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Leisure Management - Entering a new cycle
Indoor cycling
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| Entering a new cycle
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Cycling microgyms are bringing a buzz to fitness markets around the world. Kath Hudson rounds up some of the different offerings and business models
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ATHLETE LAB
LONDON, UK
Real bikes. Unreal results!” is the strap line, and with British Cycling’s performance director Shane Sutton consulting in the design of the pro-level training sessions, data and sports performance is high on the agenda.
Founders: Michael Flynn and Neil Franks
Supplier: Adjustabikes, which replicate the experience of a real road bike
Finer detail:
• Designed for those who want to improve their cycling performance
• Power-based training for quick results
• Expert coaches who have competed at a high level themselves
• A scientific, data-based approach to training
“Our Shane Sutton Method is the same as the pros ride, enabling you to push yourself to your limits and know you’re improving with every visit” Anna McKay, manager
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| Photo: Craig Mercer peakactionphotos.com |
Performance focus: Athlete Lab offers power-based training for quick results |
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CADENCE PERFORMANCE
London, UK
A cycling microgym above a cycling shop in south London, Cadence Performance offers everything a cycling enthusiast could want under one roof. Services include childcare, a café, and bike repair and maintenance. Expansion in greater London is on the cards in the near future, and potentially further afield within five years.
Founder: Frank Beechinor
Supplier: Wattbike
Finer detail:
• Sessions available for silver riders (over 60s), mums (with child-minding available), sportive road riders, competitive cyclists and triathletes
• Classes provide a pathway into outdoor cycling, helping riders gain confidence and fitness
• Yoga and pilates classes also available, as these offer benefits for cyclists – helping to prevent injury by stretching muscles, improving posture, balance, power and limb alignment
“As cyclists ourselves, we’d spent time in bike shops, bike fitting centres and coffee shops after a ride, but never had we been anywhere with all this under one roof” Frank Beechinor, founder
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The cycling studio is located above a cycling shop in south London |
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AQUA
New York City, US
AQUA claims to be New York’s only cycling studio that offers underwater cycling classes. The bikes are immersed in a pool and you pedal against the water resistance, with water up to the waist. Single classes cost US$42, with packages also available.
FOUNDER: Esther Gauthier
Finer detail:
• Primarily targeting women, with women-only classes, there’s also a men-only Men Special class
•Candle-lit pool area
• Temperature of the pool and room kept at optimal levels to warm up the body and give exercisers the best workout
• High levels of attention to pool maintenance and cleanliness
“Not only is it a great workout, but you really get results and you protect your body” Esther Gauthier, founder
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| photo: Frederic Pinet AQUA-Studio-Julia001 |
AQUA primarily targets female exercisers, with bikes immersed in the pool to add resistance and remove pressure from people’s joints |
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BFX
New York, US
The first high-end fitness concept from US operator Town Sports International, BFX Studio offers three boutique fitness offerings in one club – indoor cycling, PT and group exercise – meaning the club is able to fuse classes for greater variety, such as 30 minutes on a bike and a 30-minute barre class.
Supplier: Star Trac
Finer detail:
• Boutique-style intimacy but with the variety that’s missing in single modality studios
• Three-dimensional scans of the body incorporated in fitness assessments
• Incorporates wearable, performance-based technology within the classes
• Fully immersive audio and visual component
“Clients can come in and mix up their workouts, which we believe is critical for them to stay engaged and see results from their long-term fitness programmes” Marcy Spaulding, director
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Wearable, performance-based technology is available to BFX exercisers |
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The Fitness Mosaic
London, UK
Cycling is just one option at The Fitness Mosaic, which has no gym but five studios, positioning itself as the group exercise specialist. It’s aiming for the standard of instruction you’d expect at a cycling microgym, but across the board of group exercise – and with the convenience of having all this in one place.
Founder: Joe Proops
Supplier: Schwinn
Finer detail:
• Around 100 classes are offered each week – from boxing to barre to boot camp, equipment pilates to suspension training… and of course indoor cycling
• All classes designed in-house
• Partnerships with industry experts to create premium sub-brands and product training centres – The Fitness Mosaic is one of Schwinn’s Training Centres for Education
• Flexible payment options: pay as you go, bundle packages, or unlimited
“The appeal isn’t limited to women: boot camps and boxing in particular are also attracting men”
Joe Proops, co-owner and GM
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The Fitness Mosaic has no gym – just five studios with highly targeted fitness offers like cycling, barre and boxing |
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Psycle London
London, UK
Psycle London focuses on the psychological benefits of exercise – the feelgood factor – and emphasises the importance of the energy, confidence, stress release and inner strength that come from exercise.
Supplier: Star Trac
Finer detail:
• Staff on-hand to help everyone set up and get settled
• High-end boutique design
• Club changing rooms are scented to be uplifting
• Premium hair and body products are provided free of charge
• Cold pressed juices and a healthy choice of snacks on offer
“As soon as our members walk through the door, our team makes extra effort to ensure they feel part of the community and we love championing the success of our riders” Rhian Stephenson, MD
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Psycle has a high-end boutique design, with premium products on offer |
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SoulCycle
32 locations across the US
The workouts are as much mental/spiritual as they are physical, with inspirational coaching and carefully curated music. Classes are held in candlelit studios, making riders feel like they’re partying in a healthy nightclub. The exercise programme focuses on rhythm and the energy of the pack, which creates a strong bond between riders.
Still investigating a UK launch, SoulCycle has built up a solid following in the US, with 10,000 riders taking SoulCycle classes every day. SoulCycle was one of the top 10 NYC Google searches in 2012.
“We have an on-staff doctor of physical therapy who has helped us craft the programme to ensure its efficacy, strength and safety” Julie Rice, co-founder
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SoulCycle welcomes 10,000 riders a day in the US, and offers ‘a healthy nightclub’ atmosphere |
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Cycle Rhythm
Essex, UK
Yoga and cycling is the formula at this club, giving clients the option of two approaches to fitness. Cycle Rhythm was added to the established hot yoga club, Bikram Yoga Essex studio, in May 2014.
Owner: Steve Mucklow, along with his son Sam and daughter Billi, a yoga teacher and former star of ITV series The Only Way is Essex
Supplier: Keiser – M3i bikes
Finer detail:
• Nightclub-worthy music
• Tiered studio so everyone can clearly see the instructor
• Recovery room for members to stretch and cool down after a workout
“What you will experience is an intimate and exciting environment, with knowledgeable staff who take pride and have passion for their professions” Steve Mucklow, owner
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Cycle Rhythm offers a recovery room where exercisers can cool down after class |
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BOOM Cycle
LONDON, UK
BOOM Cycle was launched by Hilary Gilbert in October 2011, when she returned from the US and couldn’t find an indoor cycling club to her taste.
It offers an uplifting nightclub-style experience, taking place in a candlelit basement, and with carefully curated music from DJ decks setting the mood. Each instructor has their own style of music and uses the beat to drive the intense interval training, which uses Schwinn bikes.
There are sites in Shoreditch and Holborn, and the company has investment to open more. Gilbert’s aim is to open one or two new clubs in London this year.
“We believe this concept can spread to suburbs and other cities in the UK, as well as internationally” Hilary Gilbert, founder
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Classes take place in a candlelit basement, with curated music from DJ decks for a modern nightclub feel |
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Vicious Cycle
Bondi Beach, Sydney, Australia
Vicious Cycle was the first indoor cycling studio to be set up in Sydney’s Bondi Beach, and offers regular special events to provide an alternative to outdoor activities. These include marathon ride events where live DJs spin tracks, themed rides, different music sessions and 90-minute endurance classes.
Equipped with Body Bikes, the primary focus is on building a community of like-minded people.
“I took all the things I enjoyed in a cycling class and added what I felt was missing to deliver the ultimate fitness experience” Tanya Weekes, founder
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Instructors encourage riders to train to their own comfort level |
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| Originally published in Health Club Management 2015 issue 1
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