Category Archives: Studio Operations

IHRSA 2013 — Spinning® and Indoor Cycling

Posted on April 11, 2013 by Bill| Leave a comment

Las Vegas was………well, Las Vegas.  A bizarre, but somehow mesmerizing piece of America, right?  I walked for miles but never touched fresh air for two and a half days during IHRSA.  What a country.

No question that the “buzz” around cycling studios is accelerating.  I met with no fewer than 6 studio entrepreneurs at various points during the trade show, and the bike-makers confirmed that the steady stream of inquiries continues to grow.    IHRSA is a useful event to visit.  Only a small percent of the exhibit is indoor cycling related — but it’s all the latest stuff.  Here are some quick observations.

Schwinn AC Handlebars

While there were 9 or 10 indoor cycling bikes being shown in some way at IHRSA, there are really only 5 that I have seen cycling studio entrepreneurs show significant interest in:  Schwinn, StarTrac, Keiser, Freemotion and RealRyder.

Might there be others that would be suited to a new studio?  Maybe.   But for studio owners who’s concerns are durability, reliability and broad appeal….these are the bikes that seem to come up again and again.  I believe that for a studio….it’s much more about instructors than it is about bikes — so don’t get TOO obsessed about picking your brand.  That being said, here are some quick hits from IHRSA:

  • Schwinn AC Performance bike has comfiest handlebars ever, magnetic resistance which many are now loving, a cool white look, and as of this summer sometime a new wired console that will eliminate battery and other issues in the earlier console.

  • Freemotion S119

    StarTrac finally introduces power console on the Blade Ion.  It’s  simple and elegant to read (and powered by the bike!)….and is available June-ish.  Looks good in demos, but we need to see it “out there” in the real world for a while.  Console not available on lower priced models.

  • Keiser was the original bike with consoles to show power, and are still the only bike with an objective resistance number.  They’re “bike in the rear” design is unique, but nothing new announced at IHRSA.
  • Freemotion is a stylish bike with some cool touches such as the elegant mechanisms for tightening seat and handlebar adjustments.  Magnetic resistance and power console have been key parts of their offering from the beginning.  They also have that cool new Tour de France bike (more on that later).
  • RealRyder continues to pop up in studios as a unique alternative to stationery bikes.

StarTrac Trio Pedals

Other “stuff” we found interesting.

  • StarTrac has a new “Trio” pedal that can fit on any IC bike.  The Trio accepts Look or SPD clips and also has toe clips.  Best, there is an amazingly easy mechanism for changing out the toe clip by hand.
  • Performance IQ  has systems to project power or heartrate data in your studio and they work with ANT consoles that are (or will be) on Schwinn, StarTrac, Keiser and Freemotion bikes.  Still the best and only solution for those wanting to create the FlyWheel-type experience.
  • Wexer is a company that seems to have a strong lineup of video content to rival the higher priced MyRide offerings.  This kind of on demand video content has yet to break-into the US market as it apparently has in Europe, but at this price point it may be an option to consider.

We also made sure we got a chance to speak with the suppliers who can help studios get the best sound systems, flooring, insurance, supplies, lighting, online booking and other services.  These may not be the sexiest parts of your studio, but they are important to your overall business and financial success.

For help with your studio development, contact Bill at bill@spynergyconsulting.com

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Posted in Cycling Studio Trends, Studio Operations

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New Tools to Consider for Studio Owners (and startups!)

Posted on December 12, 2012 by Bill| Leave a comment
Summary: Although the traditional cycling class model continues to work well, some new studios are taking advantage of new “metrics” technologies from companies like Performance IQ  to motivate classes in different ways.

Since Johnny G invented Spinning® in the early 90′s, the quintessential indoor cycling experience has been characterized by a high-energy, charismatic instructor using motivational language and music to inspire riders.  Data and “metrics” have not been part of the equation.  Hard core cyclists, often alone in their basements, have been the ones to take advantage of technologies that measure performance and results…..not spinners and indoor cyclists.

Spacing Out or Zero-ing in?
These days, the tools are available to measure, and some studios are adding them to their offering.  Interestingly the New York “Uber-Studios” (Soul-Cycle and FlyWheel) seem at opposite ends of the spectrum.  ‘Soul’ keeps primary focus on music and instructor, ‘Fly’ adds their proprietary Torque system so students can see data on their power output.

Guess what?  Both approaches have adherents, and both studios are successful.  There is no right or wrong approach — it’s all about execution and your own vision for your studio.  (see blog post on this topic).

The important idea for independent cycling studios is that you are now able to deploy metrics of various kinds at a fairly reasonable cost.  Bikes themselves are often available with consoles that measure some combination of cadence, heartrate, power output and calories burned — and companies like Chicago-based Perfomance IQ, are helping studio owners deploy systems that present that data in unique new ways.

Performance IQ’s system displays group performance onto one or more screens enabling indoor cycling studios to dramatically innovate in the way classes are taught.  Class members can see their own data at any moment, but if they opt to, they can see their data projected next to the data of others in the class as well.  Instructors can organize “sprints” or various competitions using this data, but according to Mark Davids at Performance IQ, “….even if the data is simply visible to the class, studios using our system report that class members become more highly motivated”.

Performance IQ has 15 installations of their power-measuring and projection system at  various studios around the country, and has recently announced the development of a new group heart rate display.  According to Davids, this system works just like other group heart rate monitoring systems out in the market, but is much less expensive and easier to set up. Like the Performance IQ power system, data from individuals is projected to a screen that the entire class can see.  Heart rate data allows class participants to get the clearest possible reading of their effort at any given point.piq

So what happens with all this data after the class?  Performance IQ has partnered with Zingfit, an online scheduling and studio management software developer, to provide an online performance tracking dashboard where studio customers can see data from  previous workouts.  The software sends an email to the customer with their results after each class and also maintains a leaderboard showing where they rank relative to others in the class.

Tools like these from Performance IQ provide studio owners with new ways to instruct, to motivate and to develop loyal committed customers…..they may not be right for every class or for every studio, but as the technology continues to advance, smart entrepreneurs are going to figure out the best ways to create compelling classes.

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Posted in Cycling Studio Trends, Studio Operations

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Great example of a cycling studio / spin® studio amenity that separates you from the big “gyms”

Posted on May 8, 2012 by Bill| Leave a comment

Studio owners now have the luxury adding a customized “App” for their customers.  This is one more example of why clients are supporting boutique, dedicated fitness studios — the focus on convenience and easy booking is critical. 

At a cycling studio, not only can you reserve online (not typical at a gym or health club), but now you can book and purchase via an App on your smartphone…..take a look at the website for TempoXSports  This company customizes and develops an app for your studio that your customers can easily download.  It works with the Mindbody booking and reservation system.

One week after our studio posted it’s booking app on the iPhone and Android stores over 220 of our clients have downloaded it……and last week, 20% of our reservations were made via the App!!

This is an app designed by studio owners FOR studio owners.   Here is what studi0 customers can easily do from their phones using this app with YOUR branding:

  • Sign-in to their MINDBODY existing account
  • Set up an account if they are new
  • View your schedule
  • Sign-up / reserve spots (reservations auto-posted to ical)
  • Read teacher and class descriptions
  • Check their account (visits, schedule, attendance, purchases)
  • Purchase any packages you are selling through MINDBODY
  • View special promotions (posted by you)
  • Share their booking details on Facebook
  • Contact you directly

For more information, or to get started on your studio’s App:
Take a look at TempoXSports  for pricing and complete details, or

  • Email info@mygymapp.com, or
  • Call 781-254-3677

p.s.  feel free to download the Spynergy App from iphone or Android app store and play with it.  If you’d like, I can add classes to your account so you can have the “booking experience”

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Posted in Cycling Studio Trends, Marketing your studio, Studio Operations

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2012 IHRSA report for Cycling Studio Owners

Posted on March 23, 2012 by Bill| Leave a comment

City of Lights

Hey downtown Los Angeles can seem a bit “dodgy”, especially after dark, but the inside of the LA Convention center was chock full of highly sculpted fitness professionals and the trendiest new gear.   As promised, here are a few of the things I saw.

StarTrac was of course showing the NXT and the Blade which have been recently re-designed (styling is quite cool!).  I also got a demo of a new console (measuring power) that will be built into the Blade within the next year.  You’ll be able to get the Blade with or without power console.

Schwinn.  I also rode the magnetic resistance Schwinn AC and got a close look at their console.  Power is measured as well as heartrate, cadence and more.  Data from the console can be downloaded to a USB pen drive, or wirelessly transmitted via ANT transmission to a garmin or other device.

New Keiser Handlebars

Keiser.  A new handlebar design for the Keiser M3 should silence complaints from some smaller riders who had troubles with bike fit.  They have an established power console and also numbered resistance which lots of people really like.

RealRyder.  This uniquely designed bike with the swaying motion is becoming a favorite with some studio-starter who want to have something to clearly differentiate them from the big box gyms.  Optimizing the experience does require some special training for instructors and students, but there is a compelling case about the differences and benefits once you get going

Freemotion.  These new players have created good buzz as they have made the power console and related programming an integral part of what they provide.  The design of their console really nicely organized and readable.  At IHRSA, they introduced a new “carbon drive” belt drive to make the bike quieter, smoother and easy to maintain.

Livestrong.  I had not ridden their bike before and found it really comfortable.  Outside riders will love the fact that there are a wide range of hand position options including actual “drops”.  The bike was cool, but to be honest it was hard to focus on the bike because they were showing it in conjunction with the MyRide virtual ride video system with was absolutely astounding….more on that below.

MyRide video system at IHRSA

Non-Bike Highlight:  No matter what bike you have or choose….the good news is that if you want to use a video system, there’s an amazing one out there.  I have seen a lot of video for indoor cycling classes, but the MyRide systems from Matrix/Livestrong was absolutely stunning. The video itself (multiple terrains and imagery), but also the control system interface.   There are systems deployed in Europe, but this is brand, brand new in the U.S.  A pilot studio is up in San Francisco.  Performance IQ was co-exhibiting with Keiser…they have a system for projecting on-bike data to a screen so instructors and students can view their data.  This kind of system (allowing competitions and other coaching opps) may become more pervasive when they can figure a way to make it work with other bikes as well.

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Posted in Cycling Studio Trends, Studio Operations

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New booking app is a great marketing tool for studio owners

Posted on March 1, 2012 by Bill| 1 Comment

Is there an app that ties to a studio’s Mindbody booking system?  Yes!  One of the absolute keys to having a successful fitness studio is making it convenient for your customers.  There is an awesome new marketing tool available from TempoXSports  that does just that.  In a matter of days, you can have a smartphone app (custom built for you) that will allow your customers to book classes, check their accounts and make purchases.   The app ties directly to your MINDBODY booking system, and can be custom-branded using your logo and colors.

Your studio-branded app will mirror your MINDBODY presence.   Class schedules, pricing and other info will appear in your studio’s app exactly as they do in MINDBODY.   Any change you make in “owner” mode (subs, schedule changes, pricing, etc.) will appear right away in the app.  For your client, the experience is simple and efficient.

If you have an iPhone or Android, go to your app store and download the app called Spynergy to see how it works.   This was built for our own Spynergy Cycling Studio in Wellesley, MA.  Our customers are ecstatic:

Love, Love, Love the new App, now I book all my classes on the go!

You guys are the only fitness place in town with their own app….so cool.

For more information about getting a custom app developed for your studio, visit www.mygymapp.com.

 

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Posted in Marketing your studio, Studio Operations

Adding a complementary workout to your Cycling or Spin® Studio

Posted on February 12, 2012 by Bill| 7 Comments

1) Should your studio have only cycling classes?   Or should you also offer “complementary” training such as yoga, Pilates, barre , TRX, or something else? This question comes up a lot.  People seem to feel that indoor cycling or SPINNING alone may not “be enough”.   In my opinion….in the majority of cases,  the answer is no, do not start with other offerings.  Stick to a defined niche, do one thing and do it well and you will have the best chance of success.   I am well aware there are some successful exceptions to this rule, but I believe there are very specific conditions that make these exceptions viable.

I “get” that cycling is cardio and that for great fitness it should be complemented with other training……here’s the issue:  my customers don’t all get that.  They love indoor cycling or Spinning® and want a place that has tons of classes and is truly dedicated.  If they sense you are not focussed, you lose them.  Here are the practical issues / challenges for having a multi-offering studio:

  1. It doubles your instructor challenge….now you need to find awesome cycling instructors AND awesome other instructors
  2. Unless you have space for 2 studios, you now have to decide which “offering” gets the prime time slots.
  3. Cycling classes are so loud, it is difficult to run other things simultaneously.

Can you make it work…yes.  It’s just more difficult.  The places that have made it work have a) access to great instructors for both offerings and b) have a physical location that makes it possible to satisfy the needs of passionate indoor cyclists as well as others.

 

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Posted in Cycling Studio Trends, Studio Operations

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9 lessons learned by official Spin® and Cycling Studio start-up owners

Posted on August 17, 2011 by Bill| Leave a comment

Over the past year, we have built business plans and websites for dozens of energetic entrepreneurs around the country, people passionate about indoor cycling and launching their own studios. These people have taken a risk and “taken a shot” at a dream business…..I think they are really cool. Several of them have graciously agreed to share some advice “from the gut”. When asked “what piece of advice would you give a studio-starter” here are some of the frank answers we received from current studio owners.

1. Keep it simple and define something that sets you apart.

2. Be careful about zoning and licenses….be careful about the noise issue….have a lawyer read your lease carefully!

3. Treat every customer like gold…..word of mouth is so critical that getting one new customer is hugely important because they bring friends

4. Don’t worry about the bikes….worry about the instructors.

5. Spend time (or money) on marketing before you need it……By the time you realize you need to spend it, its often too late.

6. Don’t hire your friends as instructors. Ugggggh

7. The start-up is fun, but crazy time-consuming . Be ready for multiple days, nights, weekends, holidays dealing with hundreds of details.

8. Finding the right space, rent, neighbors!!! Hardest part, most important part.

9. Get someone good with numbers to do your Quickbooks and give you good reports from time to time.

10. Opening a new studio is like starting out on a bike, take off slow and steady and before you know it you’ll find yourself gaining momentum. (Keep expectations realistic, getting your name out there takes time and persistance)

Spin®, Spinner®, and Spinning® are registered trademarks of Maddog Athletics

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Posted in Launching a Cycling or official SPIN® studio, Real cycling studios / real stories, Studio Operations

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The crucial importance of attracting multiple groups to your cycling studio

Posted on March 29, 2011 by Bill| Leave a comment

One of the beauties of a cycling studio is that Lance Armstrong and your grandmother could both sit through the same class (assuming each could tolerate the music), and if properly coached, each could receive awesome fitness benefit given their own fitness levels.  Isn’t that amazing?

For a startup cycling studio (or any cycling studio) to be a successful business, the available seats need to be filled.  Our experience over 7 years, is that no single constituency is enough…..we need them all.   Your marketing, AND your class offerings need to appeal to serious “suffer-loving”  cyclists — AND overweight weekend warriors, and everything in-between.  Don’t assume everyone has the same motivation.  Sure, the number one reason people attend spin and indoor cycling classes is to control weight, but here are other reasons we hear:

  • My cholesterol is high, I want to help control it
  • I am a runner, but want to cross-train to protect my knees
  • I just love the darkness and the mind/body elements
  • Indoor Cycling complements my other workouts
  • I meet interesting people at your studio
  • It’s the only workout I can enjoy with my spouse

Many of your potential customers are outdoor cyclists ….Many aren’t.
Many of your prospects are after weight loss….Many aren’t.
Many are young…..Many aren’t

It’s not easy targeting multiple communities of exercisers.  But is is possible.  Be sure you think about this aspect of your marketing and of the classes and environment you create.

There are a number of other posts on this blog addressing various aspects of opening a cycling or SPIN® studio.  For a free consultation/brainstorm, contact  Bill at 781-254-3677   billpryor@comcast.net

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Opening a cycling or official Spin® studio

Posted on March 7, 2011 by Bill| Leave a comment

7 Questions to ask yourself

  1. How much money will I need to cover the cost of launching….and to support myself until the business can? This is a core question that should come well before you get into the specifics of how you want your studio to operate.  The answer will only come from the development of an exhaustive business plan (see #7 below).
  2. Who is your primary target audience? Stay at home moms?  Outdoor cyclists?  Singles?  Baby boomers?  Probably some combination, but the mix will have a major impact on your scheduling, marketing and other factors.
  3. Are you opening a Spin® studio or an indoor cycling studio. There is a difference, and you need to know the specifics to avoid legal hassles.
  4. What is your strategy for connecting with the community?  Especially early on.  There are number of tactics, you need to implement them early on so you don’t see empty classes.
  5. When you open a Spin® or indoor cycling studio you will need to think carefully about your location. What are the factors with noise?  parking?  access?  How many square feet are needed to accommodate the number of bikes you will have to have to make your financial model work?
  6. Marketing? Ads, eNewsletters, Direct mail, Web 2.0, what’s the right mix?  How can you build a great website?  How do you build the all important word-of-mouth once you open a Spin® studio or indoor cycling studio.
  7. Do you have a business plan that takes into account the rate at which your business will grow AND the rate at which it will churn out profit?  This is a critical question.   Having opened a number of studios, we have seen that the business gradually builds…….but how fast?   We have a track record so we can help you figure that out.

There are a number of other posts on this blog addressing various aspects of opening a cycling or official SPIN® studio.  For a free consultation/brainstorm, contact  Bill at 781-254-3677   billpryor@comcast.net

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Posted in Launching a Cycling or official SPIN® studio, Marketing your studio, Studio Operations

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Launching your own indoor cycling or official SPIN® studio: 6 challenges to consider

Posted on November 11, 2010 by Bill| 4 Comments

In the last 3 months, I have had over 40 inquiries from around the country from people curious about starting their own indoor cycling or SPINNING® studios.  I am working closely with a number of these folks developing business plans as we speak, and several are launching studios this month!  Congratulations to Jody at Just Ride in Plymouth, Mass, Lorie at Joy Ride in Salem, Oregon, and Russell at Body Cycle in Philadelphia, PA……..I have had the privilege of working with each of them over the exciting (and nerve-racking) months leading up to their launches.

At some point along the way, each of these folks, faced challenges in each of 6 critical areas……and you will too if you are serious about opening your own cycling studio:

Pre-launch challenges:
1) Am I suited to being an entrepreneur?  A few months ago we posted on this topic.  In addition to a passion for fitness and the cycling experience, you also need to enjoy the business, planning, organization and marketing side of your new enterprise (or have a spouse or partner who does!).  Think long and hard about this, it is not insignificant.

2)   Where do I get the money?  You either have it or you don’t.  If you don’t there are some ways to get it, and they all involve having a compelling plan to show.  People with money to lend or invest,  whether it’s friends, relatives, banks or your own spouse —- need to see that you have thought through the issues, that you have a plan, and that the payback of the money is a reasonable risk.

3)   Location, location, location?  After money, this is the biggest stumbling block to getting a studio going.  The right location cannot be rushed.  It needs have 3 things, and 2 out of 3 aint good enough.  It has to have 1) proximity to the right target audience (that’s another whole discussion), 2) the right logistical traits like parking, noise sensitivity, convenience, and 3) be reasonably priced on your build out and your monthly rent.

Operating challenges:
4) Instructors…..ya gotta have good ones or the whole thing collapses.  You need to find them, recruit them, and keep them happy, all on an ongoing basis.    This will be a challenge as long as you are open.  A process needs to be developed.

5) Automation….this is not a business that can sustain a large or expensive staff.  It is critical to automate (via web) your key operations like scheduling, payroll, marketing, financial and others so that it is easy and cheap to administer.  The good news is that there are great online tools to do this now available.

6)   Marketing….word of mouth will be huge and important, but it is also critical to continue marketing even as you become more and more established.  There are are variety of online, offline and “guerilla” marketing tactics that need to be addressed on an ongoing basis.

Best of luck to Jody, Lorie and Russell!  They’ve made it through the first 3 challenges and are now moving into the really fun part!  Operating classes and making the world more fit……..one rider at a time!   If you have questions on any of this, give me a call at 781-254-3677 or email me:  billpryor@comcast.net.

Spin®, Spinner®, and Spinning® are registered trademarks of Maddog Athletics

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Posted in Launching a Cycling or official SPIN® studio, Marketing your studio, Studio Operations

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