Bringing the Ride Home
Designing the full purchase experience for SoulCycle's at-home bike launch on Equinox's platform
New York City, New York
1991
Health & Wellness
$2 billion (2025
10,000+
Challenge
COVID hit and suddenly everyone needed a way to work out from home. Equinox moved fast to get SoulCycle bikes into their members' hands before Peloton could own that space entirely, and I was the solo designer tasked with making that happen. That meant building the full experience from marketing page all the way through checkout, under a timeline that was, to put it lightly, not relaxed. The real challenge was making something that felt premium and intentional for two iconic fitness brands, while moving at a pace that felt anything but slow.
Results
13.5% conversion rate lift over the previous marketing page. During a pandemic, in a market that was suddenly flooded with home fitness options all fighting for the same attention, with zero physical retail to lean on. Just a digital experience built deliberately from landing page to post-purchase email.
The AR integration, the immersive product storytelling, the post-purchase journey. None of it was decoration. All of it moved the needle.
The Moment
The pandemic didn't give anyone a graceful runway. Gyms closed overnight, routines fell apart, and suddenly the home fitness market went from a niche to a battleground. Peloton was having its moment. SoulCycle needed to move fast.
My role was to design the full digital experience for SoulCycle bike purchases through Equinox's platform. One designer. A tight timeline. A product that needed to earn its price tag without a single in-person interaction to lean on.
Making It Feel Real
The biggest question we kept coming back to was simple. How do you sell a premium piece of equipment that lives in someone's home, entirely online? We built augmented reality into the product page to answer that. The first time either brand had done it. The idea was to let someone point their phone at their living room and see a SoulCycle bike sitting there, to scale, in context, before they ever committed. For mobile users especially, it changed the experience entirely. Suddenly the bike wasn't an abstract purchase. It was already in their home.
Removing Every Reason Not To Buy
We partnered with Bread to build financing directly into the checkout flow. Not as a detour or an afterthought, but as a native part of the journey. Checkout is where trust matters most and we designed every step around clarity and confidence. No confusion, no unnecessary friction, nothing that made someone second-guess the decision they'd already made.
The Ride Starts Before Delivery
Once someone purchased, we didn't treat that as the finish line. I designed four post-purchase email touchpoints through Braze, each one built to keep the excitement alive during the wait. By the time the bike showed up at their door, they were ready to ride.
The Result
13.5% conversion rate lift over the previous marketing page. During a pandemic, in a market flooded with competition, with no physical retail to lean on. Just a digital experience that did exactly what it was designed to do.
