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).