Some people build brands. Very few build movements. Today’s guest is one of the rare ones who can do both—and she’s here to break down exactly how she does it.

In today's episode, I’m sitting down with someone who has shaped culture through every brand she’s touched. Gabby Etrog Cohen is one of those rare leaders who understands that brand isn’t a logo or a marketing plan—it’s human connection. It’s how people feel. It’s how people talk. It’s how people experience something together.

Gabby helped transform SoulCycle from a four-studio boutique fitness concept into a cultural phenomenon. She helped scale Rent the Runway into a billion-dollar business. She helped reimagine Aspen across hospitality, mountain life, and luxury. And now, through GEC Consulting, she’s guiding founders and CEOs through reinvention, growth, and the moments where clarity matters most.

She’s a master connector, a generous networker, and someone who has never taken access for granted. And she’s proof that when you nurture relationships, not transactions, your career becomes a magnet for extraordinary opportunities.

In this episode:

– How she found her way to SoulCycle and helped turn four studios into a cultural phenomenon

– How brands are really built through people and why human connection is the ultimate growth engine

– Why protecting your brand matters more than promoting it — especially when you have access, attention, or influence

– The power of generosity in networking and how leading with “How can I help?” transforms relationships

– How your network shapes your career when you nurture it consistently, authentically, and without agenda

– What modern marketing teams need to look like in an AI-driven world

– How to build a career that supports your life, not the other way around

Connect with Gabby:

Website: https://www.heygec.com/

Instagram: https://www.instagram.com/gabbyetco/?hl=en

LinkedIn: https://www.linkedin.com/in/gabbyetrogcohen

Connect with Zoe:

LinkedIn: https://www.linkedin.com/in/zoe-weisberg-coady-57aab37