Question sent in from a future Spinning® studio owner.
Hi John,
I was wondering in all your travels have you heard of an indoor cycling studio that has done research on what are the best marketing tools for a new studio? There are so many. I think my marketing list contains around 45 different ways to market a business. It would be cool and cost effective to know which marketing tool brings awareness to a fitness business as this. If I had an answer to that I would obviously strategize to put more capitol towards the tool that brings the business. We have different ideas on how to market initially using promotions/discounts/etc. We don't plan to open our studio until late summer and we just found out that another studio is going in the next town to us approximately 3.5 away.
Any input would be appreciated.
Thank you – Nancy
Nancy provided me some additional detail, explaining that she's waiting on some local permitting approvals. Once they're cleared she's purchasing a room full of Spinner® Blade Ions. She's installing Performance IQ and LiveEdit is building her website which will integrate with MindBody, provide the bike reservation system and deliver all of the performance metrics to each rider.
I passed Nancy's question on to our resident marketing expert, Courtney Lee for here thoughts. Here's her response:
While I haven't heard of any research on what is best these are some of my initial thoughts and things I would do if I were opening my studio. Social media is great but should be a complimentary tool to more brick and mortar approaches at first and then you can switch over to social media more when you're following is in place and actively engaging.
Try not to discount the actual price as that can discredit the value – instead word it such as “Bring a Friend and You RIDE FREE – a $30 value” or something like that. “Buy 10 Rides & We'll add a bonus Thank You Ride for FREE (a $30/value)”
Social media is excellent, HOWEVER, we can not count on Facebook to deliver our message to everyone without paying to play essentially. Think direct – is there a local bike shop, coffee shop etc where the target market hangs out? Get in there and connect, offering a SELECT few a VIP Ticket (again – stating the value on it) to the first ride. You're creating exclusivity by offering VIP tickets and making it feel like a big event (which of course it is!).
Highlight your “difference maker” from the competition. Do you have extra showers? A super easy booking system? Member perks at local businesses (where you swap discounts for say the employees of the coffee shop and they do the same for you etc).
Depending on the geographic area a direct mail post card may reach the most households for the most cost effective price. List your highlights here and also say something like only 40 VIP seats for the first ride event – CALL TODAY! Then talk about the VIP event and all the things you'll have. Spend some budget and have these professionally designed – it's your image, the first impression! Typically around $50-$120 for design depending on hours spent in proofing.
Create a big open house style event where you find the locals who are well connected in the community. Host a special pre-opening screening for these people and make it amazing. Let word of mouth do the best advertising for you. Create a swag bag for attendees where they could receive 5 complimentary guest passes – have their names on them so you can track the success.
If you don't already have them – invest in some large window signs and/or decals saying you're coming. Create the hype – be different – get noticed. I would also add that the signs include We're Hiring Instructors! John
Create strategic relationships with other small business in the area. Have them promote you and talk you up to their clients. Once you open you can return the favor.
Remember, go direct to the source. If you're target audience is moms, find a local moms group – sponsor one of their events, offer to give a presentation on fitness for moms. Then mention the daycare room that your facility has – and that it's FREE – your 930am, classes will be packed 😉
If you've got an awesome logo have some inexpensive car window decals made and hand them out to your friends, potential clients. Any promotion of your logo is a good thing at this point!
If I had to pick two things I would go with the direct mail post card and the partnerships with other surrounding business.
Hope that helps – I may get a few more as the coffee kicks in 😉
I would add that the key to any form of marketing is consistency – there's a reason you instantly recognise the Geico Gecko – you've seen multiple Gieco Insurance commercials featuring his humorous exploits. So I would consider who my target market will be (think focusing on small niches) as Courtney suggests, pick a few tools and them stick with them.
This week features the 2018 Holiday ride from Joey. The ride is primarily focused towards strength, but there is a fair mix of cadence work. Good luck and have fun. Joey
Joey's “2018 Holiday Ride” Playlist
1: “Wizards in Winter (Instrumental)”, Trans-Siberian Orchestra (The Lost Christmas Eve)
2: “Mmm Yeah (feat. Pitbull)”, Austin Mahone (The Secret)
3: “Palladio”, Escala (Escala)
4: “A Mad Russian's Christmas (Instrumental)”, Trans-Siberian Orchestra (The Christmas Trilogy)
5: “Switch”, Don Diablo (Switch – Single)
6: “Drop That Low (when I Dip)”, Tujamo (Spinnin Records Best of Dance 2016, Vol. 1)
7: “Carol of the Bells”, Pentatonix (PTXmas (Deluxe Edition))
8: “Santa's Lost His Mojo”, Jeremy Lister (Gift Wrapped – 20 Songs That Keep On Giving!)
9: “Santa Claus Is Comin' to Town (Live at C.W. Post College, Greenvale, NY – December 1975)”, Bruce Springsteen (Christmas Hits)
10: “Jingle Bells (feat. Henry Rollins)”, William Shatner (Shatner Claus)
11: “In the Cold, Cold Night”, Tracey Thorn (Tinsel and Lights)
12: “Man Like That”, Gin Wigmore (Gravel & Wine)
13: “What Christmas Means To Me”, 98° (Let It Snow)
14: “You're a Mean One, Mister Grinch”, Famous for a Century (Christmas – Single)
15: “Christmas In Hollis (Bonus Track)”, Run-DMC (Tougher Than Leather)
16: “Deck the Halls”, R.E.M. (Gift Wrapped – 20 Songs That Keep On Giving!)
17: “Christmas / Sarajevo 12/24 (Instrumental)”, Trans-Siberian Orchestra (Christmas Eve and Other Stories)
18: “Feliz Navidad”, Unspoken (Christmas: Joy To the World)
19: “My Dear Acquaintance (A Happy New Year) [Non-Album Track]”, Regina Spektor (My Dear Acquaintance (A Happy New Year) – Single)
Are you going to be in Miami for WSSC? I'll be there all weekend and would love to meet you while I'm there.
There are a bunch of sessions that I'm excited to see:
On Friday our very own Barbara Hoots is giving a presentation: Studio Design: Empowering Emporiums to Increase Profits
Presented by Barbara Hoots Whether opening a new studio or renovating an existing one, this lecture will offer new trends in studio design. Evaluate common design flaws that lead to lawsuits and slow growth, and explore the latest in sound systems, lighting, wall treatments and marketing.
I'm really excited to take these Ugi classes – from what I can see, Ugi could be a great strength compliment to any boutique Indoor Cycling Studio
Ugi® Fit Presented by Sara Shears Undo your laces and strip off your socks! Join Ugi creator Sara Shears for the ultimate 30- minute barefoot workout. A series of 30 one-minute intervals combining strength, core and cardio are efficient enough to change your body completely. From warm-up to cool down Ugi is fun, challenging and makes U feel good about your body, energy and health.
U-SPIN Me Right Round Presented by Nadine Stewart “Combine the benefits of a high-cadence endurance ride with non-linear sculpting exercises using the Ugi® ball. This well-rounded workout will cover your cardio and cross-training needs and give you new ideas to change up your Spinning® and resistance training classes.
My main focus will be the Spin Power sessions and there's a lot of them on the schedule! Especially those that are including a specially designed Performance IQ display system, customized for the Spin Power Program.
Team Time Trial with Performance IQ Presented by Angie Sturtevant In team time trials, riders take turns either at the front or ‘sitting in’ behind, conserving enough team energy for an all-out pull toward the finish. In this workout you will compete as part of a team, as accumulated power output is displayed on the big screen using Performance IQ. This gives all teams the energy to chase and spectators something to cheer about!
Spinpowerâ„¢: Personal Spinning® Threshold Presented by Martin Timmerman The Personal Spinning Threshold (PST) is the key to Spinpower success–once PST is determined, you have a baseline threshold marker that can be used to create a unique training program and track student progress. This workshop will teach you the protocol of the Personal Spinning Threshold test and how to administer this test to your students. You will establish your own Spinpower Zones and then experience a ride which will criss-cross these zones. WS NEW
Spinpowerâ„¢ Race Day Winners Presented by Dino Pedras All athletes know that we must be efficient and well-organized to get the most out of our training, and a Race Day ride is how we see the results of that hard word. In this workshop, you will learn how to create a successful Race Day using Spinpower to help you determine what variables you should integrate into your training program and how to best periodize your time to reach your maximum potential and find the way to victory!
And that's just Friday's sessions – I'll be reporting more from WSSC as time permits. If you'll be there any of the three days, please text me so we can connect 612-868-0064!
“This weeks ride is from Amy! – This is a copy of one of the rides that Amy does during the Cycling Fusion Certifications to show the new instructors a sampling of various drills that they can use to build their rider’s skills.” Joey
I hate math, especially when I'm forced to do quick calculations in my head.
Figuring (forgive the pun) that many other people dislike math, I won't ask anyone to do any calculations in my classes. For example, I would never cue something to the effect of;now I need everyone at 85% of AT for one minute… and then we'll push up to 95% for the final 30 seconds! Against a background of loud, pounding music, at that point I've got my head up and I'm mouthing to you:
Wait… what are you asking me to do?
Won't do it. Instead I base my Life Time Performance Cycle classes on two numbers; PTP (Personal Threshold Power) and JRAP (Just Riding Along Power – AKA > Base Watts > VT1 / First Ventilatory Threshold Power). From these two rider identified threshold wattages, we can construct three meaningful power Zones;[wlm_private ‘PRO-Platinum|PRO-Monthly|PRO-Gratis|PRO-Seasonal|Platinum-trial|Monthly-trial|PRO-Military|30-Days-of-PRO|90 Day PRO|Stages-Instructor|Schwinn-Instructor|Instructor-Bonus|28 Day Challenge']
Recover zone – watts below JRAP
Perform zone – watts between JRAP and PTP
Improve zone – watts above PTP
That's all I need to coach and cue an easily understandable class, to a variety of riders. Regulars include committed endurance athletes, Cat 2 cyclists (A group riders), weekend warriors (B group) and lots of; “I'm not training for anything John… I just like your class” regular folks.
Using these three simple zones makes the cuing each task much easier to communicate and, without a lot of numbers and percentages flying around the room, much more actionable by my riders.
Now I need everyone in the upper part of their Performance Zone for one minute… and then we'll push up to the Edge of your threshold the final 30 seconds!
This is an expanded version of Dennis Mellon's Below/@/Above threshold cues he uses and similar to the well documented heart rate based concepts that makeup the Zoning Program.
Using this system to cue wattage intensity, I've successfully taught this class for past two years – this is our third on the FreeMotion S11.9 Indoor Cycles. We do not have a Display Training system like Performance IQ or Spivi to project rider metrics on a screen and/or do the “math” for you to display percentage based power zones. The numbers on the console are what we have to work with.
Over this times I have had numerous (dozens maybe) participants thank me for NOT using percentages of “something” to communicate intensity levels of heart rate or wattages. That makes me happy and it really simplifies my job as the Instructor/Coach > Coach is a much better description of my role in these classes training sessions as I will typically ride side by side with them, rather than up front in the normal Instructor position.
NOTE: I still have control of my music when I'm riding with the group. See this post about using an inexpensive bluetooth receiver so your iPhone is wirelessly connected to the sound system.
Today's 75 minute session > Pinning Down Two Numbers
I you look at the song lengths of my playlist you'll quickly understand the class format >
A long (9-13 minute) song where we play around finding JRAP / Base Watts
Followed by a short (3-4 minute) track where we explore PTP
Rinse and repeat
The first track is of course a warm up that includes 3-4 x 30 second accelerations / openers near the end to get everyone ready to work.
Track #2 – the first PTP track is important. We'll use this average wattage for each of the four PTP efforts to follow. Everyone seemed to enjoy Billy Idol — Rebel Yell – 1999 – Remaster – maybe suffered a bit as well. At 4:47 there's plenty of time to explore PTP. We use the Stage button to reset the averages at the beginning of what I describe as; Your Best Sustainable Effort. It's normal for riders to miss-judge where they should be, so I'll often have everyone make needed adjustments and hit the Stage button again to reset the averages.
Track #3 is for finding JRAP / Base Watts. The very recognisable Peter Frampton — Do You Feel Like We Do – Live is perfect for this. We used the first few minutes of the long track to recover and then begins of dialing in the wattage that has everyone at JRAP/Base Watts. It's fast @ 108 RPM – I don't demand they follow it exactly, encouraging cadences above 90RPM. With one hand on the resistance knob, we add / subtract load in small increments… and then wait for our breathing response. I cue the feeling where you're just above “chatty” = you are first noticing you'd prefer breathing through your mouth.
My own unscientific research has be seeing JRAP / Base Watts ~ 65-70% of PTP. Sorry, there are those damn percentages I hate > I offer that just for your perspective.
If using VT1 / First Ventilatory Threshold Power or heart rate is new for you this series of posts have a bunch more detail. This video from ACE does a great job demonstrating VT1 / First Ventilatory Threshold.
I get questions; John, they're talking about heart rates here, not power, so how does this apply?
Heart Rate BPM's are just an indication of effort (how hard you're working). Watts are the same. You work “X Watts” hard, it feels like “Y RPE” and your HR is “Z BPM”. Does that make sense? It doesn't need to be any more complicated than that. Remember, I hate math 🙂
Rinse & Repeat
Self direction is a key component of how I coach my Performance classes. After all, I'm not going to be there with them on the road. So once everyone understands the drills and what what they're supposed to accomplish, I pretty much turn them loose.
Please let me know if you use this > or your questions.
Are you going to be in Miami for WSSC? I'll be there all weekend and would love to meet you while I'm there.
