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features

New opening: Micro-management

‘Reserve your seat’ technology and a focus on excellent instruction – Alison Bledge reports on the opening of London’s latest cycling-only microgym

By Alison Bledge | Published in Health Club Management 2013 issue 4

Visit any major city in the UK and you can’t fail to notice the boom in microgyms over the last few years. These smaller, specialist and often independently-owned studios are steadily growing in popularity, with cycling-only gyms at the forefront of this trend.

In the United States, in spite of a premium price tag, SoulCycle attracts a very loyal following. And now the options are growing for London-based exercisers, with a new studio – Cyclebeat – joining the swelling ranks of the cycling-only microgyms alongside the likes of BOOM!Cycle.

The Cyclebeat revolution
Cyclebeat, which opened in the City of London on 13 February, was founded by two London-based lawyers, Greg Allon and Justin Crewe. Both huge fans of indoor cycling, nevertheless their experience of attending classes had led to frustration due to the varying standards of club facilities, as well as class timetables that failed to fit in with their busy schedules.

On a trip to New York, the pair visited a number of boutique cycling studios and the idea of a business venture took shape. Allon says: “After experiencing some really great classes Stateside, we returned to London very excited about the potential to create a studio that offered only indoor cycling, but that delivered it really well.

“Cycle studios in the US have certainly helped create a buzz and sense of excitement around indoor cycling. While London has seen a small number of boutique studios open in the last few years, we believe Cyclebeat is leading the vanguard of smart fitness boutiques that offer customers a far richer cycling experience than they would get in a traditional gym.”

Crewe adds: “We set out to create an indoor cycling environment that provided a consistently high standard, and we identified three key factors to ensure we stood out from competitors. Firstly, and most importantly, Cyclebeat has some of the most talented instructors in the country, offering inspirational classes and a fantastic playlist. Secondly, we’ve introduced technology that makes for a much richer experience, enabling riders to book a specific bike, compete if they choose to, and track their progress. And finally, Cyclebeat offers a flexible membership system, where new riders can buy a 30-day pass for just £30, then decide whether to pay as they go or buy a flexible membership. Either way, there’s no long-term commitment for riders.”

inspirational space
The 325sq m (3,500sq ft) studio sits on the site of a former City pub, The Red Lion, and a number of original features have been retained, giving the studio a unique feel. Fortunately for Cyclebeat, Crewe’s wife and Allon’s sister is Olga Allon, an architect and also founder of Hot Bikram Yoga, which has three boutique yoga studios in London. Olga therefore advised Crewe and Allon on the design of the Cyclebeat studio.

Cyclebeat is built over two floors, with a reception area and main studio space located on the ground floor. Meanwhile spacious changing rooms and a stretch zone can be found in the basement, with doors leading out to an open-air courtyard. Allon explains: “The spacious layout and design have been arranged to give the best possible experience. The bright, spacious communal areas are inviting and friendly, while the studio space is dark and low-lit. The use of Cyclebeat’s signature blue lighting creates an ambience and sense of excitement for each class.”

He continues: “It was important that the studio design was an extension of the Cyclebeat brand – a brand that plays on song lyrics. Well-known lyrics have been stencilled on the studio walls using Cyclebeat’s unique font, which has broken lines through it to illustrate speed and movement.

“As Cyclebeat’s branding is multi-coloured, we chose grey as a background colour for the interior, with splashes of brightly-coloured signage around the studio.” The changing rooms have splashes of lime green on the lockers, while the back wall of reception has a huge, multi-coloured backdrop of the London skyline – a striking feature for riders checking in for their classes.

Allon adds: “The studio design offers a space consistent with the brand and design that members see on the website. It feels fresh, unique and gives a sense of the importance of music and movement.”

Innovative technology
As well as a well-designed, high specification studio space, Cyclebeat offers riders a unique experience which starts the moment they log on to the studio website. Having decided which class they would like to attend, riders can reserve a particular bike – just as they would when booking a seat on a plane. This management software, provided by US technology company Zingfit, has been specifically designed for cycling studios. Prior to a class, participants can also view their instructor’s profile online and even listen to a sample playlist on Spotify.

The innovation continues into the studio through the introduction of the ‘Beatboard’, which is based on cutting-edge performance technology provided by US-based company Performance IQ. Cyclebeat is the first studio or gym in the UK to use this new system, which allows riders to see their performance streamed live onto a board at the front of the class.

Allon explains: “The Beatboard only identifies riders by their bike number, but it provides the ultimate experience for competitive riders to lead the pack and is highly motivating for every rider, spurring them on to work harder. When the ride ends, performance data from each ride is stored in the rider’s account, allowing them to track their progress over time. It’s a fantastic tool for helping riders meet their fitness goals.”

Cyclebeat’s emphasis on innovation is further illustrated through its partnership with Keiser UK: the cycle studio features 50 Keiser M3+ bikes. Tim Colston, MD of Keiser UK, says: “Cyclebeat has harnessed the popularity of indoor group cycling and enhanced the classes by adding the latest technology. The cutting-edge Beatboard locks onto the competitive nature of each participant, and our M3+ bike – which features an onboard computer that provides heart rate, calorie, power and resistance level monitoring – is the perfect partner for this innovation. It means everyone from athletes to beginners can enjoy a truly effective workout.”

Colston continues: “The ambience in a class also has a huge effect on the participants’ exercise experience. Cyclebeat’s clever use of a stadium-style layout and immense sound system offers an experience that’s hard to beat. From an equipment perspective, the M3+ matches Cyclebeat’s aspirations, with whisper-quiet performance that means class participants only hear the motivational music and the instructor, without any ‘equipment soundtrack’.

“Cyclebeat has sought to secure some of the most talented and inspirational instructors in the country, and Keiser UK is proud to partner this new studio in its quest for excellence.”

Future plans
In the first month after opening, the studio saw more than 600 people sign up to its introductory offers. So what plans does Cyclebeat have for the future? Allon explains: “First we want to firmly establish our City site as the premier indoor cycling venue in the country. We believe we’re at the start of a wave of boutique cycling studios opening across the country, and our aspiration is to consolidate our position as the market leader, initially in London, and subsequently nationally.”

Flexible classes and membership options

Cyclebeat classes are scheduled throughout weekdays and have been designed to appeal to workers in London’s City district. The timetable features 45-minute sessions from 6.45am to 7.00pm, with 35-minute sessions during lunchtime hours.

The studio offers flexible membership, where everyone starts on an introductory offer that allows unlimited rides for 30 days, starting on the day of the first class. Riders can then either pay as they go (£15 a class), buy a 10-class card for £120, take out a monthly subscription for £75, or buy an annual pass which, costing £750, offers 12 months for the price of 10.

Cyclebeat is located at 8 Lombard Court, London EC3V 9BJ: www.cyclebeat.co.uk

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Cyclebeat uses technology, new to the UK, that streams riders’ performances live onto a board at the front of the class
Cyclebeat uses technology, new to the UK, that streams riders’ performances live onto a board at the front of the class
Over 600 members signed up in the first month
Over 600 members signed up in the first month
The studio occupies a former City pub site
The studio occupies a former City pub site
Reception features a huge mural of the London skyline
Reception features a huge mural of the London skyline
Cyclebeat aims to recruit the most talented cycling instructors in the UK
Cyclebeat aims to recruit the most talented cycling instructors in the UK
https://www.leisureopportunities.co.uk/images/HCM2013_4new.gif
'Reserve your seat' technology and a focus on excellent instruction, we pay a visit to Cyclebeat, London's latest microgym
Cyclebeat Justin Crewe Greg Allon,Microgym, Cyclebeat, Keiser, group cycling, Greg Allon, Justin Crewe, Zingfit, Performance IQ
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features

New opening: Micro-management

‘Reserve your seat’ technology and a focus on excellent instruction – Alison Bledge reports on the opening of London’s latest cycling-only microgym

By Alison Bledge | Published in Health Club Management 2013 issue 4

Visit any major city in the UK and you can’t fail to notice the boom in microgyms over the last few years. These smaller, specialist and often independently-owned studios are steadily growing in popularity, with cycling-only gyms at the forefront of this trend.

In the United States, in spite of a premium price tag, SoulCycle attracts a very loyal following. And now the options are growing for London-based exercisers, with a new studio – Cyclebeat – joining the swelling ranks of the cycling-only microgyms alongside the likes of BOOM!Cycle.

The Cyclebeat revolution
Cyclebeat, which opened in the City of London on 13 February, was founded by two London-based lawyers, Greg Allon and Justin Crewe. Both huge fans of indoor cycling, nevertheless their experience of attending classes had led to frustration due to the varying standards of club facilities, as well as class timetables that failed to fit in with their busy schedules.

On a trip to New York, the pair visited a number of boutique cycling studios and the idea of a business venture took shape. Allon says: “After experiencing some really great classes Stateside, we returned to London very excited about the potential to create a studio that offered only indoor cycling, but that delivered it really well.

“Cycle studios in the US have certainly helped create a buzz and sense of excitement around indoor cycling. While London has seen a small number of boutique studios open in the last few years, we believe Cyclebeat is leading the vanguard of smart fitness boutiques that offer customers a far richer cycling experience than they would get in a traditional gym.”

Crewe adds: “We set out to create an indoor cycling environment that provided a consistently high standard, and we identified three key factors to ensure we stood out from competitors. Firstly, and most importantly, Cyclebeat has some of the most talented instructors in the country, offering inspirational classes and a fantastic playlist. Secondly, we’ve introduced technology that makes for a much richer experience, enabling riders to book a specific bike, compete if they choose to, and track their progress. And finally, Cyclebeat offers a flexible membership system, where new riders can buy a 30-day pass for just £30, then decide whether to pay as they go or buy a flexible membership. Either way, there’s no long-term commitment for riders.”

inspirational space
The 325sq m (3,500sq ft) studio sits on the site of a former City pub, The Red Lion, and a number of original features have been retained, giving the studio a unique feel. Fortunately for Cyclebeat, Crewe’s wife and Allon’s sister is Olga Allon, an architect and also founder of Hot Bikram Yoga, which has three boutique yoga studios in London. Olga therefore advised Crewe and Allon on the design of the Cyclebeat studio.

Cyclebeat is built over two floors, with a reception area and main studio space located on the ground floor. Meanwhile spacious changing rooms and a stretch zone can be found in the basement, with doors leading out to an open-air courtyard. Allon explains: “The spacious layout and design have been arranged to give the best possible experience. The bright, spacious communal areas are inviting and friendly, while the studio space is dark and low-lit. The use of Cyclebeat’s signature blue lighting creates an ambience and sense of excitement for each class.”

He continues: “It was important that the studio design was an extension of the Cyclebeat brand – a brand that plays on song lyrics. Well-known lyrics have been stencilled on the studio walls using Cyclebeat’s unique font, which has broken lines through it to illustrate speed and movement.

“As Cyclebeat’s branding is multi-coloured, we chose grey as a background colour for the interior, with splashes of brightly-coloured signage around the studio.” The changing rooms have splashes of lime green on the lockers, while the back wall of reception has a huge, multi-coloured backdrop of the London skyline – a striking feature for riders checking in for their classes.

Allon adds: “The studio design offers a space consistent with the brand and design that members see on the website. It feels fresh, unique and gives a sense of the importance of music and movement.”

Innovative technology
As well as a well-designed, high specification studio space, Cyclebeat offers riders a unique experience which starts the moment they log on to the studio website. Having decided which class they would like to attend, riders can reserve a particular bike – just as they would when booking a seat on a plane. This management software, provided by US technology company Zingfit, has been specifically designed for cycling studios. Prior to a class, participants can also view their instructor’s profile online and even listen to a sample playlist on Spotify.

The innovation continues into the studio through the introduction of the ‘Beatboard’, which is based on cutting-edge performance technology provided by US-based company Performance IQ. Cyclebeat is the first studio or gym in the UK to use this new system, which allows riders to see their performance streamed live onto a board at the front of the class.

Allon explains: “The Beatboard only identifies riders by their bike number, but it provides the ultimate experience for competitive riders to lead the pack and is highly motivating for every rider, spurring them on to work harder. When the ride ends, performance data from each ride is stored in the rider’s account, allowing them to track their progress over time. It’s a fantastic tool for helping riders meet their fitness goals.”

Cyclebeat’s emphasis on innovation is further illustrated through its partnership with Keiser UK: the cycle studio features 50 Keiser M3+ bikes. Tim Colston, MD of Keiser UK, says: “Cyclebeat has harnessed the popularity of indoor group cycling and enhanced the classes by adding the latest technology. The cutting-edge Beatboard locks onto the competitive nature of each participant, and our M3+ bike – which features an onboard computer that provides heart rate, calorie, power and resistance level monitoring – is the perfect partner for this innovation. It means everyone from athletes to beginners can enjoy a truly effective workout.”

Colston continues: “The ambience in a class also has a huge effect on the participants’ exercise experience. Cyclebeat’s clever use of a stadium-style layout and immense sound system offers an experience that’s hard to beat. From an equipment perspective, the M3+ matches Cyclebeat’s aspirations, with whisper-quiet performance that means class participants only hear the motivational music and the instructor, without any ‘equipment soundtrack’.

“Cyclebeat has sought to secure some of the most talented and inspirational instructors in the country, and Keiser UK is proud to partner this new studio in its quest for excellence.”

Future plans
In the first month after opening, the studio saw more than 600 people sign up to its introductory offers. So what plans does Cyclebeat have for the future? Allon explains: “First we want to firmly establish our City site as the premier indoor cycling venue in the country. We believe we’re at the start of a wave of boutique cycling studios opening across the country, and our aspiration is to consolidate our position as the market leader, initially in London, and subsequently nationally.”

Flexible classes and membership options

Cyclebeat classes are scheduled throughout weekdays and have been designed to appeal to workers in London’s City district. The timetable features 45-minute sessions from 6.45am to 7.00pm, with 35-minute sessions during lunchtime hours.

The studio offers flexible membership, where everyone starts on an introductory offer that allows unlimited rides for 30 days, starting on the day of the first class. Riders can then either pay as they go (£15 a class), buy a 10-class card for £120, take out a monthly subscription for £75, or buy an annual pass which, costing £750, offers 12 months for the price of 10.

Cyclebeat is located at 8 Lombard Court, London EC3V 9BJ: www.cyclebeat.co.uk

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Cyclebeat uses technology, new to the UK, that streams riders’ performances live onto a board at the front of the class
Cyclebeat uses technology, new to the UK, that streams riders’ performances live onto a board at the front of the class
Over 600 members signed up in the first month
Over 600 members signed up in the first month
The studio occupies a former City pub site
The studio occupies a former City pub site
Reception features a huge mural of the London skyline
Reception features a huge mural of the London skyline
Cyclebeat aims to recruit the most talented cycling instructors in the UK
Cyclebeat aims to recruit the most talented cycling instructors in the UK
https://www.leisureopportunities.co.uk/images/HCM2013_4new.gif
'Reserve your seat' technology and a focus on excellent instruction, we pay a visit to Cyclebeat, London's latest microgym
Cyclebeat Justin Crewe Greg Allon,Microgym, Cyclebeat, Keiser, group cycling, Greg Allon, Justin Crewe, Zingfit, Performance IQ
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