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Day in the Life: SoulCycle's Brand Chief Takes Us 'Sweatworking'
By: Digiday
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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, overseeing its marketing efforts and growth.

Cohen joined 2010 as its first 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.


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About the Author
This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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