How does SoulCycle’s basic offering, its 45 minute spinning classes, “add value” to the lives of its customers?

Imagine the following. You’re in the midst of a stressful day. You have a great deal on your mind and there is a problem at work you’re trying to sort out. Your phone hums to remind you of your 4:00 pm SoulCycle workout.

You make the short drive to the SoulCycle studio. You walk in, and the young woman at the desk greets you by name. She hands you a bottle of water (she remembers you like Dasani). You slip your iPhone into your bag because phones are not allowed at SoulCycle. You enter the studio and pick out a stationary bike. The room, which is lit by scented candles, is dim. The spinning class begins, and you and 30 other riders pick up the pace. The music settles you in. You picked the 4:00 pm class because you like the instructor—Jessica. She knows just when to push and when to back off. You start thinking about your problem at work, and for a while forget you’re exercising. A solution occurs to you that you hadn’t thought of before. Jessica brings you back with one last surge before the 45-minute session comes to a close. You leave the studio thinking that you just did something that was not only good for your body, but was good for you. Instead of feeling tired, you feel refreshed.