“Any operator considering removing its indoor cycling studio needs to think again,” say Phillip and Jackie Mills of Les Mills International (LMI) – the company that counts RPM, SPRINT and immersive ride THE TRIP among its global programming portfolio.

“With its dimmed lights and wonderful connection to music, indoor cycling has a comparatively low barrier to entry. This is where club newcomers and long-time lapsed members should be directed.

“With the right innovation, indoor cycling studios can also be the most profitable spaces in your clubs. There’s nowhere else you can serve so many people per square metre. Even better, the proximity to each other actually fuels and enhances the experience. You’re moving together. There’s a sense of intimacy and community.”

Misinterpreting the facts

So why are some operators considering removing their cycle studios?

“The story we’re hearing is that since the pandemic, people don’t want to cycle any more,” says Phillip, adding: “We’ve found this to be the incorrect diagnosis of what’s happened.”

He explains: “It’s certainly true that a lot of long-term members – people who otherwise may well have stayed at the gym – found new habits during lockdown. They didn’t go off indoor cycling but off the gym in general. Meanwhile, the average age of new joiners is typically mid-20s – and for this younger generation, strength and mind-body are the big trends.

“So, indoor cycling unquestionably took a hit, yet we have clear evidence that people do still want to cycle.

“At Les Mills New Zealand, for example, indoor cycling has easily the largest participation of any group exercise category: it accounts for 15 per cent of all club attendances. Cycle studios are the most profitable spaces in these clubs.

“The key has been innovating in a way that’s genuinely different: cool and exciting enough to re-engage previous members and appeal to Gen Zs.”

A new route into cycle

Phillip continues: “What we did at Les Mills New Zealand was put THE TRIP into every club; pre-pandemic it was only in two. We experimented with screen size to make it more affordable and in every case, found it was bringing young people as well as previous regulars into the studios.

“Not only that, but it was encouraging people to engage with indoor cycling more broadly. It was THE TRIP that drew them in, but they then got serious about cycle, sought variety and migrated into SPRINT and RPM too. All indoor cycling programmes saw an uplift off the back of THE TRIP.”

Other operators are enjoying similar successes, with THE TRIP now available in almost 4,000 clubs globally – up from 130 pre-pandemic.

One great example comes from SATS Stureplan in Sweden, which runs 27 TRIP classes every week – and still has enough demand that there are waiting lists. Meanwhile, in the US, Gold’s Gym So Cal Group offers THE TRIP, RPM and SPRINT and has grown its cycle studios back to an average 70 per cent capacity – and rising. Brick Bodies is at capacity, as are a number of large state universities where cycle is consistently in the top three programmes.

“Our US team believes these Gen Z students will drive a massive resurgence in indoor cycling over the next few years,” says Phillip.

Constant evolution

Innovation shouldn’t end with technology, however. Continual evolution of programming is also key to maintaining high engagement levels.

Phillip observes: “SoulCycle was a great innovation when it launched in 2006, but its star began to fade as the industry moved on and new innovations came to the fore.

“Dancing on a bike was fun, but it was all sprinting in the saddle or standing up and that formula remained broadly unchanged over time.

“At LMI, we are firmly of the belief that you have to keep innovating in your programming, whether that’s new concepts or pushing the boundaries of existing programmes.”

He continues: “A few examples… In 2015, off the back of the boom in HIIT, we launched SPRINT – our half-hour HIIT class. It’s been hugely successful, especially where it sits alongside THE TRIP.

“THE TRIP is also constantly evolving. It’s already so different from its launch 10 years ago and with the incredible things happening in the field of computer graphics, that innovation will only accelerate.”

Jackie picks up the story: “We take really good notice of club numbers. As soon as they start to drop, we look at what we might need to shift up in the programme to keep people interested.

“SPRINT is fairly easy as it’s interval-based: we mix it up all the time. As long as there are 20 minutes above 85 per cent max heart rate, we know we’ve got the intervals right. But we also continue to subtly innovate within RPM to maintain its appeal almost 30 years on.”

Pushing the boundaries

Jackie continues: “With RPM, we know it’s the intervals and the musical journey that make it such a great way to get into exercise. Over recent years, we’ve therefore done two very cool things within the choreography to reinforce that. We’re also about to trial a third idea, just to keep things fresh.

“They’re all a bit of a trade secret, but for example, we’ve explored the use of resistance to make the ride more enjoyable. It’s been subtle but significant, because it’s about how people feel when they work out.”

“We have to take some of the blame for the old ‘go hard or go home’ ethos of indoor cycling, which we drove through the first 10 years of RPM’s life,” acknowledges Phillip. Now, explains Jackie: “We see RPM as the gateway class that welcomes all ages and fitness levels and we’ve been working on different innovations to ensure it feels beautiful to do. You’re very connected to the music, to yourself and to the ride.

“As part of this, we’ve added young people into our choreography teams – making them multi-generational – and most recently have experimented with music and the rhythm of motion for a deeper experience. Piloted as Progressive Cycle in our Auckland club, it won’t roll out as a standalone concept; we don’t need a fourth cycle programme at this stage. However, our learnings will influence RPM.

“We like to extend our programmes as far as we can take them. If our trial classes get waitlists, we know we’re getting it right!”