Check out all our expert comments here or download a PDF of the full magazine, including the supplement, above.

Here, we share the perspective of Ben Lucas, founder and CEO of Flow Athletic in Australia. Interview conducted 27 October 2022.

We aren’t really experiencing an energy crisis in Australia at the moment. Our challenge is more around inflationary pressures off the back of two lockdowns. 

The pandemic took 35 per cent off our numbers – membership and turnover – and we’re now trying to regrow our business in an economic headwind. We’re doing well though. I’m feeling optimistic.

There are cost of living concerns in Australia and as a result we currently lose one to two members a week. However, we’re adding five or six a week; we operate at the premium end of the market, meaning most people still have disposable income to spend with us.

So, what are the cost of living concerns for consumers here? It’s mainly interest rates – meaning mortgages and rent – as well as petrol and food, the latter due to a series of natural disasters affecting production. We aren’t hearing people talking about electricity or gas prices at the moment.

For our business, what’s going up are wages – I value our team and want to make sure they can afford to live in the current climate – and energy to a lesser degree. Fortunately, rent is unchanged; commercial sector rents aren’t going up in the same way as residential rents, because with a pending global recession, landlords would rather keep properties full.

“Electricity prices are due to go up, but compared to being locked down for 250 days, give me an extra A$16,000 of electricity fees any day”

Electricity prices are due to go up a predicted 20 per cent in 2023, and a further 10 per cent in 2024, which obviously is a challenge. But if our bill goes up from, say, A$30,000 to A$36,000 a year, will that spell the end of our business? Not really. It isn’t fantastic, but compared to being shut for 250 days… give me an extra A$16,000 of electricity fees any day. Framed in the context of the last two and a half years, today’s economic headwinds are the least of our challenges.

I do, however, believe the cost of electricity could double over the next five years, so we do need to be smart about it. As a premium operation, we wouldn’t want to cut energy usage anywhere in the club, so we’re looking to install a solar power system. Costing around A$35,000, this could generate around 60 per cent of our electricity needs – including our air con and lighting – and achieve payback in three years. 

The post The lesser of two evils appeared first on Ride High Magazine.

Check out all our expert comments here or download a PDF of the full magazine, including the supplement, above.

Here, we share the perspective of Timothy Felix, CEO of Active Fitness in Singapore. Interview conducted 31 October 2022.

There’s an adjustment period going on in Singapore at the moment. Now we’re out of the pandemic bubble and allowed to do what we want again, people’s disposable income – for a while heavily focused on health and wellness – is being spread more broadly as they seek to experience life again, and especially travel. Disposable income remains strong, in spite of inflation going through the roof, but our sector isn’t enjoying as much of it as it has over the last couple of years. 

Customers are also reluctant to sign up for long-term packages now, preferring to pay a premium for smaller packages that make it easier to travel and flex around having to return to the office. 

“Indoor cycling supply has grown to the point that it’s outstripping demand. That’s driving down prices just as inflation is soaring and operating costs rising”

Meanwhile, particularly in indoor cycling, supply has grown to the point that it’s outstripping demand. Our lockdowns weren’t as extended as in other markets – Singapore is small and the population obedient – and people were invested in their health, so many new brands emerged during that time. I would estimate that the number of clubs offering indoor cycling doubled during 2021.

That’s now driving down prices and forcing some closures. People here can afford to pay more, but over-supply is pushing things the other way just as inflation is soaring and operating costs rising. 

All of this is an interesting challenge and one we’re developing strategies to address – focusing on local, residential areas where we can build community engagement, for example.

Then in terms of business costs, electricity prices are up: they had doubled but are currently back down to about 1.5 times what they were. Our rented mall locations prevent us from installing anything like solar power, but we are educating our staff to keep energy usage as low as possible.

We already have LED lighting and non-powered equipment, and as a boutique operation we can turn things off when there are no classes. But we have to deliver a certain level of experience, and air conditioning is a big part of that. We’ve turned the temperature up a couple of degrees in our reception areas, but we can’t allow our workout spaces to become stuffy. Rising electricity prices are simply a bullet we have to bite.

The greater challenge comes in the shape of manpower costs and rent, which are very high in Singapore. We’re identifying unnecessary personnel costs and restructuring accordingly, so we can offer better deals to those who are vital to our operation.

But I’m pragmatic about it all. I’ve run my own company for nine years and I know you can’t always fly high. A lot of people in fitness have only ever known it to be on an upswing, as it was for perhaps five years before COVID, but things can go downhill too, however strong your business and brand. Rather than looking for things to blame it on, you have to be ready to identify the issues and implement change.

The post Adapting to change appeared first on Ride High Magazine.

Check out all our expert comments here or download a PDF of the full magazine, including the supplement, above.

Here, we share the perspective of Kenny Choong, co-founder of FLYPROJECT in Malaysia. Interview conducted 25 October 2022.

In Malaysia, energy costs aren’t a major issue: we’re a net producer of electricity and sell petrol to the world. Rent is the largest cost to our business, followed by wages – the latter a variable cost as instructors are paid per class. 

The country is experiencing inflation and our currency is depreciating, which obviously affects discretionary spending including gym fees. FLYPROJECT sits at the luxury end of the scale, though, with most of our customers earning above average salaries, so this impacts us less than other operators.

“The challenge across the fitness sector remains the aftermath of the pandemic. What’s affecting us most are the new hybrid working patterns.”

The challenge that’s common across the fitness sector – and it is specific to our sector, as other industries such as F&B are performing well – remains the aftermath of the pandemic.

We were in on/off lockdown for one out of two years, and while the bounceback after the first three-month lockdown was quick, recovery after that was slower as people saw the number of deaths rise and became more afraid. Since then, lifestyles have changed, outdoor exercise has become popular, people have found other ways to be active.

But what’s affecting us most of all are the new hybrid working patterns. In Kuala Lumpur, the traffic is really bad; people simply won’t travel to a gym near work if they aren’t in the office that day, and when so many businesses are operating a 50/50 hybrid model, this has a big impact on nearby gyms. We’re still only achieving 65 per cent of pre-pandemic attendance. Most operators in Malaysia are cashflow positive again, but few are back to where they were before the pandemic.

As I say, energy bills don’t have a huge impact on our operating costs, which is good because our shopping mall locations mean we have to leave the lights on even when we aren’t running classes. However, we are making economies elsewhere. For example, during lockdown we stopped providing towels for hygiene reasons and we still don’t offer them now. Customers have embraced the hygiene argument and they’re happy to bring their own, but it’s also a cost saving for us while revenues continue to lag post-pandemic.

The post A COVID hangover appeared first on Ride High Magazine.

Check out all our expert comments here or download a PDF of the full magazine, including the supplement, above.

Here, we share the perspective of Simon Flint, CEO of Evolution Wellness in South-East Asia. Interview conducted 26 October 2022.

Energy is not currently our primary concern in the markets where we operate: Indonesia, Philippines, Thailand, Singapore and Malaysia. More significant at this stage is the fact we’re still dealing with the legacy of COVID.

Pleasingly, we’re on-track to reach our pre-pandemic bottom line in Indonesia by January 2023, but our other markets are lagging. Cash preservation and very careful deployment of capital remain our primary focus while membership numbers are recovering.

All that said, energy inflation is an increasingly important consideration, with costs starting to rise across all markets, most notably in Singapore. 

“We conducted a pilot to test the impact of some energy initiatives and believe we can make annual savings of US$34,000 per club”

Pre-pandemic, we conducted a pilot in the Philippines, choosing a medium-sized club (1,500sq m) to test the impact of some energy initiatives. We averaged our findings out across club sizes – the different brands and business models in our group – and believe we can make annual savings of US$34,000 per club. When you consider that we have over 100 clubs in our estate, that’s clearly significant.

Breaking this figure down, installing energy-efficient lights and motion sensors can save us US$12,000 per club, with another US$10,000 of savings to be made in our air conditioning and mechanical ventilation. Water efficiencies drive a further US$3,000 of savings. We can save US$3,000 on the use of in-club TV systems. And other operational tweaks – putting saunas and steamrooms on timers, for example – can save on average US$6,000 a year.

Of course, all of this requires capital: it will cost around US$12,000 to upgrade the lighting in a medium-sized club, for example, meaning a year to see a return. But regardless of what we’re paying per unit of energy, regardless of energy inflation, these savings are there for the taking. We’ll start with Singapore and carefully time the roll-out of this work to other markets as we continue to manage our resources.

We also have to recognise that we aren’t the only ones managing our resources at the moment. Faced with inflationary pressures and rumours of an economic downturn, all compounded by COVID, consumers are currently being very careful where they spend their money. In the immediate term, it’s therefore vital that we offer high perceived value. That means maintaining our focus on engagement, return frequency and diversity of training opportunities, and we’re investing in our product as fast as we can in the current climate. That includes enhancing our PT offering with new tech support and bringing Vitruvian’s revolutionary strength and conditioning technology into our clubs, to redefine the way people think about this category. 

We’ve also rolled out modular memberships, whereby members pay only for the products and services they want. Our research indicates that 63 per cent of new joiners on modular memberships would consider upgrading to a full membership in the future – most notably, when their finances allow.

So, I do feel positive as I look forward. I believe consumers are now making health and wellbeing a priority and I’m hopeful that, in time, this will allow us to raise prices in line with inflation – something price sensitivity in most markets has previously prevented us from doing.

The post Savings for the taking appeared first on Ride High Magazine.

Empowering a community

Why did you create Shine?

Boutique fitness is a global phenomenon, offering specialised, intimate spaces for working out and socialising. We used to live in London and took classes that were fun, inspiring and kept us fit. 

We believe people are now more motivated than ever to improve their wellness and become physically active, and we felt Brunei was ready for this boutique experience. 

We commissioned Barbara Chancey to guide us through the journey. Her team took our ideas and created two beautiful, functional spaces unlike anything in Brunei.

What was your vision?

Shine is about empowering people to live life to their full potential. Our vision was to create high-end boutique fitness studios with top-quality instructors and facilities. We wanted to build a brand that not only centres on a great workout but that also offers spaces that inspire people to adopt a positive, fun and energetic lifestyle. 

How would you describe the studios?

From the moment you walk through our doors, you’ll forget about the outside world and feel the positive energy and passion that fuel both Shine Cycle and Shine X. Every aspect of our studios is designed with meticulous detail to brighten your life. From our friendly front desk staff to our internationally trained instructors, we offer a high level of fitness so you can experience a higher level of success.

We offer fun and inspiring classes – something you can enjoy daily and look forward to the next workout – as we want to encourage and motivate people to make fitness a lifestyle. Led by our amazing instructors, our classes aim to make you feel as though you performed at your peak, with a little bit of euphoria that you can carry with you for the rest of your day.

We drew our inspiration from our own experiences of joining classes at other boutique fitness studios during our travels – from how uplifted and energised it made us feel. In those classes, we were pushed to our limits in a unique blend of fun, intensity and camaraderie. 

We felt Shine would be the best way to translate our love for fitness, delivering happiness through exercise and empowering people to be their best selves.

What are you most proud of?

What is particularly special is the community we have created. Incredible friendships have been forged that go beyond our studio walls. People bond through an unspoken support. We are proud and grateful to be part of an incredible community where people of all fitness levels can come together to radiate positive vibes and become stronger together.

“Incredible friendships have been forged that go beyond our studio walls. People bond through an unspoken support.”

How important is exercise to you?

Very important! We both play polo competitively and we also play other sports such as tennis and golf. For us to stay on top of our game, we need to stay fit, flexible and work on specific movements to develop our strength and prevent injury. Exercise is an integral part of our lives, benefiting us in our sports and in our health.

What are your future plans for Shine?

We believe in doing one thing extremely well and we specialise in coaching creativity, class programming and special events to keep momentum strong. We also host guest instructors from the US, UK and Asia.

We are exploring new ideas which are top secret for now, but many surprises are on the way. Stay tuned!

Spreading happiness

When and why was Shine created?

When Shine Cycle opened its doors in February 2018, there was nothing else like it in Brunei. Even now, it’s the only true cycling boutique in the country.

Shine was founded by Her Royal Highness Princess Azemah Ni’matul Bolkiah and Yang Amat Mulia Pengiran Muda Bahar – Azemah and Bahar. The concept was theirs and they remain 100 per cent involved in the business every day, so only they can really elaborate on their vision for Shine. I do, however, know they enjoy this style of boutique training when they travel overseas and they wanted the Brunei population to be able to enjoy it too, raising the bar in our local fitness industry and supporting the health and wellbeing of the nation.

From the outset, Shine Cycle had two studios: Ride, which has 33 bikes; and Studio B, where we run small group strength classes of up to eight people, based around TRX but also incorporating assault bikes, rowers, boxing, kettlebells and other weights. 

A few months after launch, we also added yoga to the Studio B timetable, catering for a maximum of 11 people across three different styles of yoga. It means we can offer cardio, strength and flexibility all in one destination, with most members doing a bit of everything.

“Shine cycle is about positive energy. We believe that as your light shines brighter, you ignite that same power in others.”

Tell us about your community.

Shine Cycle is dedicated to helping its members achieve a healthy lifestyle through exercise and inspiration. It’s about training your body, focusing your mind and finding a new radiance inside and out. It’s about the power of positive energy: we believe that as your light shines brighter, you ignite that same power in others.

And we see this in our community of around 300 members. Our reception team provides a warm welcome, our instructors motivate everyone in class, our space allows people to escape the stresses of everyday life, our customer service is consistently excellent… but it’s also our members who spur each other on to train regularly, making pacts to work out together the next day.

And members do attend very regularly: we run classes at 6:15am, 5:30pm and 6:45pm every day, plus some lunchtime classes, and many people come two or even three times a day, perhaps doing TRX in the morning and a cycle class in the afternoon.

The absolute minimum we see is one or two visits a week, but that’s very rare. Generally it’s at least four or five visits a week, and most people come at least once or twice a day – so much so that when a member is heading out, we don’t say “goodbye”. We say “see you later” or “see you tomorrow”. 

Then you launched Shine X…

Shine X launched in June 2019, once again inspired by the workouts our founders were enjoying overseas – in this case, boutique bootcamps. Combining treadmill running and strength, each day’s workout focuses on a different body part: Monday is legs and abs, Tuesday is chest and back, Wednesday is full body and abs, and so on. 

We have capacity for 19 people in our Shine X studio, although the 19th is ‘double tread’ – you don’t do weights. Some members want this, though, so we give them the option to specifically book that space. 

“Most people come at least once or twice a day, so we don’t say ‘Goodbye’ – we say ‘see you later’ or ‘see you tomorrow’”

Shine X is located just a few units away from Shine Cycle, and while some members just do Shine X, many combine Shine X and Shine Cycle, mixing and matching for a well-rounded workout routine. 

Our Unlimited package covers Ride and Strength (TRX) only. You can also buy monthly Shine X-only packages. But if you want to do a bit of everything – Ride, Strength, Yoga and Shine X – you need to go for a Universal class package. 

What cycling classes do you offer?

Set to a soundtrack of great music, ours are rhythm cycling classes, with most following our signature 45-minute Shine programme: joyful, high-intensity, low-impact cardio parties that strengthen mind, body and soul. 

We do have 30-minute class formats, but these are only used occasionally, such as during fasting months. At other times, our members tend to prefer 45-minute classes.

We have a Tag Team class every Saturday night, too, with two instructors up on stage and a great party atmosphere. There’s fancy dress, special themes and the rider of that week’s ‘lucky bike’ – chosen at random via a lottery draw – wins a prize. Tag Team is incredibly popular and always waitlisted.

“The studio timetable changes slightly each week to incorporate what members have told our instructors they want”

Then at least twice a month, we host a Custom Ride: a private class where the studio is rented out for a celebration such as a birthday ride. It’s basically a healthy disco!

All our programmes are designed by us, with templates outlining the overall shape of the class as well as suggested movements for a safe workout; we don’t go crazy in the saddle. But then we hand over to our instructors to bring their own style to each class. They’re the ones in the room with our members. They see what our members enjoy. They know who are beginners and who are more experienced. We give them the flexibility to choreography accordingly.

We also ask our instructors to help shape the studio timetable, which changes slightly each week to incorporate what members have told our instructors they want.

How do you train your instructors?

Our original team of master trainers all went to the US to train, and every new instructor – we now have a team of eight – goes to London to experience the studios there. But it doesn’t stop there, with regular visits to conferences and studios around the world, from London to Singapore, Malaysia to the Philippines. 

We also invite guest instructors to come in from overseas. They instruct classes for our team and spend time with our instructors, sharing knowledge and ideas. From this, our instructors can take away the elements they know will work in Brunei culture.

Shine trains instructors in other markets, too: we recently sent a team to train instructors in Singapore, for example. Our view is that this helps our instructors as much as it helps the people learning from them, furthering their own development.

So, ours is a constant learning and development process, with our instructor team both supported and empowered. As a result, only two instructors have ever left Shine and it was pretty unavoidable: one joined the army and one moved to Australia!

Tell us about Shine’s charity work.

There’s a strong social agenda at Shine, with a culture of giving to those in need and helping as much as we can.

Across the year, we host special classes that tie in with events like International Women’s Day, Breast Cancer Day, World Autism Awareness Day and so on. All proceeds from these special classes – and sometimes that whole day of classes – are then donated to a relevant NGO. We also have donation boxes around the club, sometimes for money, other times for things like unused shoes that we can distribute to rural areas.

“For us, success is asking our members what impact shine has had on their life and hearing how happy it makes them”

We also run Shine Community Challenges; we always try to get our members involved in our charity efforts rather than just making simple donations ourselves. Members form teams of two to four people and we set them challenges like ‘most classes in a month’. There’ll be a range of targets they can aim for, with Shine donating a set amount to charity for each target achieved. It’s a win-win-win: members stay active and feel involved in the good work, Shine benefits from even more regular attendance, and the charities benefit from the donations.

What plans for the future?

We take all member and instructor feedback onboard and continually try to make what we do even better. We were thinking about introducing barre classes before COVID, for example, so we may well do this now. 

In fact, our instructors are always coming up with new ideas: new equipment to keep things interesting in Studio B, for example. Our approach is to stay flexible and let our instructors take the lead: they know what our members want and they’re also incentivised to ensure every class is great, with commission paid per class attendee on top of their basic class fee.

Would we open another studio or even a new concept? Maybe – we discuss lots of ideas– but probably not yet. We pride ourselves on our customer service and quality of our instructors, so we’d need a really strong team in place to guarantee those same standards at any new location, all without letting levels drop at our original studio. We’d never expand at the expense of quality, and would certainly never franchise Shine.

What motivates you personally?

I get a real buzz from seeing people coming out of class having worked hard but also smiling and knowing they’ve achieved something. We’re helping people become better versions of themselves. 

For us, success is asking our members what impact Shine has had on their life and hearing how happy it makes them, how much they look forward to coming back, how we help them escape their daily stresses and provide a space where they don’t feel judged. 

I’m also inspired by our founders, who are constantly involved in the business, always looking for ways to make Shine an even better place not only for our members but for our team too.

Designing a brand

Light and dark

“Design is storytelling, and both Shine Cycle and Shine X create journeys full of adventure and curiosity, incorporating a mix of materials and influences that evoke two opposite moods.

“At Shine Cycle, the brief was to create a sense of radiant joy. A place where your inner light shines to inspire the light in others. It’s a joyful and uplifting space: open and welcoming with touches of art deco modernism that nod to the client’s affinity for art, travel, design and appreciation of quiet details.

“Shine X is the direct opposite in both attitude and design: it’s the dark, mysterious, rebellious little sister that reflects the journey we all go on during a workout. From dark doubts to bright accomplishments, the design embraces both conflict and euphoria, incorporating recycled materials and reclaimed wood indigenous to Brunei’s rainforest.”

Lighting the way

“Shine’s illumination is designed to evoke emotion at the touch of a button, from soft candlelit moments of reflection to high-energy, grand finale sprints to the finish line.

“Daryl Vaughan of Light Partners – a lighting designer who’s worked with some of the biggest names in rock & roll, from Genesis and Paul McCartney to Sting, Pink Floyd and the Rolling Stones – created the lighting systems at Shine Cycle and Shine X.

“The starting point was weaving the brand into the lighting and working with Shine instructors to identify specific points in class where lighting changes might bring a sense of drama, a magical moment, something unexpected. We then developed a library of special effects and themes to be used at just the right moment; the magic happens when everything is seamless and timed to perfection.”

“We developed a library of lighting effects to be used at just the right moment; the magic happens when everything is timed to perfection.”

“Lighting is used creatively throughout the social spaces, too. The backlit, suspended X beams along the ceiling of the Shine X corridor are a personal favourite, where high-output LED fixtures produce slow pulses of light all along its length when class is about to start.” 

Social interaction

“In Brunei, there are no nightclubs or bars. Shine Cycle and Shine X fill this gap, providing healthy, fun entertainment. 

“At Shine Cycle, there’s a juice bar and café for laughter and hanging out, as well as a selfie wall. At Shine X, recessed alcoves along a darkened corridor provide discreet seating for more intimate conversations. In both cases, it’s about creating places to linger, social spaces that allow members to come early and stay late.

“All of a sudden, Shine Cycle and Shine X aren’t just about fitness. They’re about lifestyle. They’re about social interaction and the forging of friendships. And the resulting sense of community is evident when you look at events like the Shine Games, which perfectly illustrate the culture of kindness and joy that imbues everything at Shine.”

Flexible design

“We don’t just design for today: we imagine the future and design spaces to hold fitness trends for the next 10 years. 

“For example, Shine Cycle’s Studio B features a barre, built-in storage and reinforced walls and ceilings for anchoring equipment. It’s a versatile space that affords Shine total freedom to adapt to new trends, new instructors, new ideas.”

Natural talent

“Your instructors should be allowed to retain an aura of superstardom, so at Shine, we included a dedicated space for instructors to get ready for class. When they come out, their star persona is in place and they’re ready to command the room and deliver.

“I’ve been amazed by the level of showmanship at Shine. I’ve never come across a more naturally talented group of instructors. Musicality is in their blood.

“Nor have I ever met a group of instructors who take what they do more seriously: they truly see it as a profession. We brought them to the US for training with Parker Williams, a legendary veteran of rhythm rides with 20 years’ experience. He encouraged them to take it back to basics, focusing on technique, consistency in language and meeting their clientele where they were: at the beginning of a journey, having never known anything like rhythm cycling before.”

Spreading joy

“The princess is hugely creative, with an infectious sense of humour, and we had a lot of fun along the way. One great memory was developing names for the juice bar menu, with Diplomatic Immunity one of my favourites!

“Her generosity and gratitude epitomise the essence of Shine. This was a joyful project to work on, surrounded by some of the kindest people I’ve ever met.”

The post Shine Brunei appeared first on Ride High Magazine.

However, my siblings – Valerie and Calvin – and I had grown up between Singapore and California. In fact, we were students in Los Angeles when, inspired by the likes of SoulCycle, Calvin and I separately came up with the idea of launching our own studio.

“Being siblings determines how we run the company. The sense of community runs deep. Our family values are why our brand is so strong.”

We had become addicted to the ‘party on a bike’ vibe and we qualified as indoor cycling instructors, initially just so we could keep doing that style of training in our own workouts. However, we knew we wanted to bring something fun to Singapore, Valerie came on-board too and CRU was born.

How would you describe CRU?
CRU is more than just boutique fitness, more than just physical locations. It’s a lifestyle brand: a culmination of music, fitness and lifestyle. Crucially, it’s also about family and community – what we call our wolfpack.

We launched with rhythm cycling in 2014, opening our first CruCycle studio at 68 Duxton Road, Singapore. Our intention was always to expand into more concepts across multiple studios, though, with a growth mindset that’s encapsulated in our name: CRU. ‘Cru’ draws from the French language, where in the world of wines it relates to top quality production growth; for us, it represents our ethos of organic spiritual, mental and physical growth.

Our second studio opened in Los Angeles in 2017: a boxing concept launched under the CruBox brand. As with CruCycle, and indeed all our programmes since, the workout was set to the beat of the music and quickly became a success story, leading us to open CruBox in Singapore – in the same building as our first CruCycle – in 2019.

In 2021, we opened a new flagship on Orchard Road, in the heart of Singapore, bringing us to three locations in the city. This time we had two studios in one location: a CruCycle studio and a multi-purpose studio offering CruYoga and CruHIIT.

Alongside our physical studios sits our CRU TV digital platform and CRU TV Bike, while over the years we’ve also launched things like merchandise and a lifestyle blog.

Tell us about the wolfpack.
The wolfpack is our community, as I say, and that’s what we’re all about at CRU: a sense of family, of familiar faces. We believe that through togetherness, we’re able to achieve so much more than we would be able to achieve alone. In our workouts, you follow the Pack Leader – the instructor – to grow as a pack and become stronger together.

“CRU is synonymous with indoor cycling in Singapore and it’s still at the heart of what we do, even as we expand into more concepts”

We have a wide demographic age-wise, although our core audience is around 25–40 years old, but we do sit at the premium end of the market. We charge S$45 for a single class and S$400 for a 10-pack across all disciplines, so we have a fairly affluent customer base – generally CEOs and those in other senior positions who are looking for an hour’s respite from long days at their desks.

We do cater for all levels, but at the same time ours are known to be the toughest workouts in town. It’s back to CRU’s wolfpack mentality: people come to push themselves.

And our instructors reflect our customer profile: aged 24–46 years, a good number of them originally came to us as customers.

Incidentally, the notion of the wolfpack was also inspired by our love of dogs. All three of us each have a pet husky – the silhouette in the CRU logo – and the communal areas of our studios are dog-friendly. In 2019, we even launched a PUPS at CRU sub-brand selling all-natural dog treats and toys!

What are your USPs?
Singapore is fairly conservative, but the way we do things at CRU is more relaxed, friendly, open-minded, comfortable: people call it the ‘CRU Swag’. It’s just that bit more outspoken and daring than you get elsewhere in Singapore, influenced by our US upbringing.

We train all our instructors to think out of the box, pushing themselves out of their own comfort zones to interact with our customers in new ways – cheering, clapping and so on. And people respond very positively: CRU becomes the one place they let go and experience a real sense of release.

“Singapore is fairly conservative, but the way we do things at CRU is more relaxed. People refer to our vibe as the ‘CRU Swag’.”

Quality of instruction is another USP. It tends to be that instructors work their way up to becoming a CRU instructor. Ours is their ultimate, aspirational destination – once they reach us, they stay with us – but even then, every CRU instructor goes through at least eight weeks of training, 15 hours a week, before they take a class. We also design all our own programming. Quality is a CRU hallmark across the board.

Underpinning all of this, we’ve simply been doing this a long time now. We know who we are and what we’re doing. Our riders have grown with us, we’ve pushed our programming to challenge them and we’ve played the long game. CRU is now synonymous with indoor cycling in Singapore. It’s also still at the heart of what we do, even as we expand into more concepts. In fact, we’re often referred to as the O.G. – Original Gangsta – brand!

Last but not least, our sibling relationship is key. We were kids when we started out, in our early 20s, and we stepped on each others’ toes. But blood is thicker than water and our close relationship now underpins CRU’s sense of community. Being siblings determines how we run the company, which influences how our instructors feel about working for us, which influences customer perceptions. The sense of community runs deep. Our family values are why our brand is so strong.

How did COVID impact CRU?
In 2020, in response to COVID, we started creating our own content so customers could train at home. It started off fairly simply: only business owners were allowed to go into a business premises, so it was just me, Calvin and a single bike in our Duxton Road CruBox studio. There I was, on-stage, surrounded by boxing bags, teaching to Calvin behind the camera!

Eventually the government allowed us to bring in five instructors, on a rota, so we could offer a bit more variety in our content. We made the decision not to build our library by having our instructors filming from home, though. We wanted to ensure the brand experience was as good as it could be, even in those early days.

Our customers paid for this online content from the outset and we also rented out our bikes; within two hours of the Singaporean government announcing lockdown, we had already rented all 200 bikes. So, we had a revenue stream throughout COVID.

We’re also fortunate that our membership didn’t really worry about COVID. They were always desperate to train. We’ve had two major lockdowns in Singapore, but in between, every class has been waitlisted.

In our cycling studio, capacity was reduced from almost 50 bikes to just 12, so we put on classes every hour from 7.00am to 10.00pm to keep up with demand. Only now are we finally able to start scaling that back, with 25 bikes per class meaning we’ve been able to drop two classes a day from the timetable.

In a strange way, though, COVID was good for us. It gave us a chance to build our digital product and experiment with a few things. We tested our yoga concept in an outdoor space we had, for example, rather than having to build a new location straight away. Meanwhile, our HIIT concept came from seeing what people were enjoying online during lockdown.

We also continued our charitable work during lockdown, including a big campaign over six weekends where we ran Zoom classes and asked people to donate to take part. We raised around S$20,000, which we shared across a number of different charities.

Tell us more about CRU TV.
Since early 2021, we have our own film production studio and our own CRU TV digital platform, and we’ve continued to evolve our content and its quality. Calvin now takes the lead on digital production, while Valerie is our marketing and PR expert and I’m CRU master trainer, in charge of instructors and programming.

We also have our own CRU TV Bike with a 21.5” screen, and since COVID started – combining bike rentals plus sales of our CRU TV Bike – we’ve had over 1,000 bike transactions.

“In a strange way, COVID was good for us. It gave us a chance to build our digital product and experiment with a few things.”

If you purchase our bike – at a cost of S$3,800 including mat, weights and cleats – it comes with a year’s free subscription to all our content. Alternatively, if you just want our content, a subscription costs S$49 a month. And our content is really strong, filmed from multiple angles and now diversified to encompass all our programmes: cycling, boxing, HIIT and yoga.

We’ve also recently launched meditation classes online; the flexibility of digital means we can listen to customer feedback and experiment with new concepts. As another example, we’re currently developing a road cycling-type concept to sit alongside rhythm cycling in our CRU TV library. This will just be online for now, but you never know – we’ve got used to plans evolving quickly and dynamically over the last couple of years!

And your physical growth plans?
We’re in a good place in Singapore. I think there’s space for perhaps one more location before we start to cannibalise our own clubs. Ours is a higher price point, as I say, and there are only a small number of neighbourhoods that can support that. Our main objective in Singapore is to continue filling every class to capacity.

And then in Los Angeles, obviously we only have CruBox at the moment; when we launched, although we knew we could do cycling really well, the boutique cycling market was just so saturated. That’s changed over the last two years, though, with lots of studios closing down and a lot of good instructors moving on from their former brands. South-east Asia is our focus for now, but we’ll never say never when it comes to the US.

In terms of south-east Asia, before COVID we already had our eye on a number of potential markets to grow into, and the data we’re getting from CRU TV alongside enquiries for our CRU TV Bike – including from Malaysia, the Philippines, Tokyo, Indonesia, Hanoi and others – have validated our thinking. There haven’t really been any surprises for us in the data.

For now, while immigration rules keep changing, we’ll start with pop-ups – we have a number of these planned – but even after that, we’ll be careful in how we proceed. A lot of these countries are still developing and the law can make things tricky. In Thailand, just as an example, you need a local partner to launch any business. Yet of course, what makes us special – our brand, our soul and our story that’s all based on family – is very hard to hand over to someone else.

“I think we’ll expand into new markets in south-east Asia by next year, leading with cycling but most likely opening multi-purpose studios”

Nevertheless, I do think we’ll expand into new markets in south-east Asia by next year, leading with cycling but most likely opening multi-purpose studios to allow us to offer more than one concept in each location.

Any other plans you can tell us about?
We have a number of new lifestyle concepts in the pipeline: a coffee bar, for example, and food and nutrition including meal plans; I’m a qualified nutritionist as well as a master trainer. And as I say, we’re also continuing to experiment with our digital programming.

Ours is a story of constant evolution. Everything is always in progress. We’ve seen our audiences grow every year across all our concepts, but I still believe this is just the beginning for CRU.

RIDE HIGH readers can enjoy a free 30-day trial of CRU TV. Just visit crutvofficial.com
and use promo code RHXCRUTV30 – valid until 31 December 2022.

The post Bebe Ding appeared first on Ride High Magazine.

That same year, I discovered indoor cycling and have worked out on an indoor bike, six days a week, ever since. I’ve dropped 50kg and, now aged 59, feel fitter and happier than I did in my 20s and 30s. The social aspect of cycling classes at my local gym has also been hugely beneficial for my self-confidence and my overall mental and emotional wellbeing.

“Our World Record attempts are all part of our fundraising efforts to give kids and teens in under-served communities a happier, healthier start in life”

Inspired by this transformation, I made a career-changing decision and launched TRANSFORM-US Fitness for Kids. Based here in Australia, we deliver fun, structured PE and sports programmes into primary schools to help reduce childhood obesity, focusing on improving fundamental movement and object control skills.

As the years went by, though, I started to see a huge socioeconomic divide opening up. Kids from poorer communities were falling further behind in their learning and their overall health and wellbeing. In 2018, I set up the Fab to be Fit Foundation to help bridge that gap, raising funds to deliver our proven programmes in under-served communities.

Our World Record attempts are all part of our fundraising efforts to give these kids and teens a happier, healthier start in life.

Why this particular World Record?
Sporting challenges feel very relevant to our goals at the Foundation, so our fundraising efforts include a lot of crazy physical and sporting challenges – entering teams into the Spartan Beast Race, for example.

As I mentioned before, I’m a regular indoor cyclist. Many of our volunteers and ‘friends’ are also outdoor and indoor cycling fanatics – a number of them have completed crazy ultra-endurance outdoor cycling events such as Race Across America, the Indian Pacific Wheel Race, 24hr Everesting, 24hr MTB events and so on – so we started to discuss an endurance-style fundraising event.

In early 2019, I came across the Guinness World Record (GWR) for Longest Static Cycling Class, which at the time was held by a team of New Zealanders and sat at 26hrs: 04mins: 24secs. Our team gladly accepted the challenge, and on the weekend of 31 August 2019, we set a new Guinness World Record of 27hrs: 00mins: 53secs, with every one of our 15 riders completing the challenge.

Sadly, during the early days of COVID lockdown here in Australia, a team of endurance cyclists from the United States officially broke our World Record, adding another hour to set a new time of 28hrs: 00mins: 00secs.

We decided we wanted to reclaim what we saw as ‘our’ World Record.

How did it go this time?
We were delayed by a couple of months due to Omicron, but in January 2022 it was finally time – and the short version is, we’re now Double World Record Holders having set a new record of 30hrs: 02mins: 16secs.

The longer version of the story is this… We had lined up a team of 18 riders, including our instructor James Lamb – one of six returning riders from our 2019 team. By the Thursday before the event, we had lost two riders to COVID, then lost two more on the morning of the event. GWR rules state that the class must be 11 people – 10 plus the instructor – so COVID certainly ate away at our safety buffer.

“For the 30 hours of the event, our instructor James Lamb had to learn the choreography to 330 tracks”

We started at 10.00am on Saturday 15 January with 14 in the team, lost one rider overnight to a medical situation, and finished at 4.00pm on the Sunday afternoon with 13 riders, setting a new World Record.

We each cycled between 725km and 870km over the 30 hours – an average of around 805km – and each of us burned on average 18,000 calories. Average per-rider watts across the 30 hours was 135, with one or two riders getting close to a 170-watt average, which I find mind-blowing!

We got some great media coverage to drive awareness of the Foundation, and even though events like this cost a lot to run, we raised a net profit of over A$12,000. This has gone straight back into the Foundation, allowing us to pay specialist staff to run our programmes free of charge in selected communities.

How strict are Guinness World Record rules?
Very – and you have to put a lot of measures in place to ensure compliance. First, you need two independent witnesses, two timekeepers and a steward in the room at all times during the attempt – we had them on four-hour rotating shifts – to ensure everyone is doing the right thing. You also need cameras in the room capturing continuous footage of the entire attempt from a number of different angles: focusing on the instructor, the digital timeclock, and all the riders.

The instructor must be the same person throughout and the whole team rides together for the entirety of the attempt. The ride must be structured as a proper indoor cycling class: the RPM of the music has to change – 60–90RPM for standing climb tracks, 105–130RPM for seated speed tracks, and so on – and as a team, you must follow the instructions and positions of the instructor at all times. The cameras pick up the cadence of each rider, establishing whether you’re in-time with the music and the instructor.

There’s no GWR requirement to provide wattage, calorie or distance data, though: we just had this because we were using the BODY BIKE app. For the purposes of the World Record attempt, the cameras just need to show everyone riding to the beat of the music and to the instructor’s directions.

As in a standard indoor cycling class, there are very short breaks – 10–15 seconds – between tracks where you can stretch your calves, but Guinness World Record rules also allow a five-minute break after every hour completed, or 10 minutes after two hours. That break has to be taken together as a group, though: you can’t have individuals taking their break at different times.

I hung an A1 chart on the wall that mapped out our ride sequences and breaks, when meals would be brought out, when we had to be weighed and when we’d do a kit change. We had an accredited sports dietitian and her team on-hand for the full 30 hours, keeping us fuelled and hydrated and weighing us every six hours, and we learned to eat while cycling.

How did it feel to regain the World Record?
Speaking from my own perspective, this attempt was physically and mentally far harder than the first one: I hit the wall at about midnight this time, four hours sooner than last time. Even as we passed the previous record of 28 hours, I was still wondering whether I would be there to hit the 30-hour mark. It was a real sense of achievement and fulfilment to make it to the end.

Would you ever do it again?
If anyone is stupid enough to want to take this record off us, they are most welcome to it. Twice is enough!

In fact, just before our attempt, James and I found out that a team in the UK had completed a 29-hour ride the weekend before, which was still being ratified. Luckily we’d always planned to do 30 hours, so we kept the news to ourselves rather than alarming our team. But ultimately, I’m sure someone will beat us at some point. And when they do, as I say, they’re most welcome to it. No way am I going again!

Anyone you’d like to recognise?
Our whole team was incredible: riders, volunteers, supporters, medical staff, dietitian and physio who pushed us through the pain barrier and back out the other side.

However, I would like to give a special shout-out to our instructor James Lamb, who also led our previous Guinness World Record. For the 30 hours of the event, James had to learn the choreography to 330 tracks – but of course, he was also under huge pressure to constantly review everyone, checking how we were looking and feeling, checking everyone’s cadence, pushing everyone along and making sure no-one fell out of sequence.

James really is the only indoor cycling instructor I would ever ask to take on such an epic event. To be able to manage a team through such a pain barrier and come out the other side, as well as focusing on his own highs and lows… What an achievement!

“If anyone is stupid enough to want to take this record off us, they are most welcome to it. Twice is enough!”

My thanks go too to Rupert Guinness – internationally acclaimed sports journalist, best-selling author, ultra-endurance athlete and one of our 13 riders – whose mental and physical strength and inspirational stories helped get our team through this challenge.

Finally, I’d like to thank BODY BIKE, who generously donated 30 brand new BODY BIKE Smart+ OceanIX indoor bikes for our event. Incredibly smooth and robust, these were the perfect bikes for our epic ride. They have since been fully serviced and sold to gyms around Australia as special limited-edition bikes.

The post Reclaiming The Crown appeared first on Ride High Magazine.

Chances are it would be Peloton – and for good reason, with its millions of users and soaring revenues through lockdown. Things may have slowed down for the megabrand over recent months, but there’s nevertheless a huge global community that’s already invested in its bikes and become accustomed to the brand’s slick, customer-centric way of doing things.

And of course, Peloton is just one of a large number of brands that have entered the connected, at-home cycling space.

So, what does this mean for clubs and studios?

Positive return figures from operators around the world show demand is absolutely still there for the social, in-person experience; your group cycling fans from before lockdown will likely still be your group cycling fans now, provided your classes bring them value above and beyond what they can experience online.

Nevertheless, the future does seem to be hybrid, with these fans coming to your club or studio when it’s convenient and training from home when it isn’t.

But what about those individuals who weren’t members of a club before, who bought an indoor bike as their way of staying active during lockdown? And what about your returning members who didn’t previously do your (perhaps a little daunting) cycling classes, but who were drawn to the intimidation-free at-home cycling experience during the pandemic?

How do we get these indoor cycling newcomers into our studios and engaged with the in-person experience? Our panel of experts share their thoughts and advice.

Barbara den Bak

Founder, HIGH STUDIOS | CDO, Urban Gym Group

My thoughts on this topic come from my own lockdown experience.

In September 2021, we opened our first multi-studio, with our new concepts – HIGH FLOW hot yoga and HIGH RIDE indoor cycling – alongside our signature HIIT class, HIGH RUN. Then, almost immediately, we went into lockdown again.

We shot a few simple videos to offer all our members for free, and I had a bike in my house to test the RIDE concept. I immediately felt a huge experiential gap between the live class environment and a single instructor on-screen telling me what to do. I didn’t enjoy it.

I started looking around online and came across an incredible cycling instructor, Kristina Girod, who films classes from her studio in Arizona. The way she does it, you can see the whole room. The studio’s full of participants, the music’s amazing, she has a really powerful presence and you can feel the energy coming through the screen.

“During lockdown, I immediately felt a huge experiential gap between the live class environment and a single instructor on-screen telling me what to do. I didn’t enjoy it.”

It transformed not only my at-home experience but my feelings about indoor cycling generally. I’ve always been more of a HIIT girl – I initially found choreography on a bike hard – but doing Kristina’s classes at home has given me confidence. I feel ready for the studio.

But to actually get me – and others like me – into the studio, we have to show people what they’re still missing at home. We have to create FOMO. My experience of following a face-to-camera instructor? That won’t work. But seeing a really cool instructor leading an incredible class, feeling the energy, getting a sense of the additional motivation and advice you would get in-person… It makes you want to go in and do a class with them in real life.

So, this is my advice to clubs and studios: shoot classes for your digital channels – it doesn’t have to be expensive – and show the whole class. Pick your top instructors. Do everything you can to show how cool it is to be in your studio. Then share at least some of this content on your social platforms and website, not just with members.

I know some of the big studio cycling brands won’t do this – their classes go on behind closed doors – but I think it’s beneficial not only for your own studio but for studios around the world. I can’t go to Arizona to do Kristina’s class, but seeing her energy makes me want to find a studio locally that can give me a similar in-person experience. It will help us all if we put our energy out there.

“Share at least some of your content on your social platforms and website. It’s beneficial not only for your own studio but for studios around the world. It will help us all if we put our energy out there”

We will certainly do this for HIGH RIDE, and I have no fear that it will stop people coming to our studio – and potentially studios plural, as I can see us opening standalone HIGH RIDE and HIGH FLOW studios in the future. People will cycle at home as well, but we’re all too desperate to get out of the house for at-home workouts to replace in-person classes.

Another thing we do at HIGH STUDIOS which is very useful for newcomers is make it really clear on our website what to expect in class. We spotlight our trainers, their style and approach to choreography, even their playlists, so you can choose the exact in-person experience you want.

Finally, and this relates specifically to our multi-studio, we place a big emphasis on cross-promotion of classes. That includes training our instructors to cross-teach so, for example, they can encourage their HIIT fans to try a yoga class with them too. We also do special HIATHLON events – a 20-minute ride, 20 minutes of HIIT then 20 minutes of yoga. This crossover is also likely to bring new people into our cycling studios.

Emma Barry

Global fitness authority | Chief Creative Soul, Good Soul Hunting

“Live has got to get better. If I bother to be in the room, you had better bother to make it worth my while.”

Tune in to the global guru that is Emma Barry as she takes us through two caveats, five mega-trends and five calls-to-action to entice at-home cyclists to the in-club, in-person experience.

Expect pearls of wisdom on:

•  Reframing re-opening as opening for the first time
•  Embracing 2022 as the year of workout variety
•  Lifting our live game and dialling up the FOMO
•  Becoming social Pied Pipers, whereby ‘can’t’ becomes ‘can’

… and far, far more besides!

Set aside 10 minutes of your life to check out this video. Your business will love you for it!

Ben Karoonkornsakul

Founder & CEO, The Absolute Group

Alongside our studios in Bangkok and Singapore, we also offer at-home fitness: we sped up the launch of our Home Edition bike when lockdown hit and have sold or rented 700–800 bikes.

Around 60 per cent of the customers who have a Home Edition bike were members of our studios before the pandemic. They were already brand enthusiasts and wanted to continue to exercise with us even when they couldn’t leave the house. Our bike – with its integrated screen streaming Absolute content into their homes – was the perfect solution.

For this group, returning to our studios will happen naturally. In fact in Singapore, where the market is a little younger, all our classes are already over-subscribed. In Bangkok, people are still more fearful and are taking their time to return; we’re even seeing people making an experience of their home workouts, with groups of friends and family putting all their Home Edition bikes together in one of their houses to enjoy group rides!

But they know how great our in-person experiences feel. We’re confident that when the fear of COVID has finally gone, those who were members before will come back, settling into a hybrid pattern of both at-home and in-studio classes.

“We’ll create exclusive events for Home Edition members to come in and meet the instructors they’ve been training with on-screen for so many months, but never met in person”

The challenge is with the other 40 per cent: the Home Edition customers who became first-time riders during lockdown. Can these customers be migrated into our studios?

We certainly aren’t seeing many of them coming in yet. They feel safe at home and they don’t know what they’re missing, so they’re staying where they are.

Even longer term, it’s important to understand the motivations for purchasing our bike in the first place – including geography. In Thailand, our studios are all in Bangkok, which means people living elsewhere may never attend in person. They’ve chosen at-home cycling purely as a simple but effective class to follow on-screen. Absolute is a strong brand in our markets, so they’ve found their way to our bike. And commercially, as long as they continue to subscribe to Home Edition, that’s fine by us.

In fact, digital is set to become an even bigger focus for us as we finally get to trial our Absolute X hybrid club concept in Singapore. We believe there’s a huge market for virtual fitness, not least due to the shortage of good instructors, so Absolute X has a big virtual studio – including live streaming top classes from other Absolute studios – alongside in-person instruction. With this second distribution channel, we’re very happy to continue investing in high-quality digital content.

That said, when the time is right, we will try and encourage those in the 40 per cent group who live near our studios to experience an in-person class. We’ll offer lots of free trials and introductory discounts, not just for cycling but also for yoga and reformer pilates, giving people even more reasons to come in and experience the live ambience.

We’ll look at bundling Home Edition + studio memberships; use our Home Edition bike screens to show off our studio vibe; and use social media to drive awareness and understanding of how different in-person really is. We’ll also create exclusive events for Home Edition members to come in and meet the instructors they’ve been training with on-screen for so many months, but who they’ve never met in person. They’ll then do a special class with that instructor – a dedicated class just for Home Edition newcomers, so they don’t feel out of place.

As I say, if we can’t get all Home Edition members into our studios, commercially it isn’t a big deal. However, we know our studio environment, experience and community are big drivers of satisfaction and retention, so where relevant, we will try to engage them in-person too.

The post A New Cohort appeared first on Ride High Magazine.

BikeStreamers, Denmark

Created by Kim Lahn Lindgaard, Jesper ‘JAS’ Sörensen, Rikke Adamsen Kirkegaard and Jesper Skovhave – and now with permanent staff instructors Stephen Rasmussen and Lone Christensen also on-board – BikeStreamers was launched in September 2020 when, in Lindgaard’s words, the founders were “going crazy in lockdown and wanted to do something”.

An online streaming service charging 159 Danish Krone (€21.20) a month, or 25 Danish Krone (€3.33) per class, BikeStreamers provides live streamed and on-demand indoor cycling classes, currently all in Danish.

Between five and nine new classes are streamed every week – summer sits at the lower end of that scale while customers enjoy the great outdoors – with each new class then feeding in to a constantly refreshed back library of around 150 on-demand classes. Special online events are also offered on the occasional Saturday between September and May.

We chat to the founders to find out more…

What’s behind the scenes at BikeStreamers?

All sessions are led by the country’s top talent in the shape of us four founders, our two staff members and the occasional guest instructor.

We don’t have one central studio, because we all live in different parts of Denmark. Instead, the four of us have each spent between €4,000 and €7,000 creating our own green screen areas at home – sometimes on the other side of our bedrooms! – from which we broadcast, with the classes streaming on our Boon.tv/bikestreamers channel. We each have a camera, mixers, screens, microphones, great lighting, a streaming PC and really good internet connections to ensure the best possible delivery of our classes.

Guest instructors don’t tend to have this set-up, so their classes are about personality. But in our classes, the green screen allows us to cycle against the backdrop of a virtual world, courtesy of either Intelligent Cycling or iQniter. It ensures the customer experience is seamless, whichever of us they’re cycling with.

“We’ve each spent between €4,000 and €7,000 creating our own green screen areas at home”

We pay almost 50 per cent of our revenues to Boon, but it negotiates all music usage licences, which means we can play whatever commercial tracks we like in our classes.

How has BikeStreamers done?

We have a strong community of around 800+ people on social media, all of whom have done our classes at some point.

At the moment, we have over 300 monthly subscribers; it was close to 400 before the country’s gyms re-opened. It’s summer here at the moment though [interview conducted 2 July 21] and people want to be outside, so they don’t want to commit to an unlimited monthly package with us. We expect to see monthly subscribers go up again in the colder months, but for now, we have a lot of people paying on a class-by-class basis.

We also have a few clubs that have bought a BikeStreamers package, so they can run our virtual classes on big screens in their studios. Clubs tend to focus on our on-demand classes for flexibility of scheduling.

We’ve been really pleased by how little our numbers have been affected by gyms re-opening. We have very loyal customers – many of whom also attend our in-person classes at the clubs where we instruct – and we’re finding they’re continuing to train with us as well as going back to the gym. They’re telling us they really appreciate the flexibility of training from home, doing things like 9.00pm classes that they’d never do in-club.

We do have perhaps 10–20 individuals who are only using BikeStreamers, but most of our customers have a gym membership too.

The challenge, of course, is that before people sign up with us, they first need an indoor bike; it’s not like an online yoga class where all you need is a mat and your own bodyweight. However, we’re aware of 800–1,000 people in Denmark who’ve bought a BODY BIKE during lockdown as a response to BikeStreamers’ efforts alone. In a country of 5.5 million population, that’s not bad going!

What’s the secret of your success?

We’re some of Denmark’s most in-demand instructors, well-known for instructing at mass live events as well as classes in our local clubs. We already have very loyal followings.

Then there’s the quality of BikeStreamers’ classes. It’s a high-level experience every time, from music and mixing to coaching and visuals. There’s simply no bad class. The way we view it: each of our classes can have up to 300 participants, which puts them on the same level as a mass event. Our class quality needs to be consistent with that.

“In-club, you can deliver the same class a number of times, but online you can’t sell the same class twice.”

Every single session is new, too. In-club, you can deliver the same class a number of times, but online you can’t sell the same class twice. We have lots of themed classes with fresh music and visuals every time.

The other important point is that we understand how to keep people motivated remotely. Online requires a lot of energy from you as an instructor, as participants don’t get the buzz off each other. You don’t get any feedback from the floor, either. It’s just you and a camera, and you have to learn to perform to it.

We continually work to make the experience even better, too. We get a lot of really good, constructive feedback on chat and through our Facebook group, and we build that in to our programming.

It’s also a fact that, when you see yourself on video, you see a lot you want to change! You realise you say the same things over and over, for example. But it’s a great way to learn – to go back, see how you did, do it better next time. Honestly, every instructor should video themselves at least once a month. They’ll quickly see what they could do better.

What are your plans moving forward?

First of all, we’re going to keep going, continuing to build and serve our fantastic community in Denmark. We’re also building our own website rather than relying on Facebook alone.

“Every instructor should video themselves at least once a month. They’ll quickly see what they could do better.”

We’re also looking at options to expand internationally, taking our high-quality instruction to new markets. In Denmark, we’ve grown mostly by word-of-mouth and people knowing us as instructors, as well as a bit of Facebook marketing, so international growth will be harder. But even if we only serve a fraction of the overseas market, that’s fine with us as delivery will be fairly straightforward: we’ll simply do each class twice, once in Danish and once in English, with each language having its own Boon.tv channel – and possibly a different pricing structure depending on the market.

Finally – and this is one not just for us, but for the whole market – is a need to address the fact that, in Denmark at least, the average age of indoor cycling participants is going up by nine months every year. It going to be a scary future if we can’t find ways to bring younger people in to this discipline, making it fun for them.

An opportunity to innovate

BODY BIKE, Denmark

“As a Danish manufacturer, we’ve always had a strong focus on the environmental agenda,” says BODY BIKE CEO Uffe A Olesen. “When we develop our products, it’s always with an eye on what we can do to help create a better world.

“Until now, the clearest evidence of this lay in our BODY BIKE SMART®+ OceanIX: the world’s first indoor cycling bike to be built using recycled plastic from commercial fishing nets. These nets might otherwise be discarded in the oceans – part of a broader crisis of plastic pollution that I could no longer sit back and passively watch.

“We have the capacity in our factory to produce BBCARGO as well as BODY BIKE and it just feels like the next ‘right thing to do’”

“OceanIX is therefore something we’re incredibly proud of. It isn’t just a piece of gym equipment. It’s part of a cause – something we created because it was the right thing to do. Having done so without any compromise in the product quality or ride experience, it’s proving to be a popular choice among those wishing to do their bit for the planet.”

Inspiration in challenging times

He continues: “Inspired by this success, and by the growing levels of eco-consciousness across the globe, we had already begun to look at an entirely new market for our company: electric road bikes, and specifically eCargo bikes.

“This is a market that’s seeing huge growth. Even by 2018, eCargo bike sales in trailblazing Germany had surpassed those of electric cars, growing by 80 per cent that year. Today, everyone from Walmart and IKEA to UPS and Sainsbury’s is using them for shorter-distance deliveries.

“With analysis suggesting that 51 per cent of all motorised trips related to goods transport in EU cities could be done by bike, European eCargo sales are now predicted to hit 1 million bikes for commercial deliveries and a further 1 million family bikes by 2030. Many cities are already adapting their infrastructures accordingly.

“So, we did our research and knew we had an opportunity to create a very special product that would redefine the market. The manufacturing processes were already there in our 12,000sq m Danish factory to support such a product: we’ve long pushed the limits to create the perfect indoor bike, with each still carefully hand-crafted to the highest standards, and we were ready to apply that same precision design and construction quality to eCargo.

“eCargo also fits perfectly with our company’s sustainable approach. It’s a bit of a departure from our usual fitness sector territory, but we have the capacity in our factory to produce BBCARGO as well as BODY BIKE and it just feels like the next ‘right thing to do’.”

He adds: “From a human perspective, it also gave our team something positive to focus on during lockdown – an inspirational project to keep motivation high in what could otherwise have been a very depressing time. When COVID brought the gym sector almost to a standstill in 2020, we saw it as a window in which to accelerate this project.”

Introducing BBCARGO

Olesen continues: “Fast-forward to today and, after rigorous development and testing, we’re hugely excited to unveil the BBCARGO bike.

“We knew we had an opportunity to create a very special product that would redefine the eCargo bike market”

“There’s just so much to say about this bike, from its world-class design and cherry-picked, premium quality components to its flexibility. This isn’t just any cargo bike. We talk about it as a ‘find, keep, love’ product – something you will have done your research on and will be so happy you’ve found.

“With its 150kg payload, it’s one of the strongest three-sheeled eCargo bikes on the market, while 85Nm of torque power from its Shimano motor ensures an easy ride even when fully loaded. There are also two driving modes courtesy of our unique tilt mechanism: Static provides a locked and fully stable position, while Dynamic allows the bike to naturally tilt to the sides.

“And the options for customisation are extensive. The pure aluminium bike frame is available in five colours, while the recyclable plastic cargo box can be created in whatever RAL colour you need for your brand; if you opt for black or grey, bearing in mind the box can also be fully branded, the plastic is recycled as well as recyclable.

“The box is modular too: use it with a cover or a lid, with or without a ‘front door’. Alternatively, use your BBCARGO without the box altogether.

“One bike really does offer infinite possibilities. It’s an honest, authentic, zero-compromise product that truly delivers what it says on the label. We’re so excited by the road ahead.”

Go where your clients are

’’I’m going to be testing BBCARGO as part of a pilot project and I’m thrilled to have been selected,” says Michella Huban, a personal trainer in Aalborg, Denmark.

“During lockdown, I found myself training some of my clients outdoors. It would have been so cool to have been able to travel by BBCARGO, transporting everything I needed for each session in the cargo box.

“That’s why I’m so keen to test drive this beautiful bike. There’s so much space in the cargo box for all my equipment, plus it will help me reduce my carbon footprint as I can leave the car at home and travel by BBCARGO when I train local clients.”

She adds: “It’s a fantastic marketing tool, too, with great options to put my brand on the box. I’m excited about the opportunity to get my name seen and promote my services as I travel between clients.

“Then there are all the other benefits beyond the features of the bike itself: no parking restrictions or risk of parking fines, plus an ability to cut through the traffic and even cycle where cars aren’t allowed to go. All the data suggests BBCARGO will make shorter journeys – under 5km – quicker than going by car, too.

“As a personal trainer, I also think it gives a much better impression if you cycle to your clients rather than turning up in the car. It’s about leading by example, isn’t it?”

Becoming online enter-trainers

Virtual Fitness Studio, Philippines

“I’ve lost count of the number of times we’ve been locked down,” says Michael Martinez, co-founder of Virtual Fitness Studio (VFS) in Manila, Philippines. “It’s been close to a permanent state of affairs since March 2020 and, while I hesitate to call this the ‘new normal’, certainly every business has had to find ways to adapt and thrive.

“Our own story, which I hope inspires others, is this. My VFS co-founders Belen Choi and Glenda Evangelista and I are all fitness instructors – we have been for many years – with the common denominator being Les Mills RPM.

“When health clubs across the Philippines closed in March 2020, although there was a fair amount of online fitness, there were hardly any online RPM classes. Chatting with friends, we felt this was a gap in the market so, while none of us had experience of running fitness operations – we all have very different day jobs out of the sector – we decided to create an online group exercise studio.

“We started from the ground up, driven by a love of teaching indoor cycling and a desire to contribute to our communities in lockdown, and launched VFS in November 2020. At that point, it was just RPM and it was free to participate. It was only in December 2020 that we introduced payment – still using Zoom as our platform – and over the months we’ve launched more programmes too.”

Creating human engagement

Martinez continues: “When we created VFS, we wanted to do it properly. In addition to world-class standards, internationally certified instructors and strong quality protocols, we decided that also meant conducting all classes in English.

“95 per cent of our members are in the Manila area, but we also have members in Singapore, Paris, Ireland, Japan and the US”

“As a result, while 95 per cent of our members are in the Manila area, we also have members in Singapore, Paris, Ireland, Japan and the US. That’s heart-warming when you consider how much online content is streamed from locations far closer to home.

“But I think it all comes down to the way we do things. We work hard to make all classes as engaging as if they were face-to-face. We talk about being ‘enter-trainers’, simultaneously training, inspiring and entertaining our members. We help them get the best results they can, but above all we create experiences that make them want to come back.

“And really, there’s no secret to engagement. It’s about going back to basics: logging on to class early to chat with participants, asking why they signed up and what their goals are that day. It’s about calling them out by name in class, correcting form if needed, praising them when they’ve done well, spotting and addressing those who need more encouragement. It sounds simple, but done well it makes a big difference.

“There are important learnings when instructing online, though. You have to exaggerate your facial expressions and the way you speak. You have to be sharper at giving out cues and better at picking up on visual ones, learning how to quickly identify those who need your support from a class of 70 participants. Sometimes that can be as simple as asking everyone to give a thumbs-up if they’re all good, but other times you might have to work it out from a quick scroll across the screen. You have to see it as a buddy system, learning how to pick up on those who need you.

“In the end, it’s about focusing on customer satisfaction and human connection in everything you do, even though you aren’t in a room together.”

Responding to demand

He continues: “Our timetable currently includes freestyle yoga, Body Combat and freestyle cycling alongside RPM. We have a total of 25 weekly classes at the moment, of which 13 are RPM. [Figures as at 14 July 21].

“Freestyle cycling was only introduced four weeks ago, but it’s already looking very promising. The content is choreographed by the instructor and could be anything from a themed pop music class with upper body work to a power racing session that trains you for outdoor rides.

“And we’re looking to further develop our timetable. We’re busy surveying members to see what new classes they’d like, but over the next three or four months we’re potentially looking to add a strength-based workout and maybe another indoor cycling programme.

“Ultimately, everything has to be about listening to customers. We take all feedback on-board – if members tell us a class is too easy or too hard, for example – and run regular surveys to check how we’re doing from a technical and a teaching perspective. We’re agile and ready to change to ensure we hit the sweet spot for our customers.

“Everyone has their equipment at home now, some even have cycling rooms with neon lighting, and they want to keep training with us”

“We’ve also shaped our future plans around member feedback. We were being asked what would happen with VFS once clubs re-open, and our answer was: ‘We’ll be here for as long as you’re still with us.’ Members were happy with that: everyone has their equipment at home now, some even have cycling rooms set up with neon lighting, and they want to keep training with us.

“Once things have settled down, though – maybe some time in 2022 – we’re also looking to set up a bricks and mortar boutique studio in Manila. This will allow us to serve our members with a face-to-face offer, but we’ll also optimise the productivity of each class by having a camera in the studio to live stream.

“But our online Virtual Fitness Studio will remain at the heart of what we do, hopefully with even more programmes and members over time. We love what we’re doing and want to keep sharing it with our community.”

The post Inspired by COVID. Designed for the future. appeared first on Ride High Magazine.

In 2005 – aged 35 and not having exercised since my teens – a friend got me into group exercise at a big box gym. I loved it. By 2007, I’d qualified as a Body Pump instructor, and by 2009 I was instructing RPM too.

By 2010, I was looking for more of a creative outlet and got into freestyle classes, then in 2012 I decided to break away from the big box gym environment. I wanted more of a connection with the people in my classes: to know names and stories, not just faces.

I joined forces with a few friends – in fact, there were 15 of us when we started! – to create Integrity. The name is inspired by the word ‘integer’, which means a whole number, undivided, a thing that’s complete in itself. That’s how we see group exercise: a strong community where you all come together as one. A real club.

We launched in 2012 with some pre-choreographed classes – we were the first in the state of Victoria to offer Les Mills GRIT and SPRINT – and then, in 2017, started getting more creative, adding in things like TRX, yoga and MMA.

By 2018 – although we do still offer barbell and conditioning classes to meet member demand – we’d reined it back in to focus on cycling as our bread and butter, including another first: we were the first club in Australia to launch Intelligent Cycling.

We’d also begun to offer more experiences, including rooftop rides and member road trips where we check out other studios and classes further afield. It’s all about building that sense of involvement, belonging and community.

What programmes do you offer now?

We run around 20 classes a week; if they sell out, we add more. Of these 20-ish classes, around 80 per cent are cycling, which I’ve recently categorised into four groups.

The first is Rhythm, which spans all our ‘intervals choreographed to music’ formats. We’re all qualified Spinning instructors, so that shapes some of these classes. But we’ve also signed up to A STATE OF RIDE (ASOR) which, although pre-choreographed, offers a reasonable level of flexibility.

The second category is Immersive, which includes Intelligent Cycling’s The Journey – where you cycle through a virtual world on the big screen – and our LIT! class, which I’ll tell you more about in a minute.

Thirdly, we have HIIT, which at the moment tends to be either intervals or time trials. We often use Intelligent Cycling here, too, putting the timer or performance stats on-screen. People love knowing what’s coming up next so they know how hard to push, plus we’ve found younger members in particular really engage with anything that involves a screen.

“Our members are hugely loyal. If you think about watching the soccer, with the home fans going mad behind the goal, that’s our members”

And finally, there’s a category I’m calling Competitive, which we’re still developing. We’ll definitely be bringing Zwift into the studio, though, creating an experience that uses our big screen as well as members’ phones. It could be power profile training – something we might even charge a premium for – or it could be more about social Zwift races. I don’t know yet. I don’t tend to design something and then build exactly that. My creative process is more like painting, where you start putting things down and then keep experimenting and building on what you’ve done until it’s finished.

Which are your most popular classes?

Around 80 per cent of our cycling classes fall into the Rhythm category. We offer the other stuff too – scattered throughout the week to hit different day parts and different members – because if you do group exercise for long enough, you will get bored and you’ll want some variety. But I think Rhythm formats – and, for that matter, cardio in general – have had a bad rap over recent years. It’s actually a really nice, low-tech disconnect – away from measurement and numbers and visual overload – and it’s still our main focus.

Our rooftop rides are especially popular, selling out every time. We only do them once a year though, at the beginning of spring, because taking bikes to the top of the tallest building in town is no small task!

Why aren’t all your classes freestyle?

You need experience to deliver a great freestyle class, and there are only three of us original founders left. For any new instructor coming in to the business, it’s great to have pre-choreographed content – ASOR – to learn the ropes. You can then move on to Intelligent Cycling, where you get to choreograph but don’t have to remember it all as the system prompts you, before progressing to freestyle.

Intelligent Cycling, to me, is almost perfect, not least because you choose your own music. I carefully match music to the virtual world we’re cycling through. For the aerial world with the dragons, for example, I choose very cinematic music mixed with rap for contrast. For space, I pick space-themed songs mixed with futuristic techno music. For the dinosaur-filled jungles, I choose world music, bongos, digeridoos.

I’d like a bit more scope to dictate the content of the virtual worlds themselves, but the Intelligent Cycling team tells me I’m more creative than the average customer! Some of my ideas have landed, though – the road now sets on fire when you’re in the highest zone, for example, which was my suggestion – so I’m going to keep chipping away!

Your members also influence your music choice. How?

I’ve created something I call ‘Algorhythm’, which allows members to influence the music in class without directly asking me to play a specific track, which likely wouldn’t be right for a cycling workout.

Any member who uses Spotify gives me the playlists it suggests for them based on what they’ve listened to – Discover Weekly, for example. Algorhythm then puts all these tracks through an algorithm I’ve set up – a ‘what I think works for indoor cycling’ filter – which uses information Spotify can tell us about each track: its energy, dance-ability, how acoustic it is, how instrumental, how happy…

Off the back of this, Algorhythm automatically gives me a weekly shortlist of 100 songs in Spotify – songs that will appeal to members and that will work for indoor cycling. I listen to them and hit ‘like’ on the ones I want to use; I normally keep around 10 per cent. In this way, our members contribute to the music at the club just by listening to Spotify.

Over time, the AI behind Algorhythm also builds up libraries of my ‘liked’ songs that match specific criteria: high-energy, instrumental, 80 RPM intervals and so on. It means I can easily find exactly what I need, knowing the members have also recommended it and I like it.

It’s transformed our approach to music and our younger members in particular love it – good news, as attracting younger members was a key driver. Older members are 50/50, but only because they miss tunes that have become familiar. They’ll get new favourites soon though – we only launched Algorhythm this year – because older tracks still get through. It’s purely about how a song feels. It’s nothing to do with genre, era or artist.

I can see us commercialising this system in the future. The filter would probably just need to be set up differently for each club, as everyone will have a different view on what makes for perfect indoor cycling music.

You’ve created your own AV system too. Tell us more.

I’ve always found lighting systems to be a backdrop or even a distraction in-class, but felt they could be so much more. I then had a dream about a class with fantastic lighting and I started looking into what I’d need to do to make it happen.

Most lights cost around A$600 each, but I found some for A$30 each on one of those bargain websites and bought 60 of them! I had them all on my kitchen table, trying to figure out how to use them, and found some equipment that allowed me to synchronise the lights to music.

I also found a guy in the US – a lighting director in a church where they regularly had Christian rockbands with thousands attending – and he’d written his own software for the lighting. I bought it, and it allows me to send specific instructions to each individual light for every split-second of every song: when to pulse, strobe, what colour to turn and so on. We have around 5,000 data points flying around the studio for every split-second of music.

We created the whole system for A$3,000, plus A$2,000 for a new computer, with members funding it entirely with donations just because they knew it would be great. The tradespeople among our membership then helped me build it into the studio.

“It takes around 15 hours per song to choreograph the lights to the music, so we only do this for our LIT! class, which we treat more like an event than a normal class”

It takes around 15 hours per song to choreograph the lights to the music, by the time you’ve worked out what you want the lights to do, then programmed them to do that. So we only do this for our LIT! class, which we treat more like an event than a normal class, running it about once a month. We use the same soundtrack and lighting choreography for about six months, putting LIT! in different places on the timetable so different members get to experience it.

I deliberately pick songs with lots of interesting elements I can attach lighting to – drops, fade and explode, cool sound effects, strong snare drum and so on – so the lighting becomes almost as important as the music. It’s a really immersive experience.

Tell us more about your community.

We’re tiny. We have 150–200 members visiting our 200sq m studio in the basement of a building, with classes typically catering for 15–20 people. But our members are hugely loyal. The way I talk about them: if you think about watching the soccer, with the home fans going mad behind the goal, that’s our members!

Most sign up to an unlimited class package, which at A$40 a week places us in the mid-market. And they get really into it. Some people come a couple of times a week, some six or seven, but our average is around four weekly visits per member.

Ballarat is hugely competitive for fitness, so it’s hard to get new people in, but we fill lower performing classes using a pay as you go model. Many of these customers ultimately convert to membership.

If people are new to cycling, I’ll spend some time one-to-one with them, getting them to sit on the bike and pedal while they chat to me. We’ll then talk about riding to a rhythm, standing in the pedals and so on, and I’ll tell them when they’re ready for class. Ours isn’t a huge club, so I don’t spend too many hours a week doing this, but if you throw someone straight into a class and they have a bad experience, they’ll never come back. You have to look at the potential lifetime value of each member. You have to invest in their future membership.

In the process, I get to know all about them, their families, their dogs! It builds community and is a good model for a small club like ours.

And when we’re in class together, it really is a community. Old or young, we’re in it together. Actually, I think our older members enjoy the energy the younger ones bring.

And we have managed to get younger people in. This generation is so swayed by Instagram, they feel they have to look perfect. We focus on providing a ‘pressure off’ experience – we’re clear you don’t have to be superhuman at Integrity – and we’ve gained a few what I call ‘refugees’ escaping that pressure they felt at other clubs.

How have you fared during COVID?

We’ve had five lockdowns now: one big one and then a series of shorter ones. The fifth ended today [interview conducted 27 July 2021] so we’re back to class tomorrow.

So far, though, we’ve been OK financially. All our members have carried on paying throughout – they’ve wanted to do whatever they could to support us – and we’ve had some assistance too.

On day one, we sent equipment out to everyone who wanted it, from bikes to barbells. Others were happy doing yoga, so only needed mats. And some wanted to buy their own bikes; I got them a good deal with BODY BIKE and put the bikes together for them, delivering them to their houses.

Days two to four, we set ourselves up to live-stream using a platform called dacast.com, where you can live-stream to a schedule in a password-protected area behind your website. That allowed us to take advantage of a six-month music streaming licence from OneMusic Australia, so we didn’t fall foul of any music rights – one of the biggest headaches with online provision. We’ve live-streamed our way through every lockdown.

“We’re clear you don’t have to be superhuman at Integrity and we’ve gained a few what I call ‘refugees’ escaping that pressure they felt at other clubs”

Then each time we’ve re-opened, members have come straight back, even when all we could offer were classes in the car park. Honestly, I think they’d come back even if we were just doing runs up and down the street! And when we were able to move back indoors, we were pretty much back to normal: our classes have always been small, so our capacity has been unaffected by COVID restrictions.

What are your plans for Integrity moving forward?

Everything we do works, but it’s bootstrapped. I’d love to streamline our AV so the systems are easy for everyone to use, not just me.

I’m looking into video mapping, potentially putting 3D objects – big spheres and things – into the studio to project video onto.

And I’d love to get a bigger, high definition screen. We have a 4m projection system at the moment – the projector we got for free from a local school that was closing down – but I’d love to upgrade that system to make it even more immersive.

I also want to see how far we can take the immersive side of things. Each bike has a spotlight above it, so what if we could link our lighting to individual cyclists’ wattage or cadence? If we can, it paves the way for games during class where performance data controls the lights in a fun, competitive way.

We could have red versus green teams in a sprint, for example, where you have to sprint when the light above you turns white; your turn ends when your wattage drops too low and your light turns back to red or green. Or we could do ‘tug of war’, where if you aren’t pedalling hard enough you’re lost to the other side and your light changes colour to bring you into their team.

There’s so much I want to explore. I just have to find the time! And I’d love to see the rest of the indoor cycling sector follow suit. Why should everything be controlled by a few big global organisations? Let’s get creative as a community, trying new things out and seeing what flowers.

The post Tim Graham appeared first on Ride High Magazine.