Full-service facilities
should consider creating a cycling club-in-club
frequent programme changes and up-to- date music to keep people engaged. CEO of Body Bike, Uffe Olesen, says
indoor cycling clubs go to extremes to offer a full-blown experience, and believes this is what full-service clubs also need to do to inspire members. “It’s important to build indoor cycling
up to be a real experience, akin to going to the movies, but without the popcorn,” he says. “Create a club within a club, with a separate membership, and charge extra to rent out shoes and towels. There should be a lounge to wait in before the class to build anticipation, and to return to afterwards for a smoothie. Through décor and projections, the lounge should help people shut off from their everyday life.” Carl McCartney, RPM trainer for Les
Mills UK, agrees that – while music, décor and bikes are important – it’s the member experience that’s vital. “Indoor and outdoor cyclists are a breed apart from your typical gym-goer, so make sure you’re able to differentiate your indoor cycling from the other aspects of your club. The specialist indoor cycling clubs are doing amazingly well
January 2014 © Cybertrek 2014
“Indoor and outdoor cyclists are a breed apart
from your typical gym-goer, so make sure you’re able to differentiate your indoor
cycling from other aspects of your club”
because they’re fostering a like-minded community through their members, making their clubs very sociable. Use all the tools in your arsenal to make your cycling studio a social hub.” McCartney recommends regular
relaunches, endurance classes for more hardcore users, and road rides or cycling tours to strengthen the bond the instructors have with members.
Bin the strip lights One of the things that currently differentiates the microgyms is their creative use of lighting, with the
experience often felt to be more powerful if the room is dark: SoulCycle in New York conducts some classes by candlelight, for example. Morelli suggests that full-service clubs could be more creative in this respect, such as installing a twinkle light ceiling. “People like to sit in the half dark,” agrees Olesen. “Something happens when the lights go out. It becomes a more immersive experience and plunges people into the present moment.” Sound and graphics can also be used
to create a cinematic feel. Get the best sound system, with big speakers at the front and back to really draw people into the experience. Have a big screen at the front to display motivational, inspiring, entertaining graphics – it could be a cityscape one day and a famous ride the next. Olesen says that fi tness club operators
should think outside of the box about what will entertain cyclists during their class. He suggests themed weeks and special guests, like DJs or even dancers on stage. Meanwhile Elena Lapetra, head of Schwinn UK, says events such as cycle-related workshops and one-off
Read Health Club Management online at
healthclubmanagement.co.uk/digital 49
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