FLOW CYCLE STUDIO: NEW CUSTOMER ACQUISITION
Grow Richmond boutique cycling studio membership through brand awareness and retention strategy.
Step 1. UNderstand the problem
FLOW Cycle Studio, a Richmond boutique cycling studio, was half full for all their fitness classes. For every 25 people who came for a free ride, only 1 signed up for the membership.
The owners felt that people in their backyard did not know they existed.
Increase revenue by increasing membership, creating a community of committed riders.
Step 2. UNDERSTAND THE PRODUCT
We worked out at studios all over Richmond and evaluated them based off:
Intensity - What was the range of difficulty of their classes?
Studio Layout - What does the studio feel like?
Community - How connected were the riders and the instructors?
Social Media Presence - How engaged were riders beyond the studio?
First Ride Experience - What is it like for a newbie?
Price - What are the different pricing structures + packages?
Location - Am I going to be late looking for parking?
"FLOW is a much tougher workout and they treat you like family" - FLOW Customer
FLOW Cycle Studio was the most intense, full-body cycle workout with a differentiated, deep sense community. They struggled to communicate these points of differentiation outside the physical studio.
Step 3. DEFINE THE audience
Female - Member-base skewed female.
Short Pump Resident - Lives within a 15 minute drive.
Sweat Seeker - Looking for a TOUGH workout and is motivated by fitness goals.
Gymtimidated - Gyms make them nervous and they may not know what do without instruction.
Community-Oriented - Cares about both their local community and their studio family.
Connected - 50% of members heard about the studio through friends and family.
FLOW was attracting the right riders. We needed to attract more members like them, and more males with the same mindset.
Step 4. strategy
FLOW Cycle Studio is Richmond's home for stronger cyclers.
We exist to help you find your flow - your state of peak performance characterized by calm, concentration, and effortless confidence.
We believe in mental and physical strength, relentless motivation, and creating a community of belonging in our studio and beyond.
STEP 5. VISUALLY OWN THAT NICHE
From a first glance, potential customers did not know they FLOW was a cycling studio and they did not expect such difficult classes.
We redesigned the logo to cue the class style and the intensity level while being more gender neutral.
FLOW's website was difficult for first-time users to navigate and their messaging predominantly flexed price.
By reorganizing the information architecture and creating captivating video assets for the landing page, we were clearly communicate FLOW's positioning.
STEP 6. bring NEW RIDERS TO THE STUDIO
With 50% of riders hearing about their studios from friends and family, we focused on tactics that would drive word-of-mouth and increase FLOW's digital presence.
CHECK IN > REFERRAL
"I feel weird bringing friends for money" - Focus Group Participant
Change the referral program into a check in offer. This will create digital word of mouth and tap into FLOW's current customer's network.
This audience feels connected to local causes. Host a monthly "Ride for a Cause" where a percentage of the proceeds go to a local charity.
Focus social spend on advertising these events and ask partner charity to promote as well.
SOCIAL MEDIA INTERN
The owners were teaching classes, managing the books, working full-time, raising two kids, AND managing social media.
With given messaging strategy, hire a social media from local university.
STEP 7. KEEP riders COMING bACK
FIRST TIME EXPERIENCE
1. Come in Early - Set them up on the bike and share FLOW's purpose.
2. Set Goals - Understand what they are looking for from themselves and from a workout class.
3. Close the Loop - After class, connect with them on if they achieved their goals and invite them back.
People who sign up together show up together.
Offer a 10% discount if a rider signs up with a friend, significant other, or family member.