THE JOY OF MOVEMENT How influencer Tally Rye is redefining fitness A GLIMPSE OF THE - RIDE HIGH Magazine
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No.12 - 01.2021
ON THE COVER
THE JOY
OF MOVEMENT
How influencer Tally Rye is
redefining fitness
A GLIMPSE OF THE
FUTURE
Our expert panel share their
indoor cycling predictions
A WORLD
ON FIRE
FIRE Fitness has its sights
set on global expansion
IT'S NOT ALL
BLACK
The NZ fitness sector is
bouncing back from COVID
THE ONLINE MAGAZINE FOR ALL INDOOR CYCLING LOVERS
January 2021 RIDE HIGH 1
Here’s to new
opportunities
2020 is, finally, behind us. Their observations throw a detailed spotlight
on some of the challenges we will continue to
We certainly aren’t naïve enough to suggest face, even post-COVID – challenges we must
the challenges it brought our sector have dis- own and overcome. But to my eyes even more
appeared as the calendar ticked over to 1 Janu- importantly, they also sow the seeds of new
ary 2021. However, after the best part of a year ideas, new opportunities, new hope at the be-
spent battling an invisible but all too present ginning of a new year.
foe, the team at RIDE HIGH wanted to take this
chance to focus instead on the positives. To en- Thank you, to the whole panel, for these invalu-
courage everyone to step back from the events able insights.
of 2020, take advantage of the blank canvas
and fresh perspective of a new year, and look at Crucially, these opportunities aren’t out there in
the exciting opportunities within our reach. the vague, far distant future. Such is the pace of
change that they are things we should be think-
With that in mind, our article on page 6 – The ing about right now. Operators and manufac-
Future of Indoor Cycling – is a compelling read. turers alike must ensure they are briefed and
Bringing together a panel of global experts, it ready to seize these opportunities, ensuring our
outlines some fascinating predictions for the sector fulfils its potential and inspires a whole
indoor cycling sector in 2021 and beyond. new generation of passionate indoor cyclists.
From technology-enhanced experiences to al-
tered workout habits and patterns; ramped-up Uffe A. Olesen
qualifications to a new breed of cycling instruc- CEO, BODY BIKE
tor; esports and gamification to an expanded International A/S
definition of hybrid; bespoke programming to
AI, AR, VR and GAFA (Google, Apple, Facebook,
Amazon), our experts dive in to the trends that
will shape our sector.
U ff e A O le s e n
2 RIDE HIGH January 2021 January 2021 RIDE HIGH 3
CONTENT &
CONTRIBUTIONS
Have a great indoor cycling story
you’d like to share? From studio
successes to new innovations
– and everything in between –
we’d love to hear about it.
54
Do you know of any superstar
cycling instructors? We’d love to
30 42 tell their stories, so please intro-
06 duce us!
And if there are any other topics
you think we should cover in Ride
High, please let us know.
All ideas are welcome –
info@ridehighmagazine.com
20 36 48 60
06 the future of indoor cycling
What does the next year – and beyond – hold for the indoor cycling sector, 42 the three arenas of actic
With a new collection of concept classes, a new app and an evolution of its outdoor
both in and out of club? Our expert panel share their fascinating insights. offering, the 177-club ACTIC Group is set to explode out of the blocks in 2021.
20 Setting the world on fire
Founded in Malaysia in 2015 and since acquired by Evolution Wellness, boutique brand 48 puk lyng thomsen
A leading light in the Danish ladies’ golf team, Thomsen is currently fighting her way
FIRE Fitness is now looking to expand globally through an innovative licensing model. back into the game after major surgery – and indoor cycling is proving a great ally.
redefining fitness
30 Influencer, author, podcast host, cycling instructor, personal trainer – and passionate 54 the future of trade events
Forced by COVID-19 to abandon in-person formats, fitness conferences and trade shows
advocate of intuitive movement. The irrepressible Tally Rye speaks to Kate Cracknell. went online in 2020. Does this mark the beginning of the end for networking as we know it?
the word from new zealand
36 With New Zealand a fair way ahead of many markets on the COVID recovery curve, we were 60 changing the world, one smile at a time
A global event in November saw cyclists around the world come together virtually to
keen to learn what might be coming down the line for the rest of us. Sam Aldred reports. raise money for children’s charity Smile Train. We explore this heartwarming story.
4 RIDE HIGH January 2021 January 2021 RIDE HIGH 5
JON CANARICK LEE SMITH DOYLE ARMSTRONG
Partner, North Castle Distributor, BODY BIKE + International master
Partners – US Les Mills – Australia trainer, Team ICG
the future of indoor cycling MEET OUR PANEL
What does the next year – and beyond – hold for the indoor cycling sector,
both in and out of club? Our expert panel share their fascinating insights
Hear from our experts on...
o Technology-enhanced experiences o AI, AR, VR, GAFA
o New workout habits and patterns o The changing shape of the club market
o A shifting at-home / in-club balance o Ramped-up qualifications
o Experience with a capital E o A new breed of cycling instructor
o Out-of-club shaping in-club offerings o The onus on the operator
EMMA BARRY BRYAN O'ROURKE DAVID MINTON
o Bespoke, signature programming o Esports and gamification
Global fitness authority Fitness technologist Director, TLDC – UK
& futurist
o Virtual / in-person blends o An expanded definition of hybrid
6 RIDE HIGH January 2021 January 2021 RIDE HIGH 7
+ A US$500 connected bike puts Echelon into the
Christmas present price bracket for many people
+ “Flywheel has already gone; it will be
interesting to see what other brands
Partner, North Castle do with their estates“
Partners – US
I t’s hard not to start with the home The number of classes on offer in the US bers of bikes in a studio space, I can see more Meanwhile, you have the likes of Peloton, Nor-
JON CANARICK
product. I wouldn’t say the future of mid-market will fall dramatically, though, sim- classes being offered virtually, especially in the dic Track and Echelon serving the home mar-
indoor cycling is primarily home-based, ply because there won’t be as many clubs. value segment. ket at different price points: Echelon now has a
but at-home will play a major role. Many of these brands went bankrupt during US$500 connected bike which we’re selling to
the pandemic and estates will now be slashed. The other big question relates to studio de- the mass market through retail channels. I’m
With connected fitness, at-home in- mand. The boutiques and franchises were not saying everyone can afford that, but it does
door cycling is a far better experience growing rapidly pre-pandemic, but there will bring us into the Christmas present price brack-
than it used to be. On top of that, hybrid
WALLMART HAS ORDERED be a lot less of them – urban and suburban – et for many. Wallmart has ordered an astonish-
working routines – part-time in the of-
fice, part-time from home – are with
AN ASTONISHING NUMBER as we come out of this crisis. For studios that
were marginal before, if there’s a clear path to
ing number of bikes for Q4 and, provided sales
go as it expects, it will do the same for Q1. We’re
us for the long term. On the days when OF BIKES. WE’RE SELLING shutting them, they will shut. Flywheel has al- selling the bikes as fast as we can make them.
you don’t have to leave the house for ready gone and it will be interesting to see what
any other reason, I believe you’re more THEM AS FAST AS WE other brands do with their estates. It may be
@echelon.fit
likely to opt for a home workout over even worse in the UK, where rents are higher.
the gym. CAN MAKE THEM
However, people still crave human in- Meanwhile, although some low-cost operators
teraction and the energy of exercis- offer classes, they tend not to offer as many.
ing together; towards the back end of
2021 and into 2022, we’ll see a signif- Ultimately, I don’t think things will ever return
icant return of members to gyms. So I to what they were pre-pandemic. At-home will
do think indoor cycling will continue in continue to steal from clubs’ share of total in-
many clubs, particularly at the higher door cycling rides as people do at least some + Canarick sees more in-club cycling classes being
end of the scale – the likes of Equinox of their workouts from home. As a result, while virtual, through platforms such as Wexer
and Lifetime Fitness. there’s certainly a future for double-digit num-
8 RIDE HIGH January 2021 January 2021 RIDE HIGH 9
+ In Australia and NZ, people are buying the same In fact, I think music will become ever-more they enjoy it? Have a team member in there to
commercial brands for their homes as they use in-club focal in indoor cycling, with musicians spe- make sure they do, easing people in, energis-
cially commissioned to create brilliant tracks. ing the room, leading by example…
When you’re on a bike, you aren’t moving
around the room. You have people’s attention Another trend in-club: fewer, but higher spec,
and the music really matters. bikes in studios. This process was sparked
by social distancing, but even as restrictions
People will return to gyms: in October, a Mind- ease, studios are choosing to keep fewer bikes
body report found 71 per cent of Australians for busier, buzzing classes. We’re fully behind
are keen to do so. I think we’ll see more virtual this. We’d rather sell people the right num-
classes, though, even at boutiques. One high- ber of the right bikes, which generally means
end boutique we’re working with in Perth, WA, more tech-enabled models.
is planning a 10m x 3m LED screen. It will be
Distributor, BODY BIKE +
Les Mills – Australia an incredible backdrop for live classes and will Speaking of tech, a final point: I see comple-
ensure the off-peak experience is also excel- mentary technology becoming even smarter. If
lent: a life-sized, world-leading instructor on- you could have a tech-free indoor cycling bike
T he home market has gone crazy Online provides great usage data: we know screen, with all other premium touchpoints at home but still get all your data – as Zwift has
lee smith
in Australia and New Zealand and what people are choosing to do and it’s short- across the studio exactly the same. done for road bikes – it would make a high-qual-
people are putting good money into it. er, mix and match workouts. I foresee clubs ity home set-up even more affordable.
They’re buying the same commercial offering more fusion classes: cycling and HIIT, Some virtual classes will also be hosted by a
brands for their homes as they use in- cycling and yoga, cycling and boxing. team member, and this is key as more class-
@bodybikeaus
club, so their remote experience feels es become virtual: clubs must do more to
the same as in-person classes. maximise the virtual experience. Why leave
@bodybikeinternational
CLUBS MUST MAXIMISE members to their own devices and just hope
So, the hybrid model is here to stay,
but I see it being turned on its head, THE VIRTUAL EXPERIENCE.
with at-home influencing in-club. Take
A STATE OF RIDE (fondly known as WHY LEAVE MEMBERS TO
ASOR) founder Matty Clarke. He cur-
rently offers live streamed, interactive
THEIR OWN DEVICES AND
classes every Friday night, as well as
Tuesdays mid-morning to give people
JUST HOPE THEY ENJOY IT?
in other parts of the world a night-time
experience, and is building a strong Experience is key to the future of indoor cy-
network of fans. Instructors can al- cling; Les Mills has already shown this with its
ready license his programmes, but the immersive TRIP classes. Matty does similar CLICK TO PLAY
long-term will likely see his content on using music: the workout is just a by-prod-
studio big screens for a true rock con- uct of being there. What you go for is the
cert experience in-club. vibe and the community he builds through his
multi-media approach, with personal shout- + Matty Clarke is building a strong
I also think clubs’ programming will be outs, real-time engagement during broad- network of fans for A STATE OF RIDE
shaped by home workout behaviours. casts and follow-ups on social media.
10 RIDE HIGH January 2021 January 2021 RIDE HIGH 11
begun to remove pre-choreographed, off-the- tomers with appropriate hardware (matching
shelf offerings in favour of bespoke in-house that used in-club) so they can experience in-
programmes reflective of their members and teractive programmes at home on the days or
their values. times they can’t make it to class.
As operators continue to look more deeply From a manufacturer perspective, I expect
at their indoor cycling offering, hopefully further enhancements of the digital offering:
their feedback will also be the much-needed greater features, simpler connectivity, a stron-
catalyst that prompts education providers ger focus on the development of operator-spe-
to update their indoor cycling qualifications, cific in-house programming that reflects the
bringing them in-line with the demands of full capabilities of the available systems.
today’s programming.
+ Operators will forge partnerships to capitalise on Finally, a word on the instructors themselves.
the home market currently cornered by Peloton Exposed to the world’s great coaches via on-
International master trainer, EXPOSED TO THE line platforms, consumer expectations are ris-
Team ICG
ing fast. People are now looking for high qual-
WORLD’S GREAT COACHES ity, knowledgeable instructors with a clear
I ndoor cycling has already changed once’ tactic which comes across as messy and VIA ONLINE PLATFORMS, passion for indoor cycling, music and move-
Doyle Armstrong
dramatically over the last five years: disorganised, doing nothing to push the quality ment. Perhaps the next few years will see the
the introduction of power training as of the sector forward. CONSUMER EXPECTATIONS demise of the journeyman ‘fitness’ instructor
standard and the advent of interac- who teaches indoor cycling on the side, and
tive digital systems have changed the I firmly believe the future of indoor cycling is ARE RISING FAST the advent of the expert indoor cycling coach
game forever. Gone are the days of rid- in the hands of the operators. Manufacturers who delivers unforgettable experiences both
ing a few rickety bikes in a spare room have already shown their ability to drive the I also expect operators to begin looking hard in-club and online.
in the building with a cheap disco light sector forward at speed: education, power at how they can capitalise on the growing at-
for entertainment (if you were lucky). training, connected interactive solutions, prod- home market currently being cornered by Pelo-
@newarkcyclecoaching
Now we have fully immersive cinema uct-based programming, deeply immersive ton. Once operators have clearly defined their
screens, high specification sound, digi- video solutions, app connectivity… Those re- programmes, I’d expect to see agreements be-
@elementsgroupfitness
tised synchronised lighting and pleth- sponsible for actually delivering the experienc- ing struck with manufacturers to provide cus-
ora of programmes appealing to every es now need to step up and catch up.
type of customer.
Operators must define their programmes to
The issue with the explosion of formats suit their members, concisely package them,
within the sector has been two-fold. deliver them well and develop their team for
Firstly, the majority of basic indoor cy- excellence: proper auditioning, frequent CPD,
cling certifications simply don’t cover setting a higher bar in terms of the qualifica-
the underpinning knowledge now re- tions they will accept.
quired to deliver a large portion of the
available programming. Secondly, op- The next five years will see operators take
erators themselves have struggled to greater and greater accountability and respon- + Large operators such as David Lloyd are already
define what programmes they should sibility for their own programmes and their creating bespoke in-house programmes
offer, often opting for a ‘use-it-all-at- successes. Large chain operators have already
12 RIDE HIGH January 2021 January 2021 RIDE HIGH 13
+ We’re only seeing the tip of the iceberg so far
when it comes to in-class entertainment
+ Instructors need to be charismatic enough to tell a
story for those at home, as well as those in the room
Global fitness authority, bestselling author,
speaker & mentor
Hear from Emma on...
emma barry
ENTERTAINMENT WILL
#1 Why cycling is the new Fortnite
for adults.
GET REALLY GOOD.
#2 How the science of outdoor
cycling will move indoors. WE’RE ON A BIKE, IN THE
DARK, GOING NOWHERE.
#3 Why cycling will be a big part not
just of fitness, but of health.
WHAT A BLANK CANVAS!
#4 Why eyewear that alters reality is
a great match for cycling.
CLICK TO PLAY
#5 How mind-blowing entertainment
will transform indoor cycling.
#6 What instructors need to do to
stay on-pace.
#7 Why indoor cycling classes are
unquestionably here to stay.
@emmaccbarry
14 RIDE HIGH January 2021 January 2021 RIDE HIGH 15
Right photo: Courtesy of Supernatural
+ Supernatural offers a variety of prog- AR CYCLING EXPERIENCES
rammes that are gamified and great fun
WILL BECOME SIGNIFICANT
FOR AT-HOME USE IN THE
NEXT FIVE YEARS
All of which brings us to the out-of-club envi-
ronment, where new ‘ODAVAD’ (on-demand
anywhere virtual anytime digital fitness) cycling
experiences for the home and on-the-go mar-
Fitness technologist ket will emerge in the next five years.
& futurist
AR experiences for cycling – or indeed any fit-
I n-club, in-studio environments will see this even more accessible. Indeed, some AI
#4 Bikes will incorporate more experien- ness programme – will become significant for
Bryan O’Rourke
some interesting evolutions in 2021 platforms already do this sort of thing. For an tial features, including tactile feedback at-home use in the next five years.
and beyond, as digital cycling experienc- exciting glimpse of the AI future, this article is in the handlebars, vibration, and automated
es continue to advance. well worth a read. climb/descent functions to coincide with the In fact, this type of technology is already here
visual and audio riding experience. These fea- and available on the Oculus Quest 2 platform.
#1 Larger, cheaper video screens
and video laser projection sys-
tems will become more commonplace,
BIKES WILL INCORPORATE
tures will be customisable based on the ride
and the rider’s profile.
Supernatural, for example, offers a variety of
programmes that are gamified and great fun,
led by coaches and shot in beautiful environ-
MORE EXPERIENTIAL
facilitating the delivery of ever-more
customised immersive cycling experi-
ences at a price tag more clubs can af-
FEATURES TO COINCIDE #5 The ability to take the in-studio/in-
club ride experience home will grow as
streaming and VR technology such as the Ocu-
ments. The cost? Just US$19 a month, or as low
as US$15 per month with a year’s subscription.
Anyone who questions the viability of such fit-
ford. Think Les Mills TRIP, but even more lus Quest 2 – out now – are more widely adopt- ness experiences will truly change their minds
customisable. All four walls, and even
WITH THE VISUAL AND ed. This platform, and those like it, will become after just one use of this platform.
the floors in some environments, will the norm as the size of the technology contin-
make the ride even more dramatic and
AUDIO RIDING EXPERIENCE ues to shrink and the power of its processing The ability to enjoy pure digital experiences on
fun. More info here and here. continues to expand. Remote participation in a bike at home – either solo or alongside oth-
#2 AI platforms will drive content
production – not only visuals
#3 Gamification of the experience will be-
come more interesting and engaging for
members. The projection of data on-screen, the
live, in-studio classes will become incredibly re-
alistic thanks to VR, while AI-created playlists
and rides will mean members can take their ex-
ers in a live virtual experience, with gamifica-
tion components and more – are going to be
more prevalent. Such experiences are already
but also music. The result: further cus- creation of virtual cycling games, in-ear feed- periences anywhere if bricks and mortar brands out there through the likes of Zwift and Rou-
tomisation of ride experiences which back from new high-end earbuds that can in- want them to. Members could also be offered vy, with the latter offering real cycling courses
evolve and improve based on direct data tegrate ambient sound (Apple’s products are pure digital, gamified experiences, which will (think Tour de France) and the option to com-
feedback from riders. This personalisa- already doing this), augmented reality or mixed become even more engaging as AR (augmented pete in live streamed events.
tion of group riding experiences will be reality glasses providing interactions and feed- reality) really begins to make its mark – the next
an exceptional differentiator for certain back… All of this will become part of more im- huge platform according to the likes of Google,
@bryankorourke
operators, and new AI tools will make mersive, fun experiences. Apple and Facebook via Oculus
16 RIDE HIGH January 2021 January 2021 RIDE HIGH 17
+ Legacy equipment suppliers are innovating
with high-quality at-home products
+ In creating content for Technogym’s home bike,
Director, TLDC – UK 1Rebel is blazing a trail for others to follow
N o matter how you spin it, 2021 will smart watches or monitors so it can offer even on-demand classes direct from its London stu- the platform for the inaugural UCI Cycling Es-
david minton
be a great year for cyclists: the year more feedback. The more expensive Bike+ dio. Digme has an option to rent or buy a Keiser ports World Championships. Zwift, and esports
of hybrid, technology-enabled fitness. gives an indication that even more hardware bike and ride in live classes via its new app. Psy- more broadly, will continue to grow.
(and software) is in development. cle offers an at-home service and will sell you a
My favourite example over the past few Stages bike, plus additional workouts for barre, Yet all that said, boutiques and cool indoor cy-
months: leave home on my Brompton strength and yoga. And, of course, the SoulCycle cling studios hold a trump card: an emotional
bike, cycle via the park and cycle su- STUDIOS STILL HOLD A home bike launched just as COVID hit. and intelligent connection to the consumer.
per-highways to H2 Victoria, walk up to Peloton has the best combination of hardware
the roof for an outdoor spinning class TRUMP CARD: AN EMOTIONAL Finally, the home cycling picture wouldn’t be and software I’ve tried so far, the UCI Esports
with workout data sent to my app. Then complete without a nod to esports and gam- Everest Challenge was fantastic, BODY BIKE
pick up Brompton and cycle home, Apple
AND INTELLIGENT CONNECTION ification, where Zwift commands a dominant on-demand’s Ride the World Valley of Fire Chal-
Watch provides more data. position: 2.5 million accounts across 190 lenge – yes! But ultimately the setting, music,
TO THE CONSUMER countries, a growth rate of over 200 per cent gangster instructors and connection with the
For others, hybrid means a home bike to per month during lockdown, US$450m in new grupetto will keep drawing me back to the stu-
complement in-club classes, with Pelo- Because competition will only increase, with funding. As the main sponsor of the Tour de dio. The future is hybrid, not digital-only.
ton leading the way: 3.1 million sub- the legacy fitness equipment suppliers now France on ITV4, it hosted a virtual Tour that saw
scribers by the end of June 2020, work- playing catch-up: Technogym’s collaboration pro cyclists compete. In December, it hosted @davidtldc
@davidtldc
outs up 75 per cent since January, Q2 20 with 1Rebel in London and Revolution in Mi-
revenue up 172 per cent year-on-year, lan; BODY BIKE’s on-demand partnership with
a 355 per cent increase in market cap. A Wexer and new SWITCH bike; the Les Mills Vir-
COVID winner, it must nevertheless keep tual bike. Expect more in this vein.
pedalling to maintain growth and stay
one step ahead of the growing range of Boutique operators are getting in on the act,
cheaper players, from Apex to Echelon. too, in a COVID-inspired but now longer-term + Boutique operators such as SoulCycle are getting
My view: Peloton will have to move into hybrid strategy. FIRST:MOVES has launched its in on the at-home act, launching their own bikes
health and wellness programming, plus own bike, accompanied by a range of live and
18 RIDE HIGH January 2021 January 2021 RIDE HIGH 19group Evolution Wellness, under the leader- And Evolution Wellness’ belief in, and inten-
ship of CEO Simon Flint. In the process, FIRE tions for, the FIRE brand were clear from the
joined an impressive brand line-up that al- outset: FIRE Station 3 opened just six weeks
ready included Fitness First Asia, Celebrity after the acquisition, with the flagship FIRE
Fitness, mid-market club chain CHi Fitness, Station 4 – offering three distinct studios un-
wellness retreat business Fivelements and der one roof – opening in early 2020, just be-
no-frills gym brand GoFit. fore COVID sent the sector into lockdown.
Here, we speak to Evolution Wellness CEO
WE HAVE NO RESTRICTIONS Simon Flint (SF) and FIRE’s head of program-
ming Tracy Minnoch-Nuku (TMN) about the
IN TERMS OF WHERE WE CAN FIRE story so far, the buoyancy of its indoor
cycling concept in these post-lockdown days,
TAKE FIRE. WE ABSOLUTELY and their plans to take the FIRE brand global.
PLAN TO GO GLOBAL. What did you set out to create with FIRE?
+ Simon Flint, + Tracy Minnoch-Nuku,
TMN: Dave and I had a lot of conversations at
Evolution Wellness CEO FIRE Fitness head of programming
“A key mantra for FIRE was ‘Set the world on the very beginning around “the way it could be”:
fire’, but running the business on our own meant what the signature programmes might look
we were limited in our ability to achieve that,” like, how the trainers should deliver the work-
explains Minnoch-Nuku. “We wanted to work outs, the culture, the branding, how to pack-
SETTING THE
with a business that would help us go global.” age all of this within a boutique format.
WORLD ON FIRE
Founded in Malaysia in 2015, boutique brand FIRE Fitness is now looking to
expand globally through an innovative licensing model. Kate Cracknell reports
Let’s start with a bit of background. Offering proprietary class experiences RIDE,
STRIKE, STRIDE, FORCE – and more recently
Founded in 2015 by Dave Nuku and Rich Hut- REVOLUTION and BARRE – all created by the
son – and with Nuku’s wife and industry vet- in-house team, FIRE quickly established a
eran Tracy Minnoch-Nuku at that point “advis- leadership position in the Malaysian boutique
ing from the kitchen table” (her words) before segment.
officially joining the business six months lat-
er – the innovative, community-focused FIRE Let’s now fast-forward to November 2019
Fitness soon made its presence felt in its home when FIRE Fitness, by this point operating
city of Kuala Lumpur, Malaysia. two sites, was acquired by multi-brand parent
20 RIDE HIGH January 2021 January 2021 RIDE
RIDEHIGH
HIGH 21Dave had never been to the other big boutiques every class. We also provide them with train- The way I describe it, if SoulCycle and RPM
around the world: SoulCycle, Barry’s and so on. ing in social media, community-building, how were to have a baby, it would be RIDE! You
His concepts were 100 per cent original, born to make people feel connected even before get the safety, the exercise science and the
from self-study and his own passion for small they’ve been to the club. That sense of con- promise of results through our terrain, then
group training, personal training and instructing nection and community is central to the FIRE you get the fun, the disco lights and the
group exercise himself. He already knew how to concept. We aim to ensure every class partic- banging tracks as well. Layered on top of all
create a rock concert environment in a studio. ipant genuinely feels part of the experience – of that, we empower each instructor to bring
not just watching and following the instructor their personality to the class.
The class concepts we’ve developed at FIRE are but, in a small group environment, actually be-
kick-ass small group training programmes that ing part of it, with lots of personal interaction. You offer a lot of fusion classes too – why?
change lives. We talk a lot about ‘living a life on TMN: People have so little time these days; we
fire’, which is about empowering people to be What’s your signature style when it comes to felt it would be good to offer cardio, strength
the best they can be. indoor cycling? and flexibility all in the space of 45 minutes.
TMN: Our RIDE classes are small group cy- We aren’t unique in doing this at a global level,
cling: we typically have 16 bikes in a studio, but it is still unique in Malaysia.
THE WAY I DESCRIBE IT, with plenty of space around them for floor
work in our fusion classes. We offer RIDE HIIT and RIDE YOGA, and real-
IF SOULCYCLE AND RPM ly this has been driven by what we personally
Rhythm cycling – that dancified style of cy- would want to do. I have a BODY BIKE at home,
WERE TO HAVE A BABY, cling – is very popular in Asia, but thus far which is great, but I find I want to jump off af-
we’re steered clear of rapid tap-backs and ter a while to do something else. So, our fusion
IT WOULD BE RIDE! too much hands-off stuff. Our classes are classes bring together just 30 minutes of cy-
definitely rhythmic, set to the beat of the cling followed by 15 minutes of HIIT or yoga.
We place a big focus on our trainers, too, go- music, but the terrains we use bring together
ing far beyond simply ensuring they’re rock- sprints, climbs, fast twitch and slow twitch to We’re finding RIDE YOGA is bringing in people
stars who are able to bring their A-game to keep it interesting. who don’t normally “do” yoga, too. It’s only
15 minutes of yoga, plus we feature some of
the simpler moves and we don’t make it too
spiritual. Some of the men doing the class tell
me it’s their only yoga for the week, but the
stretching means they aren’t sore the next
day, so they’re ready to train again. They’re
also reporting fewer injuries.
How is RIDE performing since COVID?
TMN: Our timetable offers the same number
of RIDE classes as our other programmes, but
if anything, RIDE is slightly outperforming the
other disciplines at the moment. That’s be-
cause, even with the current social distancing,
we’re able to offer more spaces in RIDE.
22 RIDE HIGH January 2021 January 2021 RIDE
RIDEHIGH
HIGH 23As I mentioned just now, RIDE is small group Looking at cycling specifically, though, we’re our signature classes and a number of popular
cycling in a huge studio, so there’s plenty of already up to RIDE 4.0, with enhancements licensed classes. WE LAUNCH A NEW DIGITAL
room to space the bikes out: we’ve only had over the years including more interaction,
to lose two bikes, meaning we still have 14 more team orientation, adjustments to the ter- Meanwhile, FIRE’s online model is a premium CLASS EVERY WEEK FOR
spots in every class. RIDE class formats also rain, the addition of a more fun track. It’s still a one. Launched in November, we charge per class
lend themselves to distancing: it’s easy to 30-minute workout on the bike, but we contin- and in return, you get a two-way experience EACH FIRE PROGRAMME,
keep people safe on a bike, or in their own ue to make little tweaks to the way we coach it. with no more than 20 participants in each class
marked-out space on the floor in our fusion and lots of personal interaction and feedback.
SUPPORTING OUR TALENT
classes. All we’ve had to do is tweak the pro- Does FIRE offer at-home classes?
gramming slightly. SF: During lockdown, to retain members, we You’re now licensing FIRE Fitness. What
AS WE SCALE
offered a lot of online classes for free: Thai- work has underpinned this?
Any plans to further evolve your RIDE classes? land recently ran its 1,000th online class SF: We have no restrictions in terms of where But absolutely key has been the work we’ve done
TMN: My personal philosophy is that you have and they’ve only been going since March. It’s we can take the FIRE Fitness brand, so we ab- in bottling the essence of FIRE, then codifying it.
to keep things moving on at least every six mostly been Fitness First and Celebrity Fit- solutely plan to go global with it. We’ve spent a lot of time asking ‘what are the
months. Our members are turning up, they’re ness content so far, but we experimented with things we do every day that make us FIRE?’ It’s
getting results – we know we have a pretty adding FIRE content and it was very popular. At FIRE Station 4, we set out to prove the con- the values: work hard, play hard, for example. It’s
good formula. But I’m constantly asking my- cept in a bigger model with more modules and the community vibe, the intimacy of the classes,
self ‘could it be even better?’ Is there some- The strategy now is this: for Fitness First and it’s worked well. We’ve also explored class the skillsets trainers need before they’re signed
thing more we could be doing to service our Celebrity Fitness, a low-cost, high-volume on- sizes to optimise unit economics, but without off to go live… These are the kind of things that
members? That’s the case across all our class line model. Charging a nominal monthly fee of ever pushing things to the point of losing the matter when we scale, because they have to be
modalities and studios, not just RIDE. around US$6, you get on-demand access to small community feel. done passionately and consistently.
24 RIDE HIGH January 2021 January 2021 RIDE
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HIGH 25This work will now allow us to scale hard and at a lower CapEx, you can economically launch
fast across borders without diluting the FIRE a single-modality REVOLUTION studio – our
perfume to a point where you can’t smell it signature HIIT circuit studio, launched at the
any more. end of 2019 and now offering heart rate mon-
itoring as standard.
What’s on offer to potential licensees?
SF: We’ve developed an exceptional proposi- We also offer an extensive support package:
tion for licensees, flexible in terms of the prod- a hugely supportive onboarding process for
uct offering, the footprint, the CapEx require- licensees, talent training through our tech plat-
ments. You can opt to build a single-studio or form, brand and marketing support and so on.
multi-studio FIRE Station, selecting from all
the signature FIRE programmes to suit the Tell us more about your tech platform.
demographics of your area. We’re also finalis- SF: When building FIRE Station 4, we devel-
ing a FIRE PT studio concept to help licensees oped a proprietary tech platform for content
optimise revenues. hosting, facilitating trainers’ ability to build
their classes using our extensive library. Ini-
tially used in REVOLUTION and now rolled out
IF I WERE A LANDLORD, across all our FIRE programmes, the digital
format allows members to follow the lead of
I WOULD BE CUTTING an on-screen rockstar on TVs around the stu-
dio. All of this complements the efforts of our
DEALS NOW RATHER live, in-person trainers.
THAN WAITING FOR THE We knew a tech platform would be a must-
have tool to enable rapid scaling of the FIRE
MARKET TO RECOVER brand, both for consistency of the class expe-
rience and for instructor training: instructors
This flexibility means it doesn’t have to be a can learn how to deliver the classes by study-
capital city concept. In fact, particularly given ing the online content.
the dramatic change in working patterns since
COVID, I imagine quite a lot of our licensed TMN: We launch a new digital class every
sites will be suburban. week for each signature FIRE programme. You
don’t have to use this content: if you have a
We wanted to ensure we had a competitive of- rockstar instructor who doesn’t need it, all our
fer to appeal to as many prospective licensees classes can be run without the TV screens. But
as possible. The investment required there- having the digitised content is a great way of
fore starts at just US$75,000, increasing from supporting our talent as we scale.
there based on the number of studios in your
club: a premium, three-studio FIRE Station I would never have predicted that digitising
could cost up to US$350,000, for example, the classes would work, but it does, even for
and upwards from there for additional studios. dance programmes like BARRE. Participants
But if you want to start with a great product can see what to do even when they can’t see
26 RIDE HIGH January 2021 January 2021 RIDE
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HIGH 27the instructor properly; coming soon, a split to the offering provided it doesn’t detract from ners, we may be open to a network approach,
screen will give them a heads-up on the next the core product. For example, we’re just sign- isolating specific territories for licensees so
movement or exercise too. Meanwhile, it takes ing an agreement with a partner in the Middle we don’t overlap.
the pressure off trainers from a choreogra- East who wants to launch a five-studio club,
phy perspective. I developed FIRE’s BARRE including a PT studio, and has asked if they can Beyond that, there’s certainly scope to do
programme, but even I now prefer to teach also have a juice bar and a prayer room. We’re hundreds of clubs worldwide. At this stage,
my classes with the digital class running on- fine with that. There will always be nuances though, I’m not putting specific numbers or a
screen. It means I don’t have to make up a in local markets and you have to flex around timeframe on it. Coming out of COVID, it’s re-
whole new class myself every time. these to get the best out of the sites. ally going to be down to the economy – how
much money people have to invest – and real
The trainer can choose any class they like from There’s also an option for local rockstars to be- estate. If I were a landlord, I would be cutting
the library, which of course will only grow over come strategic partners for FIRE, creating their deals now rather than waiting for the market
time, and they also use their own playlists which own content which, having met our standards, to recover and having empty properties for
adds to the sense of a different class each time. is then shared via our tech platform. We’re very potentially months or even years. However,
open to this, not least because it will give us we’ll have to see what happens.
How will you quality-control as FIRE grows? content in a number of different languages.
SF: Our contract with licensees makes it clear In the long run, though, we’re finding consum-
that we will carry out virtual audits: watch- What are your growth plans? ers are already spending more on their health,
ing classes remotely, watching trainers being SF: In the markets in which we already oper- so we have a good deal of optimism around
signed off, doing facility walk-throughs. We ate – Hong Kong, Indonesia, Malaysia, Philip- both of our licensed products: FIRE and GoFit.
have high standards that must be met. pines, Singapore and Thailand – we will priori-
tise running our own FIRE locations. However, firestation.my firestation.fit
But at the same time, ours is a ‘freedom with- COVID has led us to take on a slightly different
in a framework’ approach. Licensees can add outlook now: if we find good strategic part- firefitnessgroup.com
28 RIDE HIGH January 2021 January 2021 RIDE
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HIGH 29“WE NEED TO MOVE AWAY
FROM A SET IMAGE OF WHAT Redefining fitness
FITNESS LOOKS LIKE AND Influencer, author, podcast host, cycling instructor, personal trainer
FOCUS ON WHAT FITNESS – and passionate advocate of intuitive movement.
The irrepressible Tally Rye speaks to Kate Cracknell
FEELS LIKE” – TALLY RYE
What has been your personal fitness journey? to endure a painful workout that’s going to ex-
I first became interested in fitness when I was haust them, all in a bid to look a certain way.
at drama school, training to be a musical the- They think that’s what fitness is all about.
atre performer. I started sharing fitness con-
tent online in 2013 and decided to qualify as a But fitness isn’t weight change. Fitness is
personal trainer when I graduated in 2014. physical strength, mental strength, improving
stamina and co-ordination. It’s the physical and
At the time, I imagined I would also audition for psychological benefits of regular movement.
musical theatre roles, but fitness really took
off for me and I loved what I was doing. I found This is what I encourage people to focus on. In
myself in that fortunate position where I had a the process, I help them take the pressure off
hobby, a passion, that became a career. themselves and have fun again, so they actually
enjoy their workouts.
In hindsight, though, my relationship with fit-
ness was quite disordered. I over-exercised and Tell us more about your exercise philosophy.
didn’t eat enough, because that’s what I under- I found myself becoming really disillusioned
stood fitness to be based on everything I saw with the way fitness was positioning itself.
online. I thought fitness had to be a weight loss It was the same old content all the time – all
journey. That restriction was unavoidable. those before and after photos that implied fit-
ness was only worthwhile if it brought about a
I now know that doesn’t have to be the case. drastic physical change.
Fitness has been a constant for me, but my ap-
proach and my relationship with it has changed I came across a concept called Intuitive Eating,
dramatically. which is a framework created by dieticians to
help people repair their relationship with food.
What’s your approach to exercise now? The framework does touch on our relationship
I now focus on movement that makes your with movement, too, but I felt there was so
body feel good. So many people see fitness as a much more that needed to be said on that topic.
chore to tick off the list rather than something It can be just as complicated for people as their
they genuinely want to do. They think they have relationship with food.
30 RIDE HIGH January 2021 January 2021 RIDE HIGH 31In my podcast and my book, Train Happy: An In- You have 107,000 Instagram followers. How conscious of the voice I have and find the
tuitive Exercise Plan for Every Body – published do you use your influence? more I stay true to my values and passions,
in January 2020 – we therefore talk about Intu- I was in the right place at the right time – that the more people seem to come on-board.
itive Movement. first generation of social media influencers who
have all since found our niche – and it’s meant I think people follow me because I’m open
Intuitive Movement is about learning to lis- I’m one of a small handful of people, certainly in about my own experiences, honest about my
ten to your body and connect with yourself so the UK, who have the profile to talk about im- own struggles. I’m not just an online expert
you can make the best choices for you, moving portant topics like intuitive movement. telling you what to do: I bring a humanness to
your body in the way that feels best for you. it and people can relate to me.
It’s about taking ownership and autonomy over I’m trying to show people a path to feeling free
your own fitness journey, rather than just doing of pressure and I get a lot of feedback telling What would you like to see happen in the
what others say you should do. Ultimately, it’s me how much my message resonates with fitness sector?
about help people feel happy in their relation- them. How they didn’t realise they could think It really frustrates me when trainers suggest
+ Rye's honest, accessible posts on Insta-
ship with movement. about things this way, and that what I’ve said it’s just a small group of people who have risk
gram have won her 107,000 followers
has made them feel so much better about their factors that may develop into a disordered
body, about food, about exercise. relationship with food and/or exercise. That
just isn’t true. The fitness sector has nor-
malised disorder. Restrictive behaviours are
I’M NOT SAYING almost recommended, to the point that peo-
ple think this is what fitness is.
EVERYTHING I POST IS
It isn’t though. Those behaviours are dieting.
ORIGINAL THINKING, Fitness is separate and should be non-re-
strictive. It can’t just be about burning cal-
BUT I DO HAVE THE ories. It has to be about engaging people in
movement in a way that makes them feel
PLATFORM TO SAY IT good about themselves.
LOUDER THAN OTHERS We have to stop centring on the narrative of
weight loss and instead focus on the many,
I’m also quite vocal about therapy and men- many other benefits of fitness. Stop the be-
tal health, and I’ve had a lot of people tell me fore and after photos where all the praise is
they’ve decided to go for therapy after hearing heaped on the smaller body. Stop using the
what I have to say. That’s so cool, because I be- same buff fitness models. Stop assuming ev-
lieve the way we think about food, movement eryone wants to lose weight, and indeed mak-
and our bodies is underpinned by our mental ing them feel they have to.
health – by what’s going on in our brains.
Fitness needs to be more fun and it needs to
There aren’t many people out there with my be more inclusive: all sizes, ages, ethnicities.
approach, and while I’m not saying every- We need to move away from a set image of
thing I post is original thinking, I do have the what fitness looks like, and instead focus on
platform to say it louder than others. I’m very what fitness feels like.
32 RIDE HIGH January 2021 January 2021 RIDE HIGH 33+ Rye has been an instructor I also make a point of ending each class by I instruct rhythm classes, which means letting
at Digme for three years congratulating participants for making time go and moving to the music. There’s no data
for themselves, encouraging them to be very on-screen, no competition, no need to take
proud that they did that for themselves. I real- it too seriously. You don’t always even realise
ly want to emphasise the view that exercise is how hard you’re working. I know cycling isn’t
self-care, not self-punishment. That we aren’t for everyone, but I find it a fun way to do cardio.
there to feel less guilty, but to feel good. I often take myself to the gym to get on a bike
and try out my new ideas and playlists.
PEOPLE ULTIMATELY CHOOSE I think it’s the musicality, the ‘move to the beat’
choreography, that really does it for me. Espe-
A CLASS FOR THE INSTRUCTOR, cially in class, it brings out the musical theatre
performer in me: once I have my Britney head-
SO BE CONFIDENT AND ENJOY set on and the lights are going… that’s where
I get my kick!
FINDING YOUR UNIQUE STYLE
What’s next for you?
Any advice for other instructors? I never really know what’s coming next – I nev-
Be yourself. Even if you instruct a set class er expected to write a book, for example – but
Let’s talk about your role at Digme… format, you can still bring your own take to I will certainly continue to spread the intuitive
I’ve been instructing indoor cycling classes for it. Participants ultimately choose a class for movement message. I want to keep growing
six years and have been with Digme for three. the instructor, so be confident, put your own my podcast and my online presence so I can
I’m delighted by how supportive they are, how mark on the workout and enjoy finding your present even more people with an alternative,
on-board they are with my approach. The own- unique style. helping them establish a more positive rela-
ers are fantastic: they live and breathe it and tionship with fitness.
are great at taking on feedback. What do you love about indoor cycling?
I fell into indoor cycling by chance, when I was tallyrye digmefitness
My language when instructing has subtly PT-ing at a gym and was asked to cover a class,
changed over the years, just as it has on my so- but I grew to love it. www.tallyrye.co.uk TallyRye
CLICK TO PLAY cial media. My goal now is to ensure everyone
enjoys themselves and leaves the room elated,
high on endorphins.
I make no assumptions about anyone in the
room, instead encouraging participants to trust
themselves to make their own decisions on
how hard to work that day, to take a moment
whenever they need it, to choose the gears and
the intensity that feels right for them. I’m not
there as a sergeant major. I tell them: “I’ll guide + Participants in Rye's classes are encouraged to see exercise as self-care
you, but you be you. It’s your workout and you
know your body best.”
34 RIDE HIGH January 2021 January 2021 RIDE HIGH 35Images courtesy of Les Mills CLubs
phase, where your resolutions are wavering nity outbreak, but the rest of the country was
and you’ve still not started your novel, but the largely unaffected). At the current Level One
year still seems like it might be bright. status, there are no formal restrictions for fit-
ness clubs across the country.
Like a few other lucky countries, New Zealand
is currently COVID-free. The virus lurks at the
borders and we’ve been through lockdown SOME SITES ARE AT
pain, but right now we can go to gigs, visit
grandparents, plan our summer holidays, work 95 PER CENT OF JANUARY
from the office and, yes, go to the gym.
NUMBERS, WITH CLASS
Business as (nearly) normal
The initial COVID impact was severe for the fit- ATTENDANCE BACK TO
ness industry here: clubs were closed for six
weeks, with memberships suspended or can- SOMETHING LIKE NORMAL
celled. Since then, there’s been a slow walk
back to normality through the gates of social At first glance, a trip to the gym feels the same as
distancing and de-escalating alert levels to it ever did: courting couples, newbies being shown
the current Level One at the start of June. (To around, dads trying to hold back the years, that
note: Auckland had a separate two-week lock- guy who always wears jeans (why does he wear
down mid-August, after a short-lived commu- jeans?) – and not a face mask in sight.
The word from
New Zealand
With New Zealand a fair way ahead of many markets on the COVID
recovery curve, we were keen to learn what might be coming down
the line for the rest of us. We turned to Auckland-based Sam Aldred
for his insights into the current NZ state of play.
There’s an easy way to wind up a New Zea- However, there’s definitely a taste of the olden
lander. Actually, there’s more than one, but the days at the moment. It’s just that the clock has
one I’m referring to is quoting at them the well- wound back one year rather than 50.
worn analogy that life in New Zealand is ‘like
going back to the 1950s’. The subtext being, If globally, our collective time stopped at COVID
life here is slow, pastoral and mono-cultured, o’clock back in March, in New Zealand, time
with dinner at 5.00pm and no need to lock your has slowly ticked back to January. Not quite to
+ With NZ currently COVID-free, clubs such as Les Mills
doors at night. It’s a subtext that’s guaranteed a New Year's Day mindset of: ‘This is going to
are back to business as (nearly) normal, reports Aldred
to trigger your modern urbane Kiwi. be the best year EVER.’ More the January 10th
36 RIDE HIGH January 2021 January 2021 RIDE
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HIGH 37+ Consumers are learning that a virtual workout can be as good as in-person, says Aldred
Look a little closer, though, and you’ll see the Follow your members
ubiquitous government COVID-19 posters and LOCKDOWN SAW THE STATE Digital workouts have taken up some of the
QR code check-ins for the national tracer app slack. The initial lockdown had the state broad-
at the door. Additional spritzing and cleaning by
BROADCASTER TVNZ AIRING caster TVNZ airing a daily Les Mills workout to
+ Aldred: "Follow your members to where
they live: at home and on a device"
conscientious staff and hand sanitiser stations get the country moving, but mostly the action
are the other conspicuous changes.
A DAILY LES MILLS WORKOUT has been driven by clubs and at-home consum-
er apps. There’s nothing complicated about the
Like the rest of the world, club owners in NZ
TO GET THE COUNTRY MOVING consumer fitness app market in NZ, with fa-
have felt the financial pain of mandated clo- miliar brands dominating the app charts: Nike,
sures and the knock-on effects for their mem- Inner city clubs, particularly in Auckland, con- SWEAT, Centr, Freeletics and, of course, local
bers. The initial lockdown cut income to zero tinue to be the most impacted by the COVID favourite Les Mills’ LMOD app.
and it’s been a task to build member confi- hangover: a combination of reduced foot traf-
dence and site visits since then. The good news fic in the central city and a higher sense of risk Clubs have continued to evolve their digital of-
is that across the industry, gym visitation, rev- among members. New Zealand borders are ferings. The initial burst of live Zooms to drive
enue and new membership sales were tracking closed to all but returning residents, and these member engagement during lockdown has
above 85 per cent (compared to the same time individuals must pass through two weeks of given way to a more sophisticated proposition.
in 2019) by the first-half of August and have government quarantine in hotels largely dot- Clubs are realising that the best way to obtain
slowly been improving since then. Some sites ted around the Auckland CBD. The increased mindshare at-home is to drive traffic to chan-
are back at 95 per cent of January numbers, risk to members is likely small, but a sense nels their members are already familiar with:
with attendance in group fitness and the car- of business-as-normal is harder to maintain their existing member management apps and
dio floor back to something like normal density when members must pass military-controlled, websites. Here, it’s a mix of live and on-de-
and frequency. fenced-off hotels on their way to work out. mand classes, with local instructor talent and
38 RIDE HIGH January 2021 January 2021 RIDE
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HIGH 39improving production standards beginning to industry, teaching consumers that they are even as lectures are still taking place in person, members at the same time. There is competi-
create compelling content. capable of working out at home, that a virtu- video calls rather than in-person meetings are tion here for mindshare; clubs have to combine
al workout can be as good as in-person, and becoming default for those ‘business as usual’ their instructor talent, brand and member loy-
that the economics of a club membership isn’t work catch-ups. alty to create a digital proposition that’s attrac-
ON-SITE FITNESS IS A really economic if you don’t actually go. With tive and adds value.
these lessons in mind, the only sensible action For fitness clubs, this is mostly good news. On-
HABIT AND, BASED ON THE is to follow your members to where they live: site fitness is a habit and, based on the NZ ex- The New Zealand COVID experience is the re-
at home and on a device. perience, your members will return. Improved sult of circumstance, a little good fortune, ex-
NZ EXPERIENCE, YOUR hygiene standards might be something that cellent planning and exceptional leadership.
Old habits die hard, but… comes with it, but as long as we feel safe and These are qualities we all ought to consider as
MEMBERS WILL RETURN An observation from New Zealand’s current restrictions are lifted, the social interaction and we plan out the next few years. I’m confident
truce with COVID is that the behaviour change experience of a gym will pull us back. that the future looks good for the industry: we
This digital approach for clubs in NZ is less it has created isn’t evenly spread. In some re- just need to understand what has changed and
about taking the clock back to January and spects, our human elasticity pulls us back to fa- A key difference for clubs to figure out, as we adapt accordingly.
more about meeting the challenge of those miliar shapes: we shake hands, we hug friends, move through COVID, is an understanding of
mega-trends: ‘digital everywhere’ and COVID. we easily forget the new normal. In other areas, the needs of members outside of the gym.
COVID might be less a trend than a curse, you can identify where habits have changed: That means supporting their desire to work
but we can’t deny its impact. It’s undoubtedly flexible working feels here to stay, online ex- out at home, developing a proposition that
poured accelerant on some parts of the fitness ams for university students are being rolled out can engage and attract current (and former)
ABOUT THE AUTHOR
Sam Aldred is head of APAC for digital fitness
expert Wexer, having joined the company in
September from his previous role as head of
virtual products at Les Mills International. Sam
brings with him a wealth of digital experience
from a 15-year digital career spanning every-
+ Clubs will need to cater to members outside of the gym, but digital thing from music to TV, and is now applying
will complement – not replace – the in-person experience that insight to virtual fitness.
40 RIDE HIGH January 2021 January 2021 RIDE
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HIGH 41You can also read
