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Boom! Cycle uses Schwinn AC Sport bikes


Heather Frankham and business partner Robert Rowland


"We want to be a business that appeals to the masses, so we off er a range of classes from technical cycling to fun workouts"


freedom of pay-per-class pricing. We want to be a business that appeals to the masses, so we offer a range of classes, from technical cycling to fun workouts, such as Latin Cycle, Disco Cycle and Hip Hop Cycle. We also offer something called Body Boom, which incorporates weights into the workout – that’s one of our most popular classes.


Why did you opt for a pay- per-session model?


Because people don’t want to be tied down; if they’re travelling and can’t go to the gym for a month, they don’t want to pay for it. We also wanted to make it easier for people who already had a gym membership to supplement that rather than having to take out another.


What sets Boom! Cycle apart? Other than the pay-per-session model, I think it’s the fact that we concen- trate on this one single activity and


ISSUE 3 2012 © cybertrek 2012


put all our energy into doing it excel- lently – from the instruction to getting the lighting and room temperature right and making sure the speak- ers are facing the right way. We also really focus on tailoring the experi- ence to the individual. For example, we’ve created a bespoke booking system, which allows each rider to choose exactly where they want to sit in the studio. We also hire out indoor cycling shoes for £1, so if someone doesn’t want to buy specialist shoes or doesn’t feel like bringing them they can still have the full experience.


What kit do you use? That’s another thing that sets us apart. We’ve got Schwinn AC Sport bikes, which only one other gym in central London has. Loads of our cli- ents have told us that they’re the best indoor cycling bikes they’ve ever been on and the most like a road


bike. But the coolest thing about them is that while the resistance on most indoor bikes comes from brake pads, these bikes use magnets, which don’t wear down as easily. We also have Schwinn’s MPower consoles, which allow the rider to monitor things like cadence [the speed at which the ped- als are turning], heart rate and lap time. If people are really serious, they can record the workout on a USB stick, put it into their computer and look at the readings in an Excel spreadsheet.


The Shoreditch site opened on 17 October 2011. How challenging was it to get off the ground? It was tough at times, but we just decided we were going to do whatever it took. There were a few things that went wrong with the build, and getting the word out in the fi rst few months was also quite tricky, as we’re a des- tination location – we’re not on a high


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