other amazing thing that we do in our house that has really helped to kind of reframe the way that we live. So we started to celebrate Shabbat about five years ago. I was out one day with a friend of mine who is like a super successful music executive. She's like definitely one of my main girl crushes. You know, she's like a total boss and a real power broker and we were having a business lunch one day and at the end of the lunch she said to me, you know, I have to duck out a few minutes early. I have to go pick up a hala for Shabbat Ahala for people who don't celebrate Shabbat is the braided bread that we eat on Shabbat, right? And, you know, one thing that, you know, my business partner, Elizabeth, loves, she always says.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  23. “I thought to myself, you know, I know he wants to help me because he is like the biggest supporter of my whole entire life. And I'm sure that he, and I know that he spent a lot of time thinking about this because he sent me emails that I asked him to think about this. And then I thought for a second about my own anxiety and where I was going with it because I thought, you know, oh, I have something else to do at 11 and is he going to help me at 1030? And it was my own crazy person in there thinking like, you need to help me right now. That was like my own person. But he does not get worked up like that. And so he said to me, like, do you want to ask me differently? Because you asked me the same way yesterday. And I don't think. And the thing was, that was just my own check. And most of the times that I, you know, am communicating badly with him, with my children.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  24. “Just this morning, we were preparing for this interview. And I said to him, Are you going to help me with the questions for Tim Ferris And he said to me, you know, I didn't want to say this to you yesterday. But you said that to me the same way yesterday. And you were asking it to me in a way that obviously you're very anxious. And, you know, of course I want to help you. But would you like to ask that in a different way? And”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  25. “In the best way possible. What does that look like? It looks like the threshold of my house, I have a partner that if I'm stressed out sort of demands me to communicate about it and sort of get rid of it. We have a lot of respect for each other and he usually finds a way to figure out what it is that can bring me down from that. I will say that being in a relationship like that with somebody who is not an anxious person who is able to kind of de-escalate your own anxiety is kind of fantastic.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  26. “I will honestly say that the number one thing that keeps me from buckling under is that I have a really awesome marriage. I know that that sounds funny, or maybe not, but I have chosen a partner who actually is really amazing at communicating with me during times of anxiety and actually has sort of created an atmosphere in our home that is not super tolerant of my anxiety in the best way possible.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  27. “Seconds, and you basically take one breath in and one breath out, but this guy tells you why you're interrupting patterns while you do that, because you're focusing on your breath, and he claims that in those 16 seconds you have interrupted your thought patterns enough that you have broken the cycle of anxiety, and I choose to believe it.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  28. “So I'm not really good at sitting still. That's not my specialty. I've definitely tried meditation in many different forms with many very talented people and many trusted friends have referred me to many places that I'm sure are the right places to be meditating and I have never found it yet in my being to meditate. I think that's why soul cycle continues to be such a huge part of my life just because there is something in that room for me that is really meditative and to the point of coping skills it's still something that's in my daily practice almost you know at least a couple times a week but for me I have a friend who started a meditation studio in Los Angeles and sent me a million ways to get onto her app and her stuff and there is one meditation that I have found that is called 16 seconds to come and it's 16”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  29. “Yeah, it was like by week number four, people were just like, we were just, they just thought we were totally inept. Wow. And that's actually how our app was born, to divert people from our fancy new website that never actually got working. I mean, it works now, but it took us quite a while. I mean, we were able to build an app better than we were able to fix that site”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  30. “One week of signups went by. Four weeks of signups went by six weeks of sign-ups went by. Talk about using up your goodwill. You know, the first few weeks people gave us the benefit of the doubt. We had great customer service teams. People showed up. They gave people hugs. They gave people free classes.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  31. “And then what's going to be the big reveal, our big fancy new website? And I don't know. I mean, they gave us a new, you know, a new CTO that was checking all the hardware and software and all the things that we were launching, but somehow we flipped on the switch that day and flipped off the other website. And it was great because eight people could book the same bike in the same class at the same time.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  32. “I would say the worst amount of money we ever spent was scrappy entrepreneurs, no funding. Elizabeth worked on all of our technology with a web developer in Long Island. You know, they built everything as it came up. So first we built it for one studio and then we built it for 10 studios and then we wanted to have e-com and until we built this thing that was basically like building a million extensions onto a foundation of a house that couldn't handle it and so we needed to rebuild our website and so we were psyched I mean we had a million dollars to spend and we were going to hire the pros and that's what we did we went out and we hired a big fancy agency and we worked on you know articulating our vision and our brand and we spent six months explaining to somebody else what we already knew which was you know our brand and our experience and the user experience and things that were kind of already working on that website”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  33. “And now all of our regulars are irate because they actually don't give a shit if they have to pay for class. They just want to be on the bike. They want to be on with the instructor at the time that they want to be on. And now what we have is hundreds of pissed off customers who cannot get into a Saturday class at Soul Cycle and hundreds of people that may or may not actually show up but just signed up for a free class because I put it in timeout. And that was our first customer appreciation day. So that was a great learning exercise.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  34. “Yes, and we built some of those. Another fantastic memory was our first customer appreciation day. This is really one of my favorite. I can talk about a study in human behavior. So we decided after about a year, we really wanted to thank the people that had helped us build business. And so what we were going to do was an entire day of free classes on Saturday, starting 7 o'clock in the morning, all day long. We were so excited about it. I mean, for us, giving up a Saturday of revenue was huge. I mean, Saturday was our biggest day. We had four of those a month. I mean, we were still living by skin of our teeth. We were still going, you know. So we decided we were going to let everybody just call the studio rather than use the reservation system and sign up for free. We were going to do big bowls of fruit and free drinks and juice sponsorships and all this great stuff. Cut to, we open up the phone lines and of course a million people that don't ever come to Soul Cycle sign up for the free class.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  35. “You know, I find that if you can befriend local neighborhood law enforcers, sometimes they will soundproof, they will come and do the sound checks for your studio later in the evening when their may or may not be actual classes going on.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  36. “Well, there are definitely a few. I mean, we definitely made a lot of mistakes along the way. Neither of us had ever been entrepreneurs before, and there were small mistakes, and there were definitely bigger mistakes. You know, Elizabeth always likes to”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  37. “We had a pretty good business. I mean, the businesses were making money, and we could have expanded in a slower way, but we thought to ourselves that we would take a strategic partner rather than just taking money, and they would be able to help us grow 30, 10, 15, 20, 30 studios at a time rather than, let's say, five or six or seven a year.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  38. “Easier for us to think about getting space after we started to, well, okay, so now let's talk about when we actually did take money because there did come a point after about four years where we took money, we had eight studios. And it's interesting our decision to take money was not so much about the money itself, but again, we really loved what we were doing. We could really see how soul cycle was changing neighborhoods and it was changing communities and it was changing the way that people felt about themselves and about other people. And we wanted to win. You know, we had a first mover advantage and we were starting to see copycats coming to the landscape and we were introduced to equinox to Harvey Spivak, who's the CEO of Equinox. And we started to get to know him. And, you know, the money and the cash infusion seemed nice, although...”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  39. “Then 2008 happens Suddenly Cash is king. No, no. You know, it still was not easy, but 2008 happened and it definitely became...”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  40. “The market doesn't want us to grow. You know, it's 2007 and everybody wants a Chase Bank or a Duane Reed in their space. Two women with a business that is throwing off a bunch of cash still does not look that attractive.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  41. “Or whoever of whatever rides they were taken up there would be waiting outside. And it became, you know, that's when we knew we needed to grow. I'm no scientist.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  42. “And it really, what it did for us was it took our little upper west side business from being a local kind of great neighborhood business hundred people a day to all of a sudden becoming this sort of buzzworthy New York City on page six in the New York Times destination and we came back from that summer and what happened on Mondays at noon which is when our reservation system opens. So if you want to reserve a bike at Soul Cycle you go on Monday at noon if you have a specific thing that you'd like to reserve and you can sign up for your classes for the full week. And what happened for us when we came back that fall was that we started to crash servers at noon on Monday. The demand load became crazy. And all of a sudden we noticed a line of town cars up and down the street would always be parked outside for soul cycle classes. There was no Uber yet at the time. And what it was is that people were coming from all over now. Waiting in their drivers.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  43. “Will tell you that if they can go and take a class at the barn at Sol Cycle in the morning and then sort of hobnob in between classes, they barely need to go out at night anymore because that barn sees hundreds and hundreds of people between the hours of seven and 12 on a Saturday morning.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  44. “Experiential would be better than taking an ad. And we got a phone call one day, and somebody said, there's this great old potato barn, and there used to be some pole dancing class in there. And the pole dancing class was apparently going out of business, and now the space would be vacant if we wanted to create a cycling studio. And so we figured, you know, we could either spend $75,000 running a quarter-page ad in Hampton's magazine, or we could just run the studio and plan on making no money and just think of it as a marketing experiment. I mean, that's all we thought it was going to be was marketing dollars. And so we did. We went and we painted the barn and we rolled our bikes in there and we put a big yellow wheel on the wall and we flung open our doors and the barn became like a sensation. It really became, you know, we live in a little bit of soul cycle bubble, but it really is like, I mean, it's really the epicenter of Hampton's social life.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  45. “We realized pretty soon everybody was going to leave for the summer because that's what happens in New York right there. There's a mass exodus to different beaches and whether people are going to the Hamptons or the Jersey Shore or wherever they're going, there's nobody here on the weekends in the summer. And so I called Hampton's magazine to see what it would be to take an ad. I thought, oh, we'll just take an ad in the 4th of July publication. And they gave me a staggering quote. And I thought, well, we certainly don't have that much money. And the truth is, you know, what we did was experiential. You know, I could sit here and tell you how awesome it is to be on a bike and what it feels like in the music and the sweat and the instructors and the people and then you're sort of like you still can't really feel it because you know there's no music playing and we're not in the dark and what i found was the only real way to get people to come and to really experience it was to come and get them to take a class and so we comple a lot of classes we'd tell people if they didn't like it they should pay if they didn't like it i'd give them their money back but i realized that doing something”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  46. “Well, that was always the philosophy, right? I mean, we always knew, and again, this was part of, it kind of all worked together, right? Because we created a paper class model, it had to be great every time or else nobody had to come back. And what we used to say was like, it can't just be good. Like this cannot be a utility. Like this needs to be so good that people are talking about it when they're out with their friends on Saturday night for dinner and they are wanting, you know, you want the credit for finding the coolest, greatest thing that's going to make your friend feel the best and you're going to bring that person. And so the saying in the halls of soul cycle would be like, we do not create users. We create evangelists. You know, and our evangelists were spreading the gospel for us. And that's really was our marketing. I will answer your question about Bridgehampton. We were doing very well and we had become this little upper west side destination and the studio was bustling and we were selling our classes really well.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  47. “In it in a different kind of way, and there was a lot of freedom to that. And the great news for us was that our business model was great. I mean, we kept throwing more and more bikes in that room, and it was teeny little place. I mean, 1,200 square feet, we ended up, we had 40-something bikes in there, $27 a bike, going eight times a day. You know, we were able to sort of create our first four or five, six studios, you know, taking from Peter, giving to Paul, selling to Mary. You know, it was like, it was pretty great. I mean, we were really able to finance one with the other. And because we were not taking money out of the business, because we really were that disciplined, we were taking everything that we made and we were putting it back into the business and we were growing organically. And again, to the same point of noticing the Starbucks was missing from my life and taking the taxis, we were having a great time. And it really didn't feel like we were suffering.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  48. “But all that being said, it really was interesting because when I think about the way that we thought about that first studio and I think about that napkin that we wrote our 100 riders on, I think about starting a business and I think about this for a lot of young entrepreneurs and there is so much low-hanging fruit in the beginning. I mean, we really thought about building that first studio rider by rider. And, you know, people will say to me, did you do everything soul cycle was going to be such a big deal? Did you ever think this was going to happen? And what I always thought to myself was I just knew that I needed to get 100 people there. And that was not going to be a problem for me because if I had to go and walk up and down the streets of Manhattan and call all of my friends and get people on those bikes, like 100 people are coming today. And that was what I thought about it. And I think that that really forced us to have a different kind of discipline than if we had had crazy investment and marketing dollars. And it just shaped who we were in the way that we understood our customer because we were.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  49. “But we were so happy to see you that we would do anything. I mean, I would watch your dog, I'd feed your parking meter, I'd let your kids sit there and play a video game. Like it didn't matter. We needed you to like your experience because we had zero money for marketing. And at the time, trying to convince somebody to come to the back lobby of an office building actually that was a mortuary. To do that, to convince you to pay $27, to click into a bike, to be in a dark room for 45 minutes. I mean, if we could get you there, like, you have to come back. There was nothing we weren't doing to get you to come back.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT

  50. “And not having money in the beginning, I also think really informed the way that we marketed. You know, we had no marketing dollars. I mean, zero up until 10 years into the business, we didn't spend any money on advertising. And I think what it really did was it really forced us to be incredibly disciplined and incredibly scrappy and really be a part of the communities that we were trying to create. You know, we would be out there, you know, at the mouth of Central Park handing out flyers in the bike loop. I'd be pushing my stroller up and down Broadway, trying to get doormen to let me into mailroom buildings so that I could leave flyers. You know, if you could actually find our studio, which by the way was in the rear lobby of a building with no sign on the outside of it. We forgot to talk about that. We'll get to that in the epic failures.”

    2019-06-03 · The Tim Ferriss Show · #372: Julie Rice — Co-Founding SoulCycle, Taming Anxiety, and Mastering Difficult Conversations · IDENTIFIED FROM THE TRANSCRIPT