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Author: Pernille

Creativity, AI-style

It’s why AI fascinates and alarms me in equal measure. There is no denying its power.

In our sector, I could point to operational examples of AI in action: the clubs such as GymNation in Dubai and Fred Fitness in the US that use AI to personalise customer service and programming. I could reference the likes of Keepme, whose founder shared a fascinating overview of AI’s capabilities as far back as RIDE HIGH issue #13 (April 2021).

But I am not an AI expert. I am a design aficionado, an indoor cycling advocate and someone who regularly calls for enhanced creativity in our spaces, experiences and brand voices. And this is how I approach AI: intrigued by its creative potential and with a realisation that I have much to learn.

It’s why two recent meetings, coincidentally taking place within days of each other, resonated so strongly.

In one, a new customer – a disrupter who wowed me with his vision and purpose – showed me a songwriting app called Suno. He first asked Chat GPT to bring his club concept to life, then fed these words into Suno and asked it to compose a song. Within seconds, having specified his desired genre, Suno generated an original song all about his club, performed by an AI singer and complete with instrumentals and bridges.

A gimmick, you might say – but imagine each studio in your club having its own theme tune or bespoke soundtrack.

In the second meeting, a long-time PR friend asked me to share my thoughts for BODY BIKE’s FIBO 2025 stand. I gave him 10 isolated words. Minutes later, AI had mocked up some visuals. Not the finished article for sure, but a great, thought-provoking start.

Imagine the impact of meeting your architect/designer already armed with visuals that bring your new studio ideas to life.

“Just think how many AI-led opportunities must exist to cost-effectively enhance our branded experiences”

I say it again: I am not an AI expert. In these two experiences, I know I have just scratched the surface. But my point is this: just think how many AI-led opportunities must exist to cost-effectively enhance our branded experiences and boost consumer engagement.

I was truly amazed by how easily ideas could be generated. I, for one, want to know more.

Uffe A. Olesen

CEO, Body Bike International A/S

Emma Masters

What’s your indoor cycling story?

I first came across indoor cycling when I worked on cruise ships, as part of a career in musical theatre. I was having a tough time with body image – we were weighed every week on the ships – and indoor cycling was a godsend. It introduced me to a world of fun exercise where I wasn’t doing anything silly to lose weight.

Rhythm cycling brings new people to the discipline, says Masters

I’d always hated sport, but when I left the ships I found my way to fitness. I did my group exercise and PT certifications, favouring group exercise for the way it energised me.

Indoor cycling was the first discipline I taught and it gave me that same sense of performing on-stage, but without the pressure. As a participant, I also loved the freedom I felt. You’re on your own bike, there’s no judgement, nobody’s really watching – it’s deeply introspective – yet it all takes place within a beautiful group atmosphere where you’re all moving together. I see that as a winning combination.

I spent 10 fantastic years at Virgin Active, both in the UK and Australia; did my Les Mills training, including RPM; and became Stages’ master trainer in Australia. That opened the doors to an international arena – presenting, conference speaking and so on.

Masters is passionate about creating experiences that evoke emotions

Back then, I was very focused on power and metrics in indoor cycling. I believed you shouldn’t do anything on an indoor cycle that you wouldn’t do on an outdoor bike. But then Virgin Active Australia, eyeing boutique opportunities, sent me to New York to experience rhythm cycling. I immediately fell in love with the connection to the music and how the rockstar instructor made me feel.

That was 2017, when there wasn’t much rhythm cycling in Australia. I came back and created two boutique programmes for Virgin Active: rhythm-based Cycle Spirit and metrics-based Cycle Burn. These were launched at a standalone boutique studio in Sydney and subsequently also into its mainstream clubs.

Therapy Fitness runs regular events to enable its community to connect

What came next?

After 10 years of love for Virgin Active, I was ready for a change and started my own consultancy around the exercise experience; I’m passionate about creating experiences that evoke emotions and make people feel good.

I spent the next few years working with boutique studios, from conducting experience audits all the way through to creating signature programming, manuals and training. Then along came COVID, shortly after I’d moved to Queensland to be with my partner Kyle.

During lockdown, I co-founded a training company that helped instructors develop their freestyle skills, rather than always teaching pre-choreographed classes.

Therapy’s CONNECT studio features chakra-aligned lighting

And then, as we emerged from lockdown, Kyle and I looked around and realised there was nothing close to boutique fitness on the Gold Coast. CrossFit and reformer pilates were everywhere, but no true boutique experiences.

For a long time I hadn’t wanted to be tied down by bricks and mortar, but COVID made me OK with being more settled. In 2021, I approached Dave Norman, who had got me onboard at Stages and who owned pilates studios on the Gold Coast. I met with him and his wife Roz, sharing my dream of a cycle studio that focused on feelings. Two hours later, they called to say “we’re in!”

“Our vision is to change the feeling of  fitness. We’ve set out to contribute positively to people’s mental health.”

It took us a year to find the right location, but in November 2022 we opened Therapy Fitness in Mermaid Waters, offering rhythm cycling, hot pilates-yoga fusion and a treadmill/weights class. Kyle and I own 50 per cent, Dave and Roz the other 50 per cent.

Therapy’s community events are open to members and non-members

What’s the Therapy Fitness concept?

Our vision is to change the feeling of fitness. We’ve set out to create safe spaces where we can contribute positively to people’s mental health.

I don’t believe fitness should be about aesthetics, calorie burn or punishment. I don’t understand why so many gyms continue to sell movement for weight loss, setting people up with body image fears and then selling themselves as the solution. I’m so tired of that. Those weekly weigh-ins on the ship… they’re still one of my main triggers.

At Therapy Fitness, we focus on movement for mental health, which incidentally is where you’ll find the strongest evidence – far stronger than movement for weight loss.

RUNLIFT is about “leaving behind whatever’s holding you back”

What does ‘Therapy’ mean in practice?

We’ve created purposeful, immersive experiences across all our disciplines, tapping into as many senses as we can to help people be present in their bodies.

“Every class has its own mindful Therapy moment. People can choose the type of therapy they feel they need on any given day.”

Hearing is about music and cues: science shows that the more rhythmic the movement – the more immersed you are in the music and the beat – the more endorphins and feelgood hormones you release.

All our instructors undertake rigorous training and learn to use intrinsic cues. We’re very specific about the words we use. We don’t talk about weight loss or how people look, instead focusing on resilience, strength, feelings.

Masters “took her blinkers off” and embraced rhythm cycling

Sight is about studio design: a black box with nightclub lighting for RUNLIFT; a white box with candles and coloured, chakra-aligned lighting for our CONNECT studio; dark walls and white lighting for CYCLE where it’s yin and yang, HIIT and mindful.

We also ask people to leave their phones at the door and we don’t use any metrics in class. We wrap people in a room with no distraction to enhance the mental health piece.

Taste is about our smoothie bar – a real signature for us. These daily doses of goodness have a new positive affirmation written on the side each day. People actively wait to see what it says and it creates a buzz on social media, as well as a feelgood factor among our community.

It took a year for the co-founders (above right) to find the right site for Therapy Fitness, says Masters

Smell is about bespoke scented candles, incense and oils, while touch is about tactile experiences such as lavender-infused cold towels after class. We also work to remove any negative sensory experiences, such as damp cycle shoes or boxing gloves. We have antibacterial ozone cleaners to dry and sanitise them between each use.

Are your programmes therapeutic?

Every class has its own style of mindful Therapy moment, the idea being that people can choose the type of therapy they feel they need on any given day.

In CYCLE, we always have a positive message for the day and a track to contemplate it. Sometimes people cry, but mostly it’s about joy, expression and community. Some days we even sing along to the music together.

Smoothies bear a new positive affirmation each day

In RUNLIFT it’s about accelerating away, leaving behind whatever’s holding you back. It’s about being strong and resilient.

In CONNECT Yang, our high-intensity pilates fusion class, there’s a release track with slow burpees-to-the-beat where everyone lets out a coordinated exhale – ‘ha!’ – each time they stand up. It’s an incredibly powerful, mindful release of frustration.

“We’ve created strong brand values and have been unwavering in reinforcing them. We ooze our beliefs through every pore.”

CONNECT Yin is a slow, deep, restorative class that’s also highly mindful. And we’ve recently launched breathwork and sound healing, too, which are proving very popular across a wide range of audiences. If COVID did one good thing, it was teaching more people the importance of self-care.

How has your ‘therapy’ been received?

People on the Gold Coast are quite focused on aesthetics, so we were nervous about launching our concept, but it’s been very well received. We have around 100 people coming through for each round of classes and most do at least two disciplines, often three.

External events allow Therapy to share its passion with the wider public

I think it’s helped that we’ve created strong brand values and been unwavering in reinforcing them. We ooze our beliefs through every pore and we aren’t distracted from them. Just as one example: we won’t ever show calorie burn on social media. If we share posts, we black out any reference to calories.

This strength of brand and ethos will be so important if we expand to other locations.

“I’m a big advocate of the KISS  principle: Keep It Simple, Stupid. The best classes I’ve been to, the coach has  brought everyone together as a tribe.”

Will you expand Therapy Fitness?

We already run a lot of community events, sharing our passion with the wider Gold Coast public as well as giving our Therapy community a chance to come together and connect.

The whole point of immersive classes is that you don’t chat all the way through, which means we have to create other community-building opportunities. That happens in-club – special events with wine or prosecco after class, for example – but also in a wide range of external scenarios, including cycle classes on the rooftop of the casino, on a yacht and on the beach. Some are free, some are ticketed, some are in collaboration with brands such as Lululemon, but we do it as often as possible to give people a chance to catch up.

Don’t focus your delivery on the front row die-hards, urges Masters

But yes, we are also looking to open more studios. Our message is so important and is having such a positive impact that we want to extend it. We’ll initially look within Queensland for reasons of continuity – we won’t be franchising as we’d rather grow slowly and know every instructor is teaching with the same ethos – but I’m a dreamer. Why not look worldwide if we can do it without diluting the brand?

What’s the key to indoor cycling success?

We have 37 bikes and could easily have filled more. This success comes down to our instructors. It always does with indoor cycling.

“It’s easy to look at full-capacity attendance and think the instructor is doing brilliantly. But are the people in the back row different in every class?”

One of the most important things is to be inclusive, coaching the whole room and not just the front row. The front row are your die-hards. They’ll keep coming whatever you do, so there’s no point focusing your delivery on them. You need to think of the middle row – the people who want to be involved, but who will be put off by show-off choreography and aggressive motivation – and the back-row beginners and introverts.

It’s very easy for a gym or studio to look at full-capacity attendance figures and think the instructor is doing brilliantly. But are the people in the back row different in every class? Are the people in the middle row really enjoying themselves? Are your apparently most popular instructors actually contributing to churn?

My view: It’s perfectly possible to make a class accessible to all and still be really good for the front row. It’s possible to do rhythm cycling really effectively and also safely.

Therapy Fitness opened on Australia’s Gold Coast in November 2022

In fact, even advanced riders will be in their minds if the choreography is too complex, thinking about what they’re doing rather than being present in their bodies. It takes away the whole purpose of rhythmic, immersive fitness.

So, I’m a big advocate of the KISS principle – Keep It Simple, Stupid. The best classes I’ve been to, the coach has brought everyone together as a tribe, letting them see how cool it feels when they all move together in that mirror. You need to create an inclusivity, a unity within the team, and that doesn’t work if you’re doing crazy choreography.

Any other indoor cycling advice?

It would be really lovely if the two worlds of rhythm cycling and traditional indoor cycling could get along. I believe each can learn from the other.

Take it from me: I used to be blinkered entirely, convinced rhythm cycling was the wrong way to go. But sometimes – and this is a life message, really – it’s beautiful to take the blinkers off and look outside the box. Take a wider, more open perspective because there’s so much to be learned.

Rhythm cycling isn’t going anywhere and that’s a good thing, because it’s brought so many more people to indoor cycling. I honestly think it’s a life-changing programme. You just need to experience it in a great studio with a great instructor.

We’ve now got so many more people riding across the world that it would be great if we could all just get along and appreciate the bike for what it is, no matter what modality you’re teaching on it. There will always be people doing crazy choreography at one extreme, dull classes at the other. Hopefully we can learn from each other and meet somewhere in the middle where it’s fun, effective and always an amazing class.

Jack Thomas

As the founder and CEO of BASE studios in Bangkok and host of the Fitness Business Asia podcast, Jack Thomas will no doubt be a familiar name to RIDE HIGH readers across the APAC region. His mission through that weekly podcast, now close to its 300th episode: to raise the standards of the fitness industry in Asia, by gathering insight and learnings from the industry’s top thought-leaders, innovators and entrepreneurs.

His latest venture, The Fit Guide, effectively takes that mission global. An independent rating system for premium studios worldwide, The Fit Guide objectively assesses leading boutique brands to verify and celebrate excellence. Crucially, it also offers feedback to each studio on how it can improve and create five-star client experiences every time.

Jack Thomas co-founded independent studio rating system The Fit Guide

“A club with a simple design could scrape in with a five-star rating, but even the most beautiful club won’t if it doesn’t look after its members.”

The birth of The Fit Guide

Born of a chance meeting between Thomas and co-founder Matt Lavender, The Fit Guide is a marriage of their combined experience – Lavender formerly director of field evaluations for Forbes Travel Guide and now CEO of hospitality consultancy Enlites.

Boutique fitness started in cycling, led by brands such as SoulCycle

“We recognised that while restaurants and hotels have internationally-respected rating systems that assess quality and celebrate excellence, there was no industry standard, rating system or reliable, trusted guide for fitness clubs,” explains Thomas.

“Meanwhile, although the fitness sector often talks about delivering five-star, hotel-style service, there is plenty of room for improvement even in the experience-led boutique sector.

“We saw an opportunity to create a rating system for the world’s leading boutique studios, akin to the Forbes Travel Guide for hotels or the Michelin Guide for restaurants.”

In the inaugural survey, Ground Zero scored five stars for its class experience

Conceived in 2022 and launched in 2023, the initial plan was for an annual review on a city by city basis, providing studios with feedback and putting all those scoring 70+ per cent onto thefitguide.com – a way to help consumers find and experience the best of the best. Year one focused on Singapore, London, New York, Sydney and Dubai.

“Across all 250 studios, spanning five cities and five disciplines, only 3 per cent achieved an overall five-star rating.”

However, says Thomas: “There was such a lot of great information that we felt compelled to share it, helping the global industry understand where it can do better.”

SoulCycle was “on-brand at every touchpoint, from design to class experience”

In mid-2024, The Fit Guide therefore unveiled a series of reports sharing its findings: a full global report; a report for each of the five cities; and a report for each of the five modalities – indoor cycling, pilates, HIT/strength, yoga and barre. These will now be produced annually, with Miami and Los Angeles also added for 2024–25. 

A new Fit Guide podcast is also on its way, with top studios – those scoring 80+ per cent – sharing their advice and learnings on how it’s done.

We pick up the story in a Q&A with Jack Thomas…

Jack, how does The Fit Guide work?

When we evaluate a studio, we’re assessing around 250 standards from studio design to arrival and reception, class experience to interaction before and after class, facilities and equipment to technology and online presence.

Storm Cycling was one of only five cycling studios globally to receive five stars overall

The class experience accounts for 50 per cent of the total score and around 75 per cent reflects how the team, the workout and the service made you feel from start to finish. It means a club with a fairly simple design could scrape in with a five-star rating, but even the most beautiful club will fail to do so if it doesn’t look after its members; we found a couple of million-dollar boutique studios in Sydney that sadly fell into this category.

“Five-star really is five-star, comparable to the top hotels. We aren’t just benchmarking within the fitness sector.”

It’s a wholly objective process. Every standard has a yes or no answer – was it achieved or not – with a huge amount of detail behind each standard to clarify what makes it a ‘yes’. That might vary from modality to modality – HIIT workouts require more upfront explanation of how the class will run compared to indoor cycling, for example, which will score a ‘yes’ with just a topline setting of expectations – but all standards apply to all modalities, all cities, all studios.

From the moment you walk in, AARMY’s vision and ethos is clear

Important to note, our whole evaluation process approaches the experience from the perspective of a first-timer. If you aren’t looking after these individuals, you’re doing them and your business a disservice because they’ll never come back.

“Globally, only five indoor cycling studios achieved five stars overall and sadly one of those has since closed.”

For each city, our first step is to create a shortlist of 50 studios based on desk research. We want to identify the studios we feel could achieve a good rating, as this is what The Fit Guide is about from a consumer perspective. We ultimately want to become consumers’ go-to when choosing a boutique studio.

We then send out our professional Experience Evaluators, with Matt checking the reports for consistency as they come in. In every case, our evaluators arrive half an hour before class and stay half an hour after, meaning studios have plenty of opportunity to meet all our standards.

What were 2023–24’s topline results?

Across all 250 studios – spanning five cities and five disciplines – only 3 per cent achieved an overall five-star rating with a score of 90+ per cent. Given we had already created a shortlist, I’d suggest that translates to around 1 per cent of all studios worldwide.

Ally is one of three cycling studios in Singapore that achieved five stars overall

Around half of the studios we assessed achieved a four-star rating – a score of 80+ per cent. Some of them were unhappy with this until we had our follow-up call and explained our evaluation process. Five-star really is five-star, comparable to the top hotels. We aren’t just benchmarking within the fitness sector.

That said, we are re-naming ‘four-star’ – it will now be ‘award-winning’ – because these are still incredibly good studios that probably have Google ratings of 4.8 or 4.9.

Our final rating is ‘recommended’, for which you have to score 70+ per cent; around a third of the 250 studios achieved this.

The remaining studios didn’t achieve the required minimum for inclusion in The Fit Guide, although we did reach out to share our findings and help them improve.

“There was a big discrepancy between the worst and best cycling studios. The key factor separating them: how they welcomed newcomers.”

What are the indoor cycling headlines?

Of the 250 studios, 32 were indoor cycling, which was fairly evenly spread across the five cities.

Overall, they did a great job of class experience, with instructors typically putting on a great show in a way we didn’t yet see in disciplines such as pilates. Boutique fitness started in cycling, led by brands such as SoulCycle, so there’s a good understanding of what it should feel like.

Ally is a beautiful studio that “also ticks the box of connection with its clients”

However, studios were let down in other areas such as reception services.

Nevertheless, indoor cycling ranked second overall among the five modalities, with every studio achieving at least ‘recommended’ status. Performance varied between cities, though: indoor cycling came top in Singapore, second in London and Dubai, third in New York and fourth in Sydney. In Sydney, there were no five-star cycling studios; the best was CycleBar Crows Nest, which we ranked ‘award-winning’.

Globally, only five indoor cycling studios achieved five stars overall and sadly one of these – a Boom Cycle studio in London – has since closed, highlighting what a tough market London has become. The remaining four are Storm Cycling in Mirdif, Dubai, and three studios in Singapore: Ally, R10T and XYCO.

“Cycling studios need to double down on the human connection. It’s hard to score highly when the client is just another body on a bike.”

We also have a separate ranking for class experience. Eight indoor cycling studios achieved five stars here: Storm Cycling, Ally and R10T as well as AARMY in New York, Ground Zero in Singapore, SoulCycle Hudson Yards in New York and Digme in Bank, London, which has since closed.

What did the five-star studios do well?

To achieve five stars, they were doing a lot well! But as a few pointers…

AARMY in New York was a great example of a superstar instructor managing to satisfy the front-row regulars with amazing choreography but at the same time make newcomers feel really welcome. There was meaningful contact – fist bumps and call-outs by name – as well as reassurance of what to do if you couldn’t keep up. It felt very inclusive even with its advanced programming. The studio also has a great online presence.

Ground Zero’s cycling classes received five stars from the Fit Guide team

Ally in Singapore is an incredibly beautiful studio, but it also ticks the box of great connection with its clients. At XYCO in Singapore, the explanation of what was coming up was excellent. SoulCycle Hudson Yards was so on-brand at every touchpoint, from design to merchandise to class experience. And at Storm Cycling in Dubai, every single person went above and beyond to deliver a great experience, not just in the class but outside it too.

What can other studios do better?

There was a big discrepancy between the worst and best performing indoor cycling studios – an overall score of 70 per cent versus 91.5 per cent – with the key factor separating them being how they welcomed newcomers and made them feel comfortable.

Included here are points such as orientation, which can be as simple as explaining where to wait if you arrive early. Instructors should also introduce themselves and get to know first-timers before class. A simple ‘have you done indoor cycling before?’ goes a long way. Then learn and use the client’s name in class. Yes, it can be hard in a class of 60, but do try as it creates an instant connection.

Let newcomers know what to do if they can’t do the choreography – it can be a private word before class – and check in after class to see how they found it. And ask about injuries before class. Especially with all the double-time choreography going on, it was disappointing to see many cycling studios not doing this.

Cycling studios performed poorly on all of these standards, but the poorest scoring area generally was reception. There was a lot of indifference. Cycling studios need to do a lot better here if they want to create five-star experiences.

Ground Zero was one of only eight cycling studios delivering five-star rated classes

Looking at some of our key standards [see Indoor cycling under the Fit Guide microscope, below], it’s clear that cycling studios need to double down on the human connection: it’s hard to score highly when the client is just another body on a bike and the class just another hour in the instructor’s day.

Asking questions when someone arrives at the studio – showing a genuine interest in them – is such an easy win, yet cycling performed worst of all modalities on this standard.

Another area for improvement across all modalities, not just indoor cycling, is making a proactive effort to help clients continue training. By this we mean, if someone doesn’t already have a package with more classes, what are you doing to encourage them to come back?

This doesn’t have to be a sales push. It can be as simple as asking if they live locally, if they enjoyed the class, how often they train or if there’s anything you can help them with. It’s about engaging them, offering advice and being comfortable explaining the different packages – not simply telling a customer to look online. As an industry, we should be inspiring people to keep training, but this is one of our weak points.

What’s the future of indoor cycling?

Indoor cycling isn’t having its greatest moment right now, with reformer pilates the hot trend. Markets such as Singapore are having a particularly tough time, with competition still growing and lots of discounting. One operator I know said his indoor cycling studio used to be a ‘cheat code’ to making money. Now it might close.

Indoor cycling also relies heavily on great instructors, which is a challenge compared to modalities such as HIIT where the strength of the programming is key. It makes it tough to keep things consistent or to scale with star quality – something I believe franchise operation CycleBar is discovering.

However, as a modality, indoor cycling isn’t going anywhere. It’s a great business model – lots of people catered for in a small space – and people love it. I believe it will have another moment in the sun.

Set your riders up for success

Want to make sure everyone in your cycle studio is set up for the best possible ride?

We’ve created a handy poster for gyms and studios to download, print and pop on the wall.
Riders simply scan the QR code on the poster to view our expert set-up video.

 

Download Poster

 

It’s a great way to ensure everyone in your cycle studio knows…

  • Why perfect set-up is so important
  • How to get your saddle just right
  • What correctly set handlebars feel like

Happy riding everyone!

 

 

 

 

 

 

Bike4clubs

Why did you create Bike4clubs?

In Denmark, it’s always a fight for sports clubs – especially grassroots and minor leagues, but even top league handball clubs – to make enough money just to break even each year. They’re looking for every penny they can get. Across the country, the survival of hundreds of football, handball, basketball and ice hockey clubs relies on volunteers and corporate sponsorship.

For years, a popular way to raise funds has been through sponsored indoor cycling events; we ran our first around 10 years ago and there are other companies doing it too. Sometimes sports clubs even run their own.

Bike4clubs turns sponsored events into an engaging spectator sport  |  PHOTO: PEGASUS ODENSE

We decided it was time to take these events to a new level. Since lockdown, we had been purchasing BODY BIKES one at a time, but 18 months ago we also invested in developing our own software and app. It means we can now run competitive race events that are hugely motivating and great fun for participants and spectators alike.

“Our eight-bike event raised almost DKK 1m. It can get pretty competitive, with every sponsor pushing to raise the most money.”

How does Bike4clubs work?

Say a sports club has 10 gold sponsors. These companies already support the club financially, so they might not want to put in more money themselves. However, it’s different if the club invites them to each take a bike for a sponsored 10-bike race, because they have their own networks of partners, customers, suppliers and so on who they can approach to help with fundraising.

Klarsø is the tech expert at Bike4clubs, overseeing the proprietary software

When a sports club decides to run a Bike4clubs event, it chooses how many bikes it wants us to bring; our smallest event to date had eight bikes and the largest 25 – so far! We can also use the clubs’ own BODY BIKES if they have them.

Each sponsor commits to raising a minimum amount of money through their bike. That might typically be around DKK 25,000 (£2,800 / €3,350 / US$3,700), but it’s often much more in the end. For example, our eight-bike event raised almost DKK 1m. It can get pretty competitive, with every sponsor pushing to raise the most money.

Sørensen live commentates at the Tour de Odense 2024  |  PHOTO: PEGASUS ODENSE

In the run-up to the event, the sponsors go out to their networks to ask for donations. Some people might sponsor them a fixed amount for the race. Others might sponsor DKK 100 per kilometre cycled.

When event day arrives, we turn up with our BODY BIKES and our software and each sponsor brings their rider – or riders, as you can swap people in and out of the saddle. The race typically lasts 30 minutes or an hour and often takes place in the hospitality suite on match day, meaning everyone who’s supported or sponsored can come along, enjoy a meal and feel part of it. We usually get between 200 and 700 people watching, supporting and mingling, with a showreel running to thank every single sponsor and sub-sponsor.

“The overall winner is the bike that cycles the most kilometres. However, the most important thing is who raised the most money for the club.”

We don’t expect spectators to actively watch the whole hour, but we kick off the race with everyone cheering the riders on. We then throw in a few sprints – attention-grabbing mini-competitions within the race – and have sprint winners as well as an overall winner.

Spectators cheer on the riders during mini-sprints  |  PHOTO: PEGASUS ODENSE

The overall winner is the bike that cycles the most kilometres; we settled on kilometres as the simplest metric to understand. However, the most important thing is actually who raised the most money for the club.

What does your software do?

Our Bike4clubs app is compatible with all BODY BIKE Smart+ bikes, including the new BODY BIKE Phantom. It tracks wattage and accurately calculates kilometres cycled.

Through our app, participants can see how many kilometres they’ve cycled so far and their position in the peloton; each bike is competing against the others in the room to be top of the leaderboard. Green and red arrows show them if they’re on their way up or down in the peloton.

A leaderboard shows distance cycled and amount raised in real time | PHOTO: PEGASUS ODENSE

There’s also a dynamic leaderboard on a big screen, which is mostly for the benefit of the spectators. Traditionally, a lot of these events have been run like a group cycling class, with an instructor at the front and no data. That’s really boring for people to watch!

“Sponsors are responsible for finding their own riders. We even had the e-biking world champion in one of our events. Sponsors want to win!”

Ours are proper races with great music and a party vibe. We, or someone from the club, provides a live commentary. The riders face out into the room so you can see how hard they’re working. And on the big screen – which is customised with the sports club’s colours and logo – the sponsor companies’ names move up and down in real time, so you can see which bike is in the lead in terms of kilometres cycled.

You can also see how much sponsorship each bike has raised so far, in real time.

Although several hundred of these events take place across the country each year, Bike4clubs has taken it up a level in terms of professionalism, interaction and fun.

The Bike4clubs app shows cyclists where they are in the peloton, in real time

What sort of people take part?

Sponsors are responsible for finding their own riders and we’ve seen them bring everyone from sports club physios to company owners, local politicians to professional riders. We even had the e-biking world champion taking part in one of our events. Sponsors want to win!

They sometimes bring teams of riders, too, so they always have fresh legs to really push the wattage and kilometre count.

However, one of the nicest stories came from an event where the sports team offered a bike to a local group of disadvantaged youths. They didn’t come in having raised much, but we offered spectators the chance to make on-the-spot donations and the kids ended up raising the most money of all the teams. Each sponsor was thanked with a flash on the big screen and the kids felt so appreciated. It was fantastic.

Sponsors often enter teams so there are always fresh legs ready to go  |  PHOTO: PEGASUS ODENSE

What plans for the future?

We’ve run about 15 events over the past year. At the moment it’s a hobby alongside full-time jobs. However, clubs are seeing our new polished, professional, highly engaging way of running these events and they want to be part of it. We hope to run 30 or 40 races in 2025 and then continue to grow from there.

Our fee to run a race, including the bikes and software, is DKK 20,000–30,000 (£2,250–£3,400 / €2,700–€4,000 / US$3,000–US$4,450). The club keeps the rest of what’s raised, so it really can make a big financial difference for them.

Each race has an overall winner, as well as individual sprint winners

The perfect set-up

In indoor cycling, bike set-up is key

– so you’d be surprised how many people get it wrong!

Fortunately, you can go from a good ride to a great ride with just a few small tweaks to your saddle and/or handlebars.

Whether you’re an indoor cycling novice or an instructor looking to set every rider up for success, this fantastic video is your go-to guide to the perfect bike set-up.

Regardless of indoor cycling brand, following this protocol will always get you in a good position

 

We’ve also created this handy poster for gyms and studios!

Simply download, print and pop it on your wall. Your riders can then scan the QR code to view the video for themselves.

Download your poster here

 
 
 

Exercise: The secret ingredient in medicated weight loss

It would be impossible not to have seen the headlines and hype around the new generation of obesity drugs. Hailed by many scientists and doctors as a gamechanger in the fight against obesity and other chronic conditions, they have also spawned derogatory phrases such as ‘skinny jab’ and ‘Ozempic face’.

I have been conducting research into the psychosocial determinants of obesity-related behaviours and the lived experience of obesity for over 16 years. As a health coach and trainer, I have worked directly with clients living with obesity for even longer. I see the huge potential of these drugs in helping people live longer, healthier lives.

Yet as the evidence grows, it’s clear that physical activity has a huge role to play in maximising this potential.

Indoor cycling is a good activity to incorporate alongside GLP-1s  |  ©SHUTTERSTOCK/GPOINTSTUDIO

But how exactly? How does exercise dovetail with medicated obesity treatment? What do instructors and clubs need to know to support individuals during and after use of weight-loss medication? Does indoor cycling’s calorie-burning role in weight management still apply when used alongside weight-loss drugs? Let’s start by digging into the science.

“Drugs kick-start the weight loss and bring down some of the barriers to physical activity. Motivation to exercise and levels of activity increase.”

Dr Lou Atkinson is an expert in obesity-related behaviours

Obesity: Causes, effects & treatment

Firstly, it is important to remind ourselves that the development of obesity is not solely about willpower or personal choice around calories in vs out, as is often suggested. Genetics, environment, socioeconomic circumstances and stress are among the many factors that can make achieving a healthy weight much more challenging for some people. This is exactly why additional support, including drug treatments, are needed.

Excess weight can lead to conditions such as osteoarthritis  |  ©SHUTTERSTOCK/PORMEZZ

Obesity is defined by excess body fat – adipose tissue – which poses health risks by impacting metabolic, cardiovascular and inflammatory processes.

  • High levels of body fat – especially visceral fat surrounding internal organs – increase the likelihood of insulin resistance and type 2 diabetes and contribute to hypertension, high cholesterol and an increased risk of cardiovascular diseases such as heart attack and stroke.
  • Adipose tissue is also biologically active, releasing pro-inflammatory cytokines that can lead to chronic inflammation, which in turn elevates the risk of several cancers and liver diseases.
  • Moreover, excess weight can strain joints, leading to conditions such as osteoarthritis and exacerbating respiratory issues including obstructive sleep apnea.

All of this impacts overall health and quality of life. The good news: it is now undeniable that exercise has a positive effect on these metabolic, cardiovascular and inflammatory processes, enhancing insulin sensitivity, improving blood lipids (cholesterol), regulating blood pressure and reducing chronic inflammation.

“Most participants regain significant weight when they stop using the drugs. People may require ongoing drug treatment unless they can make lifestyle changes.”

This means that someone living with obesity can significantly improve their health through exercise, even if their body weight remains the same. However, achieving weight loss brings additional physical, psychological and social benefits and remains an important goal for many.

Yet people living with obesity often struggle to be sufficiently active to benefit their health or achieve their weight goals. Commonly reported barriers include low mood, pain, fatigue, limited mobility and low self-efficacy. Additionally, the stigma of living in a bigger body can make people with obesity feel very exposed and unwelcome in gyms and classes or when exercising in public spaces.

Anyone taking GLP-1s should be counselled on reducing calorie intake  |  ©SHUTTERSTOCK/BRANISLAV NENIN

And so initial evidence around the new obesity drugs represents good news, indicating that motivation to exercise and levels of physical activity both increase among those taking these drugs. This is likely due to a combination of the exercise becoming physically easier, a desire to maximise weight loss and increased confidence from early weight change.

Some of the best interventions I have seen have involved a combination of physical activity and behavioural change support, integrated alongside the use of drugs which kick-start the weight loss and bring down some of the barriers to physical activity.

The new drugs: How do they work?

The new class of weight-loss drugs are known as GLP-1 agonists and include liraglutide (under the brand name Saxenda®), tirzepatide (Mounjaro®) and semaglutide (Wegovy® and Ozempic®). Usually taken by self-administered injection, these medications mimic the action of the natural hormone GLP-1 (glucagon-like peptide-1), which is produced in the gut and plays important roles in appetite regulation and glucose metabolism.

A topline understanding of the science is useful here. Poor blood sugar control and obesity are closely linked in a cycle where each can contribute to the other: high blood sugar caused by insulin resistance results in excess production of insulin, which in turn encourages the body to store fat, while obesity worsens insulin resistance.   

Interventions should offer physical activity and behavioural change support alongside GLP-1s  |  ©SHUTTERSTOCK/MONKEY BUSINESS IMAGES

GLP-1 drugs help control blood sugar and support both weight loss and overall metabolic health in several ways:

  • They cause food to leave the stomach more slowly, allowing for more gradual absorption of sugars. This helps control blood sugar after meals; it is spikes and dips in glucose levels that can lead to insulin resistance, weight gain, obesity, metabolic syndrome, pre-diabetes and type 2 diabetes.
  • They help keep blood sugar levels down by reducing glucagon, a hormone that raises blood sugar.
  • They encourage the pancreas to release insulin after meals, which controls blood sugar levels. When insulin levels are normal, cells can also burn fat more effectively.
  • They signal the brain to feel fuller sooner, which can reduce appetite and help people eat less. This may lead to weight loss.
  • They have added benefits for heart health, including helping to lower blood pressure and improve cholesterol levels.

“When GLP-1 medication is taken alongside structured exercise programmes, greater weight loss is achieved. There is also lower weight regain after the treatment ends.”

Results from using GLP-1 drugs

Clinical trial results for GLP-1 agonists have been remarkable, showing they are highly effective in…

  • Improving glycemic control: Average blood sugar can reduce by enough to move someone from the diabetic range to pre-diabetic, or even back to a non-diabetic range.
  • Boosting weight loss: A loss of 5–15 per cent body mass is typical, with the most advanced drugs producing up to 20 per cent loss.
  • Reducing cardiovascular events: Risk can be reduced by up to 25 per cent in those at the highest risk.

However, although trials have shown the drugs to be safe and effective, they are not without their side-effects – most commonly nausea, vomiting, diarrhoea, constipation and decreased appetite. While the latter can aid weight loss, it can also lead to overly low blood sugar, fatigue and nutrient deficiencies if diet is not carefully managed.

GLP-1 medication is usually taken by self-administered injection  |  ©SHUTTERSTOCK/MILLAF

Crucially, follow-up data from these trials show that most participants (about two-thirds) regain a significant amount of weight and lose many of the improvements in metabolic health when they stop using the drugs.

This suggests that many people may require ongoing drug treatment, unless they are able to make the necessary lifestyle changes to sustain their lower weight and improved metabolic health without medication. This is where physical activity and a healthy, balanced diet come in.

“Measures of body composition after GLP-1 use show a 20–50% loss of lean mass. Exercise professionals have a huge opportunity to minimise any negative effects.”

Dovetailing diet and exercise

Whenever GLP-1 medications are prescribed, patients should – as part of their treatment – also be counselled by a healthcare professional on reducing calorie intake, eating a healthy balanced diet and completing 150 minutes of at least moderate-intensity physical activity every week.

Studies show that when GLP-1 medication is taken alongside structured exercise programmes, greater weight loss is achieved. There is also lower weight regain after the treatment ends.

We must help people establish healthy habits they can sustain post-GLP-1s  |  ©SHUTTERSTOCK/FRANCES L FRUIT

Another hugely important finding: measures of body composition after treatment with GLP-1 agonists show a 20–50 per cent loss of lean body mass. While research is still ongoing to discover whether this level of muscle loss might have negative consequences for future health, this change in body composition is a potential cause for concern given the importance of muscle mass in maintaining bone density, preserving physical function, immune support and overall metabolic health.

Meanwhile, there is positive evidence of the benefits of exercise during other weight-loss interventions, including bariatric surgery and very low-calorie diets. These range from increased insulin sensitivity to the preservation of muscle mass – and even increased muscle strength and size.

As exercise professionals, we therefore have a huge opportunity to maximise the potential of GLP-1 drugs, harnessing the power of exercise to:

  • Increase weight loss and metabolic health improvements
  • Minimise any negative effects of the drugs on body composition
  • Help create physical activity habits that will outlast the drug treatment

“The exercise prescription for GLP-1 patients is the same as for the general adult population. Indoor cycling is great for the 150 minutes’ moderate-intensity activity.”

Indoor cycling during or after GLP-1 treatment

The exercise prescription for GLP-1 patients is the same as for the general adult population: 150 minutes of at least moderate-intensity activities each week, plus at least two strength training sessions a week.

Indoor cycling is a great option for accumulating a lot of those 150 minutes, with its low-impact, simple movement pattern and option to individualise intensity through resistance.

Early weight change via GLP-1s has been shown to boost exercise motivation  |  ©SHUTTERSTOCK/PRESSMASTER

The cycle studio might also be a slightly more comfortable environment for those who are conscious of their size – for example, where there is the option for low lighting, avoiding mirrors and choosing a spot where they feel less exposed.

As always, if an individual’s current activity level is low, they should start gradually – with shorter bouts of 10–15 minutes – and gradually progress to participating in full classes.

For those with good conditioning and experience – and no contraindications – incorporating vigorous-intensity sessions such as high-intensity interval training (HIIT) in an indoor cycling class can have additional benefits for both blood sugar control and weight loss.

Top tips for cycling instructors & studios

#1 – Create the right space

Co-location of exercise and health facilities is the optimal set-up. This enables exercise professionals to work directly with the clinical staff prescribing the medication, providing holistic care to patients on this journey. Unfortunately, this is still rare.

In the absence of this set-up, the most positive step any instructor or studio can take is to create a space where people of all sizes feel safe and welcome; those living with obesity can experience a huge amount of shame and often won’t reveal they are using GLP-1 drugs, even to close friends or family.

Getting the timing of food right can help with readiness to exercise  |  ©SHUTTERSTOCK/SEVENTYFOUR

Note that not everyone who exercises wants to lose weight, including those with obesity, so weight-focused messaging is best avoided. Design programmes that emphasise holistic health and enjoyment rather than weight loss. Show people of all body types in marketing and signage. Create workout areas that feel private as well as larger, accessible changing rooms with seating. Avoid weight-biased language.

This type of environment will make your club and classes more appealing to someone seeking options to increase their physical activity alongside their medication. It may also encourage them to disclose their medication to instructors, so they can be given the best possible support. But it starts with an approach that’s inclusive of all.

It might then be appropriate to also offer specific programmes for those using GLP-1s or seeking weight loss, where individuals can receive tailored advice and be connected with others on the same journey, creating a supportive community.

#2 – Be aware of side-effects

Ordinarily, we would advise anyone experiencing nausea, vomiting, diarrhoea or stomach pain to skip the workout until they feel better. However, to achieve their exercise goals, some people on GLP-1 medication will need to navigate working out even with these symptoms.

Although the severity of side-effects will vary person to person, the majority of patients report at least some gastrointestinal issues. With some drugs, the dose gradually increases over time, with a corresponding spike in side-effects with each increase.

The key is to encourage clients to experiment with the types and timings of food, to minimise symptoms and create the best opportunities for exercise.

For example, patients often report that bland food creates less discomfort and that they need to schedule exercise to allow adequate time for the stomach to empty after eating.

Additionally, many patients will be in calorie deficit, so coaches should advise them to be mindful of signs of low blood sugar during exercise – for example, light headedness or sudden weakness – and promote taking breaks when needed.

It is really important to remind clients that this is a long-term process. Taking a few days off when symptoms are severe is not a sign of failure or lack of willpower. ‘Consistency’ doesn’t mean turning up regardless of how you feel. It means doing the best you can each day and staying in it for the long run.

#3 – Support strength training

Indoor cycling is great for cardiovascular fitness, but it can actually contribute to muscle loss if not combined with resistance exercise.

Body weight training (including yoga and pilates), resistance band exercises, weight machines and free weights all count, but it is lifting heavier weights – typically in the range of 6–12 reps a set – that stimulates greater muscle activation. This helps preserve muscle fibres that might otherwise be lost in a calorie deficit.

For this reason, fusion classes – where time is split between being on the bike and doing heavier resistance training – is likely to be more effective than using lighter hand weights while in the saddle. It allows participants to work at sufficient intensity to stimulate muscle growth. It is also simpler and safer for novice indoor cyclists to master, as they don’t have to combine movements.

Clients should also be reminded of the importance of sufficient protein in their diet, as this provides the building blocks of muscle.

Resistance training helps maintain muscle mass while taking GLP-1s  |  ©SHUTTERSTOCK/INSIDE CREATIVE HOUSE

#4 – Prepare for de-prescribing

Many patients report a noticeable return of hunger and an increase in food cravings when they stop GLP-1 treatment, which can make it challenging to maintain the weight loss achieved. Continuing with physical activity once they come off the drugs will reduce weight regain and continue to provide significant physical and mental health benefits.

It is therefore important not only to harness the initial boost in motivation to exercise – experienced during treatment – but also to provide behavioural change support in the weeks and months running up to the end of treatment. The aim is to provide individuals with the tools that can help limit the impact of the loss of the drugs’ effects.

From an activity perspective, planning ahead to create suitable programmes and setting up motivational structures – for example, a supportive network of friends, family and workout buddies – can help people maintain their activity levels and sustain the results they’ve achieved.

“Remind clients that this is a long-term process. Taking a few days off when symptoms are severe is not a sign of failure or lack of willpower.”

Clubs can also help people prepare by encouraging them to identify and minimise triggers that lead to over-eating – for example, specific settings, times or emotions – as well as practising portion control, removing tempting foods and structuring eating times to help manage hunger and cravings. Teaching mindful eating is another good technique: eating slowly, savouring food and paying attention to how full they feel.

Conceived, powered and funded by BODY BIKE®, RIDE HIGH has a simple mission: to celebrate and champion the very best of indoor cycling, sharing ideas, stories and experiences from around the world to inspire the sector on to even bigger and better things. Subscribe for free by leaving your details below and we'll send indoor cycling's hottest news direct to your inbox three times a year.

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