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Boutique offerings


visits are incentivised by packaging classes into bundles. Barry’s Bootcamp, for example, has a 50-class package costing £700, equivalent to £14 per class (prices at April 2015). Some studios like Athlete Lab offer a membership as well as ride packages.


A


‘Peloton membership’, for example, costs £129 a month and offers unlimited rides, but does require an initial six-month commitment. David Lloyd’s Orangetheory studios offer an unlimited studio session membership for £99 a month. My report also includes an extended


case study on SoulCycle, which I believe is an essential brand to understand for those with an interest in this sector, not least because it’s demonstrating how to grow a brand (45 studios open as at June 2015) while retaining the essence of what makes a studio experience so remarkable. It exemplifies what many of the UK studio brands now need to prove, so they can also successfully scale from one or two studios into a credible network capable of extending beyond London and the south-east of England.


ll studios allow ‘pay as you train’ access, with single class pricing shown in Table 1 below. Repeat


SoulCycle retains its ‘remarkability’ in spite of growing to 45 studios


TABLE 1 UK STUDIO BRANDS – MARKETING AND PRODUCT FEATURES Brand name


1Rebel Athlete Lab Barry’s Bootcamp BOOM Cycle


David Lloyd Studios


Edge Cycle Frame


Core brand communication message/theme We are revolutionising London’s fi tness industry. With centrally


located, no-contract ‘pay-as-you-train’ boutiques, we’re ditching the tired model and building destinations, not just gyms


Real bikes, unreal results. Athlete Lab is a unique indoor experience. We provide real bikes (not spin bikes), in a convenient location, with the very best coaches


Our signature cardio and strength workouts can help burn 1,000 calories in just one hour in a music-fi lled environment where every class feels new, fun and exciting for all levels


A high energy, bike-based, music-focused fi tness experience. Bike. Beats. BOOM!


Take part in the most exciting progressive group training experience on the high street and feel the benefi t of the latest Orangetheory® heart rate monitored interval training techniques


Putting FUN into indoor cycling, which is probably the best fi tness workout in the world burning up to 1,000 calories a class


The dance, fi tness and holistic studio smack-bang in the middle


of the greatest two little suburbs in the entire world: Shoreditch and Queen’s Park. We created Frame because we believed getting fi t should not be a chore


Heartcore Fitness


Psycle Speedfl ex It’s not you, it’s them. Heartcore’s highly effective 55-minute


classes in Dynamic Pilates, High-Intensity TRX (HIIT) and BARRE deliver optimal results that sculpt your physique in ways traditional exercise simply can’t match


Psycle offers a high-intensity, low impact, head-to-toe workout on a bike


An alternative to the gym or a boot camp, Speedfl ex offers high- intensity circuit training sessions led by a personal trainer


July 2015 © Cybertrek 2015


Core programmes


Ride, Reshape (circuit- style high-intensity class)


Indoor road bike experience


High-intensity strength/ cardio workout


Spin class


Orangetheory (treadmill, rowing and resistance workout)


Spin class


Dance, Fitness, Pilates, Yoga


Barre, High-intensity TRX, Pilates


Spin class


High-intensity machine- based circuit


Single class


pricing £20


£30 £20 £16 £20 £15 £13


Website 1rebel.co.uk athlete-lab.co.uk barrysbootcamp.com boomcycle.co.uk


davidlloyd.co.uk/ club-fi nder/


aldgate-dl-studio edgecycle.co.uk


moveyourframe.com


£27


heartcore.co.uk


£20 £30


psyclelondon.com speedfl ex.com


Read Health Club Management online at healthclubmanagement.co.uk/digital


47


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