When asked about SoulCycle and its popularity, Gabby Etrog Cohen, director of public relations and marketing for the Equinox-owned cycle studio, found it difficult to explain the brand to someone who has never been inside a SoulCycle. “It’s like talking about ice cream you’ve never tasted,” she says. Etrog Cohen’s analogy speaks to the experience that SoulCycle produces, and that’s the goal of a number of personal training and group training studio owners ...

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