What I Learned About Preaching From SoulCycle Founder Julie Rice

I listened to an interview recently with Julie Rice one of the founders of the fitness craze, SoulCycle.

There was a lot of interesting stuff. At one point she told a story about things that went wrong in the development of the company. After about a year, they decided to do a customer appreciation event. Free classes on one particular Saturday. Don't worry about using the online registration, just call the office. What a great way to honor your loyal customers!

Wrong? Do you know who signs up when you offer free classes? Not your customers. Random people looking for free stuff.

Julie said that almost immediately all the classes filled up with registrations from people who had never come to a class before. The studio had no relationship with those folks. In fact, who knows if they are even gonna show up!

Meanwhile, the regulars, who are happy to pay for classes, could not get on the schedule to workout at their studio.

She said it was a disaster. I love that because it's not unusual for my ideas in church to not turn out like I'd planned. What about you? Do all your ideas work as expected? Probably not. But it's a great illustration because here is an incredibly successful company and it's good to know they mess things up.

Unintended consequences.

So I was listening to the interview with the expectation that I might learn something about business development or marketing. Instead the greatest insight was about preaching.

SoulCycle is intentionally spiritual. In fact, they put their instructors through an 8 week training program not only to ensure quality fitness instruction, but also to ensure they are good spiritual and emotional leaders.

As Julie talked about the 5 stages of a class, all I can think of is a worship service.

Warm up - Welcome
Pop the party - A Few Upbeat Songs
Break down - Prayer and Scripture
Soulful moment - Reflection on the Scripture (Sermon)
Send home like heroes - Prayer of Blessing

The interviewer asked her about the spiritual side of the training and she said they want to create a space where people can be vulnerable. And in the midst of that vulnerability (for SoulCycle it's physical) you deliver messages of empowerment. In the midst of vulnerability - you let people know they are enough. They can be more than they thought. They can achieve more than they thought. There are people rooting for them and hoping for them.

Now - SoulCycle spirituality is somewhat vague. So they don't necessarily bring God into it. But what a wonderful model for preaching!

Thanks for the unexpected lesson!