Member spotlights
Portraits and three questions, shot in the lobby after class.
Fitness · Community management
Turning a class schedule into a community people show up for
Member spotlights, instructor playlists and fast replies turned an indoor cycling studio's feed into the reason new riders booked their first class.
212first-class bookings from social, per monthsample figure
34 minmedian first replysample figure
7.2%engagement rate by reachsample figure
+44%story repliessample figure
The brief
Where it started.
Halsted Street Cycle Club ran 42 classes a week and posted the schedule, twice a day. Engagement was flat, direct messages went unanswered for days, and first-class bookings from social were close to zero.
The owner wanted the feed to feel like the room: loud, friendly and full of regulars.
The idea
“Post the riders, not the timetable.”
We moved the schedule to a pinned post and a link, and gave the feed to the members. Each week we featured one rider's hundredth class, one instructor's playlist and one honest answer to a nervous first-timer.
Our community managers answered every message inside an hour and sent each new rider a welcome note before their first class.
What we made
The work, by the numbers.
Playlist posts
Instructor picks designed as swipeable carousels.
Messages answered
Median first reply of 34 minutes inside cover hours.
Monthly reports
Bookings from social tracked through a tagged link.
Results
What changed, in two charts.
Hover or focus a point for exact values, or switch any chart to its table.
7.2%
up from 2.1% in month one
- Halsted Street
- Sample band midpoint
| Period | Halsted Street | Sample band midpoint |
|---|---|---|
| Jan | 2.1% | 3% |
| Feb | 3% | 3% |
| Mar | 4.4% | 3% |
| Apr | 5.6% | 3% |
| May | 6.5% | 3% |
| Jun | 7.2% | 3% |
212
in month six, from 18
| Period | First-class bookings from social |
|---|---|
| Jan | 18 |
| Feb | 46 |
| Mar | 92 |
| Apr | 137 |
| May | 180 |
| Jun | 212 |
Sample figures for a fictional client. They illustrate how we report, and are not real results or a promise of performance.
Timeline
How 6 months played out.
- Month 1Voice guide, saved replies, booking link tagged
- Month 2Member spotlights begin, inbox cover seven days
- Months 3 to 4Playlist series and first-timer answers
- Months 5 to 6Referral push and quarterly review
New riders walk in already knowing three people by name, because they met them on our feed.
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