That’s why it’s so important to make it fun! Women are the driving force in this change, they’re starting to change what they define as a “fun night with the girls.” Our Friday night classes at 6pm are getting great attendance, so people are starting to change habits which is important for the industry. Our class costs less than a few hours at the pub and I’m not sure people recognise that. Our hardest part is taking people out of a pub after work, and putting them in the studio. They’re working out not just to stick to a resolution, but because they are part of something bigger than themselves and consistently motivated through the community. Through that change, people are coming back, not just doing their New Year resolutions, but throughout the year. Our instructors arrange their music like a DJ – naturally taking people up to an intense heart rate and then bringing it back down (aka HIIT). We actually changed our program last summer to focus less on actual cycling and more on the music. It’s also that feeling of being part of a community and included in something, which is people’s driving force to return. Let’s face it, we’re all time-poor, we want to get in, get out and know that we’ve worked as hard as we can, and know that we’re done for the day. That’s why group fitness is taking off in London – it’s fun and efficient. We might be using all these trendy buzzwords like HIIT, but BOOM Cycle is all about making people sweat and change their bodies in a fun and efficient manner. We’re doing HIIT (high intensity interval training) as opposed to road cycling training. I remember my parents doing spin classes when I was a kid in the 90s! In the capacity that BOOM Cycle does spin classes, it’s completely different from back in the day as there’s a set program. Why do you think group fitness, namely indoor cycling, has become so popular?Ĭoming from the States, group fitness has been trending for a long time. We treat every class and event as experiential marketing, ensuring everything is ‘on point’ from the second you walk in the door to the second you leave then continue the relationship through social media. When it comes to digital, I wouldn’t necessarily say our website has been a huge driving force behind our growth, because you can’t experience BOOM Cycle by looking at the website, you need to go to one of our classes or events. That’s what I like to call efficient marketing. So to partner with them to do events you spread your brand message to a receptive audience. The health and fitness industry is extremely complimentary and often times food brands will share the same market with us. We’ve created brand partnerships with companies like Urban Fruit and Rebel Kitchen (Coconut Mylk) to expand our audience into complimentary industries. Giving something away and doing something good at the same time sets a really good first impression for people. If someone wants to make money for a charity we ‘donate’ our studio and one of our instructors, which gets lots of new people through the door. When someone comes in I can say “Hey Amy, you’re back, what size shoes do you want? You’re on your normal bike, right? Cool.” They want to come down more because they’re a part of something bigger and they feel safe. We’ve also upped our social media in order to engage with our community in conversations rather than talk ‘at’ them.īy creating a community, you almost create a sense of accountability along with a relationship. The focus has been on creating a BOOM Cycle community by hosting lots of events – part of which has been done by partnering up with influencers and bloggers then co-hosting events to create mutually beneficial partnerships. We met with Christina to find out about the factors behind BOOM Cycle’s success. Christina has been instrumental in growing the business and creating a thriving online and offline community for BOOM Cycle. In 2013 they opened their Holborn site, and are looking to open further sites later this year. Their Shoreditch site was London’s first indoor cycling studio. Christina Albe is the Marketing Director of BOOM Cycle, “A high energy, bike-based, music focused fitness experience.” In 2011 American Model Hilary Gilbert partnered with Robert Rowland to set up BOOM Cycle.
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