Exploring the Factors for Marketing Indoor Cycling
DOI:
https://doi.org/10.14738/abr.72.6141Keywords:
Indoor cycling, Entertainment marketing, Stepwise regression analysis, The role of music, The sense of community.Abstract
In this paper, we use multiple regression and stepwise regression analyses to consider a set of variables to determine what is important in the marketing of, and actual use, of indoor cycling. We find that the importance of music to the consumer, and the importance of cleanliness of the studio to the consumer are key factors in the amount of use a consumer makes of indoor cycling. We also discuss entertainment marketing and the role of sense of community.
References
Barua, Akrur, and Daniel Bachman (2017). “The Consumer Rush to ‘Experience’: Truth or Fallacy?” Deloitte United States, 18 Aug. 2017, www2.deloitte.com/insights/us/en/economy/behind-the-numbers/are-consumers-spending-more-on-experience.html.
Boven, Leaf Van, and Thomas Gilovich (2003). To Do or to Have? That Is the Question. American Psychological Association, psych.colorado.edu/~vanboven/research/publications/vb_gilo_2003.pdf.
Cohen, Anya (2018). “Gym, Health & Fitness Clubs in the US.” IBISWorld, July, clients1.ibisworld.com/reports/us/industry/default.aspx?entid=1655.
Deshpande, Rohit (2014). “Customer Centricity.” Harvard Business Publishing, 30 June hbsp.harvard.edu/download?url=%2Fcourses%2F559289%2Fitems%2F8171-PDF-ENG%2Fcontent&metadata=e30%3D.
FireCycle (2018). “FireCycle Studio.” FireCycle, firecyclestudio.com/.
Harmon, Nicole M, and Len Kravitz (2007). “The Beat Goes On: The Effects of Music on Exercise.” Www.ideafit.com, 1 Sept., www.ideafit.com/fitness-library/beat-goes-effects-music-exercise.
Leve, Chuck (2016). “Latest Research: Cycling Studios Generate 55% More Revenue Than Other Fitness Studios.” The Association of Fitness Studios, 12 Sept., member.afsfitness.com/content/latest-research-cycling-studios-generate-55%C2%A0more-revenue-other-fitness-studios.
Midgley, Ben (2018). “The Six Reasons The Fitness Industry Is Booming.” Forbes, Forbes Magazine, 26 Sept., www.forbes.com/sites/benmidgley/2018/09/26/the-six-reasons-the-fitness-industry-is-booming/#3cde2bc506db.
Nicolao, Leonardo, Irwin, Julie, and Joseph Goodman (2009). “Happiness for Sale: Do Experiential Purchases Make Consumers Happier than Material Purchases?” Oxford Journals, Aug., www.jstor.org/stable/pdf/10.1086/597049.pdf?refreqid=excelsior%3A77daed4230512d598263533420047ad5.
Peloton (2018). “Peloton Bike Experience.” Peloton®, www.onepeloton.com/shop/bike.
SoulCycle (2018). “SoulCycle Classes.” SoulCycle, www.soul-cycle.com/series/.
