Why is it some crazy ideas don't sound so crazy, once somebody is actually doing it?
For example; who would have thought holding Indoor Cycling classes in a movie theater would be a good idea?
He considered turning it into a recreation center, or a ropes course. But instead, he decided to follow the trend set by Flywheel and SoulCycle, two indoor cycling businesses that regularly sell out classes on summer weekends in nearby East Hampton and add a spin studio to his auditorium. At a cost of around $35,000, Mr. Rutkowski, opened up a few rows of seats, bought a sound and lighting system and 25 spin bikes and did a little cosmetic construction, mostly on his own.
“Now it looks like an orchestra pit,” Mr. Rutkowski said. Bikes are covered during movie screenings.
To make the transition, Mr. Rutkowski hired a consultant named Bill Pryor, who opened Spynergy studios in his hometown of Wellesley, Mass., and outside Chicago, in January 2005. Mr. Pryor said he has helped independent entrepreneurs on over 200 business plans in the last 2½ years. On average, he charges $4,000 per client; up to $10,000 if he is helping them from the ground up.
“A lot of studios are adding video to their classes,” said Mr. Pryor, who previously worked in the tradeshow industry. “But I've never seen anything like David's done.”
Bill Pryor is a long time friend and contributor here at ICI/PRO. Back in 2010 I interviewed Bill about the potential of starting an Indoor Cycling Studio and we are aware of dozens of new studio startups who found their initial inspiration from this Podcast.
After the expense of outfitting a room full of Indoor Cycling bikes, the cost of leasing the actual space for the studio is the biggest expense. And that's if you can find a suitable place to rent. Loud music is a part of any class and many stripmall neighbors aren't super excited to listen to hear Armin Van Buuren blasting at 95dBs during your 9:30 am class.
Movie theatres play loud soundtracks/music everyday. They have a bunch of parking (another big concern) and most importantly, they have holes in their schedules when they aren't showing movies. Virtual cycling classes using videos are all the rage for Indoor Cycling classes and movie theatres already have a big screen 🙂
Sounds like this could be a match made in Hollywood!
The owner of the private movie house in your town probably knows nothing about Indoor Cycling. But I'll bet they know their cash flow and may be open to a conversation where you bring some additional $$$ into her/his business.
When the world markets were crashing in 1929 and the American economy was in ruins, Angelo Siciliano, an Italian immigrant, saw opportunity in the face of darkness. In the midst of financial despair and against all odds, Siciliano pioneered the fitness revolution as we know it today.
As a young man weighing only 97 pounds, Siciliano was at the beach with his girlfriend when a bully kicked sand in his face. Humiliated, he began doing numerous exercise routines and became obsessed with strength. According to Siciliano’s memoirs, he was at the zoo one day watching a lion stretch when he thought to himself, “Does this old gentleman have any barbells, any exercisers?” Siciliano concluded that lions and tigers became strong by pitting muscle against muscle. He changed his name to Charles Atlas and in the midst of economic turmoil began offering bodybuilding courses through a mail-order fitness program. Advertisements soon appeared in comic books and magazines, and this was the beginning of Charles Atlas Ltd., the fitness industry phenomenon. According to Atlas’s 1982 biography, “Yours in Perfect Manhood,” his company did so well that it emerged from the stock market crash unscathed.
Before the Great Depression lifted, Jack LaLanne, often called the Godfather of Fitness, also influenced millions of lives by teaching people to eat right and exercise regularly. LaLanne, who died last January at the age of 96, opened the first American health club in Oakland, California in 1936. LaLanne spent decades spreading the physical and mental benefits of exercise and designed the world's first leg-extension machine which is now standard in the industry.
Neither Atlas nor Lalanne were personal trainers but rather shrewd businessmen. Both saw a hunger for people wanting to escape their financial woes and feel good about themselves. While others laughed at the notion of opening a business during an economic meltdown, Atlas and LaLanne created a multi-million dollar fitness empire.
Is something similar brewing? Despite the sagging economy and rising unemployment, several recent polls indicate that tough financial times actually encourage people to redirect their expenses toward health-conscious pursuits while traveling and dining out less often. While some may suggest that dropping your health club membership along with cable television is the right thing to do in a troubled economy, you should never give up your membership in ANY economy. Your gym membership is an incredible value for these 5 reasons:
1. On average, a single meal out costs well over half what your gym membership costs you.
2. Working out regularly keeps you mentally and physically balanced. Enough said.
3. No matter what gym you belong to, it’s a community. Enjoying like-minded individuals is good for the soul.
4. Your health club is a safe harbor. No matter how hectic your life becomes with interruptions, knowing you have a bike waiting in the 6:00 cycling class provides a constant in your daily schedule.
5. Exercise boosts self-confidence, and this is important if you’re dealing with the negative effects of a recession or your confidence is down due to a job loss.
Just like Atlas and LaLanne, studio owners have an opportunity to turn a negative into a positive by promoting fitness as a way to survive financial hardships. While it’s true that money can’t bring happiness, good health most definitely can.
Barbara Hoots is a long time contributor at www.indoorcycleinstructor.com and you can read her other articles here. Considering a new studio? Visit spinroomdesign.com to learn more about designing the perfect Spinning Studio.
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You’re passionate about fitness, you love indoor cycling and you may even be an outstanding instructor yourself. You recognize the amazing energy in a great class, and you’ve also seen a lot of poor or mediocre classes that frustrate you. Maybe you’ve wondered if a dedicated studio can make money?
Should you start your own studio? Great questions.
While not nearly as common as yoga studios, there are in fact a good many successful, dedicated cycling studios (and Spin® studios) around the country. We have worked extensively with a number of them, and in the right community, with the right model, these can be tremendous small businesses.
There is nothing more thrilling than waking every day knowing your decisions and actions are building a business, developing a community, making people healthy…….and generating a stream of profits!
Here is the first question we ALWAYS get asked. There is plenty of indoor cycling and Spinning® at gyms and health clubs in my area — why would people go to a new dedicated
studio?
4 reasons cycling studios are successful! – Free Registration Required – Click Here. Opens in a new tab.
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Dedication.For the same reason there are thousands of successful Yoga studios, despite ample yoga classes at gyms and health clubs — a dedicated studio focuses
on one thing. It pays attention to the details and delivers a more consistently excellent product.
Atmosphere.
Many people, for a variety of reasons, prefer a small intimate studio
to the feeling of a big gym or health club. As evidence, look at the vast number of Yoga, Pilates and personal training studios — despite the availability of those services at gyms.
Pricing flexibility.
Studios typically offer a variety of programs including “unlimited classes” or “pay-per-visit”. This variety and flexibility appeals to a broad range of potential clients. This service makes it easy to set up online payments.
Community.
There is a community spirit in a small studio attended by dedicated cyclists with a common passion.
The notion of a successful, dedicated cycling studio is not just a concept — it is a reality in dozens of instances around the country. That being said, the number is miniscule compared to the opportunity, and there is very likely a need near you.
Comments: Hey John I just recently moved out of the box clubs (LA Fitness for one) I was working at and started classes at a small studio. I have never done any marketing work and wondered if you could help guide me. Do you have any materials I could use for local news papers or any other suggestions for me. I would really like to get a few more people into this studio. Have you been enjoying that summer weather in Minnesota this winter?
Thanks,
Richard
I'll answer your second question, first Richard. I love the nice weather… but hate what it's doing to my class attendance 🙁
The answer to your first question; Heck Yes!
Over the past 4 years we've posted a bunch of practical tips and ideas an Instructor or Studio owner can use to build class attendance.
I say we because a lot of the information has come from studio owner and Indoor Cycling studio start-up business consultant Bill Pryor. Bill runs two very successful studios and has contributed a wealth of information on getting people into your studio.
Beyond word-of-mouth, a Google search is the top way people will find your studio. Bill and I have a lot of experience on this topic and produced a series of free podcasts and informative articles at Fitness Studio Marketing focused on making your studio more findable online. This link will take you to the iTunes page where you can subscribe.
We also have a resource for Indoor Cycling Studio Owners that you will find helpful. It's for members only, but free to register.
Have you tried asking other Instructors their ideas? Our community at Pedal-On has a lot of very creative people who I'm sure can offer some ideas.
Discount parts for Star Trac Spinning®, Schwinn, Keiser and FreeMotion Indoor Cycles
Fitness equipment replacement parts distributor Sportsmith is offering a 15% discount for ICI/PRO readers and listeners. They have most everything you'll need to tune up all your bikes and have them ready for the fall (is it really coming so soon?) rush of new participants.
I've worked with Sportsmith for years – they distribute my Red Pedal Tool for easily and safely removing the fitness shoe cages from the Schwinn triple link pedals used on cycles in studios around the world.
Here's an old video I made showing how to use the Red Pedal Tool that features younger daughter carly 🙂
UPDATED 9/14 – We are no longer recommending the company involved in this podcast. When we renewed this month we were told we could no longer add an “additional insured” to Amy's policy unless we paid an extra $155.00. This is totally ridiculous in our eyes and we have gone back to Markel Insurance for Amy's liability insurance.
Indoor Cycling is experiencing a boom, with new bouquet studios popping up pretty much everywhere. This is great because all these new studios = more places for us to teach. But there's a small catch. Many of these new studios hire Fitness Instructors as independent contractors, not as true employees, but it shouldn't scare you away from teaching there.
There are multiple advantages for teaching as a self-employed contractor (you may be able to expense your fitness clothes and mileage) and a few disadvantages. The biggest being there's a very good chance the studio's general liability insurance won't protect you if someone gets hurt and sues you personally for millions of dollars 🙁
Professional Liability Insurance is designed to protect Instructors (you) and your family's financial assets, in the event that you're sued by a client. Many fitness businesses require contractors to have their own policy.
In a previous post; Low Cost Fitness Instructor Professional Liability Insurance I explain where I found a great deal (saved us $58.00) on an annual policy for Amy. I contacted the company for someone to interview and they provided Coleen Kelly, their Vice President Program Management for Aon Affinity and HPSO — Healthcare Providers Service Organization where we purchased Amy's insurance. This is no longer the case 🙁
Listen to my interview below (sound quality is low as we couldn't use Skype) and if you have additional questions you can call HPSO's info line 1.800.982.9491
As a young man weighing only 97 pounds, Siciliano was at the beach with his girlfriend when a bully kicked sand in his face. Humiliated, he began doing numerous exercise routines and became obsessed with strength. According to Siciliano’s memoirs, he was at the zoo one day watching a lion stretch when he thought to himself, “Does this old gentleman have any barbells, any exercisers?” Siciliano concluded that lions and tigers became strong by pitting muscle against muscle. He changed his name to Charles Atlas and in the midst of economic turmoil began offering bodybuilding courses through a mail-order fitness program. Advertisements soon appeared in comic books and magazines, and this was the beginning of Charles Atlas Ltd., the fitness industry phenomenon. According to Atlas’s 1982 biography, “Yours in Perfect Manhood,” his company did so well that it emerged from the stock market crash unscathed.
