Cycling Studio / Spin Studio market research

Conducting a survey of your customers can provide useful information for marketing.

In one successful cycling studio we discovered that over 50% of active clients also belonged to a health club.  What gives?  Digging deeper into the comments section of the survey, we saw that clients noted there were active spin programs at their club but there were a wide range of complaints about reservation systems, bike maintenance and instructor quality…….so they belonged to do other things, but ALSO used our studio.  A few clients noted that they took certain classes at the gym, but others at the studio because of timing or instructors.

Other interesting nuggets from the same survey;

  1. 65% of customers are NOT active outside riders
  2. Most popular non-spin activities:  Running (48%), Yoga, Weight Training, & Personal Training  (all over 30%).
  3. “Instructor Quality” was most important factor in client satisfaction
  4. Online reservations, convenient location and music choices were all more important (type of bikes used was less important)

Online survey tools from Constant Contact or Survey Monkey are ideal to gather this kind of information that is helpful for marketing.  We asked other questions about class times, instructor preference, studio amenities, pricing packages and more.  If you’re interested you can try this yourself or Spynergy Consulting can help you quickly and inexpensively design and execute this kind of study

About Bill

Studio owner since 2004 and active in business plan and marketing plans for multiple cycling studios around the US and Canada. Devoted outside and inside rider, father of 3, teacher of 3-5 classes per week.

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