Nowadays I’m hugely passionate about indoor cycling, but 20 years ago I came at things from a design perspective. I used to work in the furniture industry, and prior to that had been involved in the design of other products too, from textiles to fashion accessories and glasses. Design has always been my first love and forte. 

“We believe even the best can always be better. We’re constantly creating, which is what makes my job fun”

At the time, the model was the BODY BIKE Classic. I was fascinated by its quality, but believed a few design changes could make it even better. That included fully enclosing the bike to protect all vital parts from sweat, making it even more long-lasting – an attribute BODY BIKE has always been famous for.

Since then, we’ve continued to push the design boundaries in pursuit of the perfect indoor bike. We believe even the best can always be better – an ethos that’s kept me enthused and engaged over my two decades at BODY BIKE. We’re constantly creating, which is what makes my job fun.

What’s driven your product evolution?

We’ve always given ourselves permission to innovate and experiment at BODY BIKE, which is ultimately what drives our product evolution.

But in terms of key themes over the years, I’d have to spotlight technology and sustainability – both things we couldn’t have predicted 20 years ago.

Back then, cycling classes were screen-free. Now there’s an interest in performance data, so in 2016 we launched the BODY BIKE app; we’ve never believed consoles to be the best approach, as we believe riders should own their own data.

“We’re on a mission to make all our models sustainable, using recycled materials and reducing each bike’s CO2 footprint.”

Meanwhile, sustainability has become a mantra at BODY BIKE. Our sustainable BODY BIKE Smart+ siblings – OceanIX and Forest Green – blazed such a strong trail that we’re now on a mission to make all our models sustainable, using recycled materials in their manufacture and working to further reduce each bike’s already-low CO2 footprint.

And now, in 2024, we’re about to unveil our latest evolution: the new BODY BIKE Phantom, which launches at FIBO next month. With its magnetic braking system, Quattro resistance knob – four clicks per turn for precise gear changes – and inbuilt usage tracking so clubs can rotate bikes for even greater longevity, this fantastic new model continues to move the dial for riders and operators alike.

Has the company changed much?

The ethos and philosophy at BODY BIKE are essentially unchanged from 27 years ago. Each bike is still lovingly hand-crafted in Denmark, with quality, creativity and passion at the heart of what we do. The team is also only 20 per cent larger than it was at the beginning, with great continuity over the years. BODY BIKE was founded in 1997 by Jørgen ‘Peiter’ Petersen, who remained a mentor and brand enthusiast until he passed away in 2017. It is now led by his son Kim Hessellund, who joined the business in 1999. There’s a real sense of family, with several team members with us from the very beginning.

But we have grown and evolved, of course. We now wholly own a 12,000sq m factory in the north of Denmark, including on-site metalworks, and you’ll find our bikes in all corners of the world. In fact, although we’re proudly Danish and have a strong local fan base, 80 per cent of our production is now exported. We also launched BODY BIKE APAC last year: our first investment in establishing our company overseas rather than using local distributors.

Where else does your creativity shine?

We’ve become magazine publishers, launching RIDE HIGH in 2017 – a brand-neutral publication that champions and celebrates indoor cycling around the world. Anyone can promote their own products. I really wanted to bring something to the table that would inspire our whole sector on to even greater things. I’m hugely proud of what RIDE HIGH has become –the fascinating people we’ve interviewed and the great insights and perspectives we’ve shared.

“I wanted to bring something to the table that would inspire our whole sector on to even greater things. I’m hugely proud of RIDE HIGH.”

We have a lot of fun with our FIBO stands too: from spaceships to forests, we create out-of-the-ordinary, crowd-drawing spaces.

And in 2021, we launched BBCARGO: a sister brand to BODY BIKE. This best-in-class eCargo bike puts all our sustainability learnings and bike-building expertise to good use. It just felt like the right thing to do given all the environmental pressures on the world around us.

How has indoor cycling changed?

The arrival of the boutiques was a big one. These beautiful spaces, with their rockstar instructors and incredible music and light shows, took riders into another world, while ‘dancing on a bike’ programming brought a new element of fun to indoor cycling. All of this has driven a dramatic change in consumer expectations, forcing other operators to up their game.

We’ve also seen the diversification of programming generally. From the old days of fitness cycling to generic music, we now have everything from on-the-beat choreography to performance classes and everything in between. There’s something for everyone.

I’ve mentioned technology already, but its impact goes far beyond data. From spectacular AV to wraparound screens, the rise of immersive experiences has been transformational for our sector. I remember the first time I tried Les Mills’ THE TRIP. I had goosebumps. 

It was a privilege to supply BODY BIKES for the global roadshow that introduced THE TRIP to the world. In fact, I’d highlight our strong, long-standing relationship with Les Mills as one of the highlights of my time at BODY BIKE.

What’s the future of indoor cycling?

Right now, indoor cycling isn’t as hot as it has previously been: reformer pilates is the big trend at the moment. I firmly believe indoor cycling is here to stay, though. It’s arguably unique in the way it caters for all ages and abilities in one class, and it has and will continue to stand the test of time – provided it evolves in line with consumer expectations.

In many cases, operators cutting back on indoor cycling – quoting reduced member interest – are in this position because they haven’t invested in creating experiences. It’s understandable, so I’m not criticising: the last few years have been incredibly hard for everyone. But now, as investment budgets finally return, it’s time to upgrade spaces, equipment, technology and most of all instructors. My simple advice: hire the people who will fill the room.

“In many cases, operators cutting back on indoor cycling – quoting reduced member interest – haven’t invested in creating experiences”

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Psycle launched in 2014 with an ambition to get people hooked on the transformative power of movement. There are no metrics, no scoreboards, no focus on weight loss or calorie count. Just encouragement to come to class, move your body, get lost in the music and free your mind. It’s all about how our classes make you feel.

Our fundamental belief: that the state of people’s health has a direct influence on how they feel, that how they feel determines the attitude and energy they bring to their lives – and that within this pathway to happiness, exercise and movement have a big part to play. 

It’s a judgement-free approach that’s won Psycle a loyal customer base over the last 10 years. 

“Obviously ‘Psycle’ immediately says ‘cycling’, but we don’t want to rebrand. We’re proud of what we stand for.”

How does this approach translate to your cycling classes?

Our programming has always been about putting aside inhibitions and losing yourself to the movement and the music. You will be challenged physically, but you’ll be immersed in the shared rhythm of the class, focused on gratitude for your body and your life, and the endorphins will flow.

We also embed a consciously meditative moment around three-quarters of the way through class. Coming straight after a high-exertion track, riders are in exactly the right frame of mind to switch off mentally and zone in to the rhythm of the music and/or the instructor’s voice.

And in fact, the ‘psy’ element starts even before class, with our instructors spending up to five minutes welcoming people, dismissing preconceptions and sharing the Psycle ethos.

“We’re looking to open a couple of single-discipline locations where we already have Psycle communities.”

When we launched, our mind-music-movement connection was a real USP. It’s less so now as more operators embrace this thinking, but I believe we still bring it to another level through our relentless focus, with regular check-ins and instructor workshops ensuring it’s embedded in every class. 

The result is an uplifting, high-energy, addictive product that’s also low-impact, lending itself to high frequency. When you combine that with the community we’ve created and the ability to get everything in one place, I’m confident ours is a product with longevity.

Everything in one place – how so?

Psycle started out as an indoor cycling brand, but in 2017 – the year I joined the company – it added three additional concepts to its roster: strength (HIIT), barre and yoga. In 2018, we also launched memberships and a benefits package to encourage people to commit and take part in more than one concept.

Ride remains our north star, available in all five Psycle locations and enjoyed by 85 per cent of our customers. However, we recognise that there’s no one perfect workout, and that a rounded approach to training is critical to a healthy body and mind. 

“Pre-COVID, there were too many operators charging premium prices for average products. There is no space for that now.”

Where we have bigger spaces, we’ve therefore introduced additional studios and rolled out concepts that match the demographics of the local market. Of course, this also allows the business to maximise its commercial potential by utilising all available space.

Sadly, demand for yoga was impacted significantly by the pandemic, exacerbated by an ongoing abundance of content available for free online. We do still offer 1.5 days of yoga each week, but have also introduced a fifth concept – reformer pilates – in response to community demand. Since COVID, we’ve realised we need to be in-tune with customer wishes in a way boutiques didn’t really have to be in the pre-COVID boom years.

Can you credibly diversify with the name ‘Psycle’?

Obviously ‘Psycle’ immediately says ‘cycling’, but we don’t want to rebrand. We’re proud of what we stand for. If anything, with mental health an increasingly hot topic, we want to go further in telling our story and explaining our ethos.

But we do now have five different products, so we are considering a reorganisation of the words we use. Rather than sitting five programmes – Ride, Reformer, Barre, HIIT and Yoga – under the Psycle banner, we may shift to ‘Reformer by Psycle’, ‘Barre by Psycle’ and so on. In this way, we take our brand credibility with us, but with more clarity around our expanded roster of classes.

What’s next for Psycle?

We’ve experienced good momentum since COVID, with consistent profitability, which is pleasing. 

Customer experience is now high on our agenda. We’re looking to upgrade our communal spaces to make people feel more luxuriously welcome, creating environments that nurture our community. We’re also exploring benefits and partnerships to further enhance the customer journey and encourage even longer-lasting relationships.

Meanwhile, we’re looking at opportunities to open a couple of single-discipline locations where we already have Psycle communities – where there’s scope to complement our existing offerings for an already-engaged audience. These will not be focused on indoor cycling, as we’ll be opening them in areas where we already offer Ride.

In the future though, even in new locations, we may launch multi-concept studios without indoor cycling. With the cost and complexity of creating a Ride studio – we’re talking over £1m – there are only limited locations in and around Greater London where it’s really viable. Running costs also mean we need 1,000+ bodies on bikes each week just to break even.

“Consolidation under one brand is the way to achieve scale… We’re looking to invest in businesses with ready-made communities.”

Add to that the fact we burned so much money during COVID, and the lack of access to capital right now, and we need to be flexible in how we scale.

What are your plans to scale?

We’ve identified three sites in London that could support multi-studio locations with Ride, and another eight to 10 that could support non-Ride studios –that is, offering site-specific combinations of our four other concepts. After that, we’ll start to look at the white space beyond London, in big cities across the UK.

Looking ahead five years, I’d also like to be in key cities in Europe and Asia, ideally with a local partner but still in control of the brand and the product.

But all of this will only happen if we reach the sort of scale in London that unlocks access to capital; 10+ clubs is the point at which we believe private equity will be interested. 

I believe consolidation under one brand is the way to achieve that scale.

A large number of small operators are running on survival right now, unable to invest in their people or consistently deliver a good enough product. They simply aren’t long-term viable, and in this challenging market, there are few options to turn that around.

This is how we’re looking to scale Psycle, without being aggressive or underhand. We’re looking to invest in businesses with ready-made communities, where the current owners don’t have the funds they need to uplift the product, regain price appreciation and become long-term viable. We’ll invest, become owner and majority stakeholder, put Psycle above the door, bring in our programming and infrastructure, and offer earn-out opportunities.

“We don’t see ClassPass as a discounting tool. In fact, it’s where we drive our highest yield.”

How is the London boutique market post-COVID?

This is a hard business. Many people perceive boutiques to be highly cash-generative, but costs are high if you want the best staff, the best facilities, and to offer great instructor training and development (see ‘A best in class team’, below). You must be committed to a relentless pursuit of class excellence – and even then, there’s no guarantee of success. 

In fact, it’s even harder now than pre-COVID, with ever-increasing rents, rates and service charges alongside consumer behaviours that have fundamentally changed. It’s super-positive for Psycle that the majority of the people who used to train with us still do, but they’re coming 40 per cent less often due to changing working patterns and the ongoing impact of working from home. 

The cost of living crisis is another factor. We’ve seen customers move to lower-frequency products and have introduced a new lower-frequency membership tier to allow for this. We’ve also introduced an under-27s membership, targeting younger customers on lower incomes who used to come more often than they do now. 

“Many smaller operators are leaning on deep discounting to drive footfall at any cost. It’s devaluing what boutique stands for.”

But product quality must still be consistently high. Pre-COVID, I would argue that there were too many operators charging premium prices for average products. There is no space for that now. 

The problem is, as market conditions bite and the number of boutique operators continues to contract, things are going the other way. The sector is now dominated by a handful of multi-site brands alongside ClassPass-led, one-stop shops that are driving prices to the floor. They’re devaluing the product to the point that audiences are unsure what ‘boutique’ really means. 

Doesn’t Psycle use ClassPass?

Since COVID, yes, and actually we really like it: it helps us fill spots that would otherwise not be filled. We allocate the inventory we want, manipulating demand and supply to add footfall across all studios and times.

We don’t see ClassPass as a discounting tool, though. In fact, it’s where we drive our highest yield. 

The cheapest way to enjoy Psycle is always through our own credit packs and memberships, meaning direct-to-Psycle customers continue to make up the majority of our attendance. What ClassPass does is unlock an audience we might traditionally have missed – people who enjoy the flexibility of picking and choosing from a variety of studios and concepts. 

The point is, the discounting issue isn’t because of ClassPass. It’s because of the prevailing mindset in the market. Many smaller operators are now very short-termist, leaning on deep discounting to drive footfall at any cost. It’s devaluing what boutique stands for, and it’s only getting worse.

Boutique is about beautiful spaces, great service, best-in-class instructors and delivering consistently high-quality classes – but it gets increasingly hard to deliver that when there’s so much discounting going on. The sooner we stop the downward price spiral, the sooner we’ll all feel we’re building sustainable businesses.

The post David Watt appeared first on Ride High Magazine.

RB: As a university student, I lacked a real sense of purpose in life and decided to run for student president. I never expected to win, but I did, and as part of the duties I attended a seminar where Fatima was guest speaker. Her words were captivating. There and then, I said to myself: ‘One day, I’m going to work with Fatima.’ From that moment on, I followed her – I pretty much stalked her! – and my determination paid off. Within a year, we were working together.

FB: She was very persistent, coming to the gym and the classes I was teaching. This was in 2012, when women weren’t really allowed to go to gyms and there were no proper female gym permits. There was just an underground scene, with people running women’s gyms in learning centres, computer centres and so on. They’d operate under the banner of ‘beauty’, which there were permits for, and I’d teach classes.

“In 2012, there was just an underground scene, with people running women’s gyms in learning centres, computer centres and so on”

When I met Rasha, I’d just started my Tima Love Life apparel brand and Rasha was offering to help for free. She was soon helping with sales and design, then became full-time brand manager. She’s now CEO of our fitness studio brand, Studio55.

Tell us more about Tima.

FB: I have to rewind to explain how it came about. I had become very vocal about the situation in Saudi Arabia. I used Twitter as my platform, talking about how important fitness was for women – how it helped them feel better about themselves and how vital it was to addressing obesity levels, which were far higher among women than men. Women simply didn’t have the freedom to move outdoors in the way men did.

I knew all this from my own journey. When I first discovered Spinning, I was obese. I went to a facility where Spinning was the only option and managed just 10 minutes. It was too hard and honestly, I found the concept of cycling a bike that went nowhere a bit crazy.

However, I soon realised it was a mental challenge I needed to overcome, and that if I overcame it, I would overcome it in all other parts of my life too. Spinning gave me that epiphany. It wasn’t about weight loss any more. It was about understanding myself and how to stay consistent – pedal stroke after pedal stroke – and it taught me so much about how to overcome personal challenges. I fell in love with it and wanted everyone else to experience it too.

So, I really championed fitness for women, but what surprised me was the negative feedback I got from other women. I’m not fully Saudi – my mother is Tibetan – and I was educated overseas, and I was accused of trying to corrupt young Saudi girls with my ideas. The whole system was so deeply engrained… even my family asked me to tone it down.

“We built a case to get legislation approved for women’s gyms. I expected ‘we’ll discuss it’ but straight away it was a ‘yes’”

I was ready to give up, so my friends came round to cheer me up. They were talking about cheering me on wearing Tima T-shirts – Tima is what my mother calls me, an abbreviation of Fatima. And at the mention of T-shirts, something clicked. If there’s one thing Saudi women love, it’s clothing and fashion, but at the time there was nothing in the sports apparel market that really fitted their bodies, which weren’t as active then.

I realised this was my way to connect with and speak to women. I’d just done a Piloxing course and the amazing female founder introduced me to her apparel lady in Brazil, who connected me with another lady whose factory taught women from broken homes to tailor. I always find businesses run by women have more of a mission behind them! I knew I’d found my supplier, and we launched our first apparel line in 2013.

What happened next?

FB: Rasha was managing Tima and I had a full-time job, doing everything else on the side. And then suddenly all the underground gyms were closed down.

I was approached by the Young Saudi Business Women of Eastern Province Association to reach out to the Minister of Sports. We set about building a case to get legislation approved for women’s gyms and fitness facilities. We presented him with the facts and the numbers and showed there was a market – and, indeed, a real need – for it, and he said ‘yes, do it’.

I had expected the response to be more along the lines of ‘we’ll discuss it’, but straight away it was a ‘yes’. I asked him why, and why it hadn’t been done sooner – why licences had been granted for men’s gyms, but not women’s – and he told me: ‘Because nobody asked.’

So then it was over to me. He gave me a licence to make a start while government figured out the full legislation. I came back to Rasha and said: ‘OK, I think we have to do this now.’ So I quit my full-time job and we began to work on our studio concept.

And you launched Studio55…

FB: We launched our first studio, Studio55, in the city of Al Khobar in 2015. Although we had our licence from the Minister, the municipality still wanted to challenge us, so we opened in a hotel that had a licence for a female gym.

RB: The space was tiny, just under 200sq m, into which we fitted two studios – one for yoga and strength and one for Spinning. It was challenging, but it was packed full of energy. Studio55 became a place to connect with other women of all ages, share ideas, learn about fitness, take part in outings and hikes, retreats and charity events. It became a safe place for women to share and bond and grow, and even become instructors themselves.

“I asked why it hadn’t been done sooner – why licences had been granted for men’s gyms, but not women’s – and he told me: ‘Because nobody asked’.”

FB: We were adamant that we would have home-grown instructors, taking our team overseas and bringing in international trainers for education every year.

RB: Back then, it wasn’t the norm to have female Saudi instructors. At the beginning, one of our instructors didn’t even want anyone outside the studio to know she was doing it. She felt it was somehow shameful, a profession for expats, not Saudis. Now everyone is doing it. I feel as though we created a new movement.

“Studio55 became a hub of what indoor cycling had enabled in me: self-realisation and the chance for women to understand their own potential”

FB: Traditionally, women have followed the set path of high school, graduation, nice safe job, marriage, children. Today, that doesn’t have to be the case. Women can take a stand and follow their passion. Rasha is a perfect example, as is one of our instructors who became a professional boxer – and whose father now finally supports her decision.

Studio55 became a hub of what indoor cycling had enabled in me: self-realisation and the chance for women to understand their own potential. In Saudi culture, women have clearly defined roles in the family: daughter, sister, mother, aunt. Taking an hour for themselves is so empowering. The whole studio… it’s brought about a positive snowball effect of empowerment.

Is cycling a big part of Studio55?

FB: It’s the core of what we do, what we stand for and why people come to us and are referred to us. We deliver it in a very different, very thoughtful way and people get hooked on it as an experience they can’t get anywhere else.

RB: All our classes are delivered at a very emotional level. There are physical benefits, of course, but our USP is the emotional layer – the way we feed the soul. Ride55 brings the outdoors indoors, although our approach is as much meditative and mental as it is physical. Rhythm55 is faster and more choreographed, pushing your heart rate up.

We do offer other classes, as well as personal training and EMS. We have Fusion55 classes, which combine Spinning with off-the-bike exercise. We have Fitness55, under which sit classes such as functional training, strength, yoga, stretching and so on. All have our unique Studio55 style, whereby a member can get the same experience in any of our studios. But indoor cycling is why people first come to us.

FB: I have to give thanks to Barbara Chancey, who I met at a conference many years ago. She helped us create an experience that’s unlike anything else in Saudi, although we’re happy to share what we now know. Barbara understood what would work for us and helped us formulate our customer experience from pre-entry to exit. She introduced us to suppliers, to other studio owners around the world, to a booking system so members can book a specific bike and it’s set up for them before they arrive. She’s our go-to.

What’s happened since you launched?

FB: From 2015 to 2017 it was still a struggle, because even though we had a licence, the municipality wanted to close us down. Then in 2017, Princess Reema bint Bandar Al Saud – now Saudi ambassador to the US – was brought in to the Ministry of Sport to set up a female division. She began scouting for other women who could help, and approached us.

It was challenging. I remember going to one meeting with the Ministry of Education about mandating PE in girls’ schools, and the argument put back to us was a concern that girls would have to wear pants. I couldn’t believe what I was hearing. But the Princess is an incredible woman and we learned so much about how to speak to those who really didn’t understand why women should be allowed to exercise.

By 2019, our Crown Prince Mohammed bin Salman Al Saud had made some really big changes, including removing people from ministerial roles who weren’t aligned with his Vision 2030 [a Saudi government programme that aims to create a vibrant and more diverse society economically, socially and culturally].

In the space of a few years, we moved from ‘girls shouldn’t wear pants’ to ‘girls should compete in the Olympics’. Women are now doing executive programmes and leading businesses. It’s impressive to see how rapidly and dramatically Saudi Arabia has changed in such a short period.

RB: From a Studio55 perspective, in early 2020 we relocated to a larger site in Al Khobar, finally with a legitimate licence. We were due to have our grand opening on 8 March. Then COVID hit and we were forced to close on 1 March.

We acted quickly. Our members had already told us Studio55 was like a home for them – a place they couldn’t imagine their lives without – so we went online that same day and sent bikes to our members’ homes. And of course, going online also meant we reached women across the country. We had messages from women in small villages telling us they could feel our energy through the screen and loved what we were doing.

And now?

FB: We had opened a second studio in Jeddah before COVID, but that’s now closed. We had to cut our losses during the pandemic. However, we still have our studio in Al Khobar and are opening in Riyadh by the end of 2023. In this new location, we’re also looking to experiment further with our fusion formats, formalising a class structure that brings together strength and CV in an interesting way.

“Maybe one day we’ll expand beyond Saudi. It feels like other countries might also benefit from what we do: female empowerment for women everywhere”

Next, we’ll look to grow into tier two cities. We’re looking at the city of Qassim, for example, which was once the most conservative in Saudi. I’m blown away by how open and innovative it is now, but women there still don’t have anything like Studio55 yet.

RB: There’s a huge opportunity to connect with these women, creating communities that empower them in the same way we already have elsewhere. And this is such a new thing in Saudi – it’s only been possible for a few years – that there’s so much room to grow.

FB: The ball really is in our court now, and we have to play it – us, and the generations that follow. Ours is the generation that took the bullets. The younger generation now need to keep showing up.

And maybe one day we’ll expand beyond Saudi. Whenever international trainers experience Studio55, they tell us they’d love something like it in their countries – the UK, Australia, the US. In Saudi, our hand is forced: we have to be women-only. But it feels like other countries might also benefit from what we do: female empowerment for women everywhere. 

The post The Saudi game changers appeared first on Ride High Magazine.

I’m from Germany, but I’ve moved around quite a lot: school in England and university in London, time spent working for a consultancy firm in Sydney and so on. Each new city I moved to, I’d find a place to work out. I always saw that as my opportunity to meet people – much easier than trying to make connections in the workplace.

There weren’t really boutique fitness studios back then, but there was already a trend – especially in Sydney – towards a more personalised set-up, with small hot yoga studios, PT spaces and so on. Here, you were part of a community: a name, not a number. When I returned to Germany in my early 30s, I really missed having somewhere like that.

“The body needs to do complementary workouts to feel good: yoga, strength training and so on. You can’t just do cardio”

I was still working in consulting then, but in 2015 I went to the Burning Man festival and everything changed. I found my love for cycling and music.

Stopping in Los Angeles on the way out, I tried SoulCycle for the first time and was really excited by it. And then Burning Man… it’s such a huge area that you cycle everywhere. Everybody picks up an old bike and dresses it in ribbons and lights – it gets dark in the desert at night! – and you’re cycling around constantly listening to music, because there’s music everywhere, with different DJs all over the place. You’re never without music. And you’re always cycling.

Experiencing this, having already experienced SoulCycle in LA, I started to ask myself why this wasn’t a thing yet in Europe. Why were our cycling experiences all in brightly lit rooms, in big box clubs, with music as mere background noise?

In the space of a week, I realised this was what was missing in Europe, and that it was my calling to bring it back to Germany. The whole idea of founding BECYCLE pretty much happened at Burning Man.

How did you get it off the ground?

When I came up with the idea, I was introduced to another lady – Viola Huetten – who had been thinking along similar lines. Also German, she was living in New York, and together we set about trying to find investors who wanted to help us build this business in Germany. With no financial crisis or pandemic at the time, there was a lot of appetite to bring successful American businesses to Germany: it wasn’t hard to tell the story or get funding through Viola’s New York network.

“It wasn’t hard to get funding. The challenge was finding a suitable space in Berlin. People didn’t take us or our concept seriously.”

What was more challenging was finding a suitable space in Berlin for our first club. The owners of the buildings we looked at didn’t take us or our concept seriously. They saw two women in their mid-30s and the track record of fitness businesses – which the banks had never seen as a great bet – and they laughed at us.

Finally we found a building in Berlin Mitte, a really good neighbourhood right in the centre of Berlin. The owner still laughed a bit, but he wanted to see if we could make it happen. We had to do everything from scratch, funding the whole renovation and fit-out ourselves, but we knew location was everything and we were prepared to do it.

When did you open?

We finally opened our first BECYCLE in 2016: a 550sq m club with a much bigger concept than originally intended. We’d planned to create a cycling studio, but we ended up creating a place where people came together, with a café and huge community area, kids’ activities, a cycling studio and a second room for yoga, barre, HIIT and now also mat pilates.

My background obviously isn’t in fitness, but I just had a gut instinct that people wouldn’t want to cycle four or five times a week. The body needs to do complementary workouts to feel good: yoga, strength training and so on. You can’t just do cardio. So I pushed to get the broader concept through and we managed to persuade the investors, and in the end it’s what’s seen us through the pandemic. People’s mindset changed during that time and we now have a lot of customers who don’t even cycle at all, so it’s been really positive to have a more holistic offering.

And we encourage people to do a bit of everything: I know my best week is one where I work out four times and can do all the different modalities. Not everybody does that, of course, but the different classes really do complement each other. For example, we introduced mat pilates to meet post-pandemic demand and now people tell us the breathwork they’ve learned is helping them perform better in our cycling classes too.

What’s your style of cycling?

There’s nobody else in Berlin doing our style of cycling, which is performance-based like they used to do at Flywheel; we actually had one of the Flywheel master trainers come over to help develop our programming. We use metrics from the bike, riding to RPMs and watts, and we use leaderboards. It’s very much about improving your performance, not just having fun and dancing on the bike.

“Successfully expanding a business like this is hard. It’s a passion project and highly dependent on the people running it.”

It actually really intrigues me that most other studios in Berlin have gone down the party-on-a-bike route. I never would have thought Germans would be so open to workouts so rooted in pure fun rather than science, but they seem to be doing quite well.

And it’s great for us, because at the moment what we offer is unique. So while in most of our disciplines we simply ask our freelance instructors not to teach at other clubs in a 2–3km radius, we ask our cycling instructors not to teach our style elsewhere at all.

Our standard Ride class is 45 minutes, but we also have a 60-minute Ride+ class, while our 30-minute Ride Xpress is often combined with 15 minutes of strength for a full-body workout. We want the experience to feel personal and truly boutique, so our classes are quite small: for Ride, it’s 30 bikes; for yoga and barre it’s just 18 participants.

What are your clubs like?

We now have three clubs – two in Berlin and one in Düsseldorf – and they’re all third spaces where people come together, work and work out. They’re like mini Soho Houses, with lots of space to linger and connect.

We frontload our investment, working with the same architect across all our clubs to create distinct but equally beautiful spaces across our various locations: wonderful designs and special features, premium materials and so on. In fact, our club in Berlin Mitte won an architectural award.

We also have a specialist lighting designer who’s known for the projects he’s done for a famous Berlin nightclub. We’ve worked with him on our Ride studios, creating ceilings where the lights pulse and chase overhead, spurring you on in your workouts with different colours and intensities and speeds.

The boutique market isn’t very developed in our markets yet, so for now our high design spec is a USP for us. We believe it’s worth the investment, because it means we don’t have to do much marketing. Our customers do it for us, taking photos of our clubs and sharing them on social media.

Club #2 opened mid-pandemic…

It took a while to become well-known in Berlin, reaching occupancy levels that meant our first club was working financially. Our breakthrough year was 2018, with 2019 the best year we’ve had. So that was the year I started thinking about expanding the business.

My sister-in-law, who lives in Düsseldorf, was a huge fan of our concept and asked me to dinner to propose that she set up a BECYCLE club there. I was delighted, because successfully expanding a business like this is hard. It’s a passion project and highly dependent on the people running it: it’s not something you can easily franchise. You need the personal connection of an owner who also runs the business and is there every day.

“I see more opportunities in Berlin: we’re in the east and haven’t yet tapped the many opportunities in the west.”

We found a space in Düsseldorf and created a beautiful club. It’s bigger than the first – we were doing well and wanted to expand – with four studios to offer Ride (cycling), Reformer (reformer pilates), Refine (barre, mat pilates, HIIT and yoga) and personal training.

And then along came the pandemic. In the end, the club opened in July 2020 – after the first, shorter phase of lockdown – so it had a really tough start. The government was great with all the support it provided during lockdown, but as soon as things opened up again, that support stopped. Yet people were still hesitant to come to class. So that was actually the toughest time: 2021, when we’d fully re-opened, and into 2022.

In fact, I can only safely say that we bounced back in January this year – 2023. And even now it’s not easy. We’re definitely still not where we were before COVID.

Tell us about club #3.

Club number three is back in Berlin, in an area of the city called Kreuzberg, but this time it operates under the BEYOND brand as there’s no cycling at this club at all – just reformer pilates, barre, HIIT and yoga.

I’ve become very interested in the reformer pilates trend and how it’s moving in a group fitness direction, set to music and at times featuring some more cardio-focused movements, but still staying true to pilates. And it’s going really well for us, to the point that we’ll probably make reformer pilates our primary focus now, at least in cities where we already have a club that offers cycling; new cities will still have cycling in the mix.

Because creating cycling studios is very expensive: you need to build soundproofed rooms, ideally with theatre-style tiers, and install lots of specialist lighting. There are no such specifications for reformers: you can build multi-purpose rooms and put whatever you want in there.

I also really like the fact that reformer pilates appeals as you age. The way we do cycling, with loud music in a dark box… when you get to 50 or 60 or 70, that isn’t necessarily what you want. Given our members in Berlin are typically aged between 30 and 50 already, and only slightly younger in Düsseldorf, we do have to think about that.

The next challenge will be to find older instructors: at the moment, they’re pretty much all in their 20s and 30s. I find that a shame: I’m inspired by older people who are fit and looking after their health, but older instructors are very hard to find. I don’t actually think there are any in Berlin!

What are your growth plans?

We’ll grow further in Berlin, where we should have taken a cluster approach from the outset. With the market not yet saturated, people are still willing to travel for the experiences they want, and by creating different offerings across our two clubs, they’ve cannibalised each other a bit.

But I do see more opportunities in Berlin, which remains quite a divided city in many ways: we’re in the east and haven’t yet tapped the many opportunities in the west. In fact, there’s another location we’re in discussions on at the moment, which if it goes ahead I hope to open in September.

And I definitely think there’s space for a couple more clubs in Berlin, but this time we’ll cluster. For example, we already have our club in Berlin Mitte, but there’s no reformer pilates there at the moment, so that’s an opportunity.

“The secret is continuing to have fun. We all need to do something we really enjoy, because life is very short.”

I’m also not fixed on any specific modalities: I’m always open to exploring what else is out there, adapting to new trends and interests, and I think we’ll always have at least two rooms to offer a variety of experiences.

Meanwhile, we’re doing well in Düsseldorf. The club is growing every month and it’s a good, affluent city to be in. I’m pleased to be there. But it’s also a smaller city than Berlin, so we’ll stick with one big club and potentially look at other smaller studios in the future.

At some point we might also consider southern Germany, and because my husband and I love Lisbon, potentially Portugal if we can find the right partner: someone who’s willing to invest themselves and have skin in the game.

So there’s a lot we could do. But with life so uncertain at the moment – not only with the situation in Ukraine, but with rising costs too – we have to be a bit careful. Our costs are up 20 per cent, but we haven’t passed that stress on to our members.

What’s the secret of your success?

The secret, I believe, is continuing to have fun. My husband works in start-ups and it’s all about profits and planning exits, but that’s not what I want my life to be.

I think we all need to do something we really enjoy, because life is very short. This is my passion business. I do it because I personally love to take classes every day. I love coming into the studio. I enjoy connecting with customers when I take my turn on the front desk.

And that’s so important. If you lose the connection with your customers, you won’t know what’s going on and you won’t be able to keep improving your services.

My view: if you’re in this business and you don’t feel a passion, it’s probably time for you to be doing something else.

The post Gundula Cöllen-Sorger appeared first on Ride High Magazine.

We opened on 1 January 2023 in Austin, Texas, in a residential suburb called Bee Cave. The initial momentum came from my husband Ali, who’s very entrepreneurial: in spite of opening our own dental practice in 2018, and since extending it too, by 2021 he was already itching to open a new business.

He threw lots of ideas at me, but with the dental practice and having two young boys, I just didn’t have the bandwidth. That was, until he suggested opening a cycling studio.

I first got into indoor cycling in 2016, right after my dad died, and I feel like it truly brought me out of those dark times. I would cycle four, five times a week, then began to teach at a local gym. So when Ali suggested a cycling studio, all of a sudden my mindset changed. That was something I could get onboard with!

What was your vision?

We wanted to create something that was good for the community. I’d had a heartbreaking experience with the first studio I started at in 2016: as soon as I began to teach elsewhere, they banned me from cycling with them. When we decided to open our own studio, our first principle was reciprocity.

West Austin, including Bee Cave, is growing fast enough to support many different modalities of fitness. Even within cycling… CycleBar also opened here in January, for example, a few miles from our studio. And that’s fine: there’s plenty of opportunity and everyone has their own style. We don’t have to make ours a closed community; we encourage our instructors to ride and train elsewhere as well.

“Everyone is welcome, we ride as one, but it’s totally fine to be in the back row. We all started there!”

Design-wise, I love interior design and had visions of creating somewhere that wasn’t like a gym. I wanted to give CYCED a real boutique feel, and working with Barbara Chancey Design Group, we’ve created a luxurious colour scheme of navy and copper. It’s beautiful and homely at the same time.

We have a three-tiered studio with 36 bikes plus one adaptive bike. We have a great retail area where we sell our own CYCED merchandise, as well as NUX and Beach Riot. We have beautiful copper lockers, two bathrooms and a shower room with everything you need – a blow-dry bar and so on.

There’s also a social gathering space for before and after class, with Theraguns that you can use for free. We’ve done a few private rides since we’ve opened, allowing friends and family to experience the joy together, and we’ve hosted little happy hours in that space afterwards.

What’s your style of cycling?

We’re 100 per cent rhythm-based. We dance to the beat of the music and if you’ve never done it before, you keep coming back until you get the hang of it! We don’t offer beginner classes, but equally it’s OK not to be perfect. There are no metrics and no sense of competition at CYCED. If you can’t do the moves, that’s OK – just do what you’re comfortable with. Your body, your ride.

“No-one is better than anyone else. We train together, we ride together, we support each other.”

In fact, there’s a big slogan on one of our doors that says ‘Passion, not perfection’. I feel like that’s really the motto of CYCED. We genuinely couldn’t care less about perfection in class. We want you to grow with us and get better along the way, but as long as you’re doing something passionately, that’s all that matters. Our goal is to create a community where everyone is welcome, where we ride as one, but where it’s totally fine to be in the back row. We all started there!

Each instructor brings their own style and playlist but works within our BPM-based class structure. That always includes an arms track, a stretch track at the end and a climb where we turn the lights right down, the music is slow and it’s all about getting in touch with your feelings.

There’s no choreography in this climb. It’s a moment to reflect, to think about why you’re here and your journey to this point, and to have gratitude. We also remind participants that even on their darkest days, just as on their happiest days, we’ll be here: the CYCED family will always be there to lift them up, no matter what they’re going through. I’m not alone in crying fairly regularly during this track!

Tell us about your adaptive bike.

It wasn’t part of our original concept, but then a girl who used to ride with me at the other gym – a girl named Sarah – was diagnosed with ALS. She used to ride all the time, so her decline over the last couple of years has been very challenging: she’s in a wheelchair now.

Last year, she reached out to me to say how much she missed just being in the environment of the studio, and would we consider getting a recumbent bike so she could just sit in there and experience it. I really wanted to do that for her. She won’t be able to do the moves, of course. She may be able to roll her legs. But even if she can’t, she can wheel herself in and just experience the music, the sound, the passion in the room.

“It isn’t just about getting disabled people in to ride. It’s about truly giving back to those in need.”

We managed to find a recumbent bike with a small enough footprint to sit alongside our studio bikes: I didn’t want Sarah, or anyone else, to have to go into a separate area of the studio. Going back to our community principle, we want what we do to be for everyone, no matter your limitations.

And our whole studio is geared up for this; in Bee Cave, every business has to be fully compliant with American Disability Act regulations. Our showers are wheelchair-accessible, the doors are wide enough, the countertops low enough and so on. We want as many people as possible to find joy in the CYCED experience.

Sarah has had a challenging last few months, so she hasn’t been able to ride with us yet; we haven’t had anyone use that bike yet. But actually, it isn’t just about getting disabled people in to ride at CYCED. It’s more about truly giving back to those in need and helping people along the way, so we hope charity rides will be a big thing in our future.

We’ll do rides for ALS, of course, but also for other non-profits. At our dental practice, we have patients whose two daughters have cystic fibrosis. By the time this magazine comes out, we will have hosted our first charity ride on 1 May, with 100 per cent of the proceeds going to the Cystic Fibrosis Foundation.

I also make a point in class to encourage riders to find a moment of gratitude for their bodies. There are so many people who wish they could do the things we often take for granted, but aren’t able.

Tell us about your instructors.

There are five of us, including me, in our founding team. It’s all women at the moment, but we are auditioning for more instructors. That’s something we’ll do quarterly even if we don’t actively need anyone: if we want to be the best and if we want to grow, we never want to miss out on talent.

One really important thing at CYCED is that we’re a team. I’ve always been very clear with our instructors that no-one is better than anyone else. I don’t care if your numbers are better. We train together, we ride together, we support each other.

That comes across in class, too. We avoid using the word “I” and we’re very careful to ensure it isn’t all about the superstar instructor. It’s “we’re so glad you’re here” and “we’re going to do this together”. We are CYCED. Everything is “we”.

How is CYCED doing so far?

We’ve been open four months now (interview conducted 4 April 23) and we’re incredibly fortunate to be in a community that really supports local businesses. CYCED is already more successful than we could ever have dreamed.

Classes aren’t all full yet – although some are –but word is spreading and bringing new people in every day. That’s the important thing right now. Attendance across our 16 weekly classes is growing all the time through word-of-mouth and social media.

Obviously the dream is to fill every class, and we’ll keep evolving so the product never gets stale. It will always be cycling, though. And crucially, along the way, we’ll really take care of our clients. At CYCED, you’re more than just a number.

“The dream is to fill every class, but along the way, we’ll really take care of our clients. At CYCED, you’re more than just a number.”

The post CYCED appeared first on Ride High Magazine.

MK: Margarett and I both used to instruct at another studio, but we felt something was missing. We made the decision to leave and create our own welcoming, community-focused space.

We started out as an online platform during COVID, with really loyal followers from our previous club who followed us online and got their friends involved too. And then, as we were coming out of the pandemic, a member of our community told us about a space that was available to rent. 

And that was that. We opened Fuel Cycling in Monterey, California, on 12 August 2021. At the time we had 20 bikes in our studio – what we affectionately call The Tank – with a warehouse-meets-speakeasy vibe where we have everything you need, without the frills you don’t.

Honestly, I had never planned to own a studio. I’m a full-time teacher and that was all I ever intended to be. But we had a community who wanted to ride with their favourite instructors and we just felt we had to make it happen. 

I knew I couldn’t do it on my own, but together with Margarett, our fantastic manager Lindsey and our girl gang of amazing instructors – five of us from our old club – we did it. Crucially, we’ve also done it with the help of our community.

Can you elaborate?

MK: When we started, we didn’t have much. Neither did we have it all buttoned down from day one. We were warned that we’d never be able to compete against the big franchises and the corporate studios, but we had five amazing instructors, a great manager and a ready-made community who told us that whatever we did, they’d come. So, we trusted our instincts and we went for it. Our thinking was pretty much: “We have bikes, we have speakers, we have music and we have our community. We’ll be fine!” And where many corporate studios have closed over the past year, we’ve grown and grown.

For the first few weeks, the only décor we had was a sign that said ‘It feels good to be home’, but together with our community, we’ve slowly added things over time. We now have a plant wall to which our members have brought their own plants. One weekend, 10 of us got together to paint all the walls black. When we needed mirrors, we put out feelers to see who could help. We’ve tweaked little details as the months have gone by and we’ve done it together as a community.

We’re also next door to a CrossFit studio and we get great support from them. We operate independently, but we’re there to help each other.

One of my big learnings in creating Fuel Cycling has been knowing what my limits are and how to ask for help. Over the past year, we’ve made connections across our local community – far beyond our original group – as people have come forward to support and help us. 

“We didn’t start a cycle studio and then try to build a community. We’re a community that built a cycle studio”

How is your community so strong?

MG: As our manager Lindsey puts it, we didn’t start a cycle studio and then try to build a community. We’re a community that built a cycle studio.

We do nurture this, of course. We’re there at local events, competing in trivia competitions as Fuel, raising money and making donations to charity, doing beach clean-ups and so on. We also have our own social events, such as our popular Pumpkins & Pinot ride.

But the point is, we were a community before we were a studio and that shows. When new people come to Fuel, it isn’t only our team who welcome them as if into their own home. Our members do the same. They go over and talk to them as if they’ve known them for years and even help them set up. People spend time in our community and just want to be part of it.

Fuel Cycling is where friendships are born and it’s such an honour to be that space. Everyone is there for each other, to the point that members will schedule visits around celebrating milestone rides with their friends, for example, or to be there if someone is coming back for their first ride after an illness. They don’t work out just to work out. They work out to see their friends. If they can’t make the ride, they’ll come to the social afterwards. 

Our riders and our staff see Fuel Cycling as their studio, and rightly so. They were there when we started. They’ve grown with us and helped us when we needed help. They’ve come to class and they’ve introduced their friends. They drive our sense of community. 

Our rides are great, but it’s the people who really make us. 

What about community beyond the studio?

MK: We saw something really interesting coming out of the pandemic: lots of new local businesses being set up by people – and especially women – who had been inspired to finally do the thing they’d always dreamed of doing.

We spent a lot of time going out to meet them, walking the streets and visiting all the coffee houses, the farmers’ markets, the little artisan shops to see how we could help them. Now, every month, we showcase a local business on our social media and we have a Makers’ Market in our studio: a cabinet where local makers and merchants can showcase their products, from jewellery to home-made soap to CBD tinctures. 

It isn’t even about trying to get them to join our studio. It’s important to us that we’re part of our local community. 

“It’s challenging in The Tank, but also hugely encouraging. There aren’t many places I feel as strong as I do when I’m in that room”

Tell us about your programming.

MG: Fuel45 – our 45-minute cycling class – makes up most of our schedule. We used to do Fuel60 once a week, too, but our community wasn’t quite ready for 60 minutes back then; we may reintroduce it at some point if there’s demand for it.

Alongside this are regular special classes: everything from musical themes to our Cookie Exchange ride, where everyone bakes cookies and you all swap them so you go away with one of each. We do a bingo challenge too, where you tick a box each time you ride a different bike. It gets people out of their back row comfort zones and shows them they can do it.

All our classes are rhythm rides. The lights go down and it’s like dancing on a bike. We do make the rides challenging, but it’s all done in such a fun way that people get lost in the moment and don’t realise how hard they’re working. 

Our instructors get off the bike and dance around, they motivate you and remind you what you’re capable of; there’s no focus on what you can’t do. The riders cheer each other on, too. It’s challenging in The Tank, but also hugely encouraging. There aren’t many places I feel as strong as I do when I’m in that room.

MK: In terms of the programming itself, we’re fortunate to have five amazing instructors, all of whom were itching to get away from the whole corporate ‘this is the recipe’ approach. All our classes have to include a variety of rhythms, and must be adaptable to both newcomers and regulars, but other than that we leave it to our instructors to do what feels right for them.

That includes the playlist, which shouldn’t just be chosen for a good workout. It should also reflect the instructor and what’s going on with them that day. Say I feel like I need a mental boost. I’ll start with that and I’ll pick tunes and design my programme around it. 

For us, music isn’t just music. It’s a soundtrack that people should get something out of at an emotional level.

“We’ve had people tell us coming to Fuel is like going to church, because we say everything they need to hear!”

How do you train your instructors?

MG: It’s a collaborative and ongoing process. We know it’s in all our interests – and those of the studio – for everyone’s classes to be full, so we aren’t competitive with each other. We do each others’ classes as part of this; it’s fine for us all to have a different flavour, but we can still learn from each other. Nobody knows everything. 

New instructors also co-teach with established instructors until everyone feels they’re ready, and we all bring something – different skills and strengths – to help them in their training. 

MK: The way we connect with our members is also very inclusive: our team knows it’s always ‘we’, never ‘you’ or ‘I’. Everything we do, we do it together with our community. 

We also ask our instructors to open their hearts and their lives, because inevitably there will be people in class for whom it resonates: their experiences and feelings, hopes and fears. In fact, we’ve had people tell us coming to Fuel is like going to church, because we say everything they need to hear!

MG: Crucially, though, being in the saddle doesn’t make it The Margarett Show, and the same goes for all our team. A lot of studios showcase their instructors, but that can be intimidating for riders. At Fuel, it isn’t about what the instructor can do. It’s about making every class accessible, challenging everyone in the room to exactly the right level and doing what we do together.

Is being women-owned important?

MG: We didn’t intentionally set out to be a women-only team and we’re very open to employing male instructors. However, we are women-owned – and also minority-owned – and I think that matters for a lot of reasons. 

At the age of 45, I became a widow with five children. There was a real moment of doubt, of wondering how I would move forward. Could I do it? Was I strong enough? How would I provide for my children? Purely at a personal level, creating Fuel Cycling… it was so important for me to show my children that their mum was strong. That I could do it.

And then there’s Molly: a full-time teacher who was also studying for her special education credential at the exact same time we were launching Fuel. I think it’s so important for our community, and other women in particular, to see that.

Fuel is part of a wave of new, women-owned businesses that have come out of COVID and it’s been really humbling to be a part of that, working to see how we can lift each other up.

MK: The funny thing is, though, that we hadn’t really thought about all this when we set out to create Fuel Cycling. We did what we did because we felt we had to for our community, and my boyfriend really spurred me on to do it.

It was only afterwards, when people saw what we’d done and talked to us about it, that we realised what it meant to them, to the community, to women. So often, women are told ‘no’ – especially minority women. Fuel Cycling is proof that you don’t have to look a certain way to accomplish what you want. Certainly this year, International Women’s Day felt very different for me, when I was up there on the bike and using our studio to prove that dreams can become reality. 

“We haven’t done it the easy way. We’ve done it in a really meaningful way – a way that matters to us and our community”

How are people responding to you?

MK: I think post-COVID, people are very aware of who they’re supporting and where they’re spending their money. People come into our studio and they love the ride, but even more than that, they want us to be successful. They see the love our studio has been built on, and that we continue to pour into the community, and they want to support us.

MG: I think it’s also true that people see themselves represented at Fuel Cycling. Ours is a very diverse crowd: gender, colour of skin, ages, backgrounds. We have military wives. We have grandmothers. And although 70–80 per cent of our members are women, we have men. Intimidated at first by all the women, they quickly get hooked into the community and bring their friends too, so the number of male members is growing. 

We very much represent the community. Everybody has a seat at Fuel Cycling.

What are you most proud of?

MG: We’re a community that’s built a studio and the feedback is incredible. People say it’s like Cheers, because everyone knows your name! They say you walk in a stranger and leave a friend. Hearing things like that, it makes me really proud of what we’ve created.

We haven’t done it the easy way, either. We’ve done it in a really meaningful way – a way that matters to us and our community. I think that’s really important.

I’m also incredibly proud of the fact that, just 11 months after opening, we won Best Boutique Fitness Studio in the Best of Monterey 2022 awards. The names we were shortlisted alongside, I felt honoured even to be considered, but we won! It’s meant such a lot to our whole community.

MK: What I’m most proud of is seeing how lives have been changed by being part of our Fuel Cycling community. I always get really emotional when I see people celebrating a milestone, making friends, doing something they’ve never done before – standing up in the pedals during a ride, for example, or coming to class in new gym-wear and feeling great about themselves. I always wonder, would that have happened for them without Fuel Cycling? I’m just so proud of what we’ve all created together.

“A lot of studios showcase their instructors, but that can be intimidating for riders. At Fuel, it isn’t about what the instructor can do. It’s about what we can do together”

What are your plans moving forward?

MG: We may introduce a couple of new cycling concepts over the coming months. We’re fine-tuning what those might be, but ultimately it will be based on what our community is ready for.

MK: Beyond that, the sky’s the limit. We’ve already grown our membership to 70 and our studio to 35 bikes, but we’re just getting started.

We currently offer around 15 classes a week and could easily add more, as well as bringing in new instructors. That’s where we always look to spend our money – on top-quality staff – and we have plenty of space at our current site to grow.

Longer term, I have big dreams for Fuel Cycling. Five years from now, I’d love to be in larger premises where we have a second studio for complementary disciplines – yoga, stretching, barre and so on – as well as a juice bar. All our instructors are multi-disciplinary, so it’s just the extra studio space we’d need.

Would we ever open more locations? I don’t know – never say never. We could also go online again to make Fuel accessible to even more people. The most important thing, though, is that we built Fuel for this specific community. We will first build and grow here before we even consider going anywhere else.

The post Fuelled by community appeared first on Ride High Magazine.

As the loser, his challenge was to raise lots of money for cancer research, which he did along with his co-hosts of Knæk Cancer – a massive televised event in Denmark which raises money for cancer research every year, and which translates as ‘Crack Cancer’.

It gave me the idea for a much bigger 24-hour indoor cycling event, which would be part of Knæk Cancer each year. The first cycling4cancer event took place in 2014 and we’ve continued every year since then.

“The event is an overwhelmingly upbeat one, filled with positive vibes and happy memories of those we may have lost”

What’s the concept?

Cycling4cancer is a 24-hour indoor cycling event that finishes at 6.00pm on the Saturday of Knæk Cancer, while the TV coverage is ongoing. For 2022, that meant starting at 6.00pm on Friday 28 October and finishing at 6.00pm on 29 October.

It’s the ultimate corporate teamworking and networking event, with businesses paying for a bike – a minimum donation of DKK10,000 (around €1,350) that goes directly to Knæk Cancer – and asking their employees to ride it.

There are 24 sessions of 45–50 minutes each, with a short break in between while we change the instructor and DJ, and every bike must be ridden for the full 24 hours.

We’ve set DKK10,000 as the minimum donation because at this level, your company’s name comes up in the Knæk Cancer TV coverage. Some organisations donate more, though: in 2022 we had a bank pay DKK50,000 for one bike, while a plumbing firm took two bikes at DKK25,000 each. Other companies pay DKK10,000 but also donate DKK5–10 per kilometre cycled by their employees.

We do also have individuals who fund a bike themselves and put a team together to ride, often because they have a relative who’s sick or who they want to remember. These stories are very moving; I admit I find myself crying quite a lot throughout the 24 hours. However, the event is an overwhelmingly upbeat one, filled with positive vibes and happy memories of those we may have lost.

Finally, I have a couple of bikes where – if you really want to take part but can’t organise a team or afford a whole bike – you can ride for an hour for DKK500.

“Exercise and positivity keeps cancer at bay. I will do this again and again and again to keep raising money for cancer research”

Tell us about the 2022 event

It nearly didn’t happen, because my girlfriend was diagnosed with cancer in April and died in August. I honestly wasn’t sure I had the energy to do it. I also started to question the purpose of doing all this every year when my loved ones were still dying.

But then I reminded myself of my personal motto – that exercise and positivity keeps cancer at bay – and I decided this was no time for quitting. Cancer never sleeps, and I will do this again and again and again to keep raising money for cancer research.

And it was an incredible event, with 118 BODY BIKES provided by our sponsor Fitness Engros in action for the 24 hours. That’s 30 more than last year and there was a lot of love, happiness and sweat in the room!

People also brought family and friends to support them and enjoy the event: we had over 4,000 people in attendance.

We are hugely grateful to our 24 incredible instructors and our best-in-Denmark DJs who gave their time for free, and our sponsors who provided the bikes, the venue, the refreshments, the lighting and everything else we needed to put the event on. As always, the whole thing was done for free: not one bit of money passes through my hands.

What’s your role on the day?

I used to be one of the instructors, but I now host and push to get fundraising as high as possible. Between each session, I get up on stage and ask everyone in the saddle to post on their social media and LinkedIn accounts asking for sponsorship before they start, and to post again afterwards to say how far they cycled.

I then kick every session off – calling out “Knæk!” from the stage, to which all the participants shout back “Cancer!” – before leaving it to the instructor and DJ to crank it up.

All sponsorship goes direct to Knæk Cancer using a dedicated MobilePay code, so funds are allocated to our event and we know how much we’ve raised.

And how much did you raise?

I had hoped to raise DKK3m in 2022 (a little over €400,000), but with the economic crisis hitting hard, we didn’t quite reach that target: the figure we announced on the day was DKK2.1m.

Money is still coming in, though; we’ve already passed DKK2.4m and, once the final bits of sponsorship are counted, I expect to hit DKK2.5m. I’m pleased with that. Knæk Cancer lowered its overall 2022 forecasts by 30 per cent and ended up bringing in DKK117m on the day, down from DKK150m in 2021. Meanwhile, cycling4cancer will have raised DKK2.5m compared to DKK2.6m in 2021. In spite of all the pressures in the world at the moment, our event continues to have great momentum.

Once we’ve added 2022’s fundraising to the DKK8.3m we raised between 2014 and 2021, our running total will hit DKK10.8m.

What comes next for you?

We’ll keep raising the bar with cycling4cancer and we’ll keep fighting.

At the moment, I organise just one event each year, although we do sell ‘f*ck cancer’ merchandise throughout the year. I do this alongside a full-time job and it’s all-consuming: finishing at 6.00pm on the Saturday, by the Sunday morning I was already thinking about next year’s event!

However, I would like to grow to at least two events a year – one in the spring and one in October – as well as potentially organising some pop-up events too. I want to keep driving awareness of my motto and belief that exercise and positivity can keep cancer at bay.

I’d also love to make this a global event, finding local organisers who can partner with me to host simultaneous events around the world, with all funds going to cancer research in those countries. I’d love us all to stick up our middle fingers and say together: ‘F*ck cancer’.

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Formula Wellness & Spa is a large and beautiful club right in the heart of Odessa. It’s a very interesting building architecturally, as it was a theatre until it opened as a health club and spa in March 2006. It was also the first club of its kind in Odessa, with such a wide range of facilities all under one roof, spread over three floors and around 4,500sq m.

We have a 25m swimming pool, a gym and over 30 types of group exercise class, from HIIT to indoor cycling, dance to pilates, TRX to aqua classes. There are also dedicated yoga and CrossFit studios, two squash courts and a fitness café. Alongside this is a separate spa zone with a Turkish steamroom, Finnish sauna and a salt room, as well as spa treatments including medical treatments conducted by doctors.

“Indoor cycling isn’t a big thing yet in Ukraine, but it’s working well for us. Before the war, our cycling classes were waitlisted”

Our members typically live, work or go to school nearby and it’s a very family-orientated club: the average age of our members is around 45 years, as parents come with their children of various ages, many of whom go on to become adult members themselves. Membership, including access to all facilities, costs €1,000 a year.

How popular is indoor cycling?

Indoor cycling is fairly new at our club – we only introduced it about two years ago – but it’s my favourite group exercise class because the results are amazing. 

Indoor cycling isn’t a big thing yet in Ukraine and it’s quite unusual for clubs in Odessa to offer it; there are only one or two that do. Even in Kyiv, only a few clubs offer indoor cycling classes. 

It’s working really well for us, though. At first, our members were unsure about it: they worried it would be too hard a workout. But then a few people tried it and enjoyed it and the word spread. Before the war, it had got to the point that our cycling classes were waitlisted. We were really proud of that.

How has the war impacted your club?

The war has brought a lot of changes. When it started, we had to close our club for three months and stop all our activities. It was only at the beginning of June that we decided to slowly start back up again, with our swimming pool and spa centre only re-opening in October. We’re still offering less group exercise at the moment: around 25 per cent of our usual class schedule. 

In terms of our membership, before the war we had 1,500 members and we welcomed around 450 people a day. Now we have 1,000 members and maximum 200 visits a day. 

Of those 1,000 members, around 70 per cent were our members before the war. The other 30 per cent have either moved over from other local clubs – Odessa might be safer than other parts of the country, but it isn’t 100 per cent safe and many clubs are still closed – or else they’re people who have relocated to Odessa from hotspots of the war, moving to our city for its relative safety.

What we are seeing, though, is that people aren’t committing to annual memberships any more, or even six-month memberships. They’re buying a month, maybe three months at a time – sometimes even just two weeks. 

How close to the fighting are you?

Odessa hasn’t been one of the war’s main hotspots so far, but some of our members and team members have gone to the front to fight. It’s impossible to contact them or know where or how they are, but we’re incredibly proud of them and hope they will return safely so we can thank them for their bravery.

There have been times when the war has come very close, though. On 23 July, rockets attacked the sea port right in the centre of Odessa. It was like a horror film. There were fortunately no victims, but children were crying, people were running everywhere, our team members couldn’t remember what to do – where to take our members to ensure they were safe – even though we’d built a shelter on the ground floor of the club before we re-opened. It was the first time any of us had experienced anything like this and people panicked. It was an important lesson in embedding our safety procedures.

“People aren’t committing to annual memberships any more. They’re buying a month or three months at a time – sometimes just two weeks”

Now, I actually feel safer at work than I do at home – ours is a big, strong building with a shelter, which I don’t have at home – but as we speak, the last few days have still been horrible, as our city has been under constant drone attack.

Even now, I find it so hard to believe all this is really happening. I feel like I’m watching a movie, or else I wake up in the morning and feel like it must all have been a bad dream.

Why re-open Formula so soon?

Choosing to start things back up again was the hardest thing we’ve done, and we thought about it for a long time before we actually did it. We didn’t know how many of our members were left in Odessa, because when the war came, many of those who had a chance to move out of Ukraine did so. We also didn’t know how willing people would be to spend their money on fitness.

“No matter what happens now, I will stay here with my team. This is my country and I don’t want to be anywhere else.”

So, we didn’t know if we’d have enough money to pay our team’s salaries or our utility bills. Choosing to re-open could have been more damaging to our brand and our business than staying closed until things were more stable.

We also have a smaller team now as some people have moved away – as indeed I did for a while. I’m a single mother with two children and I was afraid, so initially I moved to Moldova to escape the war. However, I came back when we decided to re-open the club. No matter what happens now, I will stay here with my team. This is my country and I don’t want to be anywhere else.

And honestly, our team has been fantastic. The most positive thing to come out of all this was their response when we told them we were going to re-open. We asked who was ready to work and everyone who was still in Odessa said yes. 

Additionally, not one of them asked about salary. They just wanted to know the schedule and how they could help get Formula up and running again. They’ve been so dedicated and have worked so hard to make re-opening possible. Everyone tells me they’ve really missed having a routine, going to work and speaking to colleagues and members. People are working for the pleasure of feeling normal again.

Our members also tell us they’re so glad we’re open. People need to do something with their stress at the moment, and fitness and sport are the best possible things for this.

“Everyone tells me they’ve really missed having a routine. People are working for the pleasure of feeling normal again.”

Will the war change things forever?

I’ve been at Formula for 13 years now and I can confidently say our club won’t change as a result of the war. We’re confident the business will come back. People need to do familiar things. They need to deal with stress. Our members tell us they’ve missed their fitness and spa treatments. They’ve missed being able to look after themselves.

So for now, we’ll work to build the club back up again, getting memberships and revenues back to how they were before the war. And then, in the second half of 2023, we’ll look to do all the work we had planned for 2022.

Because we had big plans, including building a new reformer pilates studio and launching new spa treatments for face and body. That’s all on hold while the unbelievable horror of the war continues, but it is just a pause. We’ll get back to our plans in 2023.

What are your hopes for the future?

I always try to think positively, so I look forward to a future – just a couple of years from now – when all our cities have been rebuilt and restored to their former glory. I hope it will be a new era for our country, when Ukrainians return home and we welcome tourists and share our experiences with them.

In the meantime, I simply wish for a peaceful country where I don’t have to worry for my children every time they go to school. My hope and belief is that before the end of 2023, we will have peace.

Information correct at the time of publishing

The post Selling normality in Ukraine 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 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.