Marketing your indoor cycling studio isn’t always easy. Plenty of fitness enthusiasts are perfectly content hitting the gym a few times a week, blissfully unaware of how fun and effective indoor cycling can be. Implementing a combination of time-tested and outside-the-box promotional strategies is the key to filling those empty bike seats, and these days a strong marketing campaign can be done in-house, even on a modest budget.
Revamp Your Website
Most of your marketing should direct potential clients to your website, so make sure it does your studio justice. If you’re not fully confident in your online presence, hire a professional to design a website that you’re proud to show off. Hire a photographer to take high-definition photos and videos for your website. People like to know what to expect before taking a fitness class, and your website is the perfect platform to highlight your offerings. Attach a blog to your website, and update it with relevant content regularly. Ideal topics include that day’s music playlists, top performers from each class, and tips for getting the most out of an indoor cycling session. A significant portion of online marketing is simply providing relevant, high-quality content to your readers. From there, increasing brand awareness and growing your classes come naturally.
Improve Your Class
You can’t effectively promote something that’s not inherently desirable in the first place. If your classes are good enough, people are likely to come back again and again, often bringing their friends. Take steps to make your indoor cycling sessions stand out from the competition. Pay attention to details such as decorations, lighting, and the music you play. You may want to branch out to niche audiences, too. For example, add electronic music and flashing party lights to one class, jazz and dim mood lighting to another, and pop hits and neutral lighting to yet another. Another great way to make your class more fun is to install a large high-definition television that plays video of moving landscapes from the cyclist’s perspective. This adds realism to the session, creating a fun atmosphere that your customers can look forward to experiencing.
The biggest challenge is often enticing people to come to that first class. From there, the results depend on their experience. Offering the first class free is a great way to reach new potential members, especially if you already have open seats. Full classes are more enjoyable for everyone, so why not allow free admission for first-timers? You can also incentivize your current members to tell their friends about your studio. For instance, you could offer a free class for every referral. You can also hire affiliate marketers to spread the word about your studio. They don’t get paid until you do, so it’s a risk-free way to bring in new faces.
Connect with Local Businesses
These days, many progressive companies offer wellness benefits to their employees. This makes sense, as happy and healthy employees are productive and profitable employees. Marketing to a large company can be much more financially rewarding than marketing to individuals. Call local corporations, and offer a discounted or free class for the employees. Bosses are usually thrilled to be able to offer their employees a bonus that doesn’t cost the company anything, and chances are high that you may gain at least a few new members. A strong online presence should be your first step. From there, you may need to lose a little bit of money in free classes and referral incentives to gain new members, but the long-term results are worth it, and full classes reflect positively on your studio. Stay motivated, and don’t give up. Just like cycling, getting over that first hill can be tough. Eventually, you’ll find that the ride gets much smoother.