Barbara Hoots suggested that I share this article from Fluff Magazine about fitness entrepreneur Fatima Batook. She and her partner have opened Studio 55 – a women's only fitness studio in Saudi Arabia 🙂
Meet Saudi Arabia's Female Fitness Pioneer
Fatima Batook is the leading authority figure in Saudi Arabia's burgeoning Spinning® industry. Not only is she a pioneering female in the space, she's cultivating a community of happy, inspired ladies and proudly watching them blossom through a new love for fitness. Fatima worked with a passionate team from the United States for over a year via email and Skype to recently open Studio55, Saudi's first women-only Spinning® studio. In addition to overseeing the studio Fatima also runs award-winning clothing line, Tima Love Life. We spoke exclusively with Fatima to celebrate the opening of Studio55 and her trailblazing health and fitness platform pushing for the empowerment of Saudi Arabian women.
When and how did your love for fitness (and Spinning® in particular) grow?
“I was 18 when I was personally facing health and weight issues. I was morbidly obese for my height and age; doctors told me I was prone to diabetes and heart problems. Their advice was to go to the gym. I saw a great big poster on the gym’s billboard saying Spinning® burned 800 calories per hour and I thought this was my solution! I went into this intimidating room of bikes, sat on a bike for 10 minutes, then decided to never ever come back! Next day I pushed myself and attended 15 more minutes, till one day I finished a whole class. And that was my ‘turning point,’ that’s when everything made sense to me. Health and weight management was hard work that depended on progressive and consistent efforts like Spinning®. In 2007 I became a certified instructor to share my new passion with everyone.”
You tried opening a small indoor cycling studio several years ago but were forced to close it. What kept your dream for a new location alive?
“I actually never tried to open one on my own, I was teaching part-time at the only Spinning® affiliate center in my city, Al-Khobar. I never even thought I would want to open my own place. The thought came to me only when the place I was teaching at closed down for legislative reasons, because in Saudi Arabia at that time we didn’t have the legal license to operate a women’s health club. It was closed down in November 2013 with little effort from their management to re-open; I was on a mission to get the license not only for Studio55 but also for all health clubs for women across the country. Being a member of Young Saudi Business Women of Eastern Province, we had raised this matter with all the supporting documents of why we needed this and presented to the minister who issued licenses for men’s health clubs, and that’s when we had our triumph and received approval that all women can have a license to open a fitness/health club.”
How did you get your new project, Studio 55, off the ground?
“Studio55 was born out of three things: 1) Legal circumstances that forced the only health club I could teach Spinning® at to be shut down. For two years till Studio55 was open, I was training women from private properties (homes and recreational centers) till we were able to get the studio up and running, but it didn’t stop women from training and didn’t stop me from pursuing the dream of opening up soon to all women. 2) Fate! God put me at the right time at the right place. I was presented with a business opportunity from a male entrepreneur who witnessed the idea of cycling studios being a success in the US and wanted to bring the model to his home country, and today he’s my business partner at Studio55. Both of us have a marketing and branding background and we had the right vision for Studio55 to make it a reference for women all over Saudi Arabia for Spinning® and fitness. With that vision in mind we started from zero building a brand, a concept, interior and systems that go along with it. I have to say that Barbara Hoots (owner of Atlanta-based company, Indoor Cycle Design) played a huge role in directing us the right way and giving us the knowledge and know-how. 3) Passion drives every single move I do and bringing that passion throughout the studio was my goal. Instructors are the heart of the studio; with recruiting and training being scarce in Saudi Arabia they were our top priority. We had all the instructors fly to the World Spinning® & Sport Conditioning conference in Miami to meet, engage and train with the masters. After a month from soft opening I can say our passion spills over to the members and the whole environment in the studio. It’s a never-ending chain of positive reactions.”
I noticed a class you have called “Bokwa.” What is that exactly?
“Women always love to have fun everywhere, but especially here in Saudi! Women are always finding an excuse to party and Bokwa is a great and healthy way to do so. Bokwa is an intense cardio workout combing elements of African dance, kickboxing, light boxing and step. It’s a unique dance fitness workout using letters and numbers as placement combined with the use of hand signals and American Sign Language. It’s refreshing and builds strength and endurance driven by the pulsating rhythmic beats of African, Latin, popular dance and house music. Bokwa is an innovative dance workout that’s an abundance of fun and does not feel like a workout!”
Can you recall a heartwarming story (or stories) that stand out to you from the women you’ve instructed over the years?
“I have so many touching stories. One of the stories I always share is one I had encountered with an older female who was very traditional and religious. Just to give you a background, Saudi fitness instructors were not very popular 10 years ago and may be seen as a degrading job but today we’ve been gaining a lot of respect and many, many Saudi women are getting the training to become instructors. So I was faced with some negativity at times but it was with one lady who was against me from day one assuming I came from a background of “liberating” women in the incorrect way, “stepping” out of the cultural norms and traditions, so she wouldn’t attend any of my classes. She always put in a complaint to management that I was inappropriately dressed for a Saudi instructor while other instructors were fine because they weren’t Saudi! This was till one day when she didn’t have an option but to attend my class, which was a Spinning® ride dedicated to overcoming climbs as challenges in life. I shared a lot of my own personal challenges throughout the ride and that was her moment. That was the moment where everything changed to her, all the stereotypes she had in her mind, all the walls she had built, and all her guards dropped and faded away! After the class she came to me for the first time ever and thanked me, then opened up her heart to me with her personal challenges in life and apologized for judging me the way she did. That was a successful turning point because we came from different backgrounds but had so much similarity. As much as she was judging me I was too, due to her appearance and different cultural background. She actually inspired me to be more open to every type of woman because at the end of the day, we are one. Today she’s one of the most active women supporting Studio55 and myself.”
Why is your vision for female fitness health clubs so needed in Saudi Arabia at this time?
“It is needed, indeed! For many reasons, one of them being that obesity is higher in women than men and lifestyle-related diseases are increasing causing early deaths amongst women in Saudi Arabia. Women in Saudi need an outlet to vent and let go because they are super women–they are full-time mothers, full-time daughter, full-time sisters and full-time wives, plus they have jobs and many other cultural and social commitments. We have a huge responsibility as women in the family and we don’t live independently, therefore we are always in need by someone at some point of time. Female fitness clubs are a place where they can dedicate well-earned time to themselves and free themselves from all the worries and stress of their daily lives, reenergize themselves and become stronger to take on the rest of their days.”
In the Western world we’re all too familiar with the daily restrictions placed on the lives of Saudi women. What we don’t hear about enough is the sisterhood you share. Can you talk about how you empower each other?
“Women around the world have the same needs, dreams, ambitions and aspirations. One thing we’re blessed with in this part of the world is that even with our busy lives we have strong bonds, we stand for each other, support each other and connect with each other on many different levels. I’m blessed to see this first hand at the studio; the bond women have between each other is so strong and built purely on unconditional relationships. If anyone needs anything, there will be 20 women standing right by her side.”
What are your long-term plans for Studio 55?
“The plan is simple: open twenty studios by 2020 and inspire women to come together and have their own space to evolve and be more.”
When I take off my instructor hat and walk into a class as a participant, I have two expectations beyond the obvious (getting a good workout):
1. The class will start on time.
2. The class will end on time.
I understand there are exceptions to every rule and occasionally instructors get started a little late or run a bit long, but in general, I think it is important that we make a concerted effort to stick to the official schedule.
Why? For me, it comes down to being respectful of people's time and making sure members' expectations match up with reality. If the schedule says class will run from 5:30 to 6:15 p.m., folks probably anticipate a 45-minute class that starts at 5:30 p.m. and ends at 6:15 p.m., and they should! There may be participants like the one in Krista's recent post who take extreme measures to be at class early. There may also be people who feel bad about leaving “early” in the event that class ends late. Straying from what is expected increases the likelihood that participants will leave feeling disappointed, frustrated or annoyed.
Whether you are a hyper-prepared instructor or a professional improviser, there are several things you can do to ensure you start on time and end on time. Below are my thoughts regarding time management in the cycle studio.
Arrive 15 minutes early. I don't just mean walking into the building 15 minutes before class starts; I mean walking into the studio dressed and ready to teach 15 minutes before class starts. This will give you time to get your music ready, test the microphone, adjust your bike settings, greet members, answer questions, and assist new participants with bike setup.
Read announcements before class starts. I typically turn on my microphone to make announcements 1 to 2 minutes before class begins. That way, when 5:15 a.m. or 5:30 p.m. hits, I am ready to push play and teach immediately. Every minute counts.
Have a plan. I don't like to feel unprepared and I also don't like looking at the clock, so my profiles are planned out down to the minute to avoid both of those situations. Preparing a thorough class plan allows me to focus on my participants instead of the time.
Be consistent with cool down. If you teach every Thursday from 5:30-6:30 p.m., pick a time when you will start cool down and stick with it. That way, even if you improvise in your classes, you know that when 6:25 p.m. (or whatever time you choose) rolls around, you better start slowing things down.
Stay focused. Talking too much can throw a wrench in class plans; I know, because it has happened to me. I can recall multiple occasions when I had to shorten hills or alter drills because I was long-winded with a story or something that was on my mind. Being conversational has its positives, but it is also important not to get too carried away.
Occasionally I'll see stories pop up where a class participant writes a review of an Indoor Cycling class he or she took. What makes this review noteworthy is that Bryan Ganey, the writer of this review, has lost an incredible 400 pounds and has written a book about his surgery-free, weight loss journey.
First Bryan's review of CHS Revolution and then more about Bryan below.
Review: The CHS Revolution indoor cycling studio in Charleston, SC
Tired of the same boring workout on the treadmill or the elliptical at the gym? Well read on, my friends.
I had the pleasure today of visiting the CHS Revolution indoor cycling studio in downtown Charleston, SC. I was contacted by their fantastic PR person Demi Bean and asked to bring my friends to try out their studio and write a review. This is my review.
… My group was 8 people strong, including my friends, myself, Demi and Katie. We were all set. They took us into the workout room where all the spin bikes were. Katie [Instructor Katie Blaylock] took her place up on the platform in front of the room with her headset and tablet, which appeared to control the music and lights. It's all very state-of-the-art. Katie explained how everything worked and Demi helped me set the height on my spin bike. We were off and running.
Once the music started and the workout began, it became clear that I was going to sweat – a lot. You want a full body workout? This is it. Katie had us speed up, slow down, increase the resistance using the knob on the bike (“a quarter turn!”) Stand up. Sit down. Katie worked us hard and I loved it.
Then she had us do push-ups of sorts on the bikes as we were pedaling. I love this. Make it harder! The 45 minutes went by in a flash and then, near the end, something I loved: resistance training. They had 2 small weights (5 pounds maybe?) sitting on the bike to use. You can get an incredible workout lifting small weights repeatedly and Katie worked us out good.
The whole workout was a real rush. In addition to revving up your metabolism, you're getting an intense cardio workout as well as arms, legs and upper body. I've never sweat so much during a workout in my life.
I find reviews like this very refreshing. It doesn't sound like he has had much exposure to Indoor Cycling. I'm guessing Bryan was completely sold on CHS Revolution and Instructor Katie Blaylock, by the end of class.
This 4:28 minute video about Brian overcoming his lifelong struggle with his weight is very inspiring.
If you're interested in learning more about his book; IMPOSSIBLE: How I Lost Nearly 400 Pounds Without Surgeryhere's the link to his page at Amazon.com
After attending ICI/PRO Conference 2010, Kathy Ehrlich-Scheffer and husband Matt were motivated to open their own studio. In her words, “to bring the best the industry has to offer to our riders.” And to her credit, she has done just that. Kathy and Matt opened Cycledelic, their vision of an indoor cycling studio on the well known 12 Corners in Rochester, New York. To say that this studio is unlike most would be an understatement. Kathy and Matt have seen to every detail. This is clearly evident from your first step inside to toweling off before going on your way.
If you are an indoor cycle instructor with a bent toward showmanship, 😉 this studio is Nirvana to to teach in. Kathy had shown me the studio shortly after opening and I’ve been waiting for the opportunity to get my butt up on her stage.
Opportunity knocked, the weekend of Cycledelic's first anniversary (Saturday, October 20, 2012) as that date was juxtaposed with Rochester Institute of Technology's parents weekend. Since our son's a freshman there, my trip was preordained. I invited myself to do a guest instructor class that day.
Rochester is also my home town having moved to the San Francisco bay area 25 years ago. Ah, when the stars align. Knowing the sleep habits of college students, I figured I'd be able to have a fun workout with the crew there on the 12 corners before my student saw the light of day. Kathy was all for it, immediately replacing husband Matt's 0800 class with my name.
I stopped by Cycledelic the day before to check it over. Turns out Matt has thought of everything. Their projector is HD, the perfect size 16:9 screen, lighting controls like I have only seen at concerts, plenty of wall mounted fans and a sound system that leaves nothing to chance. I had iPod Classic, iPad and MacBook Pro all going simultaneously.
The theme for my ride was, Indoor Cycling, From Then to Now. The idea was to silhouette how technology has enhanced the experience instructors can create for our riders. The Cycledelic studio was engineered perfectly for such a show. Right down to the right mix of color from the baseboard lighting. I was in heaven.
Kathy did a great job of promoting my visit, resulting in a full house. The 70 minute presentation/ride came off without a hitch even if I did not quite sync my class builder app (providing me with cue information) with my Mac which was providing video and sound.
After class, Cycledelic provides three shower rooms with towels for those that need to head off smelling all fresh. There is not one client comfort that Kathy has not thought of. She personally maintains her bikes insuring her customers that all the great metrics work. Kathy is very selective with who gets to instruct and how they deliver. And, conveniently located in the same strip mall is Starbucks where we convened post ride to pat ourselves on the back and celebrate the anniversary.
If all this is sounding a bit like a travelogue it’s not. (Yet if you find yourself in Rochester, New York don't miss a visit to Cycledelic)
A couple of points.
First it is the ‘boutique studios’ like Cycledelic that are blazing the trail for Indoor Cycling 2.0. We cannot thank them enough. Boutiques are doing what the big boxes are very slowly realizing, differentiation by technology. Those of us working in big box gyms can attest to the lethargy of change at these bottom line oriented facilities.
What I’m saying (my second point) goes to my earlier post (A Good Reason to Come Back – October 2012). Simply stated, boutique studios are compelled to provide their customers with a good reason to come back. They must – at every level – provide the service that their customers are willing to keep paying for, or close the doors. Essentially that translates to, incredible customer service, effective training, incredible customer service, entertaining distractions and, incredible customer service.
As I type this Kathy is posting to the Cycledelic FaceBook page photos and videos of their Halloween ride. It was another sold out room for a fun filled 90 minute workout set to the music of the eighties.
Kathy can't teach all the classes. She is, after all, a woman balancing the responsibilities of mother, wife, daughter and business. So who she chooses to put on the stage at Cycledelic must understand the meaning of ‘on stage’. It is not just about the training but also the performance. She has found it difficult to find such instructors.
My greatest worry before teaching my class at Cycledelic was not about the workout but rather, letting Kathy down by not providing a remarkable experience for her customers. Hopefully that's what happened. In my opinion that's how it should be, wherever we teach, for all of us, all of the time.
NEWS RELEASE Nash, Macgowan Join AFS Advisory Council (CHICAGO, ILLINOIS, August 7, 2015) — The Association of Fitness Studios (AFS) today proudly announced the addition of fitness industry leaders Frank Nash and John Macgowan to the AFS Advisory Council.
John Macgowan is a consultant and owner of Deep Breath In, LLC – publisher of ICI/PRO, the online Indoor Cycling educational resource for Cycling Studio owners, managers and Instructors around the world. He has been leading Indoor Cycling classes since 1997 – with certifications from Schwinn, Stages, Heart Zones, ICG, Life Time Fitness and Cycling Fusion.
“We welcome John Macgowan to our Advisory Council with open arms,” said Leve. “He’s a true indoor cycling guru, with a dedicated following. He will be a tremendous AFS resource for this segment of the studio market.”
ICI/PRO has been at the forefront of the explosion of boutique Indoor Cycling studios. Many successful studio owners can point to one of multiple interviews John has conducted, as being the “spark of inspiration” they needed to launch their new fitness business. “I love what I see AFS doing to help connect, educate and encourage independent fitness studio business owners,” said Macgowan. “There's power in numbers and all modalities of fitness will benefit from being a part of this well managed organization. As a member of the Advisory Council, I'm excited to help AFS develop the Indoor Cycling vertical within the umbrella of the greater association.”
History of AFS
Toward the end of 2011 two life long friends, one a fitness industry veteran and the other an attorney and business consultant, got together to fill a void they observed while working with colleagues and clients alike. Despite the major industry trend towards the development of freestanding fitness studios, there was a lack of support for the owners. The reality was these businesses — opened by great fitness professionals — could benefit greatly from the sharing of business ideas and best practices.
The Association of Fitness Studios (AFS) is the only membership community dedicated to the business of fitness studios. We provide studio owners and developers a wide array of business-specific products, services, and benefits that will enable them to more effectively manage and grow their businesses, building on the passion, compassion and courage they’ve already shown. Previously, there was no such business-centric, trade association dedicated solely for fitness studios.
We created AFS to do for our members what studio trainers and instructors do for their clients — help them achieve their objectives.
Most of the challenges of studio ownership are universal. Through sharing of information, best practices and delivery of the tools necessary to enhance management efficiency, marketability, and profitability AFS is the direct link between studio owners, suppliers, fitness professionals, and consumers – connecting all segments of this vibrant industry. Welcome to the AFS community!
Mission Statement
The mission of the Association of Fitness Studios is to create a community of studio owners by equipping them with the tools necessary to enhance management efficiency, marketability, and profitability while promoting the benefits of living a healthy lifestyle through education, information, and technology.
My goal is to help AFS develop a strong & vibrant membership of all types of Cycling Studios. I'm planning an interview with AFS founder and CEO Josh Leve in the near future to help you learn more about this vital organization.
I woke up this morning to a very nice note from Studio Owner Alison Zemanek.
Hi John,
I just want to express to you how much I love your site. Thank you for putting together such a wonderful resource!
I recently opened a Cycling Studio in Longmont, CO
(BreakAway Cycle & Strength Studio). I was lucky enough to find instructors who have been certified and teaching for over 10-15 years, but who have pursued continuing education throughout that time and fully embrace the true meaning of IC 2.0. We use it at the studio and our clients love it.
We are all cyclists, as are many of our clients, so that helps. But even non-cyclist appreciate the higher volume of work that can be done when you are not scrambling constantly between 15 second full out efforts and 45 seconds zero effort recoveries. They also appreciate being able to understand the relationship between cadence, resistance, and power output.
I would love to use the term Indoor Cycling 2.0 to describe what we do at BreakAway!
Thanks so much!
Alison
Thanks for your kind words Alison – you made my day!
Her studio is called BreakAway Cycle & Strength and is located north of Boulder, in Longmont Colorado. From the looks of her very nice website, it appears that Alison and her Instructor team really do practice Indoor Cycling 2.0!
BreakAway offers a mix of cycling and strength classes using TRX – what I see as the perfect combination for maximizing revenue for any boutique studio.
If you are considering opening an Indoor Cycling Studio, Alison's website design is very impressive. It communicates all of the key benefits to her offerings including regularly scheduled intro cycling and TRX classes!
Intro to Indoor Cycling -The Basics
So, you’ve never taken an indoor cycling class before and you’re just a bit intimidated. If that sounds like you, then you should take this class. We’ll go over the core moves done during cycling classes, some safety basics, what to wear, and will answer any individual questions you may have. The Schwinn AC Performance bike has an amazing console computer, but if you don’t know what to do with the data, then it’s not a very useful tool. We’ll go over the computer with you and tell you about all the ways it can be used.
Introduction to TRX
You’ve seen the crazy straps hanging from the big metal anchor…but you’re not too sure what it’s all about. That’s why we offer this free 20-minute intro class. Sign up and come in to learn everything you’ll need to know in order to join future TRX classes.
If you're reading this and wondering; what exactly is Indoor Cycling 2.0?
Indoor Cycling 2.0 â„¢ — is the transition from entertainment based exercise (fun, but without purpose and rarely effective) to results driven training (the stuff that works, just ask any real endurance athlete)
You can achieve it through the introduction of specific measurement tools; Heart Rate Monitors, Cadence (RPM) indicators, Power Meters and Periodization into your classes.
Our mission here at ICI/PRO is to provide you with the tools and information you need to to teach a successful Indoor Cycling 2.0 â„¢ class.
Indoor Cycling 2.0 is a trademark of Deep Breath In, LLC (my company) and is free for you to use as long as you credit us as the source.
When I take off my instructor hat and walk into a class as a participant, I have two expectations beyond the obvious (getting a good workout):
