WeWork taps SoulCycle founder as chief brand officer

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. “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