Cult or Craze?

Over the course of my last two blog posts, I have clearly established that indoor cycling is dominating the health-club scene, selling out classes and inspiring devotional behaviors by its follows. When I say devotional behavior, I truly mean it. This spinning craze has gone to extremes and new heights that no fitness obsession has gone before, creating a “cult-like” nature around it. Most who have not hopped on the bandwagon, refer to cycling addicts as members of this “cult.” My brother, being one of those, constantly questions why I chose to spend 28+ dollars on a fitness class, and why I feel the need to parade around in my spin apparel. My answer- I am hooked!

For my final blog post, I will assess the extreme heights this spinning obsession has reached that make it “cult-like.” For the most part I will be speaking from first hand, because if you cannot tell already, I am certainly a member of this “cult.”

            I will never forget my first spin class because of how out of place I felt. This was way before I joined the trend, and I did not know the first thing about a spin class. I asked every and any question from how to adjust my wheel, to how to set up my bike to fit my height. Once the class began, I was amazed at how comfortable and professional everyone surrounding me looked as they “taped it back” and followed the instructor with ease. After a few classes I finally got the hang of it and I began to feel a part of the spinning microculture that has emerged in our society. I can confidently refer to “spinners” as a microculture because we are a group within society who share similar values and tastes in a fitness class (Babin/Harris 200). As I learned the cultural norms of this micro culture, I found myself asking less and less questions and becoming more of member of the spinning “cult” (Babin/Harris 180).

One extreme that proves the addicted, devoted nature of the spinning customer base is the amount of early (and I mean early) classes different studios offer. It is now customary for spin studios to offer a 5:45/6:00am spin class so that people can get their fix in before work or school. This summer, my friend and I would do a 5:45am spin class every Monday before I had to commute to work. When I first signed up for one, my entire family (including myself) thought I was crazy to wake up so early just so I could go to a spin class. However, after I did it once I felt unbelievable knowing how much I accomplished so early in the morning. In terms of my basic consumption process, my post-choice evaluation was always positive, which encouraged me to return to these early classes. First time Soul Cycler Gabi Conti shares, “I leave the class drenched in sweat. I feel like I can accomplish anything.” This feeling of invincibility and strength from a spin class has created an effective sense of customer commitment, which explains why spinners are so dedicated and attached the fitness craze (Babin/Harris 318).

FlyWheel Morning Schedule

Moreover, indoor spin studios create such a welcoming, encouraging community and environment that “spinners” become extremely close with certain instructors. For example, over the summer I would take the same class every Sunday with Christina P. at 9:30am without fail. By the third week, Christina noticed my frequent attendance and she began to take an interest in my progress. This bond helped build a high relationship quality established by a level of trust, gratification, personalization, and communication (Babin/Harris 322).  By the end of the summer, we became friends on social media platforms, she began to compliment me in class, and she is undoubtedly the reason I continue to return.

My friend Dani with her favorite SoulCycle instructor

            Spinning has reach social media heights that no other fitness craze has before. It has become trendy to post pictures to social media platforms such as Instagram, Facebook, and Snapchat after completing a class with a friend. Anyone not a member of this “cult” might wonder why anyone would post a picture of themselves looking as tired and sweaty as possible. However, it is very much a trend that indoor spin studios encourage. This proves to be effective social media marketing for spin companies that also helps create buzz around the product (Babins/Harris 169).  

            So has spinning really become a cult? As a clear member of this micro culture, I believe I am in a biased position to say. However, it is fair to say that I feel a strong connection to any man or woman walking down the street dripping sweat holding a bag from their respective spin studio. It is this shared feeling of pride and accomplishment we get from a spin class that connects us.

See what other people have to say:

http://www.blisstree.com/2014/01/22/fitness/soul-cycle-is-a-cult/

http://www.vanityfair.com/hollywood/2012/09/soul-cycle-celebrity-cult-following

Sources: Babin, B., & Harris, E. (n.d.). CB: Consumer Behavior: Student edition 7 (Student ed., p. 169, 180, 200, 318, 322).

The Fitness Face-off: Soul Cycle vs. Flywheel

DARE TO COMPARE:

   



There are two camps that have turned former non-enthusiasts into die-hard fans addicted to cycling – Soul Cycle and Flywheel. Although similar in structure (both offer 45-minute full-body and strength-training workout classes where you can expect to burn between 500 to 700 calories a session), most riders have a distinct preference when it comes to style. I will try to stay as objective as possible- but given that I am a spinning fanatic, I obviously have a favorite studio. I have chosen these two studios in particular because BOTH are located in my very small town of Short Hills, NJ, and BOTH do very well. My area is considered to be an affluent region of New Jersey, so both companies have similar product placement strategies in their marketing mix (Babin/Harris, 34). However, these companies are able to both survive in my small town because of the brand personality appeal they have created by associating human characteristics with the brand message (Babin/Harris, 200). This, in turn, results in passionate brand loyalty, in which there is a deep commitment regardless of situational factors (Babin/Harris, 254). Even though both spin studios offer a high intensity work out, I know Soul Cycle addicts who would not take a spin class if it was at Flywheel, even if the time fits better into their schedule or if all the Soul Cycle classes were booked.

Since I have experienced both spin classes, here is a brief overview of each studio's brand personality and how Soul Cycle and Flywheel have differentiated their studies in the spinning market.

Flywheel:

        Flywheel, with its steel gray interior and high-tech computerized bikes, feels like a state-of-the-art athletic facility. A lounge next to the reception desk provides space for spinners to socialize before and after class. This adds to the social value of the studio (Amy Angell Lecture, 14 Sept 2015).  The spinning studio itself, with its three-tiered stadium seating, feels airy and spacious. There’s truly no bad bike in the house.

Flywheel Competition Board

Sign in area at Flywheel Millburn, NJ

       Each bike comes with a proprietary Torqboard that allows you to see your real-time stats. You can monitor your resistance, RPMs, and total workload to make sure you are on pace with the instructor. Mounted computer screens allow cyclists to compete against each other, although you can opt out of transmitting your stats to the big board if you just want to compete against yourself. The results of each ride get saved in your Flywheel profile, accessible online, making it easy to track your progress whether you’re trying to drop fifteen pounds or train for a summer race. This feature serves as its differentiated value proposition, what sets it a part from other spin studios. This value proposition targets consumers within the VALS (Values and Lifestyle) "strivers" segment, who are achievement motivated (Babin/Harris, 123). Being able to track your performance against others and yourself gives Flywheel the personality of a competitive, progress-oriented studio. This works towards Flywheel’s brand personality appeal and helps Flywheel differentiate itself in the spinning market.

Soul Cycle:

      Soul Cycle channels a high-end spa design with its white interiors, ubiquitous scented candles, copious towels, and free amenities (gum, hair bands, and an array of grooming products for the taking). This aura gives Soul Cycle a spiritual characteristic that adds to its brand personality. Soul Cycle focuses on riding as a group rather than competing with those around you or your previous spin performances. These classes are more uplifting, giving the brand a motivating and inspiring personality.

     Soul cycle is known for being a “cardio party”. It is a high-energy class that focuses more on following the beat of the (often younger and fast pace) music. The popular music and remixes give Soul Cycle a trendy feel, which builds its brand personality. This quality attracts the younger crowd, which I see evident in my town as well. When I go to Soul Cycle classes, I am usually with friends or surrounded by young adults around my age. However, when I go to Flywheel, I am always with my mom and am surrounded by people in her generation.

    Soul Cycle’s inspiring and fun brand personality helps target the VALS "experiencers" segment, who are self-expressive, young, enthusiastic, and who value excitement (Babin/Harris, 123). This segment is best targeted with the Soul Cycle sign in every studio that reads, “athlete, legend, warrior, renegade, rock star, soul cycle” This message creates a motivating and energetic environment for consumers that allows for individual expression, which is how Soul Cycle differentiates itself in the spinning market.

These brand personalities help differentiate and build strong customer relationships and thus, brand loyalty. This explains why we see those Flywheel moms or those die-hard Soul Cycle fans decked head-to-toe in “soul” apparel with a large skull printed on their leggings and shirt (if you have ever been to a Soul Cycle, you know what I am talking about).

So where does my spin loyalty lie?

Join the Discussion! Check out more blogs that joined in on the Flywheel vs. Soul Cycle debate:

http://www.blogher.com/spin-battle-flywheel-vs-soulcycle?page=0,0

http://wellandgood.com/2010/02/22/soul-cycle-vs-flywheel-a-comparison-shop-and-spin/

http://www.wherecanifindtheperfect.com/slimming-down-now/

Sources: Babin, B., & Harris, E. (n.d.). CB: Consumer Behavior: Student edition 7 (Student ed., p. 34,123,200,254).

I've Got the Spins

"KEEP CALM AND PEDAL ON"

Ever since my days of travel soccer, I have always appreciated a good work out. Not a pretend, “Oh I will go on the elliptical for 30 minutes on level 2." I am talking about a full on workout that will make you feel like you just sweat out half of your body weight. So a few years ago when my mom asked me to go to a spin class with her, the fitness guru I am decided to give it a try-I was immediately hooked! I was so excited I found a new workout that would be my hidden gem; Well, that ended shortly.

taken at SoulCycle: Santa Monica, CA location

The Spinning trend caught on like wildfire, starting with SoulCycle in 2006. Suddenly, working out turned from a dreaded task to the hot new thing to do. It is now considered fashionable to be fit, and I think that it started with the growing popularity of spinning.

Why I think this spinning sensation is here to stay:

When looking at The Value Equation, spinning provides more benefits (quality, emotions, prestige, and experience) than costs for customer, which leads to high value (Babins/Harris 24). Aside from its utilitarian value of providing a workout, spinning provides high hedonic value as well (Babins/Harris 29). The stand alone spin studios that have developed, like SoulCycle or Cyc Fitness, provide experiential value by creating a sense of community and a euphoric feeling that comes after finishing a class. One of the reasons I love spinning so much is because even if I do not have a friend in the class (which I usually do), the fun and welcoming environment makes it something I am not afraid to do alone. Since spinning is now such a trendy hobby, it provides high social value. I constantly find myself signing up for classes with friends. It is a way to bond with each other and a way to meet new people. Not to mention, the added value of prestige that comes with telling someone “I just finished spin class”(Babins/Harris 28).

While many people argue that spinning is an expensive hobby, this trend has created a niche market, segmenting consumers that are willing to pay more for a quality workout experience (Babins/Harris 15). You can immediately identify the young, hip "spin customers" as soon as they walk in with lulu lemon work out apparel and an oversized water bottle attached to the hip. 

While you may not buy into the spinning craze, there is no doubt that it has transformed the way our society views working out. But don’t yuck it, until you try it!

Check out The Huffington Post's: 8 Reasons to Learn to Love Spin Class and Why People Spin by Fox News.

Sources: Babin, B., & Harris, E. (n.d.). CB: Consumer Behavior: Student edition 7 (Student ed., p. 28, 29).