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Feel the Burn

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In addition to changing their booking system, SoulCycle's new website will put an emphasis on retail. Cofounder Julie Rice told WWD of their humble apparel beginnings, "We designed one T-shirt because we had $2,000 left after we built the first studio—and we decided the best marketing we can do is to get 150 cool people to wear our t-shirts." [WWD, subscription required]