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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