WeWork taps SoulCycle founder as chief brand officer

Julie Rice plans to create more services for members in new role

Julie Rice (Credit: LinkedIn)
Julie Rice (Credit: LinkedIn)

SoulCycle co-founder Julie Rice is taking her talents to WeWork.

Rice, who left SoulCycle last year, has signed on as chief brand officer at the $20 billion company, where she plans to mainly focus on developing more services for WeWork members, according to Fast Company.

Sign Up for the undefined Newsletter

“There’s a certain way of creating a service, hospitality, and experience that perpetuates people feeling like they matter,” Rice said to Fast Company. “Being there matters to the group and I think that’s a really interesting thing to think about here.”

WeWork has been aggressively expanding recently. This year alone, it has landed a $4.4 billion investment from SoftBank, launched a gym and an elementary school, and purchased Midtown’s Lord & Taylor building for $850 million.  [Fast Company]Eddie Small