group activity-based studios that have created an authentic fi tness experience through a combination of unique classes, refi ned studio environments and top instructors,” says Phillip Mills, CEO of Les Mills International. “Every class is almost like a Broadway
show,” adds Elena Lapetra, international sales manager at Schwinn. “There’s a theme, a script, a well thought-out soundtrack and a superstar instructor who shines through and who’s paid accordingly. There’s also excellent marketing pre- and post-event, all targeting a specifi c audience.” It’s been in the area of indoor cycling
that we’ve seen the most microgym activity to date: Mills has been drawing attention to the likes of SoulCycle for some time now – the highly successful, high-end indoor cycling studios operating in US cities such as New York, and now rumoured to be eyeing a UK
October 2013 © Cybertrek 2013
launch. Meanwhile, independent cycling microgyms have been rapidly popping up across London in recent months. Mills continues: “Many microgyms
have built very strong consumer propositions and brands, from CrossFit to SoulCycle to HIT-based Orangetheory Fitness.” So strong, in fact, that SoulCycle is able to charge US$34 a class – and more if you want to book into a popular timeslot. So that’s the microgym – but who do
these clubs appeal to, where can they succeed, are there specifi c activities that particularly lend themselves to this format, and does this specialist model pose a risk to the ‘generalist’ full- service offering?
New audiences The formula of the microgym unquestionably appeals to the mindset of the Millennials, with their need to form
To date, many of the successful microgyms have focused on cycling
an identity – to belong to a tribe but still feel like an individual. “For this group, it’s about standing out while fitting in,” says The Futures Company’s Tomkins. By focusing on delivering one specifi c
activity – something that will unite all attendees in their enthusiasm for it – all wrapped up in a ‘cool’ package, the microgym delivers against these apparently contradictory needs: in creating a loyal following, and with it a sense of tribe, the microgym helps people fi t in, while its cool vibe simultaneously meets the “standing out” requirement. But could the format be used to reach
new audiences? “To date, microgyms have predominantly targeted the younger generation who want exercise to be a social experience in a group setting,” says Mills. “However, it’s likely other
Read Health Club Management online at
healthclubmanagement.co.uk/digital 37
PHOTO: ANDREW HAURISSA
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