Photo: Body Bike International

Is indoor cycling in decline? Not from where we stand. The story from our partner Les Mills shows indoor cycling has been its top-performing category in terms of growth over the last year, for example, and our multi-site customers in Denmark have full classes with wait-lists. One major European customer, who looked at taking cycling studios out, is in the process of putting them back. And in the UK, Leisure DB counted 2,594 gyms with a group cycling studio in 2023 (37.1 per cent of UK gyms), up from 2,409 in 2018 (34.2 per cent).

It’s incorrect to point to challenges in the boutique market – closures and reduced bookings through the likes of Classpass – and deem it evidence of a general decline.

Boutique is only part of the picture and the issues are not unique to indoor cycling – they’re sector-wide, not discipline-specific.

Boutiques boomed in the years leading up to the pandemic, with indoor cycling – and notably SoulCycle – leading the charge. However, as far back as 2019, [the now defunct] Club Industry reported that only 40 per cent of boutiques were making money.

Then came the pandemic and the cracks began to show: in the 2022 Boutique Fitness Solutions State of the Industry Report, only 9.4 per cent of surveyed studios had a profit margin of 20 per cent or more.

This has led to closures and not just in indoor cycling. Brands such as SoulCycle might have occupied the spotlight, but the higher they fly, the harder they fall – certainly in the headlines – and this has skewed the picture.

Meanwhile, there are many boutique success stories; Barry’s, for example, clearly sees the future in this discipline and is rolling out its Ride x Lift concept.

If we take boutique hypergrowth and subsequent rationalisation out of the equation, what we see is a market that’s very stable.

Indoor cycling pre-dates boutiques: it’s been a staple for decades. It might not be as ‘of the moment’ as reformer Pilates, but neither is it a discipline in decline.

It ticks the boxes for everyone, providing a richness of data in a fun, music-filled and community-focused workout that engages and motivates.

One very positive thing boutiques have done is raise customer expectations, meaning an immersive, engaging experience is now the price of entry for indoor cycling.

Operators that are cutting back and quoting reduced member interest are in this position because they haven’t innovated or invested. That’s understandable given the last few years, but as investment budgets return, it’s time to upgrade spaces, equipment, tech and most of all instructors.

My simple advice? Hire people who will fill the room.

I’m confident indoor cycling will continue to stand the test of time, provided it evolves in line with consumer expectations.

photo: Les Mills

Studio cycling had a tough time during the pandemic, with social distancing rules preventing operators from optimising space in what is usually the most profitable area of the club, per square foot.

Post-pandemic shifts in consumer behaviour have also made it difficult for certain sections of the market, notably connected fitness brands and city-centre boutiques, but this is true across all training modalities and not limited to cycle.

We’re seeing that members are loving working out in clubs and that community forms a big part of what keeps them coming back. Operators who are doubling down on the cycle studio are still seeing strong results: Places Leisure has been reaping the rewards of investing in immersive studios, for example, while at Les Mills’ Auckland City club, the cycle programmes made up three of the top five attended classes this February.

The indoor cycle studio is often the most stylish and dynamic section of the health and fitness club. Whether it’s nightclub-inspired lighting and design, pumping sound systems, or sexy screens, creating a show-stopping cycle studio is a great way to pull in prospects and retain members.

Operators who consistently win in the cycling space understand the importance of appealing to different target audiences. An addictive cycle studio should deliver four types of workouts: fitness, performance, HIIT and exertainment, as well as channelling great coaches and instructors to lead the genre of class, delivering inspiring experiences on the bike.

Experiential workouts, strong communities and programmes that cater for different member needs are the keys to ensuring your club has a strong cycle offering to keep members cranking up the gears and filling studios.

Fitness is very trend-driven and there’s no getting away from the fact that strength training is red hot right now, particularly among Gen Z, but cycle certainly isn’t going anywhere and its versatility makes it essential to the future growth of the fitness market.

We have a whole new generation of fitness fans taking their first steps into exercise – 27 per cent of current exercisers describe themselves as absolute beginners, presenting a huge opportunity. Our research shows that helping beginners find intrinsic motivation to exercise is the key to ensuring long-term adherence.

Yates: We’re focused on reviving interest in cycling / photo: Lift Brands

Current data indicates a downward trend across the sector, particularly within boutique cycling establishments. This decline can be attributed to both a decrease in participation and challenges related to the quality of programming. We’re actively addressing these issues by enhancing our programming quality and engaging more effectively with our members to revive interest and participation in studio cycling.

There is a noticeable shift in preferences within the fitness industry. We’re observing a transition from traditional static workouts, such as studio cycling, to more dynamic, community-oriented, and sport-based programming, such as Hyrox. This trend emphasises the growing demand for engaging and competitive fitness experiences that incorporate leaderboards and community participation. As a result, cycling is facing challenges in maintaining its popularity, prompting us to innovate and adapt our offerings to meet the evolving needs of our clients.

Snap is actively working to revitalise its cycling sessions to keep members engaged and enthusiastic. We’ve undertaken significant enhancements in the design of our cycling spaces, focusing on creating a vibrant and inviting atmosphere. This includes new lighting systems and an updated ambiance that enhances the overall experience. Additionally, we are refining our content management strategies, including music selection and session structure, to ensure each cycling class is energising and enjoyable. These improvements, combined with our ongoing updates to programming, are aimed at delivering an unparalleled cycling experience to our members.

People are drawn to cycling for its simplicity: classes are easy to follow which makes it accessible to participants of all fitness levels. The role of coaches and music is pivotal in enhancing the experience, as they both energise the sessions and motivate participants. Additionally, consumers appreciate how cycling sessions provide a temporary escape from the stresses of daily life, offering a mental and physical release that’s rejuvenating and fulfilling.