{"id":17168,"date":"2016-11-18T00:53:14","date_gmt":"2016-11-18T05:53:14","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/the-digital-spin-flywheel-sports-gears-up-with-data-to-drive-performance\/"},"modified":"2016-11-18T00:53:14","modified_gmt":"2016-11-18T05:53:14","slug":"the-digital-spin-flywheel-sports-gears-up-with-data-to-drive-performance","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/the-digital-spin-flywheel-sports-gears-up-with-data-to-drive-performance\/","title":{"rendered":"The Digital Spin: Flywheel Sports Gears Up with Data to Drive Performance"},"content":{"rendered":"

It\u2019s usually 5 a.m. or 5 p.m. and usually it\u2019s been a long day. Roughly 40 people shuffle in to find their bikes, and quickly stretch as they mentally prepare for the hour ahead. Collectively, something about that dark room, the blaring pop music and the fierce guidance from the instructor \u2013 \u201cleft, right, left, right!\u201d \u2013 has sparked the recent phenomena of the indoor cycling studio.<\/p>\n

Building Momentum<\/strong><\/p>\n

In recent years, boutique exercise studios have significantly outpaced growth of traditional health clubs. According to Forbes, chains like SoulCycle, The Bar Method and Flywheel saw 8.5% year-over-year revenue growth versus 2% at traditional \u201cbig box\u201d gyms [1]. Specifically, indoor spinning has steadily drawn in new riders attracted to the prospect of burning up to 800 calories per class. With roughly two of every three Americans identified as overweight [2], these studios are actively working to combat obesity while attracting and retaining new customers. In the case of cycling studio Flywheel Sports, the company has embraced digital tools as a key differentiator. Its performance-tracking technology aims to enhance the rider experience, cultivate personal connections with customers, and ultimately generate brand loyalty [3].<\/p>\n

Climbing to the Top<\/strong><\/p>\n

With nearly 40 established studios and an aggressive growth strategy to enter Europe and Asia in 2017, \u00a0Flywheel has consistently ranked among the top cycling brands (SoulCycle, founded in 2009, is widely-regarded as its main competitor) [4]. Co-founder Ruth Zukerman, who launched Flywheel after founding SoulCycle, aimed to create an inclusive experience [5]. \u201cI wanted to undo the intimidation. This is done via the stadium seating design, dark lighting, and of course our use of technology in studio and online.\u201d<\/p>\n

\"Flywheel's<\/a>
Flywheel’s proprietary TorqBoards help riders keep track of how their doing throughout the workout.<\/em><\/figcaption><\/figure>\n

Flywheel riders are completely immersed in the digital experience. Upon entering a studio, he or she checks in with an iPad and confirms a bike number. The rider then enters the studio, where mini computers, or \u201ctech packs,\u201d are attached to each bike. The packs light up when riders sit down, greeting them by name. The screen lists key<\/p>\n

performance metrics including resistance, speed, distance, and a power score that illustrates total energy exerted during the workout. At the front of the room are large screens, where riders can view the power scores of the top 10 performers in the class [6]. Instructors also have access to this data, which is used periodically to encourage riders when they struggle during class. On the backend, this data helps Flywheel address bike maintenance promptly and precisely as needs arise.<\/p>\n

Flywheel\u2019s 360-degree use of technology is embedded within its customer promise: \u201cThe answer is performance personalization. Our on-bike tech packs let you view and adjust your effort in class. You can share your real-time performance on our in-stadium TorqBoards.\u201d Post class, personal stats are stored on an online Flywheel dashboard. According to Flywheel, these digital features \u201cenhance the ride, make it more efficient, and make it more fun because we can compete with ourselves.\u201d The company plans to publish research to support the premise that its data-driven approach has made setting, managing, and achieving fitness goals more effective than ever.<\/p>\n

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Social media: Flywheel has cultivated a following of socially-savvy riders who are passionate about sharing their Flywheel stories with friends and influencers. <\/em><\/figcaption><\/figure>\n

Data Anywhere, Everywhere<\/strong><\/p>\n

Zukerman\u2019s team also invested heavily in building a Flywheel mobile application, which was enhanced in 2014 to track personal performance and share results [7]. Additional features include a geo check-in for efficient sign-ins at nearby studios; a dashboard highlighting upcoming classes and recent performance data; social sharing to post class reviews and invite Facebook friends to join a class; and a \u201cclass rank\u201d feature which shows how a rider ranks against other members of any given session. The rank feature also allowed for \u201ctier 2\u201d filtering by class length, gender and individual metrics [8].<\/p>\n

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Pedaling Forward<\/strong><\/p>\n

Overall, Flywheel has differentiated itself amid a rapidly-growing, highly competitive market by instituting a scientific, digital-first strategy for its customers. The following ideas could help Flywheel apply this innovative mindset to business operations:<\/p>\n