Sarah Morelli Director, Athleticum - Presenter Distributor, Spinning UK & Ireland
Sarah Morelli
I
ndoor cycling has never been a more exciting space, with the pandemic – and its stay-at-home rules – pushing growth to new heights via the virtual world. Many have purchased home bikes; instructors and operators have invested in new solutions to survive financially. Manufacturers have also got creative, with the expanded home Spin® solutions – now available through retailer Costco in the UK – a great example. Set against this backdrop of changed dynamics and changed member expectations, how will clubs and studio re-engage customers in-house? My answer to the question ‘will members return?’ is a bold ‘yes’ – but they will do so with expectations of increased flexibility. Operators must not to fall into the same old schedules they once offered. Demand for online will still be there, with a year of home fitness forging new hab-
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RIDE HIGH May 2021
DEMAND FOR ONLINE WILL STILL BE THERE. EVERY CLUB AND STUDIO NEEDS TO BE CAMERA, ACTION, READY! its in your members, so you need to be offering hybrid in-person/online membership options. Every club and studio now needs to be camera, action, ready! Clubs and studios also need a strong commitment to specificity of programming. That means a range of bespoke classes, designed with specific groups in mind, being made available both online and in-person. These are more easily targeted and delivered with low overheads online, but even in-club, operators must remember that one size does not fit all. Programming must be specific to the fitness needs of the members.
