SoulCycle VP of Product on Leveraging AI to craft unforgettable digital & in-person experiences | Drew Lesicko
E246 | #TheProductPodcast
"Using the service itself, people talk about eating your own dog food. I think, of course, it can uncover problems, but it can also uncover the joys of your product."
In this edition of #TheProductPodcast newsletter, we delve into the world of boutique fitness with Drew Lesicko, Vice President of Product and Technology at SoulCycle. With his extensive experience in digital product development and innovation, Drew shares valuable insights on blending physical and digital experiences, adapting to unprecedented challenges, and leveraging technology to enhance customer engagement in the fitness industry.
There are many incredible lessons to learn from Drew. Here are a few of the top ones:
Adapting to Unprecedented Challenges
"We were already like 2019 was was a was a banner year at SoulCycle. For the most part, we were coming out of just launching our first studios in, in the UK. So, we were just about to launch our 100th studio. and things were things were great."
Drew discusses how SoulCycle navigated the challenges posed by the COVID-19 pandemic. He explains how the company quickly pivoted from its in-studio model to launch the SoulCycle At-Home Bike, which played a crucial role in sustaining the business during studio closures. This adaptation demonstrates the importance of having diversified product offerings and the ability to rapidly respond to changing market conditions.
Balancing Digital and Physical Experiences
"We had to make sure that those journeys were consistent. So that and what we found was that the the at home bike was not necessarily or is not necessarily a full like an alternative to the in studio experience, but but in an enhancement to the in studio experience."
Drew shares insights on how SoulCycle balances its digital and physical offerings. He emphasizes the importance of creating consistent experiences across different platforms while recognizing that digital products can enhance rather than replace in-person experiences. This approach highlights the value of an omnichannel strategy in modern product development.
Leveraging Data and AI for Personalization
"We have so much data on the back end in terms of speed of classes, music that they're playing, instructor vibes, type of, you know, like the amenities of the studio. All of these are factors that help make a rider decision of what class that they should take."
Drew explains how SoulCycle is using data and AI to personalize the customer experience. By analyzing various factors such as class attributes, music preferences, and instructor styles, the company aims to provide highly personalized recommendations to riders. This use of technology demonstrates the potential of AI in enhancing customer satisfaction and engagement in the fitness industry.
Building a Strong Product Culture
"I think one of the most important things is to celebrate learnings more than just celebrating wins."
Drew discusses the importance of fostering a product culture that values learning and experimentation. He emphasizes the need for product leaders to maintain empathy for users and avoid the pitfall of assuming they represent the typical customer. This approach encourages innovation and continuous improvement within the product team.
Expanding Beyond Core Offerings
"We've experimented with other class types. and you know, we we know that our, our instructors are multi-tenant and can teach in a lot of different ways."
Drew shares insights on SoulCycle's strategy for expansion beyond its core cycling offerings. He discusses the potential for diversifying class types and partnering with other brands to create more holistic health journeys for customers. This approach demonstrates the importance of continual innovation and expansion in maintaining market leadership.
🔑 Key takeaways:
Be prepared to quickly adapt your product strategy in response to major market disruptions.
Create consistent experiences across digital and physical platforms while recognizing their unique strengths.
Leverage data and AI to personalize customer experiences and improve engagement.
Foster a product culture that values learning and maintains empathy for users.
Continuously explore opportunities for expansion and innovation beyond your core offerings.
Use your own product regularly to uncover both problems and joys.
🎧 Check out the full episode here 🎧
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Credits:
Drew Lesicko
Carlos Gonzalez de Villaumbrosia
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