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