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Today is part three on the rise and decline of soul cycle.

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When Cutler, Rice and Zuckerman, started Soul Cycle in 2006,

the term boutique fitness hadn't fully been established yet.

Traditionally people who had enough money and cared enough about exercise

belong to gyms.

Those gyms had a plethora of classes to take, spend classes included.

Cross Fit, which had revolutionized moving fitness away from gems, was founded in 2000.

Stand-alone and Pilates studios existed too,

but exercise was largely tethered to gyms.

Soul Cycle founders

smashed that notion with a velvet hammer.

Before starting the company,

Zuckerman taught classes at the Reebok Club, a full service gym that offered every kind of group fitness class you can imagine, as well as a basketball court and an Olympic-sized swimming pool.

...