Since the fitness industry was founded, it has sold physical perfection. And maybe, to a point and for a while, that was OK; those who achieved it certainly became hooked for life, even though it remained far too distant a goal to sustainably motivate the majority.

Things are notably different now, as a convergence of important external forces encourage our sector to establish a new ‘why’ in consumers’ minds.

“The post-pandemic consumer is actively seeking things that bring peace, harmony and joy to their lives”

First, across society, we’re seeing a push-back against physical perfection. As consumers become more self-accepting, a movement of diversity, equality and inclusion is forcing big brands to change their approach and adjust their prescriptive and restrictive views of how we should all look; even Victoria’s Secrets models are now diverse in size and body shape.

“Physical perfection is no longer consumers’ goal, and it will hurt our sector if we continue to sell it”

Second, the post-pandemic consumer is actively seeking things that bring peace, harmony and joy to their lives. In gyms and studios around the world, they’re placing as much value on the mental and social dimensions as on physical fitness.

That’s good news for disciplines like indoor cycling, which have long thrived on social as well as physical fitness. Yet the quest for joy means we have to deliver it differently now; the days of being beasted in an indoor cycling class are gone. 

Selling emotions

So, how do we evolve? While I was IHRSA chair, we commissioned research from behavioural science specialist ClearView, looking to understand how, post-pandemic, we might reactivate the 20 per cent who were previously gym members. We received an important lesson in human behaviour, and specifically in a thing called EROI: Emotional Return on Investment.

All day, every day, EROI shapes human decisions. If we perceive the reward of any action to be greater than the effort, we’ll probably do it. If we perceive the effort to be greater than the reward, we probably won’t. We naturally seek out instant gratification in everything we do: effort-reward, effort-reward, effort-reward.

And this is the issue with selling physical results: it’s perceived as effort-effort-effort-effort and maybe, eventually, a small reward of losing a pound or two. It ensures fitness is perceived as a chore people must do to somehow ‘fix’ themselves.

The alternative presented by ClearView is simple: sell the instant, feelgood reward of fitness. This plays to the strengths of group exercise in particular – the stress-busting, endorphin-rushing, energised positivity you feel from working out together in class. Some operators have already communicated it. Now we all must. 

“We must learn to attach people not to physical results, but to the enjoyment of happy energy and the feeling of movement”

We must learn to attach people not to physical results but to the instant satisfaction of completing a workout, the enjoyment of happy energy, the feeling of movement. We must make our experiences an escape from punishing daily life, not punishments in their own right.

This isn’t about making workouts easy. It’s about helping people find instant joy and reward in the effort itself. 

And it doesn’t just apply to ‘party on a bike’ boutiques. It applies to us all. We must create a new culture where every workout comes with a high: coaching styles less clinically focused on technique, instead emphasising sensations, emotions and feelings; individual effort celebrated – ‘your effort today is enough’; instructors’ language and tone infused with energy, happiness and belonging.

Quite simply, this is the future of fitness. Physical perfection is no longer consumers’ goal, and it will hurt our sector if we continue to sell it.

The post Focus on the feelgood appeared first on Ride High Magazine.

Around the world, we’re seeing fitness facilities tackle the dual challenges of global warming and spiralling energy costs through sustainable initiatives that range from green energy contracts to solar power installations. Our recent supplement – A Global Crisis? – explored this topic in depth.

Specifically in the area of indoor cycling, we’re seeing growing interest in technology that captures the energy riders put through the pedals, turning it into electricity.

One exciting pilot project is underway at Gold’s Gym Campus Europe in Berlin – an impressive 5,200sq m, CO2- and climate-neutral facility that’s the first gym in Europe to achieve LEED Platinum status. Two years ago, in partnership with the Technical University of Berlin, Gold’s Gym developed cutting-edge technology that it embedded in 150 ‘Boost Bikes’. Not all are currently in use, the quantity scaled back to meet everyday class requirements, but when all 150 are in action, they can generate “enough electricity each month to shave one million men”, says Pierre Geisensetter, head of brand & communications at Gold’s Gym.

In practice, the electricity generated is captured and used within the Gold’s Gym campus, where other trailblazing innovations include 10m-tall trees in the gym’s endurance area that filter out pollutants from the air; extremely hard-wearing floors made from discarded car tyres and cork; a cogeneration unit that runs on biogas; solar panels that harness the sun’s energy; and wall tiles made from recycled computer monitors.

Gold’s Gym isn’t the only operator to be capturing human power from bikes, of course: we’ve previously reported on the commitment of Terra Hale in the UK, while numerous clubs around the world are using SportsArt’s ECO-POWR equipment to convert muscle power into electricity.

The Gold’s Gym project is, however, the largest we’ve come across in this space, and it harnesses proprietary technology. The RSG Group is clearly keeping the innovative, boundary-pushing vision of its late founder Rainer Schaller alive, making this initiative one to certainly keep an eye on.

“Being able to see real-time energy production provides a layer of meaningfulness to breaking a sweat”

Meanwhile, a great ECO-POWR example comes from The Imaginarium in Rochester, NY, US – a 836sq m, Net Zero showcase that includes a gym where 21 pieces of equipment generate 5 per cent of the building’s electricity requirements. The remainder comes from 92 solar panels (60 per cent) and two small wind turbines (35 per cent).

The 17 group cycling bikes, two recumbent bikes and two ellipticals have consoles that display Human Watts and Grid Watts: the former the electricity the user is generating, the latter what’s actually going back to the grid – always slightly lower, as ECO-POWR needs some electricity to operate.

Five per cent may not be a huge number, acknowledge The Imaginarium team, but “it’s a very visual and direct way visitors can contribute to our Net Zero energy goal. Being able to see real-time energy production provides a layer of meaningfulness to breaking a sweat and brings a new understanding to how small changes or shifts in everyday activities can be a part of a larger movement.”

Sustainable manufacturing

“Plastic, and more specifically society’s excessive use of it, is putting our planet under huge pressure,” says Uffe A Olesen, CEO at BODY BIKE International.

“We see garbage islands the size of continents gathering in ocean currents and marine life perishing. Meanwhile, on the land, it’s hard to go anywhere without seeing plastic bags and packaging strewn around the place – a terrible human footprint on the planet.

“It’s an unacceptable situation, but at BODY BIKE we believe that if we all do our small part, we can begin to redress the balance.

“This is just the beginning for us: we’re determined to set new standards for sustainability in fitness equipment”

“We first put our passion into action when we launched BODY BIKE Smart+ OceanIX in 2019: the first piece of commercial gym equipment in the world to be manufactured using recycled plastic fishing nets. It just felt like the right thing to do, and we did it without any compromise in the quality of the product or the ride experience.

“Available in just one distinctive colour – the ocean blue of the recycled nets – OceanIX has proved very popular, accounting for around 20 per cent of our production. Because it isn’t just a piece of gym equipment. It’s part of a cause, and something that appeals to everyone who wants to do their bit for the planet.

“Off the back of this success, we challenged ourselves to expand our sustainable range and turned our attention to land-based waste. The hunt began for recycled ABS – the strong, stable, highly resistant plastic we already use in the manufacture of our bike covers.

“The result is the new BODY BIKE Smart+ Forest Green, officially launched at FIBO in April. Manufactured using 25 per cent recycled ABS, once again we’ve achieved this without any compromise in the ride experience or product quality and durability. It also looks great: I’ve always wanted to do a bike in the deep green of classic cars, and combined with the black metalwork it delivers a very high-class finish.

“And this is just the beginning for us: we’re determined to set new standards for sustainability in fitness equipment. So we will keep exploring. We will keep going further in our search for sustainable materials that also support our quality standards.

“These bikes cost more to manufacture – a fact of working with recycled materials – but we price them the same as our other bikes. We don’t want to put any obstacles in the way of people making sustainable decisions.

“Our goal is now to bring all our existing models of BODY BIKE in line with these new sustainability standards within the next two years, incorporating a minimum of 25 per cent recycled ABS in the manufacture of every model and every one of our 10 case colours. I see this as my personal mission.”

Sustainable sportswear

“People talk about organic cotton and clothing made from recycled plastic, but I’m afraid this is greenwashing that avoids the fundamental truth,” says Troels Vest Jensen, CMO at Danish sportswear specialist Fusion. “Textiles are not sustainable, meaning the fashion industry’s biggest problem is over-consumption.”

“Textiles are not sustainable, so it matters how long you use a product. You also shouldn’t produce more than you can sell.”

He continues: “Our approach to sustainability is therefore based on two vital factors. First, it matters how long you use a product. Second, you shouldn’t produce more than you can sell.

“In Denmark, the average organic cotton T-shirt is worn just seven times before it’s discarded, but it takes 1,500 litres of water to create that T-shirt. How is that sustainable? The Danish Consumer Council also found CO2 from production could be reduced by 44 per cent if all clothing were worn twice as much.

“Meanwhile, many retailers pre-order cheap clothes in bulk from China, based on little more than educated guesses as to what consumers might want to purchase by the time the stock arrives months later. They end up with the wrong items, and too many of them, so have to discount to get rid of it all. Some even burn it.

“Fusion does things differently. We’re based in Denmark, manufacture in Lithuania in small batches – we receive new product twice a week – and ship only to countries where we can deliver within two to three days. It means the retailers we work with always have exactly the stock they need to meet current demand: they order one week only what they know will sell the next. There’s no wastage.

“Not only that, but our sportswear isn’t about fashion. It’s about timeless design, comfort, functionality and durability, both in terms of manufacturing quality (for more information, please see Clothing for when it matters) and what we call emotional durability.

“We’re trying to shift people’s thinking around sustainability by encouraging them to feel proud about wearing old clothing. We’re certainly proud when we see our elite athletes competing in five-year-old Fusion sportswear, while our advertising shows people still training in 15-year-old Fusion wear. Our products are that good. They’re built to last. We aren’t interested in bringing out new colours each season to push people to purchase the latest look.

“This is what ‘sustainable’ really means in the world of textiles, and our processes and products are designed to deliver it.”

The post A sustainable agenda appeared first on Ride High Magazine.

It’s true that in the US, Mindbody recently reported a 39 per cent drop in cycling class attendance (Jan–July 2022 vs Jan–July 2021). Yet it’s important to note that group cycling wasn’t the only discipline to feel the pinch: yoga was also down 31 per cent, dance 14 per cent, CrossFit 9 per cent. Equally important to note that this is data for a market hit by Flywheel’s demise and SoulCycle’s multiple studio closures.

Meanwhile, other brands are doing well – even in the US. Barry’s is moving ahead with the roll-out of its RIDE x LIFT concept, for example (see trend #7), while Xponential’s CycleBar now has more than 260 studios open and agreements signed to move into Japan, Australia and New Zealand.

And indoor cycling remains the #1 group exercise format in markets like the Netherlands, where concepts such as Holy Ride have been inspired and shaped by customer demand.

So, the fall isn’t universal. Indeed, as Peloton adjusts and restructures for a world in which consumers have a choice about where they exercise, it seems in-person is where it’s at once again. 

The key is this: indoor cycling is still very much alive when done well. Whatever their model, fitness facilities must continue to innovate and experiment within their cycle offering to keep it relevant – a go-to workout – in an era in which Experience, with a capital E, is now the customer expectation. 

Of course, there’s only so much you can do on a static bike, so experience will lean into the environment, soundtrack, community and vibe you create as much as the programming (which, incidentally, still has scope for innovation – see trends #7 and #10). 

As Holy Ride’s Tom Moos told RIDE HIGH earlier this year: “Indoor cycling will become increasingly immersive and experiential. There are still a lot of dark boxes at the moment!”

#2 Boutiques buddy up

Ever since the pandemic wreaked havoc on the fitness sector, many standalone – and especially single-discipline – boutiques have been finding it particularly hard-going. 

“Even pre-COVID, businesses in our sector had struggled: there were record attendances at boutique studios, but head office costs made it hard to make money,” the founders of UK-based United Fitness Brands (UFB) told us when we interviewed them in May 2022. “We realised there was an opportunity to drive significant economies of scale by joining forces.”

It therefore comes as little surprise that more and more boutique brands are ‘buddying up’, coming under one roof at head office, in-club, or both. 

UFB, for example, has now brought together four boutique operations, primarily at a head office level but also via a number of dual-brand locations in London. Its founders told RIDE HIGH they now hope to create multi-brand studios in smaller cities across the UK.

Elsewhere we’re seeing different takes on buddying up. In the Netherlands, Urban Gym Group (UGG) has brought multiple fitness brands under its umbrella, including boutique brand HIGH STUDIOS. Offering strategic guidance, shared resources and a cluster approach to conquer target cities – notably Amsterdam – with its portfolio of brands, UGG has also grown the reach of HIGH STUDIOS by creating HIGH-branded group exercise studios inside its ClubSportive and Trainmore clubs.

“Ever since the pandemic, many standalone and single-discipline boutiques have found it hard-going”

Then there’s newcomer Drop Fitness (see our chat with founder Jeb Balise in our special cost of living supplement: A Global Crisis?). Drop opened its inaugural site in New Jersey, US, in May 2022, bringing together four existing, third-party, best-in-class boutique brands alongside private training and a gym floor. All available on a ‘pay for what you want, when you want’ basis, Drop pays each boutique brand a revenue share.

“It’s a great way for boutique brands to grow and scale across the country, beyond the big cities where they traditionally operate,” says Balise. “For a boutique to come out to the suburbs on its own would cost so much time, energy and money, all for a 2,000sq ft space. Town planning permissions can sometimes be brutal, and doing it for a 25,000sq ft space is much more efficient.”

Expect to see more of this in 2023 as boutiques battle to weather not only the repercussions of the pandemic, but now also the energy crisis, spiralling inflation and expectations of salary increases.

#3 A sustainable agenda

Environmental sustainability has been on the agenda of most businesses for years now, and we’ve seen some moves in the right direction within the indoor cycling sector. Operators such as the UK’s 1Rebel have been free from single-use plastic for a while now, for example, while Terra Hale markets itself as ‘London’s first eco-friendly fitness destination’, generating electricity from its indoor cycling classes (see our special supplement: A Global Crisis?)

From a supplier perspective, BODY BIKE OceanIX is the eco-warrior’s indoor bike – the first in the world to be manufactured using plastic from recycled fishing nets – and in 2021, BODY BIKE also launched a best-in-class eCargo bike. “It’s a bit of a departure from our usual fitness sector territory, but we have the capacity in our factory and it just feels like the next ‘right thing to do’,” said CEO Uffe A Olesen.

But as the energy crisis ramps up, gas and electricity prices threaten the very existence of our sector and the world accelerates towards a climate crisis, clubs can’t view sustainability as a mere passion project. It has to be embedded at the heart of what we do – and as Terra Hale proves, bikes aren’t just energy-efficient thanks to not needing power. They can also be energy generators. Now is the time to explore this potential.

“Bikes aren’t just energy-efficient thanks to not needing power. They can also be energy generators.”

#4 No digital divide

Over recent years, hybrid models have been the hot topic of the fitness sector. Now the buzzword is ‘omnichannel’.

“As the number of channels proliferates, equal importance must be given to digital and in-person,” advised Paul Bowman, CEO of Wexer, in RIDE HIGH #16. “Every customer will use multiple touchpoints and expect to dive straight in to a familiar experience each time. 

“The challenge for clubs is to deliver exactly the same user experience whatever the point of entry.”

While we’re seeing a growing number of third parties creating digital content for both in-club and at-home use, Bowman believes clubs’ own star trainers are key to a consistent experience. It’s why Wexer’s ecosystem now allows clubs to stream self-produced content not only to at-home digital platforms, but also onto the big screen of in-club virtual studios.

“Every club operator should maximise opportunities to put their own stars in front of their customers”

“If you’re looking for an advantage over the big digital players and the global fitness influencers, your team of local rockstars with their loyal member followings is it,” Bowman advises. “Every club operator should be maximising opportunities to put these stars in front of customers, both on-site and at-home. And that means creating digital content fronted by them.”

For a great example, look no further than Thailand’s trailblazing Absolute Group, which was quick off the mark in identifying the dual value of digital content for at-home as well as in-club, launching its Absolute X hybrid studio concept in 2022. 

“With this second distribution channel, we’re very happy to continue investing in high-quality digital content,” confirms founder and CEO Ben Karoonkornsakul. 

It can be an expensive undertaking, yet members will forgive lower production quality if they’re seeing their favourite instructors on-screen. Expect more branded digital experiences that cost-effectively maximise yield and usage of cycling studios, as well as supporting members at home.

#5 A new reality

In summer 2022, RIDE HIGH spoke to Emma Barry – global fitness authority and renowned group exercise expert – and Les Mills legend Steven Renata about indoor cycling past, present and future.

In our chat, Barry was hugely enthusiastic about the digital innovations coming down the line for group cycling. Some of the topics she touched on might reasonably expect to be a trend in their own right, but in our top 10 we’ve pushed them all together into one digital innovations trend that hints at an exhilarating future for indoor cycling.

We’re talking AR, VR, the metaverse. “Anything that brings digital enhancement into the real world for an extended, mixed reality – especially when it includes a social element of cycling together, remotely,” says Barry.

“We’ve seen the rise and fall of Peloton and friends, but they’ve unquestionably given a huge nod to health and wellness along the way, driving up awareness of fitness and just how good the experience can be, as well as showing us all how ‘sticky’ an online community can be.”

She continues: “Once they get the eyewear down, the bike is the perfect tool for AR and VR. We already wear sunglasses when we’re riding outside, so once the headsets aren’t so large and sweat-inducing, that’s going to be very interesting. We’ll literally be able to be in another world as we cycle. 

“AR will be able to transpose all kinds of information and metrics to those who are motivated by data”

“AR will be able to transpose all kinds of information and metrics to those motivated by data: personalised power output, position in the pack, headwind, lighting, direction cues and so on. VR will be able to emulate and enhance existing worlds, such as the great races around the globe: the Ironman World Championship in Kona, the Tour de France, the Red Bull UCI Pump Track World Champs. We’ll be able to achieve unlimited participation and presumably get to sync data to achieve validated comparison. 

“Weaving in and out of the metaverse – the meeting place of different realities – will become more seamless and enhanced over the next 20 years as we take our data and avatars with us across the various worlds to achieve our own unique goals. 

“Finally, one really cool thing I saw at CES 2020 was Delta Airlines’ unveiling of Parallel Reality, designed to tailor a passenger’s experience using biometrics. We’re talking complete immersion in an opt-in, personalised experience – and it’s now being trialled at Detroit airport.

“Essentially, multiple passengers can look at the same screen but only see their own unique travel data: their flight information and directions to the gate, weather at their final destination, directions to a Sky Club – all in the language of the passenger’s choice. 

“It’s not too much of a stretch to see how the fitness data we already cast to screens – heart rate, for example – could be expanded on and personalised in an equally meaningful way.”

 #6 Self-determination

While it’s true that not everyone wants to focus on metrics in their workouts – it’s why rhythm cycling has become so popular the world over – nevertheless there are many fitness fans around the world who like to keep track of their progress. And of course, whether you’re an app developer or club operator, this data can be gold dust; used well, it is the source of unparalleled behavioural insights and the basis of a personalised experience.

Yet the question remains: who owns this data? And increasingly the answer is: the individual. If you buy into that – and at RIDE HIGH, we do – then our role as fitness providers must be to help people make sense of their data, giving them the insights and understanding they need to plot their next steps, without overstepping the privacy mark. 

This will be a challenge as exercisers increasingly mix and match workout locations and platforms; it will first require a willingness to openly share data across platforms, so the individual can opt into and be presented with one cohesive picture of their efforts.

This is why BODY BIKE has already done away with consoles, instead allowing exercisers to download its app and use their own mobile phone as their console. They then immediately take their data away with them at the end of each workout. It’s also why the BODY BIKE Strava club was created, allowing exercisers to upload their BODY BIKE indoor cycling workouts into their Strava account. They can then share workout data with fellow enthusiasts and access a full record of all their cycling sessions in one place. 

We need more of this moving forward, putting members and their progress first by making data sharing easier – especially if we are to avoid tech fatigue as digital solutions continue to proliferate and it becomes harder and harder to access one clear picture.

#7 Fusion workouts

We’ve reported previously on the growth of fusion cycling classes and now, in 2023, this trend looks set to go up another gear, with the likes of Barry’s rolling out RIDE x LIFT.

The class follows Barry’s tried-and-tested formula, whereby members alternate between cardio and strength-based programming. In this case, however, the bike replaces the treadmill of the brand’s signature bootcamp class, making for a more accessible and lower-impact workout.

Why is this trend so interesting? Because it ticks so many boxes: a chance for operators to create something unique for their clubs – a signature, branded experience – and for members to take part in a ‘bang for their buck’ workout that keeps them engaged, gives them a great all-round workout and offers high perceived value for money. 

As clubs continue to innovate to keep their cycling workouts fresh, fusion classes will become an increasingly popular tool.

#8 An educational experience

The future of indoor cycling will, we hope, see instructor education become more specialised. 

RIDE HIGH recently spoke to Angela Reed-Fox of the Indoor Cycling Institute, who told us: “Many instructors just want to excel at indoor cycling: the discipline is heading into its own space and that’s entirely right. 

“I believe it’s outdated to expect instructors to also have a certificate in gym instructing, PT or exercise to music. Cycling shouldn’t be CPD on top of one of those qualifications. Rather, there should be regularly updated, indoor cycling CPD on top of a dedicated, entry-level indoor cycling certificate.”

Hear absolutely hear. For an excellent discussion on how indoor cycling education and qualifications need to evolve to give us the instructor workforce we need for the future, check out our recent panel discussion here. 

“Many instructors just want to excel at indoor cycling: the discipline is heading into its own space and that’s entirely right. It shouldn’t be CPD on top of other qualifications”

#9 Recovery-plus

Recovery is one of the buzzwords in the fitness sector right now; RIDE HIGH has already reported on how this is impacting programming in the indoor cycling arena. 

But what about instructors? For a long time almost disregarded in this respect – expected to simply keep going, churning out class after class after class with little rest – attention is finally turning to helping indoor cycling instructors avoid downtime through illness and injury, and ultimately extend their careers. 

In the UK, Susie Millen’s My Vocal Fitness focuses on preserving instructor voices. RIDE HIGH stalwart Noël Nocciolo does similar in the US under the banner of PEP for FitPros. 

“As fitness professionals, we learn about almost every muscle in the body,” says Millen. “Rarely, though, are we taught how to use our voice or a microphone effectively. The result: instructors across the planet aren’t vocally ready to teach the volume of classes they’re timetabled to deliver each week. Their voices become unreliable, deteriorating, even lost.”

Meanwhile, power training expert Hunter Allen recently offered RIDE HIGH some incredible insights into the physiological strain placed on cycling instructors’ bodies, in a fascinating feature on the Training Stress Score. 

“After six weeks of instructing two cycling classes a day, an instructor’s chronic training load could be 160 – the same as a pro cyclist at the end of the Tour de France,” he explained. Little wonder, then, that injury and illness are so common among frequently timetabled cycle studio stars. 

Our view: when it comes to our workforce, it shouldn’t just be about recovery. We need to see a much greater focus on prevention of injury and strain, bringing longevity to instructors’ careers in a healthy and sustainable way.

#10 A broader church

Over the last couple of years, we’ve seen fitness newcomers finally turning to our sector, their newfound appreciation of our value born from the pandemic. In turn, a more diverse global member base is gathering – one that spans a broad range of fitness levels, experiences and expectations.

On the one hand, says global fitness authority Emma Barry, there are now more people enjoying ‘The Sport of Fitness’ – being fit for fit’s sake and finding a favourite exercise genre, rather than training to be fit for a sport. 

Yet at the same time, we’re also in an era when – still jaded by the pandemic – many are exercising for reasons that are as much mental, emotional and even spiritual as they are physical. “People are looking for entertainment, they’re looking for release, and most of all, at this time in history, they’re looking for joy and hope,” confirms Barry. 

This diversity in the member base holds an important lesson for indoor cycling instructors and providers, as Tash Marshall Bean explained in a recent interview with RIDE HIGH: “With the pandemic bringing a wave of new people into fitness, it’s more important than ever that we take classes back to basics. 

“I’m currently seeing far too many instructors making the choreography too complicated for their riders and leaving people behind. Every single participant must feel successful, and instructors must (re)learn how to integrate new riders with well-versed riders to achieve this.”

“The more generic the experience, the less likely you are to really engage someone. We need targeted classes.”

Even better, said Louise Ager in the same panel discussion, would be a return to “diversity in class styles to support a broader audience in indoor cycling”. 

She added: “The more generic the experience, the less likely you are to really engage someone. We need targeted classes that have a purpose and an intentional audience: classes for beginners, for overweight people, for seniors, for endurance enthusiasts, for those short of time, for fans of different music genres.”

This conscious targeting is exactly what House of Workouts has done with the launch of its new SclptCycle programme.

One thing is for sure: moving forward the indoor cycling sector must work to ensure its product delivers strongly to an increasingly diverse audience.

The post Trending now appeared first on Ride High Magazine.

• Download PDF
• Read Issue

The post A Global Crisis? appeared first on Ride High Magazine.

Clear your diary for the next seven and a half minutes and watch as Emma Barry and Steven Renata share not only their memories and anecdotes, but also their predictions for what happens next in the world of indoor cycling.

We’re talking metaverse, data, the sport of fitness and the quest for joy.That’s quite some leap forward from the stories they share of wheeling bikes in and out of a multi-purpose aerobics studio.

Oh, and thanks to Steven for the shout-out for RIDE HIGH, now officially “the world’s biggest cycle club”. Love it!

“this video is what it’s all about. This is what sets indoor cycling apart. This is why the world needs to ride.”

– So says Uffe A Olesen, CEO of BODY BIKE International. Click on the link below to soak in the vibe of the event and see why he’s still buzzing in its aftermath…

The post Legend has it appeared first on Ride High Magazine.

That much has already been extensively talked about, of course. But what comes next is vital: ensuring clubs are delivering a true hybrid experience, not merely ticking the box of hybrid technology.

As the buzzword becomes ‘omnichannel’, operators should be under no illusion that digital can be a mere add-on. Moving forward, equal importance must be given to digital and in-person, ensuring the same user experience is delivered whatever the point of entry.

And when I say the same, I mean exactly the same. Every customer will use multiple touchpoints and expect to dive straight in to a familiar experience each time.

Clubs must therefore learn to view everything they do as one big customer-centric experience – and I believe this experience has to be led by content.

Content is the element of a health club offering that can transcend all boundaries. Where equipment is to a large extent anchored in a physical club, content is replicable on any channel: in-club, online, through an app, smart TV, smart mirror or other smart device.

“Every customer will use multiple touchpoints and expect to dive straight in to a familiar experience each time”

Content also happens to be what today’s fitness consumer – now well-accustomed to working out with on-screen trainers – seeks inside your facility and out.

Content creation is therefore no longer an adjunct to the business of running a club. It is the very cornerstone of hybrid success, underpinning omnichannel delivery of your club experience.

People power
Content is also where the money now is, so it’s hardly surprising that everyone from celebrities to media networks seems hell-bent on becoming a fitness content provider these days. Yet clubs still have a major USP: their in-house superstars.

Group exercise instructors have been key to member loyalty for decades, renowned for building communities of enthusiastic followers, but they’ve become even stronger during lockdown as their personalities, programmes and friendly faces reached beyond club walls and made us all feel better during the pandemic.

Clubs must recognise the power their instructors and trainers now hold. They are the content creators. They are the face of your brand in the digital arena. They are also the faces your members know and the people who, as channels to market proliferate, have the power to reach huge audiences.

If you’re looking for an advantage over the big digital players and the global fitness influencers who try and seduce your members away with their ‘three months for free’ offers and their Hollywood eyes, this – your team of local rockstars, whose relationships with members weld them to your brand – is it.

It therefore goes without saying that every club operator should be maximising opportunities to put their in-house superstars in front of customers, both on-site and at-home – and that means creating digital content fronted by them.

Of course, most clubs already did this during lockdown, but it was a kneejerk response to unforeseeable circumstances, with content often shared for free on third-party platforms. Moving forward, what’s needed is a sustainable strategy for the production of ownable, brand-enhancing, monetisable, local superstar-led digital content.

“Our data shows that the more fresh content you create, the more forgiving members are on quality”

A case in point
Why bother? Let’s take a look at Asia Pacific’s Evolution Wellness, which launched its web-based content platform – Virtual Studio – in partnership with Wexer in July 2021.

Fast-forward to January 2022 and our analysis of usage data to identify the most popular classes from Wexer’s global content library. To that analysis, we then added the content from Fitness First and Celebrity Fitness – two of Evolution’s brands in south-east Asia – and found that Evolution Wellness had 13 classes in the top 50 most viewed when aggregated across all our clients.

Clubs’ own content can be a huge usage driver, and in turn a major loyalty tool: the variety of Wexer’s global content library is what draws people to on-demand in the first place, but the locally-produced content plays a major role in keeping them there.

Self-produced content can also be a significant revenue driver. Recent Credit Suisse research found that 52 per cent of club members would be happy to pay for a digital tier to their membership, and our data backs this up: Evolution Wellness is projecting US$500,000 in Virtual Studio revenues for year one alone, all from existing members, with the lucrative prospect of non-geographically limited audiences as yet untapped.

Make the most of what you do
Producing digital content doesn’t have to be hard, either. Start by looking at your live timetable. Where are your superstars? Which are your waitlisted classes?

Maximise reach and ROI of these classes by installing a simple camera set-up in-studio and filming them; you’ll quickly compile a rich library of your own superstar-led content that can then be made available on-demand via your app, website, members’ smart TVs, even on the big screen of your in-club virtual studio.

It doesn’t even have to be beautifully produced. Our data shows that the more fresh content you create, the more forgiving members are on quality: four pieces a day and it needs to look pretty slick, but get closer to eight pieces a day and it really is fine filmed as a fly on the wall of the live class studio.

Indeed, unless you’re a large multi-site operation with the budget to build and run specialist digital production studios, our advice is that you focus on getting the most out of everything you already do – all that incredible content you’re already producing – by filming it and making it accessible via multiple platforms, both digital and physical.

This, really, is the vital mindset shift. You need to see all your content as, well… content. Don’t mentally place in-person content and digital content in different boxes. Live in-person classes and workouts, live-streamed and on-demand sessions with your in-house stars, on-demand content from third-party providers to ensure strength in depth.… It’s all simply content that pours into one central repository, from which your members can pull the experience(s) they want via whichever touchpoint they choose – whatever channel works for them that day.

“Hybrid isn’t just a project. It’s a new model in which digital is a key business division that must be resourced”

I’m not going to turn this into a big Wexer pitch, so all I’ll say for now is this: all it really takes is a shift in focus and a sprinkle of technology. All of the above can be achieved with our ecosystem of white labelled digital solutions. Please get in touch if you’d like to discuss the Wexer API, SDK, App, Web Player or in-club Wexer Virtual; whatever point you’ve reached in your process of digital transformation, we can help you start or continue your journey.

Create a win-win
Of course, your content creators could feasibly go online themselves, independently of your club; there are influencers out there making millions. But your in-house stars are unlikely to have the database, nor necessarily the business skillset to build one. They have the talent and the mass appeal, but not the platform.

Meanwhile, your club has the audience – your database of members – and the pressing need to become omnichannel to better serve that audience.

Which is, of course, where it all aligns perfectly, with money to be made all round – provided you create a win-win scenario for both club and superstar.

To keep your content creators contributing to your brand rather than their own, you must find ways to incentivise and reward them for the incredible contribution they make to your now omnichannel business. We have a number of clients who pay their stars more for content that drives high usage, for example.

Nurture your talent, too, encouraging them to rise into the starring role you and your members need them to occupy. Empower and incentivise them to promote the content they create with you among their followers; when content is your product, you sell your talent and your talent in turn sells you. Help them grow their profile at the same time as rewarding them for their role in your success, to ensure their ongoing loyalty to your brand even as their reach and appeal grows.

In short, recognise that their success is your success, but work hard to ensure they know the flip side is also true: that they will do better with you than on their own. As usage and revenue rises, your operation will have more to invest in content, meaning superstars continue to grow… and so the virtuous circle goes on.

Yet underpinning this is a simple but vital secret: you have to fully commit. Hybrid isn’t just a project. It’s a new model in which digital is a key business division – one that must be resourced and prioritised.

Indoor cycling in a content-led world

“Virtual classes have long been used to meet off-peak demand and reduce downtime in studios. Indoor cycling is no exception – and with Wexer technology now allowing clubs to stream their own self-produced content onto the big screens of their virtual studios, operators have a chance to create a real buzz around their group cycle offering,” says Bowman.

“The first step is upping the ante on your live classes to make each of them a truly special event that members waitlist to be a part of. You want every live cycling class to be packed, so you might even consider reducing the number of live classes.

“Then put a basic camera set-up in your group cycle studio and record all these incredible live classes, capturing the energy of the room as well as the carefully selected rockstar instructor.
Once recorded, this content can be scheduled to run in any slots that used to be live instructor-led, as well as being made available on-demand the rest of the time. Your own signature ‘wow factor’ cycle classes are suddenly available whenever members come into the club.

“And of course, use of this on-demand content isn’t limited to your cycle studio. The number of people who now have a cycling option at home amazes me; we’re putting more indoor cycling content onto our Mobile platform to meet demand, with cycling already accounting for around 8 per cent of class views. When you consider the equipment requirement and the 1,500 different classes available in our Mobile library, that’s pretty impressive.

“As a club, there’s great value to be had in creating your own indoor cycling content.”

The post Align Your Stars appeared first on Ride High Magazine.

From fifth most popular group exercise format in 2018, indoor cycling has leapt up the ranks to claim second place in 2021, favoured by 30 per cent of group exercise participants and sitting just behind HIIT (31 per cent). Note, too, that these figures are global; in the US, UK and China, indoor cycling is the #1 class format.

These are just some of the stats from the Les Mills 2021 Global Fitness Report, published in September and sharing insights from 12,157 consumers across five continents.

“Those who do cycle classes attend their club more frequently than non-class gym members: 4 versus 3.5 times a week”

Creating good habits
Indoor cycling being on the global group exercise podium was, of course, already music to the ears of all of us at RIDE HIGH – but we didn’t want to stop there. Instead, we asked the Les Mills team to dig a little deeper into the data to see what else they could tell us about indoor cycling.

What really grabbed our attention was the fact that indoor cycle class users have ‘better’ behaviours compared to other gym-goers. The differences might be small, yet cycling consistently comes out on top.

Those who do cycle classes attend their club more frequently than non-class gym members (4 times a week versus 3.5 times a week). They also have slightly longer gym tenure (3 years) than those who do other class formats (2.8 years), or who don’t take part in classes at all (2.7 years).

Cycle class participants also do very slightly more classes a week (3.4, including but not necessarily exclusively cycling) than those who don’t cycle at all (3.3 classes a week).

In terms of all-round exercise habits, indoor cyclists also exercise more frequently than participants of other class types (4.9 versus 4.7 times a week on average, with these figures including all forms of in- and out-of-club exercise).

It’s also great that cycling extends all of this to males as well as females, with men more likely to take part in indoor cycling than other types of class: 52 per cent of cycle participants are male, versus an average 44 per cent across other class types.

“Lockdown has spawned a new generation of fitness fans: 27 per cent of regular exercisers describe themselves as absolute beginners”

Shifting priorities
Priorities have also changed over the last three years, although this isn’t unique to indoor cyclists.

Back in 2018, the top three things class participants looked for across the board were quality of instructor, time of day and type of class. Now, although quality of instructor is still the #1 priority, music comes second – up from sixth place in 2018 – followed by quality of equipment, up from 10th place.

The latter two priorities are particularly marked among indoor cyclists, who are more likely to look for quality music than those doing other classes (27 versus 23 per cent) and quality equipment (25 versus 21 per cent).

This has major implications for operators, who must acknowledge they are now catering for members seeking a quality experience, not simply a convenient workout.

Another interesting equipment-related finding is this: that in spite of the far larger price tag, a stationary bike is the third most popular piece of home fitness equipment, after dumbbells at #1 and yoga mats at #2.

Let’s now set all of this against the backdrop painted by the Les Mills report – one in which the pandemic has changed fitness habits potentially forever, with key trends emerging that will shape workouts in the years to come.

Growth opportunities
The pandemic has prompted consumers to prioritise their health, presenting fitness providers with growth opportunities as clubs return to full capacity.

Among Les Mills survey respondents, 50 per cent say they are now focusing more on their wellbeing than pre-COVID. An impressive 82 per cent say they regularly exercise, or plan to do so soon, and 75 per cent of this group do gym-type activities. Club visits per member are also up 10 per cent in markets where restrictions are no longer in place.

Lockdown has also spawned a new generation of fitness fans who have taken tentative first steps into fitness and are now deciding what comes next, with 27 per cent of regular exercisers describing themselves as ‘absolute beginners’.

Opportunities abound for operators who can appeal to these groups and understand the unique barriers they face: although 81 per cent of beginners are interested in group activities, 66 per cent say they currently prefer to exercise alone, suggesting a confidence chasm that needs to be bridged before beginners feel fully comfortable.

“Indoor cyclists are significantly more likely to look for quality music and quality equipment than those doing other types of class ”

Instructors and club teams have a key role to play in ensuring beginners feel welcome, while helping them find their intrinsic motivation to exercise that will be key to their long-term adherence.

Live revival
After a year of enforced home workouts, appetite for live fitness experiences in groups is soaring: two-thirds of gym members (67 per cent) say they prefer working out in groups, 85 per cent say they’re interested in trying live classes in their facility, and live fitness classes are the single most popular gym-type activity (29 per cent of members).

Meanwhile, at the time of the Les Mills research, class attendance had reached 119 per cent of pre-COVID levels in markets where capacity restrictions had lifted, with live classes in club nearly twice as popular as livestream classes at home (favoured by 44 versus 23 per cent of members respectively).

The human touch
With consumer desire for social connection driving the live revival, it’s perhaps inevitable that clubs’ own people have a vital role to play. As noted previously, rockstar instructors are the single most important factor for gym-goers when choosing a live class: 28 per cent of all participants name this as a priority. Rockstars are also key to driving referrals.

Having great people is also particularly important for winning new members: 30 per cent of prospects say ‘a good atmosphere’ is key when choosing a gym to join – pushing ‘the facilities’ into fourth place – while 59 per cent say the staff are a key factor.

Connected fitness
After the rapid digitalisation of fitness during lockdown, it will come as no surprise that omnichannel fitness – a blend of in-gym and digital home workouts – is tipped to gain traction as we emerge from the pandemic: 59 per cent of exercisers say they now favour a 60:40 split between gym and home workouts.

Far from being simple stop-gaps to tide the industry over during the COVID pandemic, livestream and on-demand have become vital additions to clubs’ long-term digital offerings, with 80 per cent of members planning to continue using them post-pandemic.

“Class attendance has reached 119 per cent of pre-COVID levels in markets where capacity restrictions have lifted”

Live fitness experiences may remain the pinnacle – 62 per cent still do more than half their workouts at the gym – but the digital fitness boom and the growth of home-working mean today’s fitness consumers demand a connected fitness experience that offers convenience and enables them to maintain a more active lifestyle. The evidence? A whopping 84 per cent of gym members also work out at home, and digital fitness users exercise 22 per cent more frequently than live-only exercisers.

Seamlessly linking live and digital will be key to clubs’ success moving forward.

Quality as a USP
In a world of endless quantity – especially online, with the likes of YouTube chock-full of free-to-use, often pretty average fitness content – it’s never been more vital to focus on quality. Operators need to provide world-class content, both in and out of club, to keep members engaged and willing to pay.

With this in mind, it’s important to understand member preferences, and Les Mills found 86 per cent of group exercisers prefer branded classes. Meanwhile 62 per cent say the quality of the music, instructors, equipment and choreography are key to deciding which classes they attend.

Also note that 58 per cent of members say they would likely cancel their membership if their gym took away their favourite class.

Workplace wellness
Employers are increasingly coming to recognise the benefits of an active workforce – and their responsibility to support this – while employees are gravitating towards companies that care. This creates lucrative opportunities for omnichannel fitness providers to proffer their services and reach new audiences.

For clubs, the ability to demonstrate the scientifically proven impact of their workouts will be key to winning in the workplace wellness market, where ROI carries great weight among decision-makers.

Download your complimentary copy of the Les Mills 2021 Global Fitness Report here.

The post Back in the saddle appeared first on Ride High Magazine.

We currently have eight huge, fully-owned clubs – anything from 200,000sq ft to 700,000sq ft of indoor space alone – with multiple pools, tennis courts, fitness spaces, spas, sports courts and in-club boutique studios. In Chicago, there’s also an on-site hotel and we plan to do more of these.

At the moment, we have four properties with what we currently consider to be our blueprint offering: Chicago, Bannockburn, Willowbrook and Rochester in New York State. The latter three were remodelled during lockdown, which at Bannockburn and Rochester meant a US$15m investment in each club. These clubs all now have the same studios, same concepts, same look and feel, same indoor and outdoor facilities.

“The way we see it: we’ve had a promotion over the last 15 months! Midtown has gone from being members’ third space to being their second space”

Three other clubs – Atlanta, Montreal and Palatine – are in preliminary planning for a similar remodel, with timing subject to how well we come out of COVID. Things are still changing daily on that front – only today, we’ve received notification that masks will have to be worn again in New York State – and we’re yet to see how much of an impact the Delta variant has.

It’s only our club in Weston, Florida, where we’re holding off on the remodel for a while, as we spent US$5m replacing all 26 outdoor tennis courts only three years ago.

All eight clubs do have some boutique elements, though, because we’ve been testing our concept for six or seven years. When we identified the boutiques as our biggest threat, we built studios in other clubs before fully deploying in our Chicago flagship. Our indoor cycling concept Ride, for example, was originally tested in Palatine and Montreal.

How are your clubs performing as we emerge from COVID?
Performance varies, as some clubs have been open longer than others; we’re tracking attendance on a daily basis and we’re finding that time re-open is the most important factor. Each club is showing a very similar trend line, and very similar timeline, in growth of member numbers from date of re-opening.

Montreal, for example, only re-opened six weeks ago [interview conducted 3 August 2021] and member numbers are just under 50 per cent of February 2020 figures. In Atlanta, which was the first club to re-open after only a few months of closure, we’re up to almost 83 per cent. In Chicago, it’s nearly 80 per cent. The rest are around 60–65 per cent.

How has group exercise recovered?
Group exercise has recovered surprisingly well: as a percentage of check-ins, we’ve actually had more people doing group exercise than pre-COVID.

This in spite of the fact that we weren’t able to offer any indoor classes until February 2021; in Montreal, we still can’t. However, we’ve done a lot of outdoor classes and, even with the cold winters in places like Chicago, they’ve been incredibly popular.

“Group exercise has recovered surprisingly well: as a percentage of check-ins, we’ve actually had more people doing group exercise than pre-COVID”

In Chicago, we adapted an outdoor space in the parking garage, installing wind-breakers and Typhoon heaters, and we took bikes and other equipment out there. We also partnered with clothing brand Arcteryx, offering workshops for our members to learn how to layer for outdoor exercise.

However, although group exercise is doing well overall – and Samadhi and Arena in particular – Ride is lagging behind. Across all our clubs and all our Ride programmes, Ride is the slowest to come back. We’re seeing similar numbers of members taking part as before, but they’re doing it less often, taking part in other activities they may have discovered and enjoyed during lockdown. As a result, average Ride class sizes are around half those of other classes.

Why is Ride lagging behind?
At this stage, we just don’t know. What I would say is that we keep an eye on the boutique competition, and the cycling studios we’ve visited are sitting at around 20–30 per cent capacity at the moment. So, it seems the challenges aren’t unique to us.

Ride has always been a very popular studio since it first launched in 2017/2018 – a highly immersive, experiential space with a rock concert feel, including a giant screen and graphics that respond to the audio. And, of course, incredible instructors.

“Ride is lagging behind. We’re seeing similar numbers of members taking part as before, but they’re doing it less often.”

It also ticks all the boxes post-COVID: our bikes are now spaced 6ft apart – the rest are still outdoors – so members have their own clearly defined workout space. Plus, Ride is doing OK for virtual classes and THE TRIP: we’re getting similar attendance at these classes as before.

And yet, other than in Florida where it’s too hot to cycle outside, members seem hesitant to move indoors for their live cycling classes. In fact, in Chicago, all these classes remain outdoors, with just virtual in the studio.

We are looking to transition back inside in September. However, we need to understand why the lag has been happening and we’re starting to ask ourselves some challenging questions about the live experience. Is the atmosphere and the technicolour journey – the very thing that proved so successful before – what members want now? Will and should indoor cycling come back in the same format, or have mindsets shifted during COVID?

What might Ride look like in the future?
We’re taking a breath and taking stock, as it’s very early days: attendance may simply come back as time goes on. It’s also important to really look at the data rather than making kneejerk decisions. For example, we previously found that cycling drove lower overall attendance than yoga in our Rochester club, but also brought in more unique users than yoga. It’s an important part of the mix.

Nevertheless, we are trying to work out if the environment needs to change. Have people enjoyed outdoor cycling classes so much that we need to replicate this feeling in our studios? Do we need to move away from the ‘small dark box’ design and make it feel more like you’re outside in nature?

Some of the new AV components we developed for our relaunch include a ride through the Californian redwood forest, as opposed to the sci-fi worlds of THE TRIP, so we can test all this out and see what triggers more usage.

Another question: do we – and other cycling boutiques, for that matter – need to revisit our model? At 800–1,000sq ft, Ride is our smallest studio and it’s historically been a tightly packed community experience. That’s true whether it’s a VIBE or PWR class, our rhythm and power-based signature concepts. But what if people are now seeking more of a solo ride experience, rather than an all-in-it-together buzz?

“We aren’t just a place to work out any more. It isn’t just about fitness. Our sector needs to focus on how we make people feel – how we make them feel good.”

Then there are questions like: what does Peloton buying Precor mean, other than for the manufacturing capacity? Will there be an impact on what can be offered for clubs? And is the high use of the Peloton bikes on our fitness floors already impacting attendance in our Ride studios?

We’re working on a few ideas at the moment which we’ll try out with members – current riders and those new to it – and ask if it’s what they’re looking for. Instead of differentiating via training styles – rhythm vs power, for example – it may be that we need to differentiate by indoor versus outdoor, dark rooms and fantasy worlds versus individual escapism into the countryside. We’ll see.

Certainly we’ve invested a lot of time, money and effort in the Ride concept and we’re not going to shrug our shoulders and accept that people are now doing something else instead. Something else as well, yes – we’re all about variety – but not instead. We’ll apply our ‘better than yesterday’ core value and identify what needs to be done to meet members’ needs today and tomorrow.

What do you see as the role for the sector coming out of COVID?
Interestingly, since clubs re-opened, we’ve seen usage of the on-demand classes in our app fall off a cliff to such a degree that we’ve stopped doing them. People are craving human connection.

And in clubs like ours, with all the space we have available, that isn’t just about coming to us to exercise. Instead of working from their home desks, members are coming to the club to work. To be around people. The way we see it: we’ve had a promotion over the last 15 months! Midtown has gone from being members’ third space to being their second space.

And this is so important for the whole sector to understand. We aren’t just a place to work out any more. It isn’t just about fitness. We’ve become more important within people’s lifestyles. We need to responsibly move with this shift, no longer focusing on weight loss or how much exercise people ‘have to do’, but on how we make people feel – how we make them feel good.

The post Jon Brady appeared first on Ride High Magazine.

We know the recovery time between workouts is key to extracting maximum gains from those workouts. Elite athletes have known that for years, and it’s presumably part of Peloton’s rationale in relaunching Peloton Yoga earlier this year. But what about recovery as an integral part of the workout experience?

Baking recovery in

What sparked my thinking was reading about a new initiative from London-based boutique operator Digme Fitness, which partnered with Hyperice during lockdown to offer at-home recovery programmes for its members. Getting in touch for this feature, I discovered this concept was now expanding in-club, with a dedicated ‘Recovery Space powered by Hyperice’ launched at its Moorgate studio last month. More on that in just a moment.

And what about during class? My thoughts moved on to Victus Soul, another London-based boutique whose founders I interviewed when the studio opened a few years back. Here, a full five to seven minutes of every HIIT class is spent on active recovery, with members educated around the importance of this. We’ve brought co-founder Paul Trendell in to share his insights as part of this RIDE HIGH discussion.

So, I started wondering, are other cycling operators missing a trick in not building more recovery into their class schedules, both from a physical and a mental health perspective? And certainly post-COVID – with many people’s fitness levels having taken a hit – might baking recovery into the programming itself make cycling more of an achievable re-entry point to regular exercise?

Our chats with experts from across the sector make for interesting reading…

A dedicated recovery space

Geoff Bamber – CEO, Digme Fitness

“In 2020, we witnessed an increased interest in 360° wellbeing, with our members starting to look at improving all aspects of health – not just exercise but also nutrition, sleep, stress and mindfulness. In the process, they became even savvier about their workouts and the tools needed to maximise and improve their performance. Recovery is, of course, a key part of that.

“Our digital fitness director Dan Little sums it up perfectly when he says: ‘We so often neglect the need for recovery, yet it provides us with the biggest advantages when approached correctly. I would actually go as far as to say that you don’t need to train more. You need to recover more and maximise your lifestyle with purpose and confidence through recovery training.’

At-home origins

“We therefore partnered with Hyperice – a brand that’s safely brought technology previously reserved for elite athletes to the mass market – to launch a new ‘Recover with Hyperice’ concept to our Digme at Home offering during lockdown. This was introduced in December 2020 as a series of on-demand videos focusing on activation, maintenance and recovery.

“Using the Hyperice Hypervolt percussion gun – which we sell through the Digme Shop – and led by Digme instructors Dan, Ben, Kate and Chloe, the guided sessions range from four to 24 minutes.

“We had thousands of members taking part in Digme at Home classes throughout lockdown, so our ‘Recover – Powered by Hyperice’ sessions were designed to complement these, each targeting different muscle groups so members could choose the most suitable one based on their activity.

“The launch went incredibly well – we sold out of the products in the first week – so we’ve now brought recovery into our studios, too. Our members want to be able to work out more frequently, avoid injury and maximise their performance. Our focus on recovery supports this.

A new recovery space

“Last month, we launched a new Recovery Space in our Moorgate studio – a first for London. It’s an open space with two Digme-branded lazy boy recliner chairs, each with their own Hyperice Normatec system. This uses dynamic air compression to deliver a restorative leg massage, bespoke to the user’s needs, that’s been shown to increase circulation and improve recovery rates.

“We also provide noise-cancelling Urbanista headphones so members can zone out and enjoy their recovery session in peace.

“Our members want to be able to work out more frequently, avoid injury and maximise their performance. Our focus on recovery supports this.”

“With a retail price of £1,195, the Normatec product isn’t as affordable for members to purchase for home use, but recovery is so important to our members that we wanted to make it available in-studio. We’ve initially launched with a 25-minute session that costs one class credit (£22 for a single credit; reduced rates for credit packs) and are creating content – in collaboration with the Hyperice team – to educate our members on the benefits of recovery for their training.

“In our other studios, we’ve introduced Hyperice Recovery Towers: two Hyperice Hypervolt percussion guns, two Hyperice Hypersphere vibrating massage balls and two Hyperice Vyper vibrating fitness rollers. Members can use these for free between scheduled classes, with our on-demand recovery sessions still available to follow through the Digme app.”

Recovery for health

Odile Philipson – Group cycling instructor & Vinyasa Yoga teacher

“We cannot live at 100mph permanently. We cannot push our bodies (and brains) all the time without repercussions. For every action, there’s a reaction.

“I start with that principle and I ask myself: ‘When I make the class do X working zone, what effect does that create in their bodies? What do they need to be able to continue in an optimum manner after that zone?’

“Active recovery phases do that job, giving enough time to recover without cooling down too much. Post-training recovery, even a post-cycle yoga class, completes the reset of body and mind.

“It’s why I use recovery zones at various stages of each class, giving members the tools to achieve the training and feel great at the end.

Integral to the programme

“To integrate active recovery within an indoor cycling class, it helps to understand aerobic vs anaerobic training zones and how the body handles each. It also helps, as an instructor, to remember that members’ bodies will respond differently from yours. I encourage everyone to listen to and respect their bodies, accept there will be good and bad days, and recognise when to push and when not.

“I always instruct extra recovery time for beginners, too: ‘If you need to take a break, here’s a good place for it. If you want to stay with me for a more active recovery, continue at ‘X’ RPM.’

“How I choose the active recovery length depends on the effort theme of the class: pyramid training, endurance training, Russian steps, neuromuscular intervals, a mix of endurance/ hills/ sprints… All require different active recovery lengths.

“Cycling studios are high-energy places where egos wind themselves up into a tizz of competitiveness”

“For example, if we’ve just done a pyramid section and I know there’s another coming, I’ll make the class take a four- to five-minute recovery. Without this, they won’t be at their optimum – in terms of heart rate, lactic acid or rate of perceived exertion – to give their best effort in the second pyramid. They’ll find it too hard, give up on the effort and not have that happy feeling of achievement at the end.

A need for education

“It can be a hard message to promote, though, because group cycling studios are high-energy places where egos and minds wind themselves up into a tizz of competitiveness. I do my best to guide everyone through the correct zones in a controlled manner, but not everyone will listen.

“Indeed, before I’d built up trust among my regulars, I could feel the energy in the room change when I made participants take a longer mid-class break than they were used to. Two minutes into the recovery, I could almost see a ‘this is boring’ thought bubble above some of their heads, and they’d start pedalling too hard again.

“Equally, though, I could also see the discrete nods of agreement from triathletes and road cyclists, as they already appreciated the importance of active recovery – of reining in your ego for long-term health and fitness.

“During longer recoveries, I therefore explain the ‘why’ – I call it ‘the science bit’ – and remind members of what’s coming in the next working phase. When we’re halfway through that work and I remind them of the long recovery, they understand why we did it!

Achieving balance

“Ultimately, recovery is part of training. It makes you stronger, keeps you safe from injury and protects your immune system. All the top athletes and coaches know this. We have to adapt it for recreational indoor cyclists, but the science and logic stands whoever you are.

“Recovery is an almost invisible investment. It requires education, a leap of faith and a long-term vision”

“In fact, recovery is arguably even more important for the amateur than for the professional. A professional can be supported with regular massage, coaching, monitoring for anomalous physical response, training programmes with integrated recovery which may include enforced rest. Amateurs’ bodies and minds are dealing with a job, potentially sub-optimal nutrition, stress and fatigue from other areas. They come to class to forget their troubles, get fit and finish up feeling good about themselves. Recovery in the right places will help them achieve that.

“So, I do hope the future culture of cycling won’t just be about who has the highest Watt output or the fastest sprint RPM.

“Recovery is an almost invisible investment, though. It requires education, a leap of faith and a long-term vision.”

Fusing mental & physical health

Veronika Becker – Area station manager, FIRE Fitness

“Recovery is so important after any HIIT session, ensuring you stretch out the muscles that have become compacted during the workout, but it’s especially important after a cycling class. Sitting on a bike, you’re in a forward lean with your hip flexors doing most of the hard work. If you also work at a desk, you’ll be in a similar position for most of the day, making it even more important to stretch.

“But not everyone realises this, or wants to do a pure recovery class, which is why we created RIDE YOGA – a class that focuses first on your cardio, with 30 minutes of heart-pumping sprints and climbs on a bike, then 15 minutes of FIRE Yoga.

“The way we see it: not everyone will use up a class credit for a recovery class, but if they do RIDE YOGA, they at least get 15 minutes of it.

Yoga for all

“In RIDE YOGA, there’s an element of recovery between songs during the ride, but really this 30 minutes is about pushing yourself. It’s only in the final 15 minutes that we celebrate the wins, cool down and stretch. That’s enough to reduce lactic acid and soreness, eliminate toxins, keep muscles flexible, increase blood flow and focus on yourself.

“Our trainers decide which yoga movements to do based on the intensity of the ride and how much yoga experience participants have. We generally focus on simpler moves, though, as the class attracts lots of people who don’t normally ‘do’ yoga.

“Not everyone will use up a class credit for a recovery class, but if they do RIDE YOGA, they at least get 15 minutes”

“The moves also vary by time of day. In the morning, a smooth, easy flow lengthens and resets the body after RIDE, bringing energy and balance to start the day. In the evening, we opt for something a lot more restorative; the ride uses up whatever energy we have left from the day, then we go to the mat to ease physical and mental tension, helping us start the next day feeling fresh.

“We use recovery-orientated vocabulary throughout the 15 minutes and don’t make it too spiritual; the words you choose as a trainer are so important in creating the right mental images. Most trainers set a topic for the day and focus on that, with a few mindful reminders, and we find fans enjoy the educational element.

“For some of the men in particular, it’s their only yoga for the week, but the stretching means they aren’t sore the next day and are ready to train again. They get more out of every workout and report fewer injuries.

Mental meets physical

“And this is so important to understand: if you do the same exercises repeatedly, you end up with imbalances in your body that increase the risk of over-use injuries. That’s bad news for members, whose workout routines take a hit, and bad news for operators, because it can create negativity towards your programmes.

“Since lockdown, fitness enthusiasts are looking to combine their physical and mental wellbeing in one class”

“It’s why we take recovery very seriously and continuously educate our fans, and we’re finding interest in recovery classes is rising.

“As a result, I recently created a class called REGENERATE, which is completely focused around stretching, fascia release and core strength for stability. We use foam rollers, balls and yoga movements, and are about to take it to the next level by introducing Hyperice massage guns and Hypersphere massage balls. We run these classes at the weekend and are over the moon with how they’ve been received to date. Once people realise how good it makes them feel, they usually come back for more.

“Another interesting trend is the growing number of people who, since lockdown, have recognised the deep connect between physical and mental health. We’ve experienced a rise in fitness enthusiasts looking for ways to combine their physical and mental wellbeing in one class, rather than as two separate activities. If you, as an operator, can offer a hybrid class that embraces both mental and physical, I believe you’ll be able to satisfy a market you may not have attracted before.”

EXPERT INSIGHT

Do HIIT responsibly – Paul Trendell, co-founder, Victus Soul

“When we first came up with the Victus Soul concept – combining running, boxing, HIIT and recovery – the idea that people would spend up to seven minutes on recovery at the end of a HIIT class was unheard of. The norm was a couple of minutes of cool-down.

“We deliberately set out to do things differently, with the final five to seven minutes of every Victus Soul class dedicated to active recovery built around a primal movement flow.

“Why? Because proper recovery is crucial for continual improvement. That’s as true for indoor cycling as it is any other form of high-intensity exercise.

“Active recovery reduces the build-up of lactic acid and minimises post-exercise stiffness, helps alleviate fatigue, promotes blood flow to joints and muscles and allows some recovery time for the mind, too.

“But it does require education. At the beginning, many people dismissed the idea of spending so long on recovery and would leave before the end of class. Very few people do so now, though. They’ve come to appreciate that, given the appropriate rate and type of recovery, higher training volumes and intensities are ultimately achievable without the detrimental effects of over-training. They’re able to do more sessions.

“We’re so convinced of the value of active recovery that we almost see it as ‘doing HIIT responsibly’.”

EXPERT INSIGHT

Missing a trick? – Richard Earney, national director of programming, Midtown Athletic Clubs

“Whether you’re a die-hard spinner or a weekend warrior, all the HIIT- and HISS-style classes on gyms’ timetables – coupled with a modern lifestyle that sees us hunched over a computer by day and binge-watching Netflix by night – means it’s vitally important to build some recovery and regeneration into our lives.

“Of course, HIIT and HISS has its place. It works. But too much of a good thing isn’t always a good thing.

“What’s needed is a shift in both mindset and programming, with every operator thinking about how to bake recovery and regeneration into their offering – and how to educate members along the way.

“At Midtown, we’ve built out two signature programmes: ReGen and StretchRX.

“For ReGen, think 60 minutes of myofascial release and trigger point work with foam rollers, tennis and lacrosse balls in our Samadhi (mind-body) studio. The lights are low, the room is warm, instrumental jazz plays in the background. It’s an experience: painful, but rewarding. It’s strategically placed on our group programming schedule and we’re seeing members – myself included – go out of their way to attend, building this class into their weekly routine.

“Meanwhile, the methodology of the StretchRX programme involves 30 minutes’ stretching and mobilisation using recovery and percussion tools. Carried out on massage tables in stretching and recovery areas around the club, this is a paid session delivered by a StretchRX coach.”

EXPERT INSIGHT

Know your audience – Jon Johnston, Reiver founder + UK distributor, BODY BIKE

“I suspect most gym-goers have a maximum of three or four workout days a week, which may make recovery less of a priority in their minds. However, doing nothing isn’t always the best recovery tool, and operators may be missing a trick – particularly for beginners and older adults – if they aren’t including some easier, recovery-focused (or simply steady state aerobic) cycling sessions on their timetables. A great option for a more sociable class, this is also an opportunity to educate on important but often overlooked aspects such as cadence, technique, mobility – and, of course, recovery.

“Structuring recovery into the programming is also vital for experienced, regular exercisers, albeit the format may differ. For example, the concept of polarised training – making easy sessions easy and the hard sessions properly hard – is gaining popularity in ‘serious cycling’ and has been shown to be very effective in steering riders away from a middle zone where levels of fatigue increase and improvement plateaus.

“Goal-orientated workout periodisation isn’t something clubs and studios have really got on top of yet, though. Periodisation is all about dividing a training season into smaller, more manageable phases, structuring training – including when to increase or decrease workload – to bring an individual to peak performance at the right time and manage performance across a long period.

“At the heart of this is avoiding overtraining – and with it the risks of injury, burnout and reduced workout motivation – making it as relevant to gyms as to serious cyclists. This is something the gym industry needs to get much better at, with more structure in the programming from week to week and much more focus on individual goals, fitness levels, motivation and time available to train.”

The post Is recovery the new fitness? appeared first on Ride High Magazine.

Adhere to the protocols to build trust. We have 3m spacing between our bikes, and 30 minutes between each class to clean thoroughly. We’ve increased our cleaning routine from three to 12 times a day and everyone is visibly involved – even the boss. 

Consider additional measures too. Our members must wear gloves during class, and masks to enter and exit the studio. They can take their masks off while they cycle if they choose, or else keep them on and just take their workout gently. 

We give all our instructors a free COVID test every month, which has given members a huge confidence boost. 

Connect with your community on social media. Share videos of everything you’re doing to keep them safe. Do live Q&A sessions and don’t try to hide anything. Be honest and open. 

Tell your instructors not to push people too hard in class. Many will be less fit after lockdown and most will be feeling stressed. Encourage members to take it at their own pace and just enjoy it. Our job is to make it fun and social for them.

Linked to this, my motto at the moment is ‘no more army’. You might usually enforce a ‘no mobiles in class’ rule, or turn people away if they arrive late. Drop all that for now. Relax. Make the studio as welcoming as possible. If there’s an empty bike and someone wants to come in even just for the last five minutes, I’m OK with that.

We don’t do testimonials – it could so easily backfire if a member caught COVID – but our members tag us in lots of posts and stories themselves, which helps spread confidence. Importantly, we ask members to never post photos of anyone without a mask. 

I’ve instructed our trainers to choose their music very wisely, so it’s all upbeat and super-happy – the sort of music that doesn’t make you think at all, but just makes you feel good. Members want to come to the studio and leave all their cares and stresses at the door.

Don’t force instructors to come back if they aren’t ready. You want whoever’s on-stage to exude confidence, not fear.

Engage your superstar instructors to create a vibe that draws people in, but don’t force them to come back if they aren’t ready. You want whoever’s on-stage to exude confidence, not fear, so your members feel safe. I currently have a reduced pool of instructors as a result of this policy, but we’ve focused on energising and upskilling this group and it’s creating the right mindset in the studio.

Keep paying your instructors as well as you always did, even if your finances are stretched. Happy instructors = happy members.

Live stream every day, and take it seriously with a well-executed timetable. COVID isn’t going away any time soon, plus I’ve found members return to the club having tried new things and wanting to know more. 

In-club, don’t be tempted to launch new programmes to entice people back; now is not the time to risk anything new. Instead, improve and maintain what you have already. Key to this is helping instructors understand it isn’t just about how they coach, but the way they are with members before and after class. It’s about building connection and trust, so I’ve made it compulsory for our instructors to stay at least 30 minutes after every class. They stay on their bike for social distancing, but members can then chat and ask any questions they like.

Have fall-back plans in place – a regular online timetable, for example, and small group outdoor classes – to keep members in their routines if the worst happens.

Hilary Rowland
Co-founder Boom Cycle + UFB ambassador

For us, getting customers back into most studio locations will depend mostly on getting them back to offices. Our customers generally fit into the low-risk categories anyway and were happy to come back to studios near them between lockdowns. In fact, our most residential location traded better whenever we were allowed to open in 2020 than it did pre-COVID. 

Education around, and execution of, strong COVID safety protocols – as well as the sharing of undeniable, positive stats – should be enough for people to come back to your studios if there’s one near them. I’d also suggest it wouldn’t hurt to push out content showing people are visiting your studios.

But it’s also about positioning your studios as places to safely be around people – something so many are  craving – while also being good for physical and mental health.

WE’VE MADE A BOOM CYCLE CLASS SOMETHING TO DO AFTER DARK, FOR THAT FEELING OF GOING OUT

Show how you’re making up for the things everyone’s been missing during lockdown. We’ve reworked our schedules to make a Boom Cycle class something to do after dark, for example – an even more authentic than usual nightclub theme with the great tunes they miss and the ability to see other people at a special, later-than-usual time. It gives our community that feeling of going out, where otherwise they’d be sitting at home in their PJs, going to bed early because there’s nothing to do but watch box sets.

Of course, cycling has the advantage that the equipment can be spaced. In our studios, there’s also nobody facing anyone else head-on except the instructor, and they have a screen in front of them. Combined with a powerful air exchange system, it means we can deliver a great social experience very safely.

Social distancing will likely take some time to phase out, so we’re getting creative outside of class too, in our community-building social events. We ran candle-making workshops when we were allowed to open in 2020, for example, with everyone seated at their own workstation to which they could order beverages.

The final thing we’re doing to future-proof our business, which I appreciate not everyone will be able to do, is creating economies of scale and driving new business through a collaborative venture. 

For a while we won’t be able to pack our classes as full as we used to, but we’ve just done a deal to create United Fitness Brands – founded by myself, my partner and the founder of KOBOX, Joe Cohen – to accelerate growth and drive economies of scale for our brands, and the other brands we’re looking to acquire into the group. 

The identities of all UFB brands will stay separate and, from a consumer perspective, will run just as they always have to preserve hard-earned brand loyalty. However, there’ll be one head office team to drive efficiencies, while cross-pollination will be enhanced by building a Boom Cycle studio in the Kings Road KOBOX location and a KOBOX studio in the Waterloo Boom Cycle location. This will help us sweat those assets in a more efficient way, and will also give each community a view of, access to and endorsement of the other brand. 

Finally, how about your instructors? Will they come back to you? This will partly depend on whether you supported them through the pandemic; all our instructors were fully employed, so they could all be on furlough. However, no matter what, nothing beats the feeling of being on the instructor bike in a live class. Digital classes will never take the place of that.

Overall, I’d say customers and instructors are craving that live class feeling. That social escapism and collective effervesce. I don’t think we need to change too much other than to be open!

Doyle Armstrong
UK business manager, Intelligent Cycling – Head coach, Newark Cycle Coaching

It’s time for operators to take a really critical look at their practices and provisions, to weigh up how they will attract customers back from the safety, comfort and convenience of their home set-up. What you used to do may not be enough to get members back. Be prepared to flex and change.

Cleanliness and hygiene has to be a top priority, with a very obvious extra (and continued) effort. Make sure your ventilation is up to scratch – nobody will appreciate the lingering smell of sweat – and space your sessions to allow for a proper clean between rides, possibly employing specialist cleaning staff to ensure procedures are followed with care. Always a welcome sight even pre-pandemic, members will certainly now notice where proper cleaning is – and isn’t – in place.

Give real consideration to bike spacing within the studio, too. I truly hope that selling as many bikes as possible, for a shoulder-to-shoulder experience, will be a thing of the past – a positive long-term consequence of COVID. Considered studio design goes hand-in-hand with quality of the experience; every indoor cycle manufacturer or software provider should be advising on bike numbers, placement and orientation to guarantee the best possible experience for every rider, including their ability to engage audio-visually. 

And let’s talk about experience! Exposure to world-class instruction over a variety of digital platforms throughout the pandemic has made gym-goers more discerning. If you’re simply packing old-school bikes into a room and leaving non-specialist instructors to deliver an on-the-spot session to generic music – with no consideration of your space, the programming or the experience you’re providing – you’re going to find things tough. 

The discerning gym-goer has spent lockdown running, riding and working out in a clean, well-appointed space at home, at whatever time they choose. They’ve ridden Zoom sessions, tried Peloton’s app, taken up Les Mills On-Demand’s free trial offer, dabbled with Zwift, taken FTP tests, and picked the brains of a variety of online ‘experts’ to unpick their data and move forward meaningfully. They’ll be looking for at least that, and more besides, when they come back through your doors.

So, what does that ‘more’ look like? What do you offer that they can’t get riding their Peloton at home or Zwift-racing friends from the local cycling club? 

The answer should be a high-quality experience that starts at the front door. Think going to the cinema, with all the trimmings, versus watching a film on Netflix at home. Greet them with a smile and by name. Start on time, shout them out, have great light, great sound, great atmosphere, great instructors, great bikes, great air con. Give them the sense of community they’ve been missing. These are just a few things you’ll need to get right.

I hope selling as many bikes as possible, for a shoulder-TO-shoulder experience, will be a thing of the past.

Members’ online experiences over the past year will mean higher expectations around your digital experiences, too, so be ready to introduce more flexibility in terms of time, type and location of workout. Help members to continue the digital fitness journey they’ve been forced to embark on.

Offer a diverse selection of indoor cycling styles in-club, including virtual on-demand throughout the day, and enable app-based connectivity to in-club displays and third-party apps like Strava and Garmin. Live stream classes for those who haven’t been able to make it in, but who still want to ride with their favourite instructors from the comfort of their own homes. Negotiate a members’ price for bike purchases with manufacturers, so they can enjoy the same commercial quality bikes at home as in the gym. Get a foot-hold in your members’ at-home experiences.

Tracy Minnoch Nuku
Co-founder, FIRE Fitness -Founder, Sexy Ageing podcast

Hear from Tracy on the power of…

#1 Reminding people of the feeling that initially drew them to you

#2 Diving into the themes of adversity, strength and togetherness

#3 Avoiding surprises through clear communication

#4 Running countdowns and establishing engagement levels upfront

#5 Harnessing tech for team participation challenges

#6 Turning social distancing into a positive via hybrid classes

#7 Supporting instructors to transition back to in-person

Sarah Morelli
Director, Athleticum – Presenter – Distributor, Spinning UK & Ireland

Indoor cycling has never been a more exciting space, with the pandemic – and its stay-at-home rules – pushing growth to new heights via the virtual world. Many have purchased home bikes; instructors and operators have invested in new solutions to survive financially. Manufacturers have also got creative, with the expanded home Spin® solutions – now available through retailer Costco in the UK – a great example.

Set against this backdrop of changed dynamics and changed member expectations, how will clubs and studio re-engage customers in-house?

My answer to the question ‘will members return?’ is a bold ‘yes’ – but they will do so with expectations of increased flexibility. Operators must not to fall into the same old schedules they once offered.

Demand for online will still be there. Every club and studio needs to be camera, action, ready!

Demand for online will still be there, with a year of home fitness forging new habits in your members, so you need to be offering hybrid in-person/online membership options. Every club and studio now needs to be camera, action, ready! 

Clubs and studios also need a strong commitment to specificity of programming. That means a range of bespoke classes, designed with specific groups in mind, being made available both online and in-person. These are more easily targeted and delivered with low overheads online, but even in-club, operators must remember that one size does not fit all. Programming must be specific to the fitness needs of the members.

Matching instructors to your members is also a prerequisite. There are many fantastic qualified instructors over the age of 50 out there! Like attracts like. Does your instructor base look like your member base? 

In-club, a heavier focus on community will be key. Instructors walking in and pressing ‘play’ on an un-planned or off-the-shelf class won’t instil a sense of social gathering, offer a reason to ride or provide a deeper sense of ‘in this together’ – all of which is certainly achieved by the better online providers.

Additionally, operators’ in-club schedules will have to reflect an understanding that people are, in some cases, fearful. They may not be as fit, they may be Long COVID sufferers, their mental health may have suffered during lockdown. Asking questions of your re-engagement plan is essential. Will your programming include social programmes alongside fitness? Will it include periodised training plans to help members kick-start as if new to fitness? Will your marketing invite active attendance? Who are your member champions who will help you engage others? 

Then ask questions about your instructors, too. How will you re-engage staff and instructors, with additional training to refresh and upskill? How will you attract the best instructors in the market, willing to offer both in-house and virtual workouts?

A final observation on technology. There is of course some exciting and fairly inexpensive technology that can ignite rides both in-studio and online, but even digitally, remember that keeping it simple is often best. More than anything, it’s about keeping your eye on the needs of the member, with simple individual metrics – watts, heart rate, kilojoules – and programmes of classes that allow them to see progression. This is true whether they’re training live in the studio or at home with you.

The post Get the wheels turning again appeared first on Ride High Magazine.