Day in the Life: SoulCycle’s brand chief takes us ‘sweatworking’

gabby cohen headshot
Gabby Ertog Cohen. (Photo: SoulCycle)

While it’s not a requirement for SoulCycle employees to ride every day, it’s basically a necessity for Gabby Etrog Cohen.

“Being connected to the brand is very important,” Cohen told Digiday of her habit riding five days a week. And if there’s anyone that should have a finger on the pulse on the company, it would be be her: Cohen is SoulCycle’s vp of public relations and brand strategy.

Cohen joined 2010 as its fifth corporate employee after working in PR for various hotels and travel companies. “I was always into fitness, and this is fitness in a bottle,” she said.

Working for SoulCycle has its perks, including free classes and being allowed to ride once a day during work hours. The company makes it easy, with studios connected to its corporate offices in New York, Los Angeles and Washington, D.C.

Cohen has overseen its explosive growth, which totals more than 60 studios across ten states, and plans to grow further. SoulCycle’s aggressive brand has attracted its critics for perhaps being too cult-like, but she refutes that.

“Our goal is to join the movement and help them move their bodies because it’s important to move and important have a healthy heart,” she surmised. “It’s hard to find criticism in that and that’s our goal at the core.”

Here’s what she did on a typical recent day, slightly edited for clarity:

8:00 a.m.: Took a SoulCycle class at the NoHo studio with a fellow PR/marketing colleague from Cosmopolitan. I typically start every day with some sort of SoulCycle ride and coffee. I call it “sweatworking,” which is my version of networking.

I get to connect with colleagues, friends and/or the press, get to visit the studios and staff, and get to ride, all in 45 minutes. I feel like the best version of myself after a class. Frankly, I am a bit of a grump if I don’t ride in the morning.

9:00 a.m.: Shower! If I have time, but some days it is 3:00 p.m. and I am still in my sweaty workout gear.

10:00 a.m.: Met with the digital and social team for our weekly meeting to go through programs, what we are currently working on, what’s in development and what we are planning. SoulCycle’s community started in the studios and has grown into a robust digital community and this is the team that guides the conversation.

11:00 a.m to 12:30 p.m.:: Weekly PR team meeting where we used the first hour of the meeting to go through our robust agenda and then used the last half hour to brainstorm new story ideas for the summer. I love the time I get to spend with this amazing group of women!

soulcycle mural

1:00 p.m.: Time for a call for the United State of Women Summit. Our CEO Melanie Whelan is speaking at the summit in D.C. so we had a prep call for the upcoming conference on June 14.

2:00 p.m.:: Had a great meeting with our friends at DKC on a potential partnership. Stay tuned!

2:30 p.m.: I try to keep at least one hour every day that is not scheduled so I can brainstorm, catch up on email, and just be creative.

3:30 p.m.: Connected with our friends at Shopbop for a catchup.

4:00 p.m.: Went to my migraine doctor for Botox. I’ve been getting migraines for years so I get Botox injections every three months to prevent headaches.

5:00 p.m.: My daughter Cece graduated from pre-school. It was a really exciting evening celebrating her and her friends, so proud!

https://digiday.com/?p=183824

More in Marketing

With the rise of the chief AI officer, it’s time to examine ‘czar’ culture

Even if it’s a familiar pattern — hot new thing, new C-Suite exec to tackle said thing, a few years go by and that C-Suite position no longer exists as everyone is now doing said thing (or it was a fad that has since faded away) — does it make sense for businesses to continue to appoint new czars with every new trend? 

Why Cava’s bid for brand awareness means prioritizing streaming ads

Fast-casual restaurant chain Cava has been in growth mode over the past year and is leaning into streaming ads in an effort to boost brand awareness.

A history of middle manager stress: The Return podcast, season 3, episode 1

In episode one, McKinsey partner Emily Field tells us more about why middle management is critically important to the workforce.