Latest / REBUILT: The Courage to Begin Again with Lorena Armitage / She Was the Soul of the Business—Then Lost It. Ruth Zukerman: SoulCycle, Flywheel & Starting Again

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She Was the Soul of the Business—Then Lost It. Ruth Zukerman: SoulCycle, Flywheel & Starting Again · REBUILT: The Courage to Begin Again with Lorena Armitage

• Lorena: Welcome to Rebuild The Courage to Begin Again. I'm Lorena Armitage, and this podcast is about moments that change us and what it really takes to build from there. Through honest conversations and real stories, we're going to explore the choice, the courage, and the work behind becoming who we are next. Because courage is the beginning, rebuilding is the work, and becoming is the result. Let's begin. What do you do when the business you helped create and you were the inspiration for becomes a global phenomenon, but it pushes you out and continues without you? Before Soul Cycle, Ruth Zuckerman was navigating divorce, single motherhood, and the uncertainty of what came next. Then, in her 40s, she helped build the company that would transform indoor cycling forever. And become a cultural phenomenon. But Ruth's story isn't only about building Soul Cycle. It's about having to leave it behind, losing the identity and future she thought she had created, and finding the courage to create Flywheel. And when that chapter ended too, she had to ask an even deeper question. Who am I when I'm no longer defined by the business that I built? This conversation is about rejection, reinvention, and learning to trust yourself when you can no longer see what comes next. This is Ruth Zukerman. Ruth, thank you for being on REBUILT I'm super excited to have a conversation with you. You have built two of the most well-known fitness brands out there, the kinds of brands that make people want to work out. And this being all about Rebelt, I'm really looking forward to hearing your story, not just about building. Soul Cycle and Flywheel, but the woman behind it, the woman before it all started, the woman that built those, and the woman that you're now. So welcome. Ruth Zukerman: Thank you so much. There's a l there's a lot to say about all of that. Okay, sounds good. Lorena: Well let's let's get going then. so let's start at the beginning. Who were you? Who were you before the hype of Soul Cycle? why don't you walk us through your story and what actually got you to rebuild your life for the first time and start the very well known Soul Cycle. Ruth Zukerman: Sure. I started out as a very shy little girl and I grew up on Long Island, New York, and grew up with a very challenging, if you will, narcissistic mother. And when that happens, when you have a narcissistic parent, it tends to manifest in many ways in their children. but one one way is A child that kind of develops in a with a lot of insecurities, which I had growing up, because the parent is all dominant and the most important person in the family dynamic and it doesn't leave a lot of room for the kids. So hence I grew up in a environment that was very challenging for me in terms of finding out who I was and what I was all about. So I very early on got very interested in dance and taking dance classes and my goal was to become a professional dancer and it's funny because in retrospect, obviously I wasn't aware of it at the time, it became kind of the platform for me to find out who I was, to find my voice without actually using my voice, right? Through movement. And I very quickly became very addicted to it. I loved being a dancer and as I said that was my goal growing up and I ended up choosing a school, a college that had a good academic program but also had a strong dance department and then after graduating moved right to New York City. That's where I knew I wanted to be to give it a shot. And you know New York is not exactly the easiest place to make it in the art in any of the arts. But I knew that I really wanted to live there. So I gave it a good two years of classes daily, auditions where I would be rejected, you know, sometimes they'd be looking for five dancers and Hundreds would show up for auditions and I would make it down to the last 10, but I'd get cut. So at the end of the day, it didn't really matter. I didn't get the job. And as I said, about two years in, I just felt that I wasn't cut out for that life. It it became too difficult for me. And I always describe that as one of my first kind of fish out of water moments where suddenly I'm no longer pursuing the goal that I had my entire life. And I had absolutely Absolutely no idea what was gonna come next. And it was a really difficult time for me. I felt very lost and My solution, since I couldn't figure out what I wanted to do, was, and this is always a cringe-worthy moment, but my solution was to get married. I thought that would solve Lorena: Yeah. Ruth Zukerman: all my problems. And I did end up at one point being set up on a blind date with someone who I recognized very early on was ambitious and focused on a big career as a lawyer and Obviously, I felt strongly about him as well, but I just knew that this would kind of check all the boxes and he would take care of me. Very much in a way like my mother took care of me in her Lorena: Mm. Ruth Zukerman: own way, and I didn't really have to fend for myself. So once again, I'm kind of putting myself in a dynamic where I have someone else make my decisions and someone else manage the show, and that obviously was. what I knew. And so that's what I gravitated toward. And not the best reasons to get married. I also knew I wanted to have kids. So that was a strong factor. And and yeah, I went ahead and got married. And I went went ahead and had kids, which is something I always wanted to do. And it was incredibly gratifying. I had twin girls born when I was 32. And Pretty early on I saw that the marriage wasn't working. And by the time the girls were six, I had made the decision that I had to leave. And it was obviously an incredibly difficult decision, but I knew in my gut that it was something I had to do. And so here we are now with the number two fish out of water moment. Now what am I gonna do? No idea. I will tell you that during that time, and actually right before I got married, I kind of had my first Foray, if you will, into the fitness world. And I had given up dancing, and for the first time in my life, I had to figure out, you know. What am I gonna do physically? Because it was always built in for me. I took dance classes every day. So for the first time I thought, I I guess I have to exercise, which seemed so boring to me. I saw that there was an aerobics kind of dance studio. This was in the 1980s when it was all about aerobics and Jane Fonda and that whole movement. And so I found this little studio in my neighborhood, and they had classes that felt kind of dance. to me so I thought maybe that would be a good transition into exercise and I started taking classes there and then one day excuse me the owner of the studio asked me if I'd be interested in teaching and I thought I could probably enjoy that because it feels like a dance class. So I said yes. And you know, again, little did I know back then that that was my first introduction into the field of exercise and fitness. so I ended up teaching there for eight years, and that led into step classes and private training, and By the time I left the marriage, I was I certainly wasn't making enough money to support myself. So I needed to figure all of that out. I ended up Going to my first spin class because I was able to keep my gym membership when I left the marriage, and I belonged to this beautiful gym on the upper west side of Manhattan. And I was very intrigued by the spin class that they gave, and I was intimidated. And it took me a while to have the courage to get in there, but I did. And that was at Lorena. After one class I just recognized this as something that was going to become part of my life. There was something about the physical component of being on a stationary bike that goes nowhere and being able to be on this bike, to close your eyes, and to ride to the rhythm of very inspiring music. And it ended up kind of becoming the perfect storm or equation, if you will, of A cathartic experience. And so I noticed that the end of the 45 minutes of every class, I felt like a new person. I felt empowered. I felt like I could conquer whatever challenges I was facing that day. And it literally became part of my daily routine. So I I was addicted and similar experience. one day, one of the spin instructors at this club called the Reebok Club asked me if I'd be interested in teaching. So I said sure, and then I had to go through an audition, and he asked me to just come up with three songs and get up on the bike, and we'll watch you. And there were about four people watching me, and within a couple minutes, they said, You're hired. You know, having had a dance. Background and knowing how to count music and knowing how to move to the rhythm, and you know, certainly helped. And so I was hired, and that started my career as a spin instructor. I taught at the Reebok Club for five years, and during those five years, my following was growing and growing, and at that time, it was the early 2000s, you had to you couldn't you didn't sign up online, you had to get in line and wait to sign. Up on a piece of paper to get into the class for that evening, and the lines, as I said, kept getting longer and longer, and I ended up building a very significant following of people who came to my class religiously. And during those five years, I also kind of honed my method of how I wanted to teach a class and the kind of music I wanted to use and what I wanted to emphasize. And five years in, I was then approached by some. Someone, a writer of my class, who said, I want to open a spin studio. I know nothing about teaching. I can supply the money, the funding, but I want you to be the name, the face of the business. I want it to be about your method. What do you think? And I mean, that was my dream. I had dreamed of doing something like that, but I didn't have the capital to do it. And so I said, I'm in. And that was the start of Soul Cycle. Lorena: my gosh, how exciting. It feels like Ruth Zukerman: Yeah, yes. Lorena: the first, let's call it that, the first chapter when you were lost like fish out of water moments, right? Ruth Zukerman: Yes. Lorena: I know that there's I myself am a mom, and Ruth Zukerman: Mm-hmm. Lorena: I have spoken to a lot of other moms who have felt quite lost after kind of giving birth and then like they lose purpose and especially for someone that Ruth Zukerman: Yes. Lorena: decides to leave the quote unquote comfort, even though it was uncomfortable, of having Ruth Zukerman: Yes. Lorena: something secure, then this whole my God, what am I doing with my life? How do I even begin again? That piece d did you feel like what was the the one thing that helped you just kind of step into your power as a woman trying to rebuild after what was probably a really, really difficult time in your life. Ruth Zukerman: Yeah. I think that part of it was the fact that I was always someone who I grew up as a pleaser. Let's start with that. And again, that's a common symptom of a child of a narcissist because you are conditioned to want to please the narcissistic parent. And nothing gives you more pleasure than to please your parent when you're a child. And so I was conditioned that way and it became a part of my personality, a part of who I was. And so when I saw what the spin class did for me, being at this very difficult time in my life, I just thought, wow, this is so powerful. I want to share this with as many people as I possibly can. And so that was one of the motivating forces. I, you know, I found it for myself, and then I just wanted to share it with everybody else. but another thing that I want to point out, which also applies to your question, is this concept of resilience and the fact that we all have it and sometimes we don't know it. And so you know, to a certain extent when you're in one of those fish out of water moments and you have to go on, you realize you don't have a choice. You have to go on. And so something within you is helping that. you know, is motivating that and that's what I call resilience. and and people have to be reminded that as human beings we have it and it's in there and sometimes it's not tested and maybe that's why we don't know that we have it, if that makes sense. Lorena: Hm. So I guess it's like going within and just kind of keeping going with whatever is Ruth Zukerman: Yes, and trust, you know, to a certain extent, trust the universe, trust that it's going to be figured out and you're you're going to work it out some way. And it might not be tomorrow and it might not be next week and you might experience failures along the way, but you know, that's another big one, which is how we look and how we regard failures, and that they're really opportunities to just learn and get stronger. Lorena: Yeah. I loved what you said about giving joy to because it felt like you were saying Ruth Zukerman: Yes. Lorena: in essence, give joy to yourself and the answer will come. I love that. Ruth Zukerman: Yes. Yes. Exactly. Never stop taking care of you. No matter how you feel, you might feel really down, you know, and how am I gonna pick myself up? And that's yes, exactly. You have to remind yourself how important it is to take care of you. And for me, as the example at that time, Taking that spin class was taking care of me and and look what happened. You Lorena: Uh-huh. Ruth Zukerman: know, I found something that was so incredibly powerful for me, and and then I wanted to run with it, and I did. You know, and I Lorena: Okay, so now Ruth Zukerman: like to, I'm just gonna add in one more thing, which I always like to include, which is when I started, I like to tell women especially that when I started Soul Cycle, which was in 2006. Keep in mind, I had been at that point I was divorced for 10 years. And I started my first business at the age of 48. And I think that's a really important thing for people to hear because it kind of helps people know that there's never an age to give up. You know, you can get older and older, it doesn't mean you have to give up. And things take time. Lorena: Yeah. I love that. I love that because there's so Ruth Zukerman: Yeah. Lorena: many people, and especially women, that wanna do different things, wanna rebuild their lives and they they just feel stuck or the time has gone. It's passed. Ruth Zukerman: Yes. Exactly. Exactly. Lorena: So, Ruth, we're let's talk about chapter two, if you will. So now you're someone Ruth Zukerman: Yes. Lorena: has approached you with this fantastic opportunity. Was there something that maybe just made you question everything or Or made you scared and and did you just decide, do you know what, I'm just gonna do this anyways because I feel like that probably was a very pivotal moment of your life. Ruth Zukerman: Absolutely. And yes, it was a little scary, but at the same time, I was so passionate about what I did for a living and what I would bring to this business that that kind of undid any part of me that that was scared or had fear. it's funny, I always remember I ended up with two partners, not just one. And I always remember at at times as we were building the everything that we needed to build to to open our doors, my two co-founders would turn to me at times and say, Do you really think this is gonna work? I mean, what are we doing? Is this gonna work? And I would look at them and I would say, I have absolutely no question this is going to work. Because I didn't. I I just knew it. Because I knew what I was gonna be selling, and I knew that everybody would need it. You know what I'm saying? And Lorena: Yeah. Ruth Zukerman: just to finish that part of the story, I originally it was just myself and my co-founder Elizabeth, who was the person who funded the business. The third co-founder I actually brought into the partnership, she was a very close friend of mine, and again another writer in my class, Lorena: Mm. Ruth Zukerman: and she She and I used to talk about opening a studio, but neither one of us had the capital to do it. And so once I was approached and given this opportunity, I actually felt bad about leaving my other friend and not giving her a part of this. So I asked if my the original co-founder would be willing to meet her and see if we could fit her in to be, you know, another component among the three of us. And so they didn't, we all Met at a lunch, and everybody hit it off together, and that's how the three of us came together. Lorena: How fun. And was there anything about I mean you're starting a business? Did you feel like, my gosh, maybe I don't have all of the business background, I'm not a finance person or all of these stories that Ruth Zukerman: Yes. Lorena: we tell ourselves. I mean, obviously SoulCycle went on to become a massive brand and and huge success, but was there anything Ruth Zukerman: Yes. Lorena: at the beginning that you maybe thought, I could y I I don't know anything about business, how am I gonna pull this off? Ruth Zukerman: Definitely. And I was comforted to a certain extent just because Elizabeth brought her real estate background into the partnership and she had knowledge of leases and contracts and so that was helpful to know and Julie came in bringing a kind of a PR marketing background. She was a Talon agent in LA before she came to New York and so some of those bases were covered. and and then quite frankly the rest of it we worked out we figured out instinctually as we went along and you know it's it's interesting because at the end of the day it's some of it's not really rocket science and you do figure it out and you know I certainly learned an enormous amount about business as well as I was Lorena: Yeah. Ruth Zukerman: you know as the business was growing. Lorena: But take the leap, I think, is the message. Take the leap. Even if you don't know how to do it, just Ruth Zukerman: Yes, absolutely. Lorena: do it. Ruth Zukerman: Take the leap. If you feel that you have an amazing idea and you're passionate about it, you know, take the leap, hopefully align with the right people. I had problems with that, but you know, and sometimes it's hard to know who you're partnering with in the beginning. It's important to do your research and take the time to really get to know who you're getting into business with. But at the same time, sometimes the circumstances don't lend to that, you know. Yeah. Lorena: So for those people that may not know of the success of SoulCycle before you left, how many Soul Cycle Ruth Zukerman: Mm-hmm. Lorena: studios did you have? And just give us a a brief Ruth Zukerman: Yeah. Lorena: idea. Ruth Zukerman: It was well, it was quite early on because I never expected to leave and and that obviously was a story in itself. So when I left, it was in 2009, we had opened in 2006. So at that point we had three going on four studios. One one of which was was then that it's still there in Bridgehampton in the Hamptons on Long Island, and the others were in Manhattan. Lorena: I I'm I know so many people that have gotten absolutely hooked by what you created. I mean, it's the experience is amazing. Ruth Zukerman: Yes. Lorena: I've experienced it myself, I have to say. Ruth Zukerman: great. I'm happy to hear that. Lorena: So when did you realize that it was maybe time to leave SoulCycle? Ruth Zukerman: Yeah. it was a s a grouping of circumstances that led to my exit. the partners, my two co-founders who I mentioned and I had a falling out. they it got to a point where they decided that they no longer needed me. And to say that that was Traumatic for me is an understatement. it was Lorena: Mm. Ruth Zukerman: something that I had no idea was about to happen. I felt blindsided. It was a horrendous experience for me because I had to leave my baby, you know, my concept and my passion. And the truth is, at that time there was nothing else around. We were the only boutique spin Lorena: Yeah. Ruth Zukerman: business in New York City. And truthfully, my only choice was to go back to the gym where I started teaching. And get paid a minimal amount of money. and here I was with two daughters in high school as a single parent who I needed to support. So, on so many levels, it was a real blow to my system and to my emotions and everything, every aspect of my life, and so. Basically, while I thought I was leaving, I couldn't because I was then offered a position to stay in the business as as I was told by my co-founders, just an instructor. Can you imagine? Lorena: Nah You created the whole thing. Ruth Zukerman: Correct. so now I'm faced with being just an instructor in a business that never would have existed without me and agreeing, if you will, to continue to build this business where I'm not getting a piece of it anymore. And so I have no choice but to take that offer. And I will tell you that every day I walked in there to teach a class, I it was I I used to say I probably grew a gray hair every single day I did that. and it was two years worth. Lorena: wow. Ruth Zukerman: So the other piece of it and the other reason or sorry, the only reason why I was able to even do it was because I would walk in there and it would be painful, but then I would get on the bike and for those 45 minutes I was doing what I do and so I All of that negative energy kind of just dissipated. And I was up there with my following of people that I built and had no idea, by the way, what had happened. And giving to them as much as they were giving to me. And that's what allowed me to get through each one of the classes that I taught there for two years. Lorena: Just doing the right thing. Ruth Zukerman: Yeah, and doing what I had to do for my family. So, Lorena: Yeah. Ruth Zukerman: anyway, talk about being in the right place at the right time. Maybe if I hadn't done that, I wouldn't have two years later met my future co founders of Flywheel because that's where I met them in one of my classes in Bridgehampton at SoulCycle, and they were our two private equity guys, and they saw this, you know. incredibly successful business and kind of crunched the numbers and said, Well, why aren't we doing a business like this? And they decided they wanted to kind of get in on the act, but they knew nothing about a fitness business or how to construct one. And so they approached me and said, Would you want to work with us and start a new business? We have a new concept. We have the idea of adding metrics to the bike and being able to measure just how hard you're working. And how do you feel about introducing that to the world? And I was hesitant at first because I was so committed to the way I taught a spin class, which had nothing to do with metrics and everything to do with closing your eyes and getting into your mindset and seeing what happened. However, this was an opportunity for me. I knew I knew that. And I also knew again I needed to. own a be an owner. I needed to make a living for myself and support my kids and all of that. So a long way of saying that my answer was yes. And that Lorena: Yeah. Ruth Zukerman: is when I left SoulCycle. Lorena: Wow, I mean what a story. Two years of going, you know, against you know that you are there and the success of this company was built because of you and just a little bit of your Ruth Zukerman: Yeah. Lorena: soul maybe dying little little by little. when you Ruth Zukerman: Yes. Lorena: were approached by your two new founders or co founders of Flywheel, Ruth Zukerman: Yes. Lorena: was there anything that felt for you that felt difficult to say yes. I mean I guess the trust part of having started Soul Cycle and it becoming so successful. Did you ever question starting a new studio or was it just intrinsic, I need to make my financial life work and therefore I'm just gonna go for it. Ruth Zukerman: Yeah, a little of both. there's no question that I knew in my heart of hearts that this was meant to be and this sounded like a very good opportunity for me. So I that was a way of taking care of me. And I also knew, by the way, under the circumstances that I needed to get out of Soul Cycle. Lorena: Mm. Ruth Zukerman: it was just a completely different playing field at at that point. however, there was definitely trepidation and one of the ways in which I I was able to get through that trepidation was by having really good legal representation when the time came to write out a contract and an agreement among the three of us. obviously I did not have that first time around. I did not have the right legal protection. Maybe that would have helped. I'm not sure it would have, but maybe. so I made sure to be protected in that way. And that was obviously a sure way of making sure I was safe. Lorena: Yeah, I guess it's learning from your mistakes and you know, from the first time around and just listening to your own Ruth Zukerman: Exactly. Yes. Lorena: to your own soul. And how Ruth Zukerman: Yes. Lorena: how did you so now you've gone through th let's call it chapter two of your rebuild, you were very Ruth Zukerman: Mm-hmm. Lorena: successful and it all came not crumbling down, but i it felt quite like a punch in your gut. Ruth Zukerman: For sure. Lorena: How did how did you do things differently this time? Because at this point it feels like it's a complete new beginning. Ruth Zukerman: Absolutely, it did feel like a new beginning and I knew what I saw how SoulCycle evolved and you know things it things started to get attributed to the business that didn't necessarily feel like me. I think that The biggest or the most significant example of that is that SoulCycle always had or kind of evolved, I shouldn't say always, definitely not in the beginning, but it it evolved into a a business that had an aura of being the club that you can't get into unless you're a cool person. And if you get in, then you're really cool. And so that kind of aura by the way absolutely worked for the business and became A big reason why it was so successful because people, there are a lot of people out there that want to feel cool and feel important and feel accepted by the cool kids. And so it certainly drew in an enormous amount of people that were looking for that and it worked. For me, starting flywheel, I wanted to do the complete opposite. I wanted to go in the completely opposite direction and create an aura in our business where. Everybody felt accepted. Every shape, size, demographic, you know. from all walks of life. I wanted everyone to feel accepted because that was really a reflection of who I was. And so that really worked for us. And you know, it definitely drew in a different kind of clientele, you know, the kind that I guess mentally and emotionally didn't need that kind of acceptance. And I don't know, maybe they were more accepting of themselves. Who knows? I think it's an interesting sociological topic. But that's just sort Of a bigger example of what I wanted to do differently. I guess what I want to say is there the things that I found were positives for me that I was able to take from Soul Cycle, and then the things that were not positive, I had the opportunity to now change, and that was really exciting. Lorena: Yeah, yeah, absolutely. You get to do it in your terms. Ruth Zukerman: Exactly. Lorena: How fun. So how long were you at Flywheel? Ruth Zukerman: So Flywheel started in February of 2010, and we were acquired, which was obviously a wonderful thing, in 2014. And so now Flywheel was owned by a family fund, a private equity fund, and moving forward from 2014, I signed a contract with them. They wanted to keep me for three years as the you know creator. Head of the business, and so I signed I signed on because again it was my baby and I couldn't think of leaving. however that kind of became a new chapter because everything changed, Lorena, which often happens when a business is is acquired. I had no anticipation. I was completely surprised when I found out within the first I don't know two weeks of the business that my two co founders were were leaving. they were basically dismissed and so Fish out of water. I mean, here I am without my safety nets, if you will. and that was a big shock. I had no idea that was gonna happen. And a lot of the staff ended up changing because a lot of people were left to leave. There was were s were asked to leave. There was a whole restructuring. And you know, I had never experienced this before, so now My powers to make decisions were pretty much taken away because the people at the helm at the top were the ones making all the decisions. So three years in, I was ready to leave. It was kind of becoming unrecognizable to me. It was it became a very different kind of business with emphasis on different things and so different aspects. So I left in 2018. So that was eight years with Flywheel and And then I wrote a book, and it was a memoir/slash business book and lessons that I've learned in life and how I applied them to business and how I learned to be a business leader. And that led to becoming a keynote speaker. And so which is something I still practice today, and I've flown all over the country and given keynote speeches to anyone from you know Merrill Lynch to Stanford Business School. And Lorena: Mm. Ruth Zukerman: I never in a million years thought I would ever have the capacity to get up and speak for forty five minutes straight to an audience. and sure enough I got more and more comfortable with it and now I really enjoy it. I really love kind of sharing what I used to share on a bike, but now I'm sharing it, you know, off a bike in front of a lot more people and it this The book and the speaking engagements have just allowed me to reach a much bigger audience. So it's been incredibly gratifying. Lorena: how exciting for you and that you get to share that message. As you were telling the story Ruth Zukerman: Yeah. Lorena: about leaving Flywheel, it made me think, gosh, it was like a cycle repeating itself. Did you recognize Ruth Zukerman: Yes. Lorena: something within you that just called you to say, I can't do this, I need to leave and rebuild myself all over again? Ruth Zukerman: I did. I mean, I had no idea what was going to happen with the book. and, you know, the the speaking engagements that followed the book. I had no idea, but at the same time I owed it to myself to leave when I left because I was really unhappy. I was, you know, Operating in a business that just didn't feel like mine anymore. And I just it didn't feel authentic for me. And if something doesn't feel authentic, I I can't be a part of it. Authenticity has always been a big part of who I am and how I like to communicate to people, and the ability to be vulnerable was something I developed very early on in my life, and it it Was a big part of what I used to give when I was teaching classes and and then giving speeches. And I found from a very early age that when you're vulnerable with people, that's when they connect with you. That's what people want. They want to be relate and identify with, you know, stories you're telling or truths and the business that flywheel became again did not feel authentic. That they're just that kind of vulnerable feel was no longer in existence. It kind of the focus was pretty much about money and making money. And yes, we all need to make money and we all want to provide a nice life for ourselves, but it got to it just got to the extent where it just wasn't feeling like the the authentic parts and the connecting parts with community We're getting lost. Lorena: Yeah. I it it stopped me when you were you were saying all that and I started to think it all just kinda came full circle because at the beginning of our chat we said that you really felt like giving joy to yourself was really important. And here you are Ruth Zukerman: Yes. Lorena: maybe fifteen, twenty years later, and that's still the value that you held truth to you. Ruth Zukerman: For sure. Yes, it's it's just who I am. And which is why the way the business evolved, the way Flywheel evolved, just ended up feeling foreign to me. It was something I couldn't relate to. and keep in mind, you know, again, when we were acqu acquired in 2014, obviously I didn't know how much the business was going to change, but getting acquired was was amazing. And I will never poo-poo that. And Lorena: Yeah. Ruth Zukerman: you know, it allowed me to, you know, live a very comfortable life. And I am grateful for that. I'm also grateful to see that ending after so many years of hard work, you know, and Lorena: Mm. Ruth Zukerman: I feel blessed for that. Lorena: So now we're I don't even know what chapter rebuild we're on now. I feel like it's chapter four. So now then Ruth Zukerman: So I was gonna say it's a lot of rebuilds and you know, yeah, I mean that really pretty much leaves us with where I am today and you know, I as I said I I do still do speaking engagements kind of here and there, not on a full-time basis. And many, many people ask me, so what's next? What do you know what are you gonna do next? And the answer is I'm not sure. the fitness industry has changed so much since I got into it back in 06. it's become, you know, obviously fitness and health and wellness is front and center in all of our Lorena: Yeah. Ruth Zukerman: lives. I think, at least, you know, for sure in the US and definitely in parts of Europe and you know, various parts all over the world. And so that's an industry that's here to stay. but as I said, it's changed so much. The kind of the group fitness business has become very franchised and big business and corporate, and it kind of became this opportunity where The private equity people could make a lot of money. And and and that has certainly happened to a certain degree. But unfortunately, what I've observed is that the parts of the business that I love the most have been kind of lost. And what I'm talking about is the community that would be built every time I started a business, whether it was Soul Cycle or Flywheel, I was able to build an incredible community of people that really benefited from being social and having relationships with others and making friends and going to class together and woo-hooing together as a group in a class. You know, that is what was most important and And you can even read it nowadays how you know scientists have uncovered the importance of longevity and being social in your life. You know, yes, there's Lorena: Yeah. Ruth Zukerman: the fitness and the exercise that we all need and eating eating properly for our health and for longevity, but being social and being part of community is equally important, if not more, in terms of living a long and healthy life. Lorena: Especially with AI w like taking over everything on everyone, right? Ruth Zukerman: Totally. Absolutely. Lorena: Ruth, as I'm thinking about your book and your speaking, that takes a completely Ruth Zukerman: Mm-hmm. Lorena: different skill, if you will. I I guess it it's it's being very vulnerable about your story. Ruth Zukerman: Yes. Lorena: And it takes a lot of courage to do that because it's a different kind of rebuild and it's letting people into your life and see all these chapters which you are sharing with us today. how did you come about to taking those steps and living the life that you are living now, which seems quite peaceful, at least from this side of the table? Ruth Zukerman: Yes. you know, it tr interesting that you use the word peaceful. it took a lot of stepping stones to arrive at peaceful. And as I said, you know, in terms of my ability or desire to be vulnerable with people, once I recognize that that's where people connect, That's that's what spurred me on to kind of stay in that mindset of being comfortable, being vulnerable, because I saw that that's how people connected with each other and I wanted to enforce that for people. I should add in, which I forgot to say, but and it's actually happening right I became the focus partially of a documentary that was made about the entire spin industry. And it premiered this year at the Tribeca Film Festival in New York. And yeah, and the second it appearance is happening in a couple weeks out at the Hamptons International Film Festival. And I will be there. And I bring it up because that kind of I think became one of the final components that. Brought me peace because once again in this documentary I do tell my story very similarly the way I'm telling you today. And I told it in an even more vulnerable way in this documentary. And so obviously This became a vehicle for me to reach even more people in this world. And I'm excited about that. because I knew in my heart of hearts that I wouldn't feel peaceful until everyone really knew my trajectory and really knew what happened, the goods, the bads, and the ugly. And because I knew all along that I'm not the only one who's gone through things like this. So many people have, and Again, I knew at the end of the day it would help people to hear Lorena: Yeah. Ruth Zukerman: that they're not alone in their journeys. Lorena: Yeah, w it's exactly the reason why Rebuilt the podcast is taking shape. I love what you just said, Ruth. So you've gone through so much and so many rebuilds, and now telling your story, it feels like it's part of your path, is part of your purpose, is to share that. So I it leaves me wondering after so many rebuilds. What are what are the main lessons that you've learned about rebuilding? Ruth Zukerman: The biggest lesson I believe is what I mentioned before, what I touched upon before, which is this concept of resilience. And when I give my speeches, I talk about the fact that I look at resilience as if it was a muscle, let's say. And every time you experience a setback or a moment that feels like a failure, the muscle gets bigger. And you don't realize it because in those moments you're only dwelling on the failure, on the negative. Or the feelings that come out when you feel that you failed or you're ashamed, whatever the feeling is. but what we need to remind ourselves is as difficult as those moments are, we're actually getting stronger and we are building that muscle called resilience, and it's getting bigger and bigger, and it is, you know, it kind of creates a bigger presence for us the next time a setback comes along because we know there will be enough. It's part of life, it's part of being a human being. It's not easy. Life isn't easy, it just isn't. And Lorena: Yeah. Ruth Zukerman: it's a matter of, I feel, of going through it and learning how we cope and learning how to pick ourselves back up and get back into the ring. And recognizing that we do it. And maybe when you experience the next setback, maybe it's important to look back on the last. one and and look how you got through it and remember how you got through it and yes here's another one but you're gonna get through that one too and so it's really about reminding ourselves that we're a lot stronger than we think we are Lorena: I love that. Ruth, I have been tending to end all the podcasts with a similar question. What was the smallest act of courage that changed everything for you? Ruth Zukerman: That's good question. The smallest act of courage was recognizing that at the end of the day, in terms of how I tell my story and how much I tell of my story, that I really needed and always need to be true to myself and to not make decisions or compromise for the sake of someone else. And that if it's that important to me in terms of how I view myself, then it's something I have to do, if that makes sense. And Lorena: Mm. Ruth Zukerman: yeah, that's that's my answer. Being true to yourself Lorena: Follow your heart. Ruth Zukerman: and and follow your heart and understand how incredibly important that is as we go through life, as we get Older, I'm 68 years old, and you know, I I think about the rest of my life at this point and what it's gonna look like. And I think as I know as I get older, those things become more front and center, understanding what needs to happen before we go and being true to Lorena: I love it. Ruth Zukerman: myself is paramount. Lorena: Ruth, thank you. If we want to find you, if you want to be booked for a keynote or anything else, where can people find you? I mean we're the documentary's Ruth Zukerman: Yes. Lorena: coming. Ruth Zukerman: the documentary's coming and definitely Instagram. I I usually post a lot on that and I'm on Facebook and those are probably the two biggest. Lorena: Ruth, thank you so much for sharing what has been an incredible Ruth Zukerman: Course. Lorena: journey and very inspiring. I mean, I think you're the inspiration for things like Peloton and I don't have any proof for this, but I think so. Ruth Zukerman: no, no, I no, I am. Because we no, I I left that out, but we established the technology and the metrics at Flywheel, which became the platform for Peloton. And the Lorena: It's Ruth Zukerman: founder of Peloton was a very avid fan of Flywheel. So yeah, that happened. Lorena: Well there you go. Your your legacy is beyond. Thank you for creating so much opportunities for people to to exercise and and let it be fun, but also for sharing what has been an an incredible journey on on rebuilding and and coming out the other end happily and peacefully. Ruth Zukerman: Thank you, Lorena. Thank you so much and thanks for giving me the platform. I appreciate it. Lorena: If today's conversation gave you the courage to take the next step or it helped you keep going with the steps you've already taken, then we've done what Rebuild exists exactly to do. Until next time, keep rebuilding.