There have been some significant shifts in the fitness industry in recent years. Younger people are more likely to have a gym membership. They're also likely to see the gym as a multifunctional space: somewhere to socialise, have an experience, gain advice, and support physical and mental health rather than just a destination for physical transformation. Recent reports on the UK and European fitness industries have shown that more people have gym memberships than ever before. Crucially, these reports have also revealed that there's still a significant opportunity for growth. Simply put, the gym industry is thriving. But despite the many changes that we're seeing across the industry, some things remain the same: membership retention and revenue continue to be vital to gym owners and operators. But with this growth comes increased competition, especially in urban areas where dozens of fitness options can exist within a short distance of each other. That's why you may have noticed gyms offering specialised services and tailoring their offerings to a specific audience, such as those with a focus on recovery, bodybuilding, or environmentally friendly studios. Developing a USP, or a strong, specific, and marketable offering, is one way gyms can stand out. Classes are one way to do this, and often, they're where you'll find your most loyal members. Indoor cycling is one example of a popular class offering. It's worth mentioning that since the pandemic, indoor and outdoor cycling have lost some traction. This isn't to say that there's not still a huge market for it, especially since indoor cycling is well-positioned to take advantage of another huge trend in fitness: technology. Whether it's creating a studio of electricity-generating bikes, a nightclub vibe, or helping people ride harder for longer, indoor cycling classes could help drive retention and revenue at your gym. How indoor cycling drives retention and revenue in gyms. 👍 More equipment on the floor. According to Les Mills, the cycling studio is the most profitable area of a gym, as bikes are often positioned closely together, creating an intimate but immersive environment, especially when paired with audiovisual technology. Les Mills also suggests that the average studio bike configuration is around one bike per 1.5 square meters of studio space, meaning you could fit around 66 bikes in a 100-square-meter studio. Compare this to a weight bench, which may require up to 2.8 square meters, or a free weights area that requires between 4.6 and 9.3 square metres. 👍 Group exercise helps retention Research by Les Mills also revealed that members exercising in groups just once a week are 20% more likely to be loyal than those who visit three times but exercise alone. There may be several reasons for this. 👍Accountability People who regularly exercise together may hold each other accountable for attending. Most of us recognise that turning up to the gym is the real challenge. Groups provide a network of support and encouragement, and make us answerable to our peers. 👍Set times Classes happen at the same time each week, so it's easy to block those times off in a calendar compared to exercising individually in a more ad hoc manner. 👍Experiential with themes, music, and vibes Indoor cycling classes are low-impact but high-energy. They can use immersive audio and visual elements, and we're seeing more unique classes, such as Boom Cycle offering a 2010 Rewind Ride or Psycle offering Lady Gaga- or Taylor Swift-themed classes. 👍High-intensity classes bring results It's hard work, but a good instructor and invigorating music can drive people to push harder. Academic research by Kansas State University found that women exercising with a teammate saw a 200% increase in workout time and intensity, especially when paired with someone they felt was better than they were. It's called the Kohler Effect, and it's the idea that nobody wants to be the weakest link in the group. Interestingly, classes can also help some people outsource their self-regulation to the group, making exercise feel less effort-driven. This could help people improve their performance faster and see results quicker than if they were trying to exercise alone. 👍New technology like ERG mode Indoor cycling is already taking advantage of advances in technology and software. You may be familiar with Les Mills, The Trip, which creates rides through virtual landscapes. Ciclozone has also developed a world-first for indoor group cycling with Energym: ERG mode for indoor group cycling, which allows instructors to control the resistance of the whole class, which is actually a world first. Ciclozone has partnered with Energym, so the technology also works with Energym's electricity-generating indoor bikes. 👍Instructor personality Instructors can make or break a fitness class. Often, they're the reason members keep coming back. Research by Les Mills indicates that 'instructors are the biggest single influencer on an exerciser's decision to attend an indoor cycling class'. This can be a huge draw for returning members and the key to attracting new ones. 👍Social aspect Gen Z doesn't just see the gym as a place to exercise and then go home, but as somewhere to socialise and connect with others. Indoor cycling classes are a great way to help build community and to introduce a social element to your offerings. 👍Generate clean electricity Electricity-generating RE:GENs capture and convert human power, storing it inside an energy management system to help power a studio. If you'd like to learn more about how this technology can transform your studio (and about software that includes ERG mode for indoor group training), you can message Toby Littlewood or visit the Energym website. 👍Corporate tie-ins Corporate teams can be competitive AF. We've seen it at some of the PWR Hour events that used our electricity-generating bikes at Bloomberg HQ and Samsung KX. If your gym is located in an area with corporate offices or large businesses, then competitive cycling classes or challenges can be a great way to tie your studio into their employee wellness or team-building efforts. You could also offer corporate membership packages for your gym or studio. 👍Hybrid options This is a tech-heavy option, but more gyms are embracing the hybrid member: people who have paid gym memberships but still enjoy exercising from home. If you have the technical ability to livestream or record classes, then this can help you connect with your members (and other audiences) beyond the studio. Indoor cycling has taken a hit since the pandemic. However, it's still a popular and potentially lucrative way to attract and retain members, especially when it becomes more than just a place to exercise, but a space where people can connect socially and push each other in a supportive and engaging atmosphere, which is undoubtedly where Gen Z appears to be heading. ⚡⚡Ready to put indoor cycling back in the spotlight?⚡⚡Whether you want to boost retention, differentiate your gym, or literally bring more energy into your studio, now is the time to rethink how indoor cycling can help find and retain members. Find out how electricity-generating bikes can transform your gym or cycling studio by visiting our page for gyms.