Inverclyde Leisure launched its Skillbike studio in October 2018 to create a compelling class experience at Waterfront Leisure Centre.
The impact of the new studio has exceeded expectations and become the most popular group fitness class offered.
With six different clubs, the objective was to create an offering that differentiated the Premier Clubs (Inverclyde Leisure Fitness Plus) with something unique and different.
Providing a digital experience for members was another key objective.
An office space at Waterfront Leisure Centre was transformed into a dedicated Skillbike studio. Branding the space and creating an ideal training environment through sound, lighting and a large screen was integral to the overall project being able to deliver immersive member experiences.
LAUNCHING THE STUDIO
To successfully launch the Skillbike class, Inverclyde Leisure worked with Technogym to plan an effective launch event supported by a Technogym Master Trainer. Several taster sessions were planned for the day, including a session for media. Ensuring the studio was launched professionally laid the foundation for future success.
Working with a partner agency, an integrated marketing campaign focused on the benets of Skillbike to drive enquiries and prospects to the centre. Both digital and printed versions of the assets were used to appeal to three different persona groups: existing members that take part in cycle classes, millennials interested in a new boutique style offering, and outdoor cycling enthusiasts.
Since the studio launched at the end of October, 640 classes have been held to date, with 8,000 participants equating to an occupancy level of 83 per cent. Outside the main classes, members that have taken part in a Skillbike class are then able to access the studio to use the bikes.