NEW OPENING
Although you work hard at Psycle, the vibe is more Ibiza than Tour de France Wheels in Motion PSYCLE
www.psyclelondon.com
Location: Regent Street, central London, UK USP: Founder Colin Waggett believes it’s not possible to extract one element of the whole and elevate it above the others as a USP, but to me Psycle’s USP is its focus on a positive mindset above all else.
The concept Psycle was established to cater for what founder Colin Waggett calls an
‘under-served’ set of customers: fashion-conscious people in the broader sense, who choose experience over functionality when it comes to bars, restaurants, shops, hotels, but who are let down by the typical, non- experiential health club. They’re conscious about their health and know they should exercise, but haven’t found a boutique experience within the fitness sector that they really identify with.
“You have to create an experience that’s fundamentally different from anything you get elsewhere,” explains Waggett. Psycle sets out to meet this need with
an ethos that’s embedded in its very name: a combination of psychology and cycling. “We believe, if you get people in the right frame of mind, they’ll exercise. And if you focus during the class and afterwards on how they feel – happier,
better about themselves and their lives – they’ll come again,” says Waggett. “Physical transformation only comes
from repeated exercising, and for many people if it’s not enjoyable, that won’t happen. There’s a robust exercise science underpinning our classes, and you will work hard, but we’ve paid just as much attention to making it an enjoyable experience so people do keep coming back. When people say it feels more like they’ve been to Ibiza than riding in the Tour de France, I know we’re onto something.” Unsurprisingly then, music lies at
the heart of the concept, with “heavy investment” in the playlists. Technology has also been left out – no heart rate monitoring or competitive leaderboards – with the approach to instructing different too: no shouting at you to crank up the resistance, and with most of the instructors coming from a performing arts background.
40 Read Health Club Management online at
healthclubmanagement.co.uk/digital Facts & stats
Opening date: 23 February 2014 Ownership: Colin Waggett, former CEO of Fitness First Size of the club: Just over 465sq m (5,000sq ft) Facilities: Two studios (one with 45 bikes, one with 25), changing rooms, and a reception/lounge area. Currently offers 36 classes a week, aiming for 50 by the time
this goes to print. Maximum class size: 45 Supplier: Star Trac
The club is already averaging 75 per
cent capacity across its timetable, with most new customers brought along by existing users – there has been no advertising, just PR and social media. There are plans to open more sites
– two are already confirmed – but as Waggett explains: “It could be three, 10, 20 sites, but definitely not 100+. It’s about being different and special as opposed to world domination.”
The experience The run-up: A strong, uncomplicated website clearly explains the concept
June 2014 © Cybertrek 2014
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