Who’s your target customer? If your studio is like most…..there is not one correct answer and there are multiple groups that you can attract. One way to think about the two broad communities your studio will likely serve is as Fitness and Training oriented riders.®
Fitness riders are not outside cyclists, are not training for an event and are likely primarily concerned with conditioning and weight control. Training riders have a sport, race or event they are thinking about, it could be cycling but it could be something else.
Each of these types of clients can become dedicated loyal participants if you cater to their needs and construct an environment they like…..AND they can co-exist nicely. Our studio has 48 bikes and 30+ classes a week and I have seen it every day in my studio.
Four Tips For Attracting and Retaining ‘Fitness’ Riders
1) Provide useful articles and content regarding nutrition, weight control and how the cycling workout can be most effective
2) Provide free “intro” sessions so newcomers can learn properly. It is important to de-mystify cycling classes for many who think it may be too intense.
3) Be careful the environment is non-intimidating to all fitness levels. One of the reasons you will attract people who won’t walk into a large gym is because your place is friendlier and less intimidating.
4) Actively talk about and promote your appeal to beginners as well as to advanced cyclists and fitness levels.
Four Tips for Attracting and Retain ‘Training’ Riders
1) Find instructors that are outside riders or active athletes and speak the language
2) Educate yourself and your team on Heart rate, cadence, power and other metrics that help folks understand what they are accomplishing.
3) Create and note special classes on the schedule that promote
specific training objectives (endurance, intervals, etc.).
4) Provide informative articles and content about the latest in training methods and technology