SoulCycle co-founder Julie Rice is now WeWork's chief brand officer. Photo: Alison Yin / AP
SoulCycle co-founder Julie Rice, who resigned from the spin startup in 2016, is joining WeWork as their chief brand officer. She'll focus on promoting community at the billion-dollar company.
Why it matters: WeWork founder Adam Newman told Axios' Steve LeVine in October that one of his main goals is to help re-establish the notion of "lost community" — where for centuries residents of urban areas gathered in bars, cafes and open spaces to hash out the subjects of the day. Rice, who worked as a Hollywood talent agent in the 20 years prior to launching SoulCycle, will now spearhead the project.
Go deeper: WeWork is valued at $20 billion and operates in 19 countries. It recently bought the iconic Lord & Taylor building in Manhattan, a coding academy, and a wave-pool startup in 2016. They're also opening a private elementary school for entrepreneurial kids next fall.