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

The Product Podcast

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.

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Credits:
Host: Carlos Gonzalez de Villaumbrosia
Guest: Drew Lesicko