Case Study

SoulCycle + Equinox

Building The Future of Fitness

Close-up of an athlete’s shoulder in a yellow sports bra, wearing a wireless earbud, against a concrete wall

Redefining luxury fitness across 100 global clubs, the $2 billion Equinox empire leverages the iconic SoulCycle brand to power over 10,000 high-energy rides every single day.

Equinox is one of the world’s top luxury health and wellness brands. As a leading fitness experience innovator, Equinox needed a way to remotely deliver content to customers from its various brands, including SoulCycle, PureYoga, Precision Run, and more. Konrad and Equinox collaborated to build and deliver the SoulCycle-at-home experience and supporting ecosystem. Leveraging our expertise in digital product strategy, technology architecture, and eCommerce integration, this solution successfully brought the immersive studio experience to customers’ living rooms.

The Opportunity

This seamless user experience required the integration of several complex systems, including the physical bike and its various connected sensors, the native bike application, the eCommerce and marketing website, a content publishing and music licensing platform, and the underlying core infrastructure. Konrad collaborated with the Equinox team to bring the product to life within a time frame that matched their go-to-market plan.

Phone on a black perforated surface showing the SoulCycle shop products page

Grid of four athletes in motion under coloured studio lighting

Typography specimen showing the Equinox Sans typeface

The Equinox+ store website shown on a dark background

Product page for the At-Home Select Cycling Shoes priced at $175 on a black background

Rider on the SoulCycle at-home bike against a yellow backdrop

The Solution

To connect SoulCycle customers across multiple touch points, Konrad developed an Android application, Shopify Plus eCommerce store, and supporting technology infrastructure.

The custom-built Android application brings the bike experience to life through the touchscreen interface, allowing riders to participate in live classes or search from an extensive catalogue of video-on-demand workouts. The result brings the infamous in-studio SoulCycle experience into the home and allows riders to interact with the live class.

Three phone screens for the SoulCycle at-home experience: shop browsing, on-demand classes and a rider on the bike

Integrated eCommerce

The Equinox+ website allows customers to explore and purchase the bike, related accessories, and register for the digital subscription. Using a custom Shopify Plus checkout flow, the system integrates with Equinox business systems for revenue recognition, order fulfillment, and customer data insights.

Equinox+ checkout cart with accessory bundles beside the SoulCycle product browser

Infrastructure to Power Scale

Konrad collaborated with Equinox teams to develop the Equinox+ Core Platform and associated architecture, which powers the bike app, along with the Equinox+ mobile app and Equinox digital TV experiences. This system facilitates every aspect of the SoulCycle experience, including authentication, entitlement, rider interactions, activity tracking, and class metrics, among others.

Collage of SoulCycle and Equinox+ website screens across desktop and mobile

The Impact

Equinox launched the entire ecosystem and associated digital business at the outset of the global pandemic. This allowed the business to quickly and seamlessly transition to in-home service, appealing to a new demographic while ensuring existing members remained engaged. Partnering with Konrad unified and expanded their capabilities across product, mobile, and ecommerce systems, enabling Equinox to set the industry standard for luxury fitness experiences delivered at home.