INDOOR CYCLING WHEELS IN MOTION
So your cycling classes are always full. Does this mean your cycle offering is performing optimally? Not necessarily. Kath Hudson finds out what mainstream operators can learn from the growing number of specialist indoor cycling microgyms
I Body Bike’s Uffe Olesen says indoor cycling clubs go to extremes to inspire members
ndoor cycling has become very cool, commanding high ticket prices and prompting long waiting lists. Many of the concepts
have been developed by sparky entrepreneurs who have created the type of experience they were looking for themselves (see briefing box, p52). Because of this, the clubs are imbued with a sense of passion, personality and individuality. So is this something the larger chains can replicate? What lessons can full-service clubs learn from the niche indoor cycling clubs?
Make members feel special Lesson one is to listen to what the members want and make an effort to build a relationship with them. Microgyms tend to work on a pay as you go basis, meaning there’s no security of a monthly or annual contract; they have to stay responsive to members’ needs and keep offering them what they want. “It’s all about relationships,” says
Well-designed waiting lounges can help people switch off from their everyday life
Sarah Morelli, global education and development manager for Star Trac. Are the big clubs creating relationships with their members? I’d say not. In fact, I’d go so far as to say that many big clubs are only interested in how many bums in saddles were in each class, but not which customers were there. Where’s the love?” Fergus Ahern, managing director
“I’d go so far as to say that many big clubs are only interested in how many bums in saddles were in each class, but not which customers were there. Where’s the love?”
48 Read Health Club Management online at
healthclubmanagement.co.uk/digital
of MOSSA in the UK, also identifi es the ‘bums on seats’ mentality as an issue, pointing out that having full classes doesn’t necessarily mean happy members, or even that members are getting results. He says members should be regularly surveyed and advises
January 2014 © Cybertrek 2014
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