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Friday, February 3, 2023

Building Community And Creating Repeat Customers In The Fitness Industry

expressed opinion entrepreneur Contributors are themselves.

Behind the scenes, review moderator and Yelp’s small business expert Emily Washcovick shares her thoughts on this week’s podcast episode.

chrome loop

Many entrepreneurs leave the corporate world to find a better work-life balance and take control of how their day-to-day life affects their mental health. Ninette Wassef, Owner Chrome Loop Studio In Los Angeles, it’s no exception. As a lawyer, she works long hours with intense litigation work, often skips lunch, and can’t manage her schedule. While she focuses on providing the best for her clients, her own well-being takes a backseat.

One thing that helped her de-stress after get off work was her regular spinning classes, which had so many physical and mental health benefits that she decided to change careers.

“I’ve been doing indoor cycling for over 20 years. It’s another passion of mine, and it naturally became my second career—starting a business where I want to give back to my community and keep you going in times of stress and stress. Reduce stress in the work environment, maintain health and good motivation,” Ninette said.

While spinning classes can be intimidating, Ninette says there is something for everyone at Chrome Cycle, and she and her staff work hard to make sure beginners get as much out of the experience as regular riders experience.

Yelp Reviewer Kyle M. Heard the hype surrounding spinning classes and wanted to give it a try. After a lackluster experience at another studio, he went to Chrome on the recommendation of a friend and found a new fitness home.

“I think Chrome Cycle was one of the first studios that I went to say hello to me, welcomed me very nicely and remembered my name. I think that was a pretty big deal because when they said my name I was thinking, how do they know my name? How do they remember me?” Kyle said.

Creating community in her bike studio is one of the most important things for Ninette. After all, everyone is a beginner at some point, but with a little care and attention, they can transition to riding like a pro.

“A beginner who walks in, someone like Kyle, will say, ‘I don’t even know how to set up my bike yet,’ and we want to make sure we keep giving them these tools so that in six or seven classes, He’s fitting his own bike now, and he’s veered a little bit from the extremes and is more entrenched in the class community,” Ninette said.

“We also wanted to create that sense of comfort right from the start. We’re about a community. So it’s not like you’re just ‘Customer A.’ We want every customer who walks in to feel like we see them.”

Like any sport or hobby, cycling isn’t for every customer who comes in for a trial class. Ninette understands this and if someone chooses to leave a negative review, she will address it as quickly as possible.

“I would answer and ask, ‘How can I do this? How can I make it better? And I also want to make sure I’m trying to get the bad taste out of your mouth. I can’t make you have a better experience, But I do want to see… can I send you back through the door? Can I make your next experience better?”

At times, comments may reflect something beyond Ninette’s control, and while the feedback can sting, she tries to remain objective.

“The reviews are horrible a lot of the time. We’re in this kind of community building where people say, ‘Oh, it’s nice to have free parking. But the building is in need of repairs, or a bit run down. ” I can’t control that. So you lose a star for something like that. I try to take everything with a grain of salt and focus on reviews that really talk about our service.”

She is happy to say that the things she can control – the course, the atmosphere and the service – are the subject of her positive comments. “It’s great to see a lot of positive reviews and people commenting on the service. We usually get five stars for our friendliness, our community and our vibe. The service we provide ourselves, the actual classroom experience, is the best important.”

Ninette is passionate about the sport and has made it a successful business by welcoming newcomers, challenging regulars and paying attention to the feedback she receives in online reviews. Some of the other tools she uses to make Chrome Cycle a success include:

  • Welcome new customers. Use multiple touchpoints, including greetings at the desk and follow-up emails, to ensure customers know they are valued and that you want to see them again at your business.
  • Knowing a client’s name creates a sense of belonging. Even if you have to use technology to remember names, making everyone feel seen and heard will keep them coming back. Consider reaching out to them on social media, or having a quick chat after their service or shopping experience.
  • Create FOMO (fear of missing out) on social media. Posting a behind-the-scenes video or event photos can spark interest in your business among existing and potential customers. Curate your social media presence to show them they don’t want to miss out on what you have to offer.

Listen to the episode below to hear directly from Ninette and Kyle, and subscription behind the review Get more from new business owners and reviewers every Thursday.

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