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  • October 2019
  • Case

GRIT Fitness

By: Lynda M. Applegate and Olivia Hull
In December 2018, GRIT Fitness was a growing chain of boutique fitness studios offering a variety of workout classes, including weightlifting, high intensity interval training, and cardio dance. With 400 members and three Dallas studios, CEO Brittani Rettig believed... View Details
Keywords: Entrepreneurship; Business Startups; Mission and Purpose; Corporate Strategy; Customer Focus and Relationships; Forecasting and Prediction; Business Plan; Trends; Experience and Expertise; Talent and Talent Management; Training; Health; Selection and Staffing; Leadership Style; Leadership Development; Management Style; Management Teams; Brands and Branding; Organizational Culture; Organizational Structure; Motivation and Incentives; Sports; Competition; Diversification; Expansion; Value Creation; Health Industry; Sports Industry; Texas
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  • January 2017
  • Case

SoulCycle

By: David Collis, Eric Van den Steen and Ashley Hartman
Co-founders Julie Rice and Elizabeth Cutler have grown SoulCycle from a business idea in 2006 to a major presence among urban boutique fitness studios in 2015. In March 2015, fitness company Equinox approaches them with an offer to buy them out. Evaluating the offer... View Details
Keywords: SoulCycle; Flywheel; Spinning; Indoor Cycling; Boutique Fitness; Fitness; Health Clubs; Community Engagement; Strategy; Business Strategy; Corporate Strategy; Expansion; Competitive Advantage; Competitive Strategy; Segmentation; Health Industry; Sports Industry
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  • February 2018 (Revised January 2020)
  • Case

SoulCycle: The Road Ahead

By: Ashish Nanda, Eric Van den Steen and Jeffrey Boyar
Julie Rice and Elizabeth Cutler founded SoulCycle, an indoor cycling studio chain, in 2006 as more than a health club; they wanted it to become a lifestyle brand that would “empower riders in an immersive fitness experience.” By early 2015, SoulCycle had grown to 38... View Details
Keywords: Fitness; Fitness Industry; Exercise; Cycling; Boutique Fitness; Exit Strategy; Growth; Bicycles; Retail; Pricing; Community; SoulCycle; Vision; Health; Leadership; Strategy; Marketing; Decision Making; Health Industry; United States
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  • 24 Apr 2014
  • News

Boutique workouts brought to the busiest people, at home

As a former investment banking analyst and private equity associate, Prita Kumar (MBA 2014) knows what it means to be busy—so busy, in fact, that it was nearly impossible to incorporate the boutique fitness... View Details
  • January 2017 (Revised October 2023)
  • Case

Classtivity: Payal's Pirouette

By: Jeffrey J. Bussgang and Olivia Hull
A few months after launching a new fitness technology product, the small staff of New York startup Classtivity gathers on a Saturday in April 2013 to take stock. With one successful pivot under its belt, Classtivity is finally generating revenue and enthusiasm among... View Details
Keywords: Product Pivot; Boutique Fitness; Fitness Industry; Market Sizing; Consumer Technology; Bundling; Subscription Model; Two-sided Marketplace; ClassPass; Entrepreneurship; Venture Capital; Business Startups; Transition; Customer Focus and Relationships; Technological Innovation; Organizational Change and Adaptation; Customer Value and Value Chain; Marketing Strategy; Failure; Business Strategy; Technology Industry; Health Industry; New York (city, NY)
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  • 12 Jun 2014
  • News

The First Five Years: Minal Mehta (MBA 2011)

to Boston and launched our first BollyX classes. Partnering with boutique gyms, national gym chains, and dance studios, we quickly found that not only was there a tremendous appetite for Bollywood workout classes among View Details
Keywords: fitness; Arts, Entertainment
  • 02 May 2014
  • Video

Booya Fitness: 2014 New Venture Competition Business Track Runner-Up

  • 26 Mar 2013
  • Video

Booya Fitness, Inc. - Episode 1- Getting Guidance

  • 13 Apr 2016
  • Research & Ideas

Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX)

who artfully morphed their founding stories to fit their current iteration, creating a narrative arc as the companies evolved, McDonald says. “The founding story that’s associated with a Facebook app becoming a regulated financial... View Details
Keywords: by Roberta Holland; Aerospace; Food & Beverage; Retail
  • 09 Jun 2014
  • Research & Ideas

The Manager in Red Sneakers

favoring those who break the rules seem counterintuitive. "We invest so much time, energy, and money in trying to fit in, be like everyone else and dress the way we're expected to dress, both in our professional and social lives," Keinan... View Details
Keywords: by Dina Gerdeman; Consumer Products; Apparel & Accessories; Fashion
  • 30 Jun 2022
  • HBS Case

Peloton Changed the Exercise Game. Can the Company Push Through the Pain?

going through the roof’ John Foley founded Peloton in 2012 partly to solve a challenge in his own life. He and his wife fed on the energy of high-end boutique fitness classes, but they had demanding jobs and... View Details
Keywords: by Lane Lambert; Media & Broadcasting; Health; Bicycle
  • 07 Jun 2023
  • Blog Post

My One Case: MBA Class of 2023 Looks Back

factory and bridal boutique pricing and realizes that by working directly with these factories, she can bring these boutique gowns to brides everywhere at a much more affordable price. As they continue to... View Details
  • Web

Winners & Runners-Up | New Venture Competition

maternal mortality in South Asia. Business Track, 2014 Alfred Marcela Sapone Jess Beck Saurabh Mahajan Business Track Winner Service layer on the sharing economy. Booya Fitness Prita Kumar Business Track Runner-Up On-demand video platform... View Details
  • 16 Aug 2004
  • Research & Ideas

Luxury Isn’t What It Used to Be

ongoing assessment of the appropriate balance between a product's form and function and how that fits with the way people live today. In the past, she notes, it was de rigueur to set a table with coordinated china, flatware, and... View Details
Keywords: by Julia Hanna; Consumer Products
  • 27 Aug 2019
  • News

Sweating It Out in Philly; Whiskey Flights in Portland

part of the club’s June networking event, which included a fireside chat with Freeman, founder and CEO of boutique fitness studio SLT (Strengthen, Lengthen & Tone). SLT combines cardio, Pilates, and strength... View Details
Keywords: Margie Kelley
  • Profile

Minal Mehta

launched our first BollyX classes. Partnering with boutique gyms, national gym chains, and dance studios, we quickly found that not only was there a tremendous appetite for Bollywood workout classes among View Details
Keywords: Entrepreneurship; Services
  • Profile

Prita Kumar

since then which is why I felt so strongly about starting something in the digital space,” Kumar said. To that end, Booya Fitness is an online boutique fitness studio... View Details
  • 21 Mar 2022
  • Blog Post

The Impact of Career Coaching | When Mission Meets Passion

President of Auditory Insight, a boutique management consultancy focused exclusively on hearing healthcare. We partner with senior leaders of device and biopharma hearing healthcare companies to develop successful commercialization... View Details
  • 01 Jun 2004
  • News

Luxe Redux

clients while attracting new customers.” At Steuben, Haupt says that there’s an ongoing assessment of the appropriate balance between a product’s form and function and how that fits with the way people live today. In the past, she notes,... View Details
Keywords: Julia Hanna; luxury; Retail Trade
  • 01 Jun 2010
  • News

Michael Depatie

Depatie Art by Scott Laumann Founded in 1981, Kimpton Hotels & Restaurants is America’s first (and largest) boutique hotel group. With its hosted evening wine hour (where you might play Wii or have your tarot cards read), whimsical style,... View Details
Keywords: Julia Hanna; Amusement, Gambling, and Recreation Industries; Arts, Entertainment; Accommodation; Hospitality