Most people know Spinning as an activity, but it's actually a company. Founded in 1991 by two cyclists, they introduced indoor cycling to the world for the first time. 29 years later, Spinning has a worldwide community of enthusiasts—but also a lot more competitors. As the brand transitioned online, they needed quality content to stay relevant.
Indoor cycling has become very popular in recent years, causing a surge of new market players. Despite inventing this category, Spinning was struggling to keep up with an increasingly competitive marketplace.
Over the years, we’ve created marketing assets to drive sales of their flagship product—indoor bikes so they maintain their competitive status. We emphasize the community, lifestyle, and feeling of riding, instead of over-relying on the technical aspect. 👇🏼
We helped launch Spinning Digital, a subscription service with a library of online rides that residential users can stream through their tablet, phone, or television.
Another challenge was to find new ways of connecting with their traditional customer base—road cycling athletes, studio owners, and fitness professionals. We helped launch a new line of commercial bikes for them.
Spinning's strength is its global community. They converge at live events and conventions all around the world—from the United States to Europe, and Asia. It's a chance to ride with the best Master Instructors in a room with hundreds of riders. We captured the uniqueness of this wild live experience.
We created video assets for the brand's website and social media channels. Some (like the video below) were captured during photo shoots to maximize client resources.
More than 250,000 instructors worldwide have been certified in Spinning's flagship program. We partnered with Spinning to bring the program online, and develop new content. In the process, we helped build a filming set in the company headquarters and used it for all educational content, avoiding expensive location rentals. We produced a total of four online programs with the awesome guys at Classroom Trainers.