Brand Story: The fitness brand says its vision was “to create an alternative to the fitness routines that felt like work.”

Now the brand says it provides “an inspirational, meditative fitness experience” called a “cardio party” that is “the best part of our riders’ day, every day and that has transformed their relationship to exercise.”

In a Nutshell: Find your Soul.

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Measure of Success: The company announced its intent to go public in July 2015. It reportedly plans to raise up to $100 million. And, as of September 30, the self-proclaimed lifestyle brand says it has over 383,000 riders in 48 U.S. studios.

Why it Works: SoulCycle has redefined the exercise experience and wholeheartedly embraced its community of superfans.

“It’s expensive, it’s cult-like and if you’ve ever been, you know it’s absolutely unquestionably over the top. And it’s unapologetic in its extremity,” said 180LA Executive Strategy Director Kasi Bruno. “Instructors swear, sweat and whip their hair back and forth…and they charge you a fortune to live that with them. But for every SoulCycle zealot there are dozens more who count themselves out.”

And, according to Bruno, that’s okay.

“The best brand stories repel more people than they attract. Simultaneously magnetic and uncomfortable, strong brand narratives act as a rallying cry for some, but as a snub for most,” she said. “And it works like a charm. Brands that tell a good story do three things really well: they’re unapologetic about their point of view, they craft stories that are strong enough to repel people, and they immerse believers in the narrative.”