When Julie Rice and Elizabeth Cutler founded the high-end gym chain SoulCycle, they faced an uphill battle. Their friends, for starters, told the cofounders and CEOs that their emphasis on indoor spinning was a dated idea.
"He said, ‘I don’t have the heart to tell you this, but you know spinning is dead,’" laughs Cutler, recalling the conversation.
But Cutler and Rice felt differently. “We were like ‘Well, I think we can still do it. I think we can still reinvent it,’” she says. “‘I think we can still create something we want as the user.’”