Social Media has grown to become the primary method of marketing for Indoor Cycling Studios. Which makes sense. Many of your prospective customers are active on Facebook, Twitter and Instagram – and you can't beat the cost. All it takes is posting a few pretty pictures or clever sayings and SHAZAM! you get a bunch more loyal customers… right?
OK, it's really not that easy. I talk with studio owners every week who feel completely lost, with no clear strategy about how they should be using Social Media.
One common question I get is; “how can I know if my efforts at attracting, engaging and then converting followers are actually working?”
Instructor Cassie Piasecki is what I would describe as a Social Media Expert. She's responsible for all of the social promotions for Grit Cycle – a year old studio in Costa Mesa. CA that's crushing it. Part of their success, I'm guessing, comes from Cassie's obsession with everything social.
You can check out and then steal many of Cassie's ideas by following her blog | Facebook | Grit's Facebook That picture of Cassie is a fabulous idea all by itself – from Cassie's Instructor profile. Notice how it communicates some of her personality and personal interests? Check out all the other Grit Instructor profiles here.
I was excited to record this episode of the podcast with Cassie and share it with you.
[wlm_private ‘PRO-Platinum|PRO-Monthly|PRO-Gratis|PRO-Seasonal|Platinum-trial|Monthly-trial|PRO-Military|Schwinn-Instructor|PRO-Visitor|PRO-Studio|28 Day Challenge'] Enjoy!
Are these interviews helpful to you? Please let me know what else you'd like to learn by posting a comment below[/wlm_private]
I woke up one morning thinking; the appeal of SoulCycle to women is eerily similar to golf's appeal to men.
Amy and I rode a class at SoulCycle in Santa Monica, CA. I was working on a few posts about our experiences that I hope to have finished by tomorrow. But this observation needed to be in a post all its own… and begins with this question?
Why is SoulCycle so appealing to women?
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The class I took yesterday had about 60 people in it – I forgot to count the exact number of bikes. I was one of two men (lucky us!) and the age spread of the women there was 18 – 50, heavily biased to 30 and under. Now I get how the demographics of all group fitness classes are primarily women, but there is obviously some extra special attraction between SoulCycle and the women who flock to these classes.
I'm not a “golfer” in the same sense that I am a “cyclist”, but I have played enough to understand the game and the appeal it has with men. I'm also not a women. So please let me know if any of what follows sounds plausible – or if I'm totally out in left field.
SoulCycle is challenging… just like golf.
I was asked a question on Facebook about “did you do all the moves John?” I certainly tried, but keeping my cadence in time with the tempo of the music, while doing 4 & 8 count jumps was really challenging. I left the class thinking; “I can do better than that”… and then considered coming back later in the week to try again.
Golf is exactly the same. If you're not so frustrated by the end of the game that you commit to quitting for life, you are very motivated to return to prove to yourself (and the people you play with) that you can do better.
Said differently: How popular would golf be, if every swing resulted in a hole-in-one? That would be pretty boring, right? Who would bother to play a game where you're always successful? I suppose you could make the game more challenging by racing your foursome between the holes, or only play on hilly courses, or walk taking slow really big (or quick super small) steps to add variety. Maybe you could turn the game into something more like polo, using bicycles instead of horses.
Does any of that sound familiar? Part of SoulCycle's appeal is that the class itself is challenging to perform well. It's my guess that mastering all the movements is very gratifying – just as learning to hit and place a golf ball exactly where you want it.
SoulCycle is social… just like golf.
This is obvious.
SoulCycle is exclusive… just like golf.
‘Where are you playing this weekend?” I hear that asked frequently in the locker room where I teach. It's an exclusive club and many of our members are quite well to do. I'm not thinking that any of them would want to respond with; “we're playing the town course”, but rather stand up straight and tall, smile and respond with the name of one of the private golf courses in our area.
SoulCycle is a form of exercise… just like golf.
Play an 18 hole round of golf and you'll walk 4-6 miles. Is walking that far a good form of exercise? Sure it is. Is it the best form of exercise? No/maybe/yes/who's to judge. How about swinging the clubs 100 or more times during a round… will that help you increase your strength? Yes – and the muscle stiffness you feel over the next few days is an indication of the training effect. But is that the best way to increase strength? Again no/maybe/yes/who's to judge?
Is a SoulCycle class exercise? Yes. Do those exercises you do with the little hand weights increase strength? Maybe. Certainly they're not the best way to gain strength, but are they really any different from swinging a 9 iron – for the man whose only form of exercise is his week golf game?
SoulCycle is expensive… just like golf – see where I'm going with this?
SoulCycle classes at $34.00 a pop, are a bargain compared to many exclusive golf courses who charge $200 – $1,000 a round. People like to treat themselves to nice things – especially those people who work hard and can afford either of these two forms of exercise.
Golf has all kinds of expensive gear and clothing – and a quick check of the clothing displayed showed me SoulCycle does too.[/wlm_private]
Amy and I met Shirley (a former homecoming queen) after class. She told us how she had lost 65 lbs in advance of her reunion by taking 5 -6 SoulCycle classes each week. I didn't ask, but got the sense that she was a professional of some type and wasn't financially challenged by the cost of classes there. Shirley said she will normally do a triple on Sundays and based on how hard I saw her work in class – the girl could be an animal on the road.
I feel a bit sad (and confused) whenever I see an Instructor's comment to the effect of; “I'm not interested in entertaining my class.” It's usually followed with something like; “my role in class is to coach people through effective exercise.” or “people should just be content to ride the bike and not need to be entertained.”
So why would anyone be adamantly against entertaining their participants? I'm not sure (which is the confused part), but I do know that my best classes are those where I feel like a polished performer on a stage. It's like a drug to me – that high I feel when I'm really on my game and wanting to experience it over and over again.
Club Business International magazine has a great article this month: The Fun Factor – Valuable tips on how to make exercise entertaining and addictive. I have created a PDF of the article that you can download here and there's a lot of great ideas you can apply to your classes tomorrow.
It begins with this:
Most people don't enjoy exercising
The brilliant Keeping It Fun concept, from studio owner Karen Casler, is based on the simple (but often ignored) fact that most people don't really enjoy exercising, but nearly everyone enjoys having FUN.
Sure you'll have some self directed athletes that will endure a focused “Real” class, so as not to be stuck riding alone in their basement. But those same folks will also enjoy a FUN class the same as everyone else > and many will adapt to the class in ways that meet their training needs.
My observations are that the most popular Instructors understand this and typically conduct very FUN classes. I'll never forget the advice I was given early in my career, by a MI at Life Time Fitness:
First you need to give them what they want (FUN)… and only then can you give them what they need (specific training)!
ICI/PRO member & Cycle Quest Studio owner Joe Ducosin hosted Olympic Gold Medalist Dara Torres at his studio last week – and the results were a bunch of free local media that promoted his studio.
Dara was in town to promote the new women's specific FitClips headphones she helped design for KOSS Headphones. They also seem to work just fine for men – the pair Dara gave me fit really well, that is after she showed me how to insert them properly.
What was really unique about this promotion was how they used Joe's studio as the place to demonstrate the FitClip headphones to members of the media that included; multiple on-air personalities + a half dozen local bloggers. Each Keiser M3 was wired so each rider could experience the class through their headphones, instead of the studio's sound system.*
I met with Dara in the morning and recorded this short interview.
Then in the afternoon Dara and Joe lead a fun class for all the media folks and a number of Cycle Quest Instructors.
Cycle Quest Instructors with Dara Torres
I waited a few days, before posting this, in order to see how much promotion resulted for KOSS and Cycle Quest. Here's what I've found so far – with a few more stories not yet published.
Would something like this work for your studio? It wouldn't have to feature Dara Torres, I'll bet there's a celebrity who lives near to your studio and they're likely to be connected to some product or service that you could help them promote 🙂
I'm not sure where else KOSS and Dara plan to hold these events (they've done a few already), but I have their contact information and could forward your info on to them if you'd like to be considered. Just leave a comment below.
*This actually reminded me of the very early days of Spinning classes, at the Flagship Athletic Club where Amy taught back around 1995ish. The 25 or so Schwinn built JohnnyG Spinners were set up in a corner, but not a closed room, so music from the class would be disruptive to the other areas of the club. So instead of speakers, we all wore headsets connected to a Walkman /portable radio that was tuned in to an FM station to hear the music and Instructor's cuing. At times this was a real hassle, but riders rarely talked during class and there was something special about having the Instructor's voice right in your head 🙂
This week's Favorite Track makes a great “finisher”. Clocking in at around 6 minutes, it lends itself really well to 90 second interval sets and will take an already great class over the top! Here's how my class likes to use this one:
30 seconds-easy pedal (this is going to be your recovery as we get into the interval sets)
30 seconds-pick up the intensity (not a sprint, but definitely a working effort)
30 seconds-sprint (all out effort)
*go through this sequence 4 times.
I've used this drill with other 6 minutes songs, and it just wasn't the same. My classes always ask me to come back to this one! I hope you (and your classes) enjoy it!
ICI/PRO member & 
