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PARTNERING WITH COBUILDERS
Choosing Collaborators Who Fit You Best
“Best blind date ever!”
That’s how SoulCycle cobuilder Julie Rice described her initial meeting over lunch with Elizabeth Cutler.1 The women were looking for an innovative alternative to indoor fitness clubs—where members could mix social networking and fun while pedaling off calories. Rice explained the genesis of their concept and partnership: “[Elizabeth and I] talked about creating an entirely new exercise concept, a fitness ‘experience’ designed to be physically challenging, emotionally uplifting, and spiritually inspiring. And more than anything, we wanted to make it fun. We talked about chic design, cool branding, and a departure from all things people found frustrating ...
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