A deep brand history with a vibrant community

In 1991, cyclist and entrepreneur John Baudhuin and South African ultra-distance cyclist Johnny “Johnny G” Goldberg introduced the world to indoor cycling.
28 years later, Spinning is a worldwide fitness brand with a loyal and passionate community of enthusiasts. They needed content that could inspire as well as communicate the features of their bikes and education programs.


Most people know Spinning as an activity (indoor cycling), but few are aware it's actually a brand.
We needed to make sure that the brand was present to drive more awareness about the company.
Also, the popularity of indoor cycling caused a surge of competitors in recent years. Despite inventing this category, the company needed to keep up with an increasingly competitive marketplace.


Over the years, we created several video assets, from marketing campaigns to online courses. We identified different user profiles and produced content targeting each one of them differently.
Those assets have been used across all the company's branding and marketing channels, from website to social media.

Uncovering New Users

The traditional customer base of the brand used to be indoor cycling professionals. We discovered, however, that a growing segment of enthusiasts wanted to ride from the comfort of their home in addition to their local Spinning studio. We helped launch a new line of products for those users by showing the beauty of the home experience.

On Demand Rides

In addition to the home bikes, we also produced and helped launch Spinning Digital, a subscription service consisting of a library of online rides that residential users can stream through their tablet, phone or television.

Home digital devices

Reconnecting With The Pros

The other priority 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 by creating content tailored to this target audience.

The Community

Spinning is a community first. It brings together people from all types of different backgrounds and continents looking to share a fun group workout experience.
This community is global and gets together at numerous live events and conventions all around the world - from the United States to Europe and Asia. It's a chance not only to meet new people and stay updated, but also to ride with the best Master Instructors in a room with hundreds of riders.
We filmed some of these events to help their promotion and spread awareness about the uniqueness of the live experience.

Social Media And Website Assets

The company also needed digital video assets for their website and social media channels. Often times, those assets were taken at the same time of other photo or video shoots, in order to optimize the marketing budget. We developed different visuals based on the user profiles - outdoor road cyclist and indoor studio enthusiast.

Educational Content

Another area that needed improvement was education. More than 250,000 instructors worldwide have been certified in the Spinning flagship program. The goal was to make this program available online, as well as develop new ones. In order to do this, we helped the company build a set in their headquarter so that they could use it for all their content in the future. We filmed a total of 3 certifications which, in the first year of launch, grossed over 1M+ in revenue.

Other content pieces were designed to educate customers about the products, provide guidance on how to use them and answer the most frequently asked questions. These were distributed either internally or through dedicated social media channels.

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