Category Archives: social media

Cycling or SPIN® / fitness studio business planning and marketing

Spynergy Consulting projects are customized to your needs…….they are based on an assessment of your business and it’s current state. We can help you create a business plan and launch —- or we have a broad range of solutions to help you market, operate and grow.

  • Business plan development (we wrote one, we own it, it worked)
  • Start-up budget development (critical financial plan)
  • Year 1, 2 and 3 financial projections (for you, and for anyone who may want to invest)
  • Making your business more “findable” online
  • Membership and ride card models and pricing
  • Operations
  • Maintenance
  • Spin class marketing, indoor cycling class marketing
  • Studio space requirements
  • Instructor recruitment
  • Payroll issues
  • Web site template
  • Database model
  • Promotions and newsletters
  • Advertising and email marketing
  • Partnership marketing
  • Social media maketing
  • Ancillary revenue development (workshops, accessories, other group ex)

Health Club Marketing, Studio Marketing: it’s your Google rank, man….

More and more, marketing activities for health clubs need to center around one over-riding question:  will it make my business for “findable” by Google and the other search engines.  Sound simple?  It is.  Think about your own behavior.  If you all of a sudden decide you are in the market for a service in your area, what are you going to do?  Right after “ask a friend”, comes “start an online search”.  Sure, there are a few people who will still pick up the yellow pages, or look in the local paper —- but do you think the number of those people is growing?  Or dwindling?

When thinking about opening your cycling studio, or other fitness business…..a key concept is the idea of an “online footprint”.  That is the aggregate amount of content  that gives your business a presence on the web.  It includes not just your website (or websites), but any blogging or commenting you are doing, your Facebook page, Tweeting, Videos and all social media marketing you are doing to enhance your presence.  All of this adds up — and increases the odds of a prospective customer stumbling upon you during their online and searching activities.

For an example of what happened at one Indoor Cycling Studio – Spynergy Wellesley, take a look at this article.

Social Media for Marketing — users of facebook and social media are older than you think

Once your business is established — or even as you establish your business, you should be thinking about using social media to market.  There is quite a bit written about social media (Facebook, Blogging, Twitter, YouTube, etc.) as a social phenomena, but businesses are increasingly finding ways to use it successfully for marketing.  One thing that may surprise you is the age of social media participants!

What’s the demographic sweet spot for users of social networks? Not what you think. According to a study released by Pingdom, a web monitoring provider, 25% of users of social networking sites are between 35 and 44, and 57% of the users are older than 35!…….”

To read more check this post from Dan McCarthy, a leading thinker on social media as a marketing too.

Fitness studio website, energize it, optimize it.

Late last year, the websites for our studios underwant a radical transformation…….By switching over from a traditional static website — to a Blog, we dramatically energized our “google juice” (our search engine rank) and upgraded our online footprint.   While this was a radical change “behind the scenes”, we retained the established look and feel of our brand and for many customers, the change was invisible.

Today’s blog platforms like wordpress, blogspot, and squarespace are amazing tools for small businesses like our cycling studios.  In my opinion they are amazing for 2 primary reasons.  First, they are very easy to set up and manage — which alleviates the need to call an outside web expert once they get going….and second, they allow you to build a large archive of searchable content (blog posts).  This cranks up your google juice!  This biggest challenge is finding the time to keep cool content flowing into your blog… need a commitment.

If you would like to hear more about how Spynergy uses a blog platform to communicate the brand and find new customers—-cheap….contact me at

Using social media to market fitness studios

Are you using social media to help build your business?  Blogs, Facebook, Twitter and other social media are growing in usage every day by your customers.  Using these media for marketing is a relatively new concept, but the potential is enormous.  Social media is the “next layer” of Internet marketing.    First you get a website, then you “optimize” it with words so people can find it, then maybe you buy Google search words.  The next step is to ENGAGE people.  To get your customers and prospects to interact with you and with eachother!  This does several important things:

1)  Gets you into a fun and interesting dialog online with your community

2) Increases your “Google – rank” in relevant searches in your area

3) Increases traffic to your website

4) Increases word-of-mouth and referrals

At Spynergy, we have experimented with a variety of social media marketing programs and found some things that really work.  With a minimal amount of time (and money) you can get this kind of thing going.  If you have an anecdote you would like to share, please let us know.  If you would like to brainstorm around these ideas, feel free to call Bill at 781-254-3677.