Kellie James
Have you always worked in fitness?
I’ve always been athletic, but my move into the business side of fitness came about almost by accident. I’m a qualified project manager who, in late 2021, was brought in to project manage the build-out of a new fitness hub here in Atlanta. As part of the agreement, I was promised my own studio within the space. I won’t go into details, but it didn’t end well.
The experience left me determined that no-one would ever again stand in the way of me pursuing my dream.
It also left me, quite literally, flat on my back. The stress of it all caused me to collapse and I broke my ankle in three places; I now have a rod and three screws in there. I was on bed rest for months, but I used that quiet time positively, taking the opportunity to conceptualise Drenched Cycle Studio. I still felt fuelled by an unquenchable fire to do the thing I wanted to do.

Tell us more about your vision.
I’d never even heard of indoor cycling until 2021, when a colleague invited me to a heated class at a studio called Sweat Cycle. It was brutal, but I fell in love with the music, the challenge, the energy of the room. From the back row, watching everyone in front of me hitting the moves, synchronised to the beat of the music. It was wonderful!
I also lost 6lbs in the first two weeks, which made me love it even more. I had never done a workout that brought me such quick results.
Within a handful of visits, I’d signed up for an unlimited membership and was going five days a week. I wanted to master it and, ultimately, introduce it to as many people as possible through my own studio.
“Plenty of studios can deliver a good class. I wanted the level of care in every detail to be what set us apart.”
I had a vision of creating a space that felt genuinely welcoming. In some other studios I visited, the culture felt a bit cliquey – almost like high school. I wanted mine to be the opposite of that: somewhere anyone could walk in, regardless of background, and feel instantly part of something.
I also wanted to put customer service at the heart of things. Plenty of studios can deliver a good class. I wanted the level of care in every detail to be what set us apart.
Fast-forward to today, having opened Drenched in downtown Atlanta in March 2024, and that’s exactly how it is: the right size shoes laid out by each bike before members arrive, towels positioned in a certain way, complimentary water. I’m in the studio myself at least four days a week – it’s entirely an extension of my own personality – and I personally respond to every Google review as fast as I can. We’re sitting at a 5.0 rating and the consistent theme is that people feel seen and welcomed, not judged.
In terms of the name, I wanted something short, memorable and brandable – a single word that people would associate with a feeling and that would be great for marketing and merchandise. Drenched felt right: not just being drenched in sweat, but the idea of showing up, giving something your all and leaving feeling depleted yet invigorated.
Your classes also have distinctive names.
Each class has a unique name, which I help instructors come up. It allows their individual personalities to shine through before you’ve even met them. It’s a small thing, but it works really well as a marketing tool: people look at our timetable and something pops out at them.
Our instructors are also empowered to inject creativity into their programming, albeit around an agreed structure so people know what they’re signing up for. And we run themed rides, too – no more than one or two a week, so they stay special rather than becoming routine.
“Corporate bookings have become a meaningful revenue stream. We’ve hosted rides for Google among others.”
We’ve also developed hybrid formats, originally designed to bring something different to Fridays, which were proving a bit quiet. Double Drenched is 30 minutes of cycling followed by 30 minutes of bodyweight and light weights, often taken outside in the parking lot, while Pressure is a heavy resistance, climb-focused 45-minute ride followed by 15 minutes of core work.
The number of classes on our schedule varies by time of year: things get quiet in the summer down here in Georgia and I’d rather run fewer, fuller classes than pad the timetable and have lots of empty bikes.
With space for 22 participants, across the timetable we average around 15, but a number of our classes are waitlisted. Monday is, surprisingly, our busiest day: the 5.45pm class, Magic Monday, is a great way to start the week, while the 7.00pm class, Never Miss a Monday, is waitlisted every week.
Private and corporate bookings have also become a meaningful, largely word-of-mouth revenue stream. We’ve hosted rides for Georgia Tech and Google among others, plus birthday parties and non-profit events, usually averaging at least one a month.

How strong is your community?
I always wanted the studio to be about more than just indoor cycling. Our catchment has a fairly transient population – there are always new people coming through – and Drenched has become a welcoming space where you can meet and get to know others.
Just as one example, every class starts by asking riders to introduce themselves to those sitting to their left and right. The impact of our ethos is clear when you look at dwell time. On a Monday evening, for example, class might finish at 8.00pm, but most people stay around chatting for an hour. We rarely leave before 9.00pm.
We also do a lot of community activities, partnerships with hotels, meet-ups for members and so on. Especially in the summer, you have to get creative to keep people engaged.
“VC backing didn’t just save the business financially. It also brought guidance I didn’t even know I needed.”
How did you fund Drenched?
I opened the studio entirely on my own savings, having been turned down for every loan and grant I applied for. Inevitably, that wasn’t sustainable: by the summer of 2024, I was funding payroll out of household money. I made the difficult decision to pause operations – transparent with my members about what I was doing and why – so I could focus exclusively on finding investment.
Through a business connection, I was introduced to a venture capital firm that just so happened to be looking to back a female-owned business. By further chance, the individual I met with was a keen indoor cyclist himself, which meant I didn’t have to spend the whole pitch explaining what indoor cycling was. He wanted to help.
It didn’t just save the business financially. It also brought the structural and operational guidance I didn’t even know I needed. Since then, everything has shifted. We now have 160 members, with a target of around 300 at our new location.

A new location? Tell us more.
On 1 September, we relocated to a 2,500sq ft space around seven minutes north of our original site in downtown Atlanta. We’re now in a very densely populated area, attached to a 300-unit luxury residential high-rise and within walking distance of around 10 Fortune 500 companies, including Google.
Critically, our new studio has showers – something our original site lacked, which held back growth in morning membership.
The new studio operates under the simplified brand of Drenched Studio, reflecting the addition of mat Pilates and HIIT alongside indoor cycling. Pilates is currently the fastest-growing modality in the market, while cycling has been trending downwards; even SoulCycle has been closing locations. Rather than fight that trend, I wanted to meet it, giving members the variety they seek and future-proofing the business.
“I want Drenched to have an answer whatever a person’s goal. I want to build a model where no-one can give me a ‘no’.”
We had already started offering mat Pilates at our old location, getting members used to the idea of doing more with us than just indoor cycling. And now, in our new studio, we’re bringing it all together as The Drenched Method. Depending on a member’s goals and fitness level, we’ll recommend one of three tracks, each with a different weekly balance of cycling, Pilates and HIIT – cardio, core, flexibility, strength.
Essentially, I wanted to build a model where no-one can give me a ‘no’. Previously, if someone said they needed to build core strength or lift weights, that was a lost sale. I want Drenched to have an answer whatever a person’s goal.
Where do you see the brand in five years?
I’m aiming for two further Georgia locations under our umbrella, with franchising to follow. The ultimate ambition is to become a nationally recognised brand. I believe what we’re bringing to market now sets us up to do exactly that.






















