John, you absolutely need to interview this new customer of our's in Boston… she's only 25 years old and it sounds like her Indoor Cycling Studio is really doing well!
I was talking with Gina Perrault from MINDBODY Online last month, at their conference in LA. I had asked her if she knew of a studio owner with an interesting story to tell.
A few days later Gina connected me with Jessica Bashelor (now 26 – she had a birthday last week) and her Handle Bar Cycling Studio in South Boston.
Jess is The Handle Bar's owner and manager. She grew up a competitive swimmer and developed a love for fitness at an early age. Attending college at Northeastern University, Jess discovered her love for group exercise, specifically indoor cycling classes. Now, 7 years later, Boston is Jess' home and cycling is her passion. An avid music lover and listener, Jess is motivated by rhythm, calmed by acoustics, and touched by the lyrics of songwriters old and new. She opened The Handle Bar to offer classes with the intensity she craves, set to playlists composed with care. Jess rides to house music, hip hop, and heavy rock… Her classes are crafted to challenge riders physically, and inspire them to achieve greatness both on and off the bike.
If you're running or contemplating opening a new studio, Jessica shares some excellent ideas about understanding your customer demographic and connecting with them. Her studio's blog regularly features participants > a great way to make people feel valued and appreciated – not to mention they share these with all of their friends 🙂
You can listen below or find this episode + over 100 more on your portable device by
We got great responses to our two surveys asking for feedback from both Instructors and Studio owners about the Indoor Cycles they're riding and the impact power is having on their classes. Now the challenge becomes; “how do we publish all of this information in a way that's valuable?” I had originally wanted to just share all of the info, except I'm not finding an easy way to remove all of the personal information – so I'm not comfortable sharing access to the full results.
Instead I'd like to help you understand what I feel are the important bits 🙂
Let's start with answering what I see as the most important questions; Is Power worth the added expense, and does it improve the quality of Indoor Cycling classes?
70.8% of respondents responded in the affirmative, yes, power is important = worth the added investment vs. conventional ICs without power. The other 29% offered a reserved Maybe – with it dependent on the makeup of a club's members and Instructors. There weren't any negative responses.
Over 70% say their riders are interested in power – does that square with your experience? I really wish I had included more questions asking what do your riders like about power/watts?
Did the switch to power increase attendance? This is a good sign with 20.5% saying YES they're seeing improved attendance in class and less than 2% say it's reduced class size.
I asked this question specifically to studio owners; Is there a noticeable difference in attendance between Instructors who focus on Power vs. Instructors who don't? In retrospect I now see that this would have been a difficult question to answer and It doesn't appear that there's much difference between them.
Now there does seem to be a disconnect between Instructors and owners & managers about the quality of the wattage these Indoor Cycles are displaying.
Which is typical. We're in the thick of it, while owners and managers have learned to tune out complaints 🙁
I'm working on the comparisons between brands and will have it up ASAP.
Suggest finding someone who looks like this to help you evaluate your online registration system – or review the one you're using now.
Prospective Indoor Cycling Studio owners have hundreds of both challenging and easy decisions to make, long before they're ready to launch. Considering that your new studio will be a real business and the purpose of your business is to make money, the registration system you choose* to collect your money is pretty darn important… in fact it's crucial IMO. With multiple solution providers of online registration systems – how do you choose?)
I'd start by answering the: how easy/intuitive are the registration and collect the money process?
In the online world, marketers describe collecting the money as a conversion – I call it making a sale. Conversion percentages = what percentage of visitors who somehow end up on your registration page actually convert? Conversions don't always equate to sales. They can also be; create a user's profile, register for a class or even just join your email list.
Any difficulty the visitor experiences during the process can reduce the number of successful conversions (you don't get the money).
Now I don't need to tell you that different people, react to online “difficulties” or “frustrations” differently. You could throw any amount of digital confusion at either of my two girls and they'd still figure out how to register for your class. But there are potential customers who aren't comfortable with online anything.
Testing the registration and collect the money process
You're probably not the right person to test and compare online registration systems. The fact that you are here reading this tells me you are comfortable using a computer and are probably routinely using it to make purchases online.
I suggest finding someone in your life who's not all that comfortable with technology and ask them to help you evaluate the various systems. For some of you it could be your Mom (hence the Mom Test), a friend or family member that's similarly technophobic.
Here's how I would structure your “Mom Test”.[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']
Contact each company's representative and ask for a link to the home page of an actual studio that uses their system/software.
Collect each studio's link
Sit down with your evaluator and have them go through a complete registration process: Create a user's profile and then register and pay for an actual class. Yes, this will cost you a few dollars > what you learn will be invaluable.
But please don't waste their time and ask the studio owner to refund these small purchases.
While your evaluator is going through the registration process, You Need To Sit On Your Hands and offer no direction or assistance. Just watch exactly what happens and how she/he responds.
How quick was the process?
Was there any place where they got stuck
Did anything happen/change that caused them to question anything? Am I doing this right? Why was I taken here? etc…
With any luck you'll have a fun time doing this and learn a lot about what works and what doesn't, making your final choice easier. After all, you and your successful studio is going to be married to this software for years to come 🙂
[/wlm_private]*Of course this isn't the only reason you would decide on one registration vendor over another. If you have other questions you can ask me here.
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.
By Jennifer Lintz, Registered Dietitian and ICI PRO Contributor
A few days ago, I attended one of my colleagues' classes. The ride was top notch from start to finish, but one drill in particular got me thinking.
Towards the middle of class, Lori (the instructor) told us we would be doing a climb. I can't remember exactly how long we were to be in hill mode – it was either 3 or 4 1/2 minutes – but I do remember her instructions for the drill. She told us to lift out of the saddle for 15 seconds three separate times during the climb. The catch? We could decide when. This was an interactive drill. As a participant, it forced me to be present, keep my eye on the clock, and take ownership of the task I had been given.
As an instructor, I immediately felt like I gained a new tool to enhance participant engagement. If one of our goals is to help our students stay present on the bike, why not give them some time in the driver's seat?
Certainly, it might be a bit much to do a class full of drills like the one I just described, but sprinkling in one or two could be a great way to keep students focused. Being in Lori's class got me thinking about other drills that might have a similar impact. Here are two I came up with:
– Flat: 5 minutes. The bulk of the flat should feel moderate in intensity. Work at a hard intensity at least twice for 30 seconds. If, in the last minute of the flat, there is time for one more push, challenge them to fit it in.
-Intervals: 3 minutes. Alternate between high and low intensities for the duration on the drill. The “work” period must be longer than the recovery. Time frames are left up to the students.
-Hill: 3 minutes. Each minute should be more challenging than the previous. The increased intensity can be created by a change in speed or resistance.
Do you have other drill ideas that give participants guidance, but ultimately put them in charge?
My experience as a student reinforced just how beneficial it can be to spend time on the other side of the cycle studio. I would love to hear your thoughts on this topic as well.
John, you absolutely need to interview this new customer of our's in Boston… she's only 25 years old and it sounds like her Indoor Cycling Studio is really doing well!
By Jennifer Lintz, Registered Dietitian and ICI PRO Contributor