What brands do you admire, and why?

SoulCycle is a brand I deeply admire for many reasons, but most notably because it always seems to be one step ahead, giving consumers what they want before they even know they want it.

Since its founding in 2006, SoulCycle has shown itself to be a unique and outside-the-box thinker when it comes to growth and expansion in non-traditional markets. Not only has the brand rapidly increased its number of brick-and-mortar studios throughout the country – more than doubling studio locations from 2012 to 2018 – but it’s also been on the forefront of unprecedented cross-market collaborations, refusing to silo itself as “just” another fitness studio. For instance, the brand has worked with American Express to include free classes as a credit card benefit for Platinum card holders; collaborated with Target to offer pop-up SoulCycle classes in various U.S. cities; and recruited Top 40 musical artists to generate custom playlists, serve as in-class DJs and headline live-concert rides.

SoulCycle also almost exclusively uses its own riders and instructors in all of its creative and digital content which encourages riders/consumers to create and post engaging content – organic marketing at its finest – and fosters an intimate sense of community.

What drew you to LGA?

I came to LGA from a job I absolutely loved, but after nearly six years in Washington, D.C., I knew it was time to move back to Charlotte, my hometown and favorite city. During my interview process with LGA, I was impressed by the firm’s balance of a familial, collaborative work environment and its supremely talented and passionate staff. After my interviews – which included a mix of witty banter and floating many lofty ideas for potential future clients – it was clear to me that to work at LGA is a true privilege, and one I’m grateful I was afforded.

What’s the weirdest thing on your desk, and why do you have it?

I have an antique inkwell that used to belong to my grandma’s great great grandfather (I’m not a math person, so I don’t know what that makes him to me…) who was a teacher and newsman in Scotland. My grandma knew I had dreamed of being a writer since elementary school, and she gave me this after I got my first job in writing to encourage my passions and remind me of this special family legacy.