by John | Feb 24, 2018 | Best Practices, Boutique Instructor, Instructor Training, KEEPING IT FUN, Master Instructor Blog, Promote and Build Your Class
No stunt is too dangerous for extreme motocross competitions.
What caused the SoulCycle phenomenon? Why are their riders so passionate, loyal and willing to spend $34 dollars a class, when clubs and studios had been offering Indoor Cycling classes for 10 or more years – long before SoulCycle's launch in 2007? The research done (and reported here) by future studio owner Callie Bowling finds Cycling Studios that are offering class formats similar SoulCycle's appear to be doing well, but studio startups following traditional / cycling specific formats are struggling. Sadly many have already closed. Why?
One plausible explanation is that for a long time now, Indoor Cycling has been too focused on the negatives, “don't do this [contraindicated] … and don't do that [contraindicated]” while at the same time asserting rules and restrictions on the sport, [if you don't do it outside…]. Now I get that the intent here has been to try and ensure our rider's safety, but could all of these rules/limitations/contraindications be causing unintended consequences?
My theory
So let me throw out a possible theory for you to consider. NOTE: my intent here at ICI/PRO is never to tell you what to think… you're too smart for that. Rather, my hope is that you thoughtfully consider what's written and come to your own conclusions.
Is it possible that people are turning to SoulCycle classes, for reasons similar to the rise in popularity of Extreme Sports?
Growing up in the late 60's and 70's there were no “Extreme Sports” – although I should probably be dead based on how much danger I was exposed to daily. That is, I enjoyed a lot of freedom as a kid – if you're of a similar age, I'll bet this was the same for you. We spent summer days in the suburbs pretty much unsupervised. Neither my mom, summer sitter, or my neighborhood friend's moms, knew where we were most of the day. We did pretty much whatever we wanted and created our own play. We got everyone together for pickup games of all types daily. Yes we got in trouble on occasion. Yes we got hurt a few times, doing dumb things like falling out of trees we shouldn't have climbed, crashing our mini-bikes without wearing a helmet, etc. We survived. Sure we had youth sports (little league baseball and football) but there was very little parental involvement. I rode my bike to practices/games and, with the exception of my grandmother who seemed to attend every game, my parents were rarely involved in my play while I was growing up.
Everything was different for my two daughters and kids across America, growing up in the 1990's. Amy and I parented like every other parent our age. We knew where our kids were pretty much every minute of the day. “Play time” was often initiated, structured and supervised by us. Why? Because we wanted to ensure our kids safety, based on concerns that I now see were really overblown.
Organised youth sports (soccer and later softball) started at age 5. Games and practices were religiously attended by both parents. I coached both my girls until they were teenagers. As a youth sports coach, I had first hand knowledge (very intense phone calls and on-field conversations) of how incredibly involved and controlling some parents were in their daughters lives.
Thankfully, Amy and I recognised the negative impact our actions were/or could have on our girls and we backed way off. For many who didn't, all of that parental supervision and control didn't end well. Multiple friends of my daughters quit sports completely, having been burnt out by excessive amounts of structured practice. These kids just wanted to play and have fun. But their parents never gave them the chance.
What should have been enjoyable, playtime activities with friends, became joyless, purposeful, objective driven work. And a lot of kids grew to hated it.
The problem isn't limited to moms and dads. Schools, for a multitude of reasons*, have imposed restrictions and limitations on “play time” during recess to the point where it's hard to believe you actually could have fun. Don't believe me? Try teaching your five year old to follow all these playground rules I found for an elementary school in California. After reading through the very detailed list of playground rules, I'm thinking I would give up and just instruct my child to sit quietly on his hands 🙁 Here's how the list of rules begins:
Playground Rules
Play Structure
Play with SAFETY in mind at all times. Students are always to walk in the playground equipment area. Those running will be removed from the area. No tag games are allowed in the playground area.
Swings:
* Students sit on swings facing the field area
* Students can swing to a count of 50
(1 swing consists of a forward and backward motion)
* Students wait behind the green pole to take turns on the swing
* Students should never be allowed to jump over the swing seats, twist swings, or
stand on swings
* Students must swing independently. No pushing from a friend!
Enter Extreme Sports
It no secrete that youth have a tendency to rebel against authority. Sociologists have figured out that many young adults are acting out their rebellion at the parental and societal intrusion on their play, by participating in Extreme Sports. Now, instead of climbing trees, doing an oly-under while pushing your friend on a swing and occasionally sneaking out at night as kids, we have people jumping off buildings and doing flips with motocross bikes 🙂
I did some research and I found a book that you can read at this link; The Sociology of Sports: An Introduction. The author makes a compelling argument > Extreme Sports are in fact a response to the excessive structure imposed on children's play.
Excerpt from The Sociology of Sports: An Introduction – page 53
Many sports have become so rule-oriented that people have sought alternatives to “traditional” sports.
So, are people flocking to SoulCycle because it's the alternative to rule intensive Indoor Cycling programs? I believe in part they are. After taking a few SoulCycle classes last fall, I wrote a series of reviews that you can find here, here and here > opens in new tabs. I came away thinking that part of the appeal of SoulCycle is that the class is very challenging physically – and I don't mean just cardiovascularly…
Is there purpose to all of these extraneous movements?
Critics of SoulCycle (and similar) classes point to how non-cycling specific movements; jumps, push ups/rhythm presses, “tap-backs”, figure eights, etc… have no proven training value and/or diminish the potential training value of riding an Indoor Cycle… like an Outdoor Cyclist would. For those reasons, along with perceptions the some of these movements may be potentially dangerous, we’re told we should not include these movements in our classes as they’re “Contraindicated”.
Based on what I saw at SoulCycle (and other similar classes I’ve taken) my feeling is that critics are completely missing the point. IMO these movements are a critical part to the appeal of these classes. It is a thing of beauty, watching a room full of people exactly on the beat and rising and falling in unison. I’ve heard this described as “tribal” behaviour, similar to fans doing the ‘wave’ at a sporting event. It’s a very powerful way to connect a group of people together. And at the same time, these jumps are very challenging to perform correctly — which I feel is another reason for the success of SoulCycle that I explained in this post.
In case you're wondering, what started my thought process here was a provocative post from CB Cycle Barn's Owner Karen Casler. She made a statement, by way of the below image, in this post at the Indoor Cycling Instructors Facebook group. You might be interested in reading the 100+ comments, including mine near the end where this theory first popped into my head.
Are you an independent thinker when it comes to conducting a fun, effective, entertaining and motivating Indoor Cycling class? If so please consider joining us here as an ICI/PRO member where everyone is welcome — no matter where, our how, you choose to teach!
*Yes, I agree that there are a lot of legal liability issues that drive institutional decisions. It's just that I've talked to too many school administrators, who's personal interest in “protecting the children” seemed more important than whether or not the kids will actually have any fun.
by John | Jan 31, 2018 | Best Practices, Instructor Training, Latest News
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?
[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']
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.
So now let me know your thoughts.
by John | Jun 5, 2017 | Best Practices, Instructor Training, KEEPING IT FUN
Over the last couple of days I've remembered a few points that didn't make it into either part 1 or part 2 of my SoulCycle articles that I wanted to share today.
3 pound hand weights can get really heavy
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I failed to complete part of the weight segment in the first class. I'm not kidding 🙁 Amy was right there next to me when I was unable to finish (I can't remember exactly what exercise) and had to drop my arms and rest, before I was able to continue. I didn't pick them myself, those little 3 pound weights were already there on the bike for me – given the chance I would probably grabbed something larger.
Our Instructor (Heather) had us with a lot of load on the flywheel and sitting up straight and tall. We went through multiple, high repetition series of shoulder, bicep and tricep exercises. I'd guess it was 5 or so minutes total and I worked to failure of my shoulder muscles before the end.
Something to consider…
But you can't gain strength with those little weights! That's what I've heard expressed by multiple “experts” that light weight/high repetition exercise has no value. I was discussing this with a former SoulCycle Instructor and his response to me was along the lines of; wait… so riding a bicycle has no value either? Isn't the act of pedalling a bicycle, with its high repetition and relatively low force, exactly the same as what we are doing with small weights in class? Why would one be “good” and the other “bad”?
The fact is that many women don't want to build muscular size – they only want to tone their upper body and rarely go near a weight room. SoulCycle obviously understands this = that's why they offer these exercises. Poke your head into any Group Fitness “Sculpt” class and you'll see a room full of women using similar sized weights – often while sitting on something unstable, like a Bosu or exercise ball.
They know their music… I mean REALLY KNOW THEIR MUSIC!
Yes, I mentioned this in the original article > When I compare how well both SoulCycle Instructors knew their music, as compared to my rather A.D.D. (feeling the need for something new every week) approach, I'm thinking I have a lot to learn here. In both classes it was uncanny how each Instructor was able to pre-cue every significant change in the music > or at least it seemed that way. The net effect was powerful and very impressive 🙂
Question: what, exactly, is wrong with using the same playlist for multiple classes? In the pre-digital music days, I watched Amy painstakingly create cassette tape playlists. She would use each for a month or more and then recycle her favorites months later. After a few classes she would know the ebb and flow of each song perfectly + what track was to follow. My (and maybe your) need to deliver new music every week (or class?) has me scanning my iPhone or crib sheet for what's coming next > is this a climb or a fast flat? What's going to follow? Does your class really need new music every week? Or is that just an insecurity of yours… one you'll need to get over? [/wlm_private]
This was surprising to me John!
I received a bunch of emails and read multiple Facebook comments, all expressing the same basic sentiments; your observations are the exact opposite from what I've heard others say about SoulCycle. Why haven't I heard this perspective before?
Good question!
Why do you think much of what you've read/heard about SoulCycle is negative? I have my ideas, but I prefer to hear yours below >
Are you an independent thinker when it comes to conducting an effective, entertaining and motivating Indoor Cycling class? If so please consider joining us here as an ICI/PRO member where everyone is welcome – no matter where, our how, you choose to teach!
Originally posted 2014-10-25 14:17:30.
by John | Jul 19, 2015 | Engage Your Students, Instructor Training, KEEPING IT FUN, Your Fitness Business
Image from www.nytimes.com/
Understanding WHY something “is” the way it “is” is fascinating to me. Outdoor road riders tend to be predominantly men… and Indoor Cycling participants are far and away women. So why is that?
OK, I already know why – outdoor cycling has an element of risk that's more acceptable to men, than women. My wife Amy is much more comfortable at speed on the back of our tandem, than she would be piloting her own bike. And it's not just me who's figured this out. Citi Bike has too.
When Citi Bike arrived here, it promised to spread the benefits of biking to the masses, an uphill push in a city where large potholes, heedless yellow cabs and darting pedestrians can make riding on busy streets seem like an activity best left for daring messengers.
But two years in, Citi Bike’s inroads have been decidedly uneven, with men far outnumbering women in using the bike-sharing system. A little time on Eighth Avenue on a recent morning, watching the stream of Citi Bike riders heading north past Pennsylvania Station and toward Times Square, was instructive. Man after man pedaled by, some in suits, others in jeans. From time to time, a woman on a Citi Bike rode by.
Reasonable (and observant) people already understood this, so I'm not sure why this is even a question. Men are by nature more reckless and more tolerant/accepting of risk than women.
“Women are early indicators of a successful bike system,” said Sarah M. Kaufman, the assistant director for technology programming at the Rudin Center for Transportation at New York University and an author of a new report on Citi Bike. “If you have more women riders, that means it’s convenient and safe.”
Officials at Citi Bike say they are attracting a greater share of women than the citywide rate of female cyclists – about 21 percent, according to a study from Hunter College. The bike-sharing service is looking at more than just the safety concerns that seem to nag more at women than men, who insurance actuaries long ago concluded are more likely to engage in risky behavior, such as not wearing a bike helmet.
Anyone who's insured young drivers (like me), are thankful they had daughters – not sons – when they get their insurance bill. Young women are less likely to do stupid/risky stuff in a car = they crash less often = they're less of an insurance risk.
This isn't rocket science here people. And yet I'm continuously seeing instructors and studios focusing their marketing at men… who ride outside… and will probably never set foot in your class. While successful (read profitable) fitness businesses like SoulCycle cater almost exclusively to women.
My advice to Citi Bike is to accept the reality here (women don't feel safe riding in traffic) and quit coming up with stupid non issues like not having a place for their kids.
And there are other perceived obstacles, not unique to women but more commonly cited by them: They cannot ride with small children. They think the cost – $149 for an annual membership or $9.95 for a day pass – is too steep, especially on top of a subway pass. And they worry about arriving at work sweaty.
“I wouldn’t want to be gross the whole day,” said Maeve McCarthy, 21, an intern at an interior design firm in Manhattan, who has not tried Citi Bike but said she would consider taking a nice ride through Central Park, if not commuting to work from Brooklyn.
Ms. McCarthy just doesn't want to smell sweaty the rest of the day… and I don't want to sit next to her if she does 🙁
There's an old saying; “you can't fight city hall”. It points to the futility of trying to change something that just ain't going to change… no matter how hard you wish it to change.
by John | Jun 27, 2015 | Instructor Resources, Latest News, Your Fitness Business
SoulCycle is preparing to go public with an IPO later this year.
Indoor cycling fitness chain SoulCycle Holdings LLC has hired investment banks for a U.S. initial public offering expected to come later this year, according to people familiar with the matter.
SoulCycle's IPO preparations underscore the growing popularity of boutique chains that cater to specific workout methods such as spinning, yoga and barre. The chains, which often charge per class rather than a monthly membership fee, have been taking market share from traditional big-box gyms.
SoulCycle has more than 42 U.S. locations, and plans to open 50 to 60 studios worldwide by next year, according to its website.
So would you purchase shares in SoulCycle?
After watching SoulCycle for years and seeing what a money machine they've become, I'm thinking I will. In fact I'm going to compare them to Starbucks and predict that SoulCycle will make investors a lot of money for the same reason Starbucks has been such a solid investment* > both their customers admit to being addicted to their products.
WHAT IT'S LIKE TO BE $16,000-A-YEAR ADDICTED TO BOUTIQUE FITNESS
A few weeks ago, while mindlessly trolling Instagram, something stopped me in my tracks: My friend from high school, Michaela Miller, who is currently working on a master's degree in public administration from NYU, had screenshot her upcoming SoulCycle schedule. “475 rides in 365,” she boasted of her “SOULiversary,” the birthday of her inaugural class. “Stepping it up with an even STRONGER starting lineup.” After gawking at the fact that she was planning a Wednesday triple–as in three, 45-minute classes in a single day–I shamelessly pulled up my calculator app. Some quick math revealed that my friend's dedication to cult-loved $34 spin sessions (before the price of shoe rentals and water) could easily run her $16,000 in a single year.
Despite all the negativeness directed at SoulCycle, they have shown the rest of the Indoor Cycling industry how to be successful. Not to mention positively changing the lives of thousands of participants…
For Miller, the benefits of being die-hard include daily clear-headedness, a built-in support system, and being held accountable. “I'm definitely less flaky as a person,” she says of committing to ten or more classes a week all over Manhattan, New Jersey, and Brooklyn. “I used to be notorious for missing trains, planes, parties, dinners, but since I started doing Soul, I'm early to things. I show up on time. It sounds silly, because we all should do that, but I was late a lot.” To minimize the financial impact (she says she's only on the hook for half of the classes she takes), Miller buys packages and nabs free rides via a group of instructors who now make up her inner circle. She even gave up a pack-a-day habit. “I would never have quit smoking if it wasn't for Soul,” she says with a laugh. “It was between SoulCycle and the cigarettes.”
NOTE: This is not intended as financial advice, only to alert you to this future opportunity.
