In this episode of "Talk Data to Me", Ashley Robinson, owner of Spoke Cycle, and Kristen Coy from ClubOS share actionable strategies for building a thriving fitness community. Learn how to engage your members, retain top talent, and use technology to streamline operations. Watch the video for the full discussion! 

Key Sections

• 00:13 Building a Unique Fitness Community with Engaging Instructors
• 03:58 Building a Supportive Fitness Community Focused on Self-Care
• 06:52 Creating Community Through Team and Member Engagement Activities
• 10:22 Effective Staff Engagement and Retention Strategies in Fitness Studios
• 15:19 Streamlining Staff Onboarding and Retention Through Intuitive Software
• 23:46 Bachelor Auction Raises Funds for Cancer Patients
• 26:23 Creating Community and Leadership in Boutique Fitness Studios

Building a Unique Fitness Community with Engaging Instructors

Creating and sustaining a thriving community within a fitness studio starts with how you build your team. Ashley Robinson, owner of Spoke Cycle, emphasizes the importance of hiring instructors who are not just capable but passionate, humble, and driven. “Passion…you can’t fake it, right? You have to believe in this type of fitness and our mission,” Robinson underscores. She adds that having a sense of humility and drive also plays a crucial role in maintaining an inclusive and motivated team.

Robinson’s approach to team building highlights the necessity of selecting individuals who naturally align with the studio’s mission of fostering an encouraging and energetic environment. This strategy translates into enthusiastic instructors who genuinely enjoy their roles, thereby enhancing the overall member experience.

By engaging fully with members—before, during, and after classes—the instructors help to create an “unmatched community” that leaves a lasting impression. This method cultivates loyalty and ensures that the fitness journey remains enjoyable and sustainable for both the staff and the members.

The Impact of Social Media on Building and Retaining a Community

In today’s digital age, social media isn’t just an afterthought; it’s a fundamental part of member engagement and community building. Robinson explains, “Social media has been so important…it’s been our number one member acquisition channel.” The emphasis on a vibrant and active social media presence allows Spoke Cycle to engage with their community effectively, fostering personal connections that transcend the studio walls.

Robinson has dedicated two staff members solely to manage Spoke Cycle’s social media platforms. This decision ensures that the studio’s online presence remains robust, consistent, and personal—qualities that resonate with their millennial and Gen Z audience. “Make it personal. I feel like you’ll see with a lot of big box gyms that it’s just cookie cutter, and that just doesn’t work,” Robinson asserts.

The strategy involves showcasing real members and their stories, thus making the content relatable and engaging. This method not only aids in member retention but also attracts new clients who see a community they want to join. Social media platforms become an extension of the inclusive and supportive environment cultivated inside the studio, thereby strengthening the brand’s identity and reach.

Effective Training and Staff Retention Strategies

One of the most significant challenges in the fitness industry is staff turnover. However, Robinson’s approach at Spoke Cycle emphasizes extensive training and continuous development, which contributes to lower turnover rates. She shares, “Our new instructors go through a comprehensive two-month training program. Once you’re committed and you’re in…you’re all in.”

This rigorous training ensures that instructors are not only well-prepared but also deeply invested in the studio’s mission and values. Furthermore, regular reviews and opportunities for growth within the company help to keep staff motivated. Robinson notes the importance of giving instructors room for growth, whether through becoming a lead instructor or taking on additional responsibilities like managing merchandise.

Moreover, continuous feedback and open lines of communication play a crucial role. Robinson conducts annual reviews and mid-year check-ins to gather instructors’ input and implement their ideas. “Their opinions and their ideas are going to keep us moving forward,” she remarks, highlighting the value of inclusivity in decision-making processes.

Key Takeaways

The success of boutique fitness studios like Spoke Cycle hinges on several interconnected strategies:

• Effective Team Building: Hiring passionate, humble, and driven individuals helps create an inclusive and energetic community. Engaging with members personally strengthens the bonds within the studio, making the fitness journey enjoyable and sustainable.
• Social Media Engagement: A stark focus on a robust, personalized social media presence aids in member retention and acquisition. By employing not just one, but two dedicated social media managers, Spoke Cycle ensures that their online engagement remains genuine and reflective of the studio’s vibrant community.
• Comprehensive Training and Staff Retention: Extensive, thoughtful training programs coupled with regular feedback and opportunities for growth contribute to lower turnover rates. Empowering instructors through continuous development and inclusivity in decision-making processes helps maintain a motivated and committed team.

These elements combined create a powerful framework for boutique fitness studios aiming to build strong, enduring communities both within and beyond their physical spaces.