INDOOR CYCLING
INTRODUCING THE MICROGYMS We round up some of the emerging group of cycling microgyms…
can offer. Larger clubs can draw on the full breadth of their offering to provide a more rounded, varied, engaging class with a broader range of benefi ts. This should be packaged so it’s perceived as one big class, such as indoor cycling integrated with core or yoga.”
Get creative In the perfect world, your cycling studio will offer everything the niche clubs offer, continues Lapetra: spotless bikes with onboard computers linked to display technologies, stadium layout, perfect temperature and the best sound system. However, she acknowledges this isn’t always practical or within budget:
“But creating a wow factor doesn’t always need a huge budget. It needs purpose and creativity. If you can’t afford new bikes, get yours serviced
– riders soon tire of rusty bikes, wobbly pedals and inconsistent resistance – and implement strict maintenance routines and studio etiquette to ensure bikes stay looking and riding their best. “Try and get computers retrofi tted
– with the growing desire for measurement and tracking, this is a smaller investment that can have a big impact on riders’ experience. And even if you can’t afford a full refurb of the studio, a great sound system is the fuel of the class, and some quirky lighting and a lick of paint can make a big difference.” Clubs must also make sure it’s easy to
book into the class by offering an online booking and payment system, she says:
“Do your members have to follow strict and complicated guidelines for booking classes: maximum one week in advance, queueing at reception or on the phone to book? Remove their excuses for not joining your classes. Make booking really simple, including via mobile, and ideally with a live feed to show if someone’s favourite bike is still available.” It’s this sort of personalised attention
to detail that will really help the chains bring a point of difference to their cycling offering. As Morelli observes, boutique cycling clubs offer a fi ve-star service – so what little touches could you introduce to make your members feel really special? Hand out fresh fruit? A smoothie? A cold hand towel? Lapetra concludes: “Once you’ve
gone through all the different scenarios and decided where you can improve your offering, give your studio a new name to mark a new beginning and let the world know about it.” ●
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Psycle London A new kid on the block, Psycle London opens its first site on London’s Regent Street in February. Created by Colin Waggett, the former CEO of Fitness First, its objective is to create the most enjoyable fitness experience in London. In this highly designed club, where the work of London artists is on show, classes promise to be fun, as well as effective for toning and burning calories. A pay as you go concept, classes will cost £20, or £15 if you book a package of 25.
SoulCycle Born in New York in 2007, SoulCycle offers a mix of inspirational coaching and high-energy music, with some classes that use candlelight to bring in a mental / spiritual aspect. Handweights and resistance bands are used to work the core and arms as well. There are currently 22 sites in the US, but the company plans to have 50–60 worldwide by 2015, with rumours of a possible London launch. It’s not a members’ club, but you have to buy a series of classes in order to book in – US$25 per class plus US$3 to hire shoes.
SoulCycle: Global plans
BOOM! Cycle Currently with one club in central London, BOOM! Cycle has plans to open nine more sites across the UK capital. For £14 a class (or £9 if you bulk buy) you’re promised pumping music, great instruction and high quality bikes. A range of different classes are offered including Hip Hop, Disco Cycle and a two-hour intensive session.
BOOM! Cycle in London offers classes styled around hip hop and disco music
H2 Bike Run This London-based concept was created to allow people to cycle or run to work in the city, get a decent shower, park their bike safely and even get it serviced and have their muddy clothes cleaned. Spinning has always been part of the core offer, but other classes such as yoga and TRX are also available. The first site opened in Soho in 2011 and there are now two more in central London. Various membership options are available to take advantage of the different services. A Spinning class costs £8, or you can pay £50 a month to use all the facilities.
Cyclebeat Launched last year in central London, Cyclebeat allows participants to opt into its Beatboard technology, which displays performance in-class. Each performance is emailed to you and saved to your account, so you can track fitness improvements. One class costs £15, or you can buy 10 classes for £120. Every new rider gets 20 days’ access for £20. Monthly and annual memberships are also available.
Read Health Club Management online at
healthclubmanagement.co.uk/digital January 2014 © Cybertrek 2014
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