Hellooo mood-lit boardrooms: SoulCycle co-founder is WeWork’s new brand officer

SoulCycle co-founder Julie Rice just fired up that motivational dance mix, and she’s spinnin’ on over to WeWork as their chief brand officer. After leaving SoulCycle in 2016, Rice will focus on promoting community at the office-leasing powerhouse, an initiative she’s been super effective at in the past. Sounds like a match made in heaven […]


November 21, 2017

SoulCycle co-founder Julie Rice just fired up that motivational dance mix, and she’s spinnin’ on over to WeWork as their chief brand officer.

After leaving SoulCycle in 2016, Rice will focus on promoting community at the office-leasing powerhouse, an initiative she’s been super effective at in the past.

Sounds like a match made in heaven

SoulCycle lives and dies by the connection they have with their members — a philosophy that Rice helped build using things like limited edition merch, inspirational instructors, and locker rooms with amenities straight out of a 5-star hotel. 

Now self-proclaimed corporate culture guru WeWork is looking for some of that sweat and soul to rub off on them.

This is a big get for WeWork

WeWork made some big moves this year in hopes of evolving past their signature shared-coworking spaces, recently investing in a coding academy, a wave-pool startup, and an in-house, private elementary school for entrepreneurial kids.

Rice will be heavily involved in these ventures along with her main focus: WeWork’s apartment project called WeLive, designed to help reacquaint urban areas with their lost sense of community in place of the “taverns, cafes and open spaces.”

In other words, prepare for apartment lobbies with really nice scented lotions.

Daily briefings, straight to your inbox

Business and tech news in 5 minutes or less

Join over 1 million people who read The Hustle

Psst

How'd Bezos build a billion dollar empire?

In 1994, Jeff Bezos discovered a shocking stat: Internet usage grew 2,300% per year.

Data shows where markets are headed.

And that’s why we built Trends — to show you up-and-coming market opportunities about to explode. Interested?

Join us, it's free.

Look, you came to this site because you saw something cool. But here’s the deal. This site is actually a daily email that covers the important news in business, tech, and culture.

So, if you like what you’re reading, give the email a try.