Spinning, the company that introduced the world to indoor cycling in 1991, has grown over the years into a global community of enthusiasts. Founded by two passionate cyclists, the brand boasts a rich history and a loyal following.
However, with nearly three decades of experience, Spinning faced a new challenge: an increasingly competitive market and the need to transition online to capture the attention of younger audiences. As the brand moved into the digital space, the mission became clear—create quality content to stay relevant and competitive.
In order to maintain their market position, Spinning needed to focus on promoting their flagship product, indoor bikes, while emphasizing the community, lifestyle, and feeling of riding.
The rise of new startups like Peloton had shaken up the indoor cycling market, and Spinning found themselves struggling to maintain their digital presence. As the inventors of the indoor cycling category, they were faced with the challenge of capturing the interest of younger audiences who knew Spinning as an activity but not as a brand. That's where we came in to provide the solution they needed.
Over the years, we collaborated on a diverse range of projects, each with its distinct objective. These projects spanned across six primary types: product sizzle reels, on-demand content, digital education, website and social media content, as well as live event promos.
For each of them, we would begin with crafting a script or storyboard, followed by establishing a production schedule. We would then move on to casting actors, scouting locations if necessary, and finally kicking off the production phase. Once filming was completed, we worked on editing, color correction, and sound mixing to ensure a polished final product.
We created 50+ sizzle reels to help Spinning connect with their traditional customer base—road cycling athletes, studio owners, and fitness professionals. The purpose of these videos was to create hype around the launch of a new line of bikes or programs.
We successfully created over 1,000 on-demand workouts and helped building Spinning Digital—a subscription service and app offering a library of online rides for residential users to stream on various devices.
We brought Spinning's flagship program online, along with new ones. To achieve this, we built a filming set in the company's headquarters and used it for all educational content, saving on expensive location rental costs. In total, we produced four online education programs.
We created over 25+ photo and video assets for the brand's website and social media channels. Photo and video shoots were often scheduled together to optimize resources and budget.
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 and turned it into a evergreen marketing assets.
Our efforts had a significant impact on Spinning's bottom line. Since its launch, Spinning Digital, the on-demand subscription platform we helped build, has generated over $1 million in revenue.
Moreover, the digital education programs we produced have brought in an average of $500k per year since their inception.
Our collaboration with Spinning not only helped them stay relevant in a competitive market, but also contributed to their ongoing success as a pioneer in the indoor cycling industry.
