WOMM helps fuel niche gym's success

01/18/2013 | Fox Business Small Business Center

SoulCycle, a niche gym for cyclists with locations in New York City and Los Angeles, relies heavily on word-of-mouth-marketing for its success, says co-founder Julie Rice. “We had to hit the streets and do a real guerilla marketing effort," she said. “We stood on street corners and handed out schedule cards, went door-to-door and had to tell all of our friends.” Their WOMM formula, which now relies heavily on Facebook and Twitter, helped SoulCycle grow to 14 locations, with plans to open an additional 17 this year.

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