令人上瘾的动感单车健身俱乐部

导读:当健身俱乐部都面临经营困境时,动感单车健身俱乐部 SoulCycle 却风靡全美。据《福布斯》报道,它的会员忠诚度超高,很多人达到上瘾的程度。和单调昏暗的传统健身俱乐部不同,SoulCycle的一切看上去都精致漂亮,富有吸引力。该俱乐部的卖点不仅在于为人们提供健身场所,更在于通过良好的气氛为顾客创造积极心情

Would you pay $34 to ride a stationary bike against a backdrop of throbbing dance music in a room full of candles for 40 minutes(and that is before paying to rent the customised cycling shoes)?That is a basic description of SoulCycle,the exercise phenomenon that has gripped the Manhattan jet set. SoulCycle filed its IPO prospectus on Thursday revealing a business that generated $112m of revenue in 2014.

您是否愿意花34美元在充满蜡烛的房间里跳动舞蹈音乐的背景下骑固定自行车40分钟(而且这是在租用定制自行车鞋之前付的钱)?那是SoulCycle的基本描述,运动现象紧紧抓住了曼哈顿喷气机。 SoulCycle周四提交了IPO招股说明书,披露了该业务在2014年产生了1.12亿美元的收入。

But that $34 does not just burn a few hundred calories — it comes with an emotional therapy session,which may just be a bargain(and is certainly far cheaper than lying on a psychiatrist's sofa for an hour). The pitch the exercise studio chain makes is that it is bringing “soul to the people” with instructors who “guide riders through an inspirational,meditative fitness experience”.

但是,这34美元不仅消耗了数百卡路里,还附带了一次情绪疗法,这可能是很划算的(当然,比在精神病医生的沙发上躺一个小时要便宜得多)。运动工作室连锁店提出的建议是,它通过“指导骑手通过鼓舞人心的,沉思的健身经历”的教练带给人们“灵魂”。

Providing such an experience happens to be financially gratifying too. SoulCycle boasts operating margins of 35 per cent. Not unlike financial services,it seems talent matters as riders develop an affinity for particular instructors. And staff costs are its single largest expense,running at Wall Street-like 45 per cent of class revenue.

提供这样的经历在财务上也很令人满意。 SoulCycle的营业利润率为35%。与金融服务不同,人才似乎很重要,因为骑手对特定教练建立了亲和力。员工成本是其最大的一笔支出,相当于华尔街同类收入的45%。

As it turns out,the psychic benefits of exercise are not just for the well-heeled. A discount gym chain,Planet Fitness,is soon to price its own IPO. It emphasises a “judgment-free zone” without “gymtimidation”. A prospering world demands physical and emotional wellbeing. Clever entrepreneurs have figured out they can be offered in the same venue — at a healthy profit.

事实证明,锻炼的心理好处不仅仅针对有经验的人。一家折扣健身连锁店“ Planet Fitness”即将对自己的IPO定价。它强调了“没有审判权”的“无判断区”。一个繁荣的世界需要身心健康。聪明的企业家已经发现,可以在同一地点为他们提供服务-获得可观的利润。

备注:以上为机器翻译,仅为参考

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