There has been a recent culture rise up around indoor cycling. While some people swear by their yoga class, others can’t go a week without their cycling class. This all follows the trends in active lifestyle both in terms of studios like yoga, crossfit, cycling, etc… and also in the accessories that go along with those activities and the companies that then emerge to go along with this lifestyle. It’s really a whole culture. Gone are the days when a simple workout by yourself at the gym would cut it. This is about community building, looking hot and hip while you sweat, and somehow managing to get in touch with your inner soul…
Seriously though…that’s how all this is marketed…
I personally have never been to either of these studios, but they have caught my eye around the city so I wanted to look more at what was so attractive about these businesses.
Both use simple colors (black, white, grey, and then one other color. In this case a vibrant and energetic yellow or orange). The rest of the studios also follow this simple vibe with encouraging quotes and clean, crisp lines. This type of aesthetic is also seen in the apparel that the stores sell since it is an easily transferable visual. They also both use words in their names that can be used in inspirational messages: “raise the bar” and “find your soul”.
Something that I am really interested in looking at is the current state of fitness, and how sometimes it seems like only a certain type of lululemon or nike clad athlete can be taken seriously. It’s the difference between Average Joe’s gym and Equinox gym. The hierarchy of membership to gain access to certain types of communities is very apparent today and extends into larger fitness culture and other tangible products from apparel and shoes, to accessories and food and drink. What price are we willing to pay to gain access to this type of lifestyle? What is the goal here? Is it to get stronger and more fit? I get the sense that that is only part of the picture and the larger lifestyle gains, as evidenced in how these places are portrayed visually and marketed to the consumer. Because it’s working…
