A case could be made that the single most important marketing task for a cycling studio is the ongoing recruitment, evaluation, nurturing and management of top notch instructors…right? A study of 500 active indoor cyclists conducted last year asked what the most important factor in a spin class was. The answer? You guessed it…the instructor. Your marketing activities may draw people into your studio once or twice, but after that the reason they return is the instructor.
How do you evaluate and manage your instructors? What is the most important characteristic of a great spin instructor? Well, from a business standpoint it’s only one thing: their ability to fill classes. But the real question is what skills or qualities allow them to do that. One way to evaluate instructors is by looking at 3 areas:
- Music selection (is it motivational, interesting, varied, tied to class goals)
- Technical / class construction (logical drills, defined goals, well-explained, creative)
- Energy and engagement (the ability to connect in a genuine and compelling way with students)
If an instructor scores high in all 3 of these areas, they are highly likely to fill classes. If they score high in 2 out of 3, maybe. If they score high in only one area…….probably not. Can instructors be trained to show improvement in a weak area? Interesting question….what do you think?