Tag Archives: cycling studio marketing

Summer marketing for fitness and cycling studios……take a deep breath

 Summer Marketing?  Yikes….take a deep breath.

Whether you operate in the colder states of the Northeast, the Midwest and the West, or in the moderate climates of the South or the Far West…….the summer slows down.   Even in places where the summer heat is intolerable for outdoor work outs, the summer slows down.
Outdoor exercise and nicer weather is part of the reason, but more importantly the “rhythm” of people’s lives changes dramatically in the summer.  School is out which directly or indirectly affects a huge percentage of your customers, and of course it is a time where many people take time for special trips and vacations.  For most local business, and definitely for fitness businesses….the summer slows down.
|Can you change that?  No.  Remember that old saying about “Give me the strength to change the things I can….etc. etc. etc.?   It’s true!  Remember it this summer.  Can you take some steps to minimize the slow down?  Yes.   Here are five Spynergy Consulting strategies for dealing with summer.

  1. Target specialty niches.  Even though your core customers are fewer, there may be groups you don’t typically target during the year.  Students are an obvious one, what about seniors?  Teachers?  Tourists and visitiors?  Town employees?  Others?
  2. Good time for discounting.  Since your sellouts will be fewer, what about Groupon deals, or annual “sales” where you discount.  Make the offers limited time and for limited term (“40% off 10-class package, must be used by labor day”)
  3. Specialty classes. Heartrate training, outside ride themes, Tour de France, musical themes, anything to spice things up a bit.
  4. Customer events.  Informal outdoor “group ride” starting at your studio, or even a “thank you” beach party that you ride your bike to.
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  5. Most important….”take a deep breath”.   It’s OK to be slower.  Plan for it to be slower, don’t beat your head against the wall.  Use it as a time to spruce up, organize fall marketing, complete long-delayed projects, work on your playlists and take some time off yourself to re-charge your own engine!  C’mon…give yourself a break.

Each part of the country and the world  has it’s own rhythm…don’t fight it.  After 7 years operating in Boston, we know we have 6 months of “high season” (Nov thru April)  4 months of mid-season (Sept, Oct, May, June), and 2 months of “down season” (July and August).  We budget and plan for it being sure to optimize efforts when they will do the most good —- and “taking a deep breath” when our customers do too.

Spynergy Consulting provides marketing and operational consulting to fitness studio owners and mangers. Contact Bill to brainstorm: billpryor@comcast.net

The crucial importance of attracting multiple groups to your cycling studio

One of the beauties of a cycling studio is that Lance Armstrong and your grandmother could both sit through the same class (assuming each could tolerate the music), and if properly coached, each could receive awesome fitness benefit given their own fitness levels.  Isn’t that amazing?

For a startup cycling studio (or any cycling studio) to be a successful business, the available seats need to be filled.  Our experience over 7 years, is that no single constituency is enough…..we need them all.   Your marketing, AND your class offerings need to appeal to serious “suffer-loving”  cyclists — AND overweight weekend warriors, and everything in-between.  Don’t assume everyone has the same motivation.  Sure, the number one reason people attend spin and indoor cycling classes is to control weight, but here are other reasons we hear:

  • My cholesterol is high, I want to help control it
  • I am a runner, but want to cross-train to protect my knees
  • I just love the darkness and the mind/body elements
  • Indoor Cycling complements my other workouts
  • I meet interesting people at your studio
  • It’s the only workout I can enjoy with my spouse

Many of your potential customers are outdoor cyclists ….Many aren’t.
Many of your prospects are after weight loss….Many aren’t.
Many are young…..Many aren’t

It’s not easy targeting multiple communities of exercisers.  But is is possible.  Be sure you think about this aspect of your marketing and of the classes and environment you create.

There are a number of other posts on this blog addressing various aspects of opening a cycling or SPIN® studio.  For a free consultation/brainstorm, contact  Bill at 781-254-3677   billpryor@comcast.net