Tag Archives: indoor cycling studio

6 Reasons a dedicated studio can out-cycle big health clubs

We launched our first studio in 2005 and have had 11 consecutive years of growth in attendance, revenue and profit.   How is that possible when we have a ’boutique’, pay-per class offering, and big health clubs nearby offer cycling classes or Spin® classes as part of their low-cost membership?   A cycling studio, done well, is a classic “niche” business.  The good ones create a unique, effective, entertaining fitness experience that health clubs don’t.  They work for a few reasons:

1) Focussed Mission. A dedicated studio pays attention to the details and focuses on one thing:  the best  classes possible.  Equipment, sound system, decor, amenities, teachers………are the best available.

2) Convenience.  A studio is single purpose, “in and out”, simple, easy to reserve, easy to purchase, easy to participate.

3) Flexible payment / no membership commitment.  In a studio, you can pay-per-class and when you don’t attend….you don’t pay.  People are increasingly turning to “best of breed”  fitness offerings from boutique studios and don’t want to be locked-in to long term memberships.

4) Customer experience. No waiting in lines, no getting “shut out”, no calling the night before to reserve.  You can easily reserve online, show up 2 minutes before the class, and enjoy!  The environment is comfortable, and the classes are not just a workout…they are an experience!

5) Community. A small intimate studio encourages sharing and interaction amongst students if they so desire.  Instructors and students interact to optimize fitness, growth and enjoyment.  Local charity fundraisers and other events are a key part of the studio vibe.

6) The little things matter. Quality sound, outstanding teachers, attention to detail, lighting, mirrors, equipment, announcing schedule changes and subs, personal touches, amenities

Spynergy Consulting has operated cycling studios for 9 years and has worked closely with over 80 individual cycling studio startup projects.  We have recently formed a new company called CycleBar:  the first indoor cycling studio franchise.  CycleBar will provide a turnkey cycling studio solution from top to bottom.
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Learn More / Get Complete Details
Click Here
 to fill out our candidate questionnaire and you will receive a call where you will learn full details on startup costs, franchise fees, financial history of existing studios,  operations, branding, marketing and more.

Bill Pryor
bill@cyclebar.com
wellesley.cyclebar.com

CycleBar Logo #1

 

Spin® studio versus Indoor Cycling studio

Here is a question we hear all the time from studio starters looking to get their business going:

1) What’s the difference between a Spin Studio and an Indoor Cycling Studio?……….Should I be an official “Spin®” studio, or an indoor cycling studio?

OK, it’s a bit confusing….but here’s the straight scoop.   Group exercise classes set to music on stationary bikes is commonly called Spinning.  That being said,   the words “Spin®”, “Spinner®” and “Spinning®” are closely held trademarks of a California company called Maddog Athletics.   Unless you are licensed by Maddog, you may NOT use those words in relation to your business, in the name of your business, on your website, on your schedule or in any promotional activity, or you are in violation of those trademarks.

Because the Maddog license carries requirements on branding, equipment, and instructor training…….many studio owners (CycleBar, Soul Cycle, FlyWheel and others),  opt to refer to their activity as indoor cycling, rather than Spinning®.  The reality is that many riders still refer to the activity as spinning, but technically, and for legal purposes it is actually ‘indoor cycling’.  For this reason, there is no such thing as a spin studio franchise.  There is one indoor cycling studio franchise which is CycleBar.

Spynergy Consulting has operated cycling studios for 9 years and has worked closely with over 80 individual cycling studio startup projects.  We have recently formed a new company called CycleBar:  the first indoor cycling studio franchise.  CycleBar will provide a turnkey cycling studio solution from top to bottom.;;

Learn More / Get Complete Details
Click Here
 to fill out our candidate questionnaire and you will receive a call where you will learn full details on startup costs, franchise fees, financial history of existing studios,  operations, branding, marketing and more.

Bill Pryor
bill@cyclebar.com

cb logo sig

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

Flywheel and Soul Cycle are good for the cycling studio business

For many years, cycling studios and official SPIN®  studios, a relatively rare phenomena,  have flown “under the radar”.   There are some awesome and successful studios, but most communities are not familiar with them and the basic concept has been largely unknown.   No longer.

Two high-profile New York studios: Soul Cycle and Flywheel have recently received significant national press. Soul Cycle was acquired by national chain Equinox, and Flywheel has partnered with investors who have announced aggressive expansion plans throughout the U.S.

If you are a studio owner, or contemplating a studio in your area….this is good news!  Actually, let me correct myself….this is great news.  Here’s why.

1)   It helps legitimize the concept of a stand-alone cycling studio.  This is important if you are trying to raise money for your studio, or convince a landlord of the viability of the business.

2)   Their presence expands the market.  The more people that hear about indoor cycling studios….the better.  Cycling studios don’t just steal riders from health clubs they expand the market and make the workout available to a broader audience.  Their existence creates broad awareness that is helpful to all.

3)  It’s a cliche and it’s true.  Competition is good.  It makes us all better.  Knowing they are expanding makes studio owners evaluate how to do things better and secure their local position.

Would I want a Soul Cycle or a Flywheel to open across the street from my studio?  No, of course not.  But there are thousands of communities in the US (and abroad) that could support cycling studios…..and the more they open, the more the tide rises for the rest of us.

At the end of the day, cycling studios are not Starbucks, which serves up an identical product in every store you go into.   What we’ve learned at our Boston, Detroit and Cincinnati studios studio is that cycling studios are true local businesses that ultimately thrive on three things:  A) The creation of an awesome fitness experience, B) Talented, committed instructors, C)  The building of a vibrant community, and D) Smart local marketing deep into a community or neighborhood.

Net, net?  There is plenty of room in the market for Soul Cycle,  Flywheel, and also for talented entrepreneurs to build new, compelling cycling studios.   There are a few hundred cycling studios around the world right now, let’s not worry about market saturation until there are 10,000 (like there are in yoga).

Spynergy Consulting has operated cycling studios for 9 years and has worked closely with over 80 individual cycling studio startup projects.  We have recently formed a new company called CycleBar:  the first indoor cycling studio franchise.  CycleBar will provide a turnkey cycling studio solution from top to bottom.
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Learn More / Get Complete Details
Click Here
 to fill out our candidate questionnaire and you will receive a call where you will learn full details on startup costs, franchise fees, financial history of existing studios,  operations, branding, marketing and more.


Bill Pryor
781-254-3677   
bill@cyclebar.com

CycleBar Logo #1

Vision for your Spin® or Cycling studio…define it.

In each successful studio I have seen or been involved with there is also a crisp Vision for what the customer experience is going to be.  I don’t mean your vision for the size or scale of the business, I mean your gut sense of what your customers are going to respond to, to love and to keep coming back for.

Each ownership must define it for themself.   In the case of our 10-year old studio and of our new cycling studio franchise called CycleBar,  the vision is around creating an awesome ‘experience’ in the studio, and creating a true community.  It also around the idea of “great workout / great fun”.    Great instructors with a true passion for the music are critical to this concept in our vision — But it all ties to the idea that exercise does NOT have to be drudgery….it can and should be both effective AND fun.

Some successful studios stress the amazing Mind-Body connection in cycling classes or ideas of empowerment and taking control.  Others focus on the intensity, competition, and inner drive that classes bring out.  CycleBar actually has elements of all of these in our selection of classes…take a look at our list of class types to get an idea.  Driving a vision into the market is critical.

Spynergy Consulting has operated cycling studios for 9 years and has worked closely with over 80 individual cycling studio startup projects.  We have recently formed a new company called CycleBar:  the first indoor cycling studio franchise.  CycleBar will provide a turnkey cycling studio solution from top to bottom.

Learn More / Get Complete Details
Click Here to fill out our candidate questionnaire and you will receive a call where you will learn full details on startup costs, franchise fees, financial history of existing studios,  operations, branding, marketing and more.

Bill Pryor
781-254-3677   
bill@cyclebar.com

CycleBar Logo #1

 

 

 

Targeting all types for your indoor cycling or official SPIN® studio

targetWho’s your target customer?   If your studio is like most…..there is not one correct answer and there are multiple groups that you can attract.   One way to think about the two broad communities your studio will likely serve is as Fitness and Training oriented riders.

Fitness riders are not outside cyclists, are not training for an event and are likely primarily concerned with conditioning and weight control.  Training riders have a sport, race or event they are thinking about, it could be cycling but it could be something else.

Each of these types of clients can become  dedicated loyal participants if you cater to their needs and construct an environment they like…..AND they can co-exist nicely.  Our studio has 48 bikes and 30+ classes a week and I have seen it every day in my studio.

Four Tips For Attracting and Retaining ‘Fitness’ Riders
1)  Provide useful articles and content regarding nutrition, weight control and how the cycling workout can be most effective
2)  Provide free “intro” sessions so newcomers can learn properly.  It is important to de-mystify cycling classes for many who think it may be too intense.
3)  Be careful the environment is non-intimidating to all fitness levels.  One of the reasons you will attract people who won’t walk into a large gym is because your place is friendlier and less intimidating.
4) Actively talk about and promote your appeal to beginners as well as to advanced cyclists and fitness levels.

Four Tips for Attracting and Retain ‘Training’ Riders
1)  Find instructors that are outside riders or active athletes and speak the language
2)  Educate yourself and your team on Heart rate, cadence, power and other metrics that help folks understand what they are accomplishing.
3)  Create and note special classes on the schedule that promote
specific training objectives (endurance, intervals, etc.).
4) Provide informative articles and content about the latest in training methods and technology

Opening a cycling or official Spin® studio

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

Spinning studio business, business plans, opening a studio

If you are considering launching a cycling or spinning studio, you are probably researching and exploring existing studios……with good reason.  Before you (or your lenders) invest money in opening a studio, it is logical to want to see proven models of success.  They do exist!  In the case of our own Studio, Spynergy Wellesley,  we developed a straight forward business plan and model with some basic elements we have found to be successful.  Other studios around the country exist with variations — your own business will be tempered by the realities of your market, you customer needs and your own vision for the business.  One model:

  1. Small, single-purpose studio — cycling classes only
  2. Online reservation system, primarily “pay-per-class”
  3. Targeting fitness, athlete and cyclist participants

Other variations exist elsewhere: cycling classes combined with yoga or other group exercise, membership revenue model, targeting of specific niches.  Another interesting post:  how you can “outspin” big health clubs.

For a complete review of the Spynergy model, give me a call at 781-254-3677,  and also of course peek at a few of the other relevant posts on this blog.

2010: Indoor cycling studios are a great business because…..(8 reasons)

Year-end is a time to be reflective, right?   2010 has been a whirlwind for spinning and indoor cycling activities of all kinds and I feel fortunate to be deep into it on a daily basis. My own studio is finishing its best year ever based on attendance (or “butts in seats” as we say in the industry)……..but even more rewarding is the work I have been privileged to do with dozens of entrepreneurs and studio starters all over the world.  (Yes, the world!  This year we worked with folks in 14 states as well as New Zealand, Hong Kong, Canada and England).

Before plunging into the cycling world 8 years ago, I worked in a variety of high tech, marketing, energy and other industries.  I can honestly say I have rarely felt such a consistent level of energy and passion as what I see in this business.  Is it the endorphins?  Sure.  But I also think it is the sincere belief that what we are doing by building community fitness businesses is palpably making people’s lives better.   How many people can say that about their jobs?

In the spirit of David Letterman, here is the Spynergy Consulting’s  year-end “Top 8 List”.   This is the 8 Best Things About Indoor Cycling Studios:

1)   People love them! Customers constantly thank you for what you are doing and are telling you how it helps them.

2)   The market is growing! Baby boomers and Gen-Xers are aging and as their joints wear out, their search for a quality low impact workout intensifies.  Niche studios are exploding in popularity around the world.

3)   They appeal to diverse groups! Specialty classes are emerging for teens, seniors, competitive cyclists, cross-trainers, moms, dads and everything in between.

4)   There’s Cool Tools to Run Them! Entrepreneurs can focus on creating great classes by using the web and online tools to automate a ton of the marketing and logistical stuff behind these businesses.

5)   Cycling is green! The more indoor and outdoor cyclists the better as the world looks to non-carbon burning transportation activities.

6)   It’s a community! Unlike the huge box gyms, the intimacy of a cycling studio builds a unique camaraderie amongst folks who ride together.  Studios can link to schools, teams, clubs, churches and groups in a ton of cool ways.

7)   Mind and Body! Well done classes are medicine for the body, the mind and the soul of the rider.  A respite and a haven from the chaos of daily life.

8)   The benefits are undeniable! More and more research is emerging on the documented benefits of exercise in general, but also of cycling and cardio-workouts on fitness, aging, disease prevention, stress, mental health and more.

There are a variety of articles covering studio startup and operations on this Spynergy Consulting blog.  For a free consultation or brainstorm session contact Bill Pryor    781-254-3677   billpryor@comcast.net

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

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!

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.

Spynergy Consulting has operated cycling studios for 9 years and has worked closely with over 80 individual cycling studio startup projects.  We have recently formed a new company called CycleBar:  the first indoor cycling studio franchise.  CycleBar will provide a turnkey cycling studio solution from top to bottom.;;

Learn More / Get Complete Details
Click Here
 to fill out our candidate questionnaire and you will receive a call where you will learn full details on startup costs, franchise fees, financial history of existing studios,  operations, branding, marketing and more.

Bill Pryor
bill@cyclebar.com

cb logo sig

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

Cycling or official Spin® studio website, automating and marketing your business

Spynergy Consulting, in conjunction with our partners at Indoor Cycle Instructor, has developed an integrated website and marketing package that you can easily deploy for your cycling studio.  It is not expensive.

At Spynergy, we have owned and run cycling studios since 2004, we have a great feel for what you need in your website to run an efficient operation.  It is easy to put up a basic “billboard” as an official SPIN® studio website, or a cycling studio website — but it will not grow your business.  Our experience shows you need a few critical things:

  1. A site where new prospects can easily get their most common and pressing questions answered
  2. A site that Google can find.  Fully 30% of our cycling studio’s new customers found us via search last year.  That is huge.  “Findability” is a special skillset we can offer to your web presence.
  3. A site that easily integrates with the best possible reservation and scheduling system to automate your business.
  4. A site that integrates easily with your email marketing program so you can do effective low cost promotions via email
  5. A site that you can self-maintain.  After some basic training you should NOT need to go to a web developer for each change.
  6. A site where you can easily connect and engage with your customers through blogging and social media —- this helps your business but also makes you more “findable” on Google and Bing.

Opening a SPIN® studio, or an indoor cycling studio is hugely rewarding on a number of levels…..By automating your business (through the online tools we can set up for you), you become hugely efficient….and you free yourself up for the more exciting stuff:  interacting personally with customers and making your classes great.

Contact us for a free proposal on building your web presence:  billpryor@comcast.net   781-254-3677