Elizabeth Cutler

Everything Elizabeth Cutler said on any show that made the record, most notable first. Each card names its show and opens the statement there.

HOW I BUILT THIS Insight

Cutler: Advice to remain emotionally detached when selling a business is false

“I will say that there are those who said to me when we were getting ready to do our original deal in 2011 you know, selling a business is not like selling a child. I mean, You have children. This is your business in a very detached way. And I will say that tha…”

Elizabeth Cutler Jan 7, 2019 ▶ 43:38 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Assertion Supported

Cutler: SoulCycle Framed Its $27 Class Price as Two Cocktails

“We started at 27 dollars a class. We thought about it as two cocktails or inexpensive personal training”

Elizabeth Cutler Jan 7, 2019 ▶ 20:19 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Insight

Cutler: Customers Value and Engage More When Paying Per Class

“People value what they pay for, and if they pay for something, then when they walk in the front door, And they participate, they're going to bring something different than if they aren't paying for it.”

Elizabeth Cutler Jan 7, 2019 ▶ 20:22 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS What-if

Cutler: SoulCycle could have scaled without outside investment

“The truth is, looking back, yes, we could have done it.”

Elizabeth Cutler Jan 7, 2019 ▶ 42:31 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Assertion Not checkable as stated

Cutler: SoulCycle Launched With $250,000 in Initial Startup Capital

“So we took 250,000 dollars and started SoulCycle with that.”

Elizabeth Cutler Jan 7, 2019 ▶ 15:00 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Assertion Not checkable as stated

Cutler: SoulCycle Reached Positive Cash Flow in Five Months

“So we were positive cash flow by month five.”

Elizabeth Cutler Jan 7, 2019 ▶ 26:04 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Assertion Not checkable as stated

Cutler: SoulCycle Reached $10 Million in Transaction Volume by 2008

“We are running ten million dollars of cash from our, all of our transactions through your bank, and that, that is your message to me”

Elizabeth Cutler Jan 7, 2019 ▶ 36:42 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Opinion

Cutler: Pre-SoulCycle NYC Gym Classes Were Repetitive and Uninspiring

“For me, what was going on in there, it just wasn't inspiring. People would play the same playlist over and over. They would phone it in. It was super boring.”

Elizabeth Cutler Jan 7, 2019 ▶ 2:56 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Assertion Not checkable as stated

Cutler: SoulCycle's first studio rent was $5,000 per month

“I think we gave them three months security and the rent on the studio was 5000 dollars a month.”

Elizabeth Cutler Jan 7, 2019 ▶ 15:37 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Assertion Not checkable as stated

Cutler: SoulCycle Bridgehampton was profitable from day one

“Day one.”

Elizabeth Cutler Jan 7, 2019 ▶ 31:36 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Assertion Not checkable as stated

Cutler: SoulCycle never missed payroll during 2008 Tribeca expansion

“But we never missed payroll, and we always had toilet paper, and, you know, that part really worked out well.”

Elizabeth Cutler Jan 7, 2019 ▶ 37:37 SoulCycle: Julie Rice & Elizabeth Cutler

HOW I BUILT THIS Disclosure

Cutler: SoulCycle Co-Founders Used a Coach to Navigate Business Tension

“There's no question that it did. There, I mean, I think that we also lived by this one saying, we always said to each other, high road, long view. High road, long view. We would never allow ourselves to get down in the mud and get dirty.”

Elizabeth Cutler Jan 7, 2019 ▶ 39:40 SoulCycle: Julie Rice & Elizabeth Cutler

The other half of the tape: Elizabeth Cutler's own voice is left out of every number here. Other people bring the name up 1 time in 1 episode across the shows. 1 statement on the record names them. every mention, with the transcript →

Who brings them up most John Foley 1

Statements about Elizabeth Cutler, by other people (1)

HOW I BUILT THIS Assertion Supported

Rice: SoulCycle Opened Three Months After Its Co-Founders First Met

“We met in January, and we opened SoulCycle in April.”

Julie Rice Jan 7, 2019 ▶ 13:31 SoulCycle: Julie Rice & Elizabeth Cutler

Every mention by year

One line per show, most statements first. The link opens Elizabeth's full record on that show: the calibration, argument clarity, speaking style and every statement made there.

Show	Role there	Eps	Statements	Record
HOW I BUILT THISLEDGER	Co-Founder, Peoplehood	1	12	100% 1/1	full record on How I Built This →