Courtney Lee has me all fired up about Facebook! It occurred to me that there wasn't anything there for owners and managers of Spinning® / Indoor Cycling studios. So we've created the official Facebook Group for studio owners and soon to be studio owners 🙂
I wish I had taken notes or recorded Barbara Hoots' presentation from WSSC last weekend. Barbara's session was entitled, ” Studio Design: Creating Emporiums to Increase Profits.” The room was filled with eager fitness entrepreneurs looking to open a new studio or remodel an existing one. What Barbara said in her introduction was priceless.
I'm paraphrasing her here:
Can we all quit bashing SoulCycle now? Without the excitement they've created, most of you wouldn't be sitting here, energized by the prospect of opening and running your own Indoor Cycling studio.
Now I don't have any firsthand experience with CrossFit, but I do understand that they have been similarly disparaged by various “fitness experts”, for a multitude of supposed sins toward their members. I came across this article CrossFit Bashers, Can You Be More Constructive? written by Eva M. Selhub, M.D.in the Huffington post today. As I read it, it became clear to me how you could easily interchange CrossFit with SoulCycle.
It opens with…
Apparently people like Erin Simmons, who hate CrossFit didn't read my article on how CrossFit saved my health, nor have they considered the broader implications of how this fitness program may be helping tens of thousands (and maybe more) of people get healthy and happy.
Erin is just one among many who have made headway bashing CrossFit as being a sport that causes too many injuries, is overwhelmed by poor coaching or thoughtless programming, and, oh yes, for being a cult. And though there is some validity to some of what I have read, and I am happy to stand corrected on any point, it seems to me that these opinions are personal, ego-based vendettas written by people who feel the need to shout out warnings on subjects that are not completely substantiated by research or fact.
It's really incredible to me. Really. I've been practicing medicine for close to 20 years and none of us have figured out a way not only to get people motivated to exercise and get fit, but to stick to it. CrossFit is not the problem folks, obesity is. We have an epidemic of obesity that is not only propelling the rising costs of healthcare, but also morbid problems like metabolic syndrome, heart disease, cancer and diabetes. The estimated annual medical cost of obesity in the U.S. was $147 billion in 2008 U.S. dollars. The medical costs for people who are obese were $1,429 higher than those of normal weight.
Dr. Selhub goes on…
Let's start with bashing factor number one: CrossFit (CF) is dangerous because of the injuries:
This seems to be the most popular, though there is no current literature that validates that CF causes more injuries than any other sport. You can get injured skiing, running marathons, playing football and yes, the new research is pointing to injuries from yoga.
Perhaps it is more important to shine a light on the notion that injuries are occurring because people are actually exercising and talking about it? I don't know about you, but in my clinic, I hear more complaints of injuries people are sustaining from walking up the stairs because their knees can't handle carrying the heavy weight of their body.
If people actually like to run, do gymnastics, play basketball or become active in any sport, you are going to see more widespread injuries because being active and inactive come with risks, risks which can be avoided with proper education and learning to be mindful of one's abilities and the body's needs, instead of allowing the ego to run the show.
So if I were to pull out the value of this argument, I would surmise that the real concern is that novices and people who don't know their fitness levels are pushing too hard, too fast and getting injured. It seems to me that the solution is asking people to be more mindful and educated, to put their egos aside and understand their fitness level and set appropriate goals, and take into account that the fitness program also involves days of rest and recovery, appropriate sports and life nutrition, and self-care.
Christian Noni was recruiting Spinning Instructors at WSSC.
His homemade “I'm Hiring” badge got my attention as Christian Noni walked by me at WSSC. As the Executive Fitness Director for Revelry Indoor Cycling and Fitness, Christian has a problem that I heard expressed multiple times this weekend; where do I find quality Instructors in my area? It's not like they're sitting around, waiting for me to launch my new studio 🙁
The options are limited
Let me know if I'm missing any here – I'm thinking there are only two realistic options:
Recruit existing Instructors from other health clubs.
Develop/grow your own… and then take really good care of them so they stay.
The recent brouhaha over Soulcycle banning Instructors from their classes, suggests that many fitness businesses are getting protective of their prized positions – popular Instructors. Rightly so. Despite all the interest and effort being invested in rider metrics, video display systems, fancy studio designs, ect… the life blood of a successful studio is you – the Instructor.
Recruiting may work, depending on where you're located. Most big-boxes that I'm aware of don't require exclusivity agreements (just don't get caught mentioning you also have a class down the road) so a few Instructors may be willing to join your team. Word of a new studio in town tends to travel fast. As soon as you've signed your lease you should have signage up in the windows advertising your needs. Barbara Hoots told me all this was very inexpensive to design and have printed at a local sign shop.
Attractive signage is a must while you're building out your space!
Many of these new studio start-ups are filling an unserved fitness need in a community, so unfortunately not every city has other clubs to draw from. Which leaves… develop/grow your own as the better long term solution.
Barbara Hoots gave a wonderful presentation here at WSSC, where she demonstrated how successful businesses are continuously; NEW, IMPROVED & IMPROVING. She used the example of OREO cookies, which to my surprise, were first introduced in 1912. A 104 year old brand and they are still offering new and/or improved versions of Americas best selling cookie. My take away from Barbara's session was that studio owners need to be continuously developing NEW Instructors and of course IMPROVING those you have in place.
While I was chatting with Christian, he explained how finding prospective Instructors was just step one. He's planning a comprehensive training program for every new hire that he's developed with the help of his friend and mentor Lawrence Biscontini.
In case you missed my pair of very entertaining interviews with Lawrence, you can find part one here. Part two's here.
Christian told me he's open to sharing his Instructor training plans and we're scheduling an interview in the next few weeks.
Now I'm off to find my PST – (Personal Spinning Threshold) with MI Janet Toussaint!
Marketers have specific names for people, based on how quickly they purchase new products or embrace new technologies. The people who lined up, days in advance, to buy the first iPhones are described as innovators. Those of us who waited a few weeks for our new phone are early adopters. The few holdouts still using a rotary dial phone fall into the laggards category.
It maybe a “guy” thing, but I love new technology and feel I'm a bit of an innovator. I'm very comfortable experimenting with new software, especially if it includes a promise to improve my fitness or help me deliver a better class. For example; the second I saw Spotify I knew I needed to learn how it worked – both for myself, and then be able to help motivate the thousands of Instructors who visit here use it as well.
When it comes to Social Media, I hate to admit, I haven't been very innovative. Closer to a laggard. I've been privately wishing that FaceBook would fade away. You see, ICI/PRO has always been about others. My response to questions; “so, what do you do John?” has always been; “I have a platform to promote smart, talented and passionate people in our industry”.
So after multiple promptings to “get more active on FaceBook” and my realization that it isn't going away any time soon – I have finally decided to do just that… get more active on FaceBook and other platforms. Except I realized that I needed some help.
Enter Social Media expert, blogger and Indoor Cycling Instructor – Courtney Messier Lee 🙂
Courtney makes her living helping businesses develop their brands, online, using the various social media platforms. She has graciously offered to help me, starting with the creation of a FaceBook fan page.
Courtney joins me to discuss her plans to enhance my social profile and some of her ideas may help you as well.
You can learn more about Courtney and the services she offers, by following the (you guessed it) links to her profiles below.
UPDATE: Unfortunately we ran into contractual issues that prevent us from having this event this year. We'll keep trying.
ICI/PRO is partnering with ECA World Fitness to co-host a very special Cycling Studio Owner and Instructor education conference near San Francisco, CA over the weekend of November 7th – 9th, 2014.
We've chosen the beautiful campus of the College of San Mateo and their San Mateo Athletic Club as the event location.
