Soulcycle of fertility sells egg-freezing and ’empowerment ‘ to 25-year-olds

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There’s something eerily familiar about the Kindbody aesthetic.

How do you build a cult following for an egg-freezing clinic?

Gina Bartasi, CEO of Kindbody, a fertility startup that launched in New York City at the beginning of August, has a few ideas. For one, a bright yellow van stationed on a Friday in the middle of Manhattan and then on a Sunday in the Hamptons — offering free testing for the anti-Müllerian hormone (AMH) associated with reserves of healthy eggs. For another, never announce anything too far in advance.

Kindbody has one brick-and-mortar location so far, two blocks from Trump Tower. It’ll be open to patients later this month, and they’ll spend the next six months building a bigger flagship on 16th Street. To find out where the next pop-up event will land, or where the next “boutique retail location” will open, you’ll have to follow the company on Instagram. When making these real estate decisions, Bartasi told The Verge she asks herself two questions: “Where is SoulCycle opening up? What is Drybar doing?”

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