From Soldier to CEO: A Bold Vision

I recently had the chance to pick Kyle Harris s’ brains on how he’s built up the #1 boutique cycling studio outside of London: RYDE Studios

From pay-as-you-go class credits to a fitness product that doesn’t focus on physical: RYDE is dripping with innovation in every way possible.

As we explored Kyle’s entrepreneurial journey, I discovered how his time in the British military has shaped and boosted his career in the civilian world.

It was a discussion filled with inspirational insights and words of wisdom that all budding entrepreneurs could use.

Getting Ahead of the Trends:

Let’s face the facts: U.K. Fitness is not a boutique-friendly landscape.

The gym industry in particular is dominated by giants who offer budget memberships at scale, largely profiting off sleepers.

How, then, did RYDE make its way to the top as not just the #1 cycling studio outside London, but one of the top choices for fitness overall?

Kyle’s answer: He observed U.S. trends.

The States are big on boutiques, and U.S. fitness business trends take about 5 years to reach the U.K.

He knew a boutique model would work, especially when he was so confident in his thoroughly developed product. And he was right - RYDE took off like a soaring jet, attracting devoted clients even in the early stages.

A Military Mindset Is An Entrepreneurial Skill

I have immense respect for people in the military. I grew up hearing my father’s stories about the army; waiting for correspondence while he was away on duty.

Although I never enlisted, my upbringing instilled discipline and resilience, shaping my career and life.

Kyle was deeply immersed in this environment as a former soldier. He learned to take tough calls and handle difficult situations from a young age.

He learned to take responsibility for others when you cannot afford any mistakes.

In the business world, these are critical senior management skills that formal education barely covers. It’s no wonder Kyle had an easy time adjusting to entrepreneurship; starting businesses and handling his team responsibly through thick and thin.

In his own words, “In the military…once you get to the Corporal Sergeant position, there’s no one above you – especially when you’re out in the ground – to make tough decisions. I think it’s the same in the entrepreneurial world. You don’t have people to turn to and ask questions. You have to go do it to find out.”

RYDE’s 3 Pillar Model

RYDE’s operations are based on 3 core pillars: Product, Service, and Community. As a business owner, you need to ensure each pillar is the best it could be.

Product

Your product must be solid and designed to give users the best possible experience and results.

Service

People pay to stay at luxury hotels and clubs because they feel taken care of. Your business must ensure it does the same.

Trainers in your gym have to do justice to your product and take measures to make your members feel welcome. This means learning members’ names, greeting them, and doing everything it takes to create an enjoyable and immersive experience.

Community

A common misconception is that a brand’s “community” refers only to the customers.

This couldn’t be more wrong. True community encompasses everyone involved, from clients to staff and management.

Kyle emphasised the importance of taking your community on the journey with you. Everyone from your core team to staff members and even stakeholders need to be involved so they feel equally invested in the business’ growth.

When everyone in your team is on the same page, they naturally create the environment you envision for your business. And once this pillar is solid, it makes way for a supportive community of members who stand by your brand even on the hard days.

Evolve Your Product

Staying relevant in transient markets is impossible without product evolution.

I asked Kyle how he does this, and he mentioned blueprints.

The core product is explained to all trainers, and when they’ve had enough experience teaching classes and grown in the business, they’re free to add their own creativity into the mix.

Each class must be conducted like it’s the best possible one, since you never know when someone’s coming in for their first session with you. Changing the core product entirely isn’t advisable, especially when it’s one of the pillars holding up the business.

But trusting your trainers to understand the product and community enough to make classes feel fresh does pay off, helping member retention.

Social Media Is Non-Negotiable

I remember going to the opening of RYDE studios in Manchester and remarking at how packed it was.

Only the first day and the turnout was something most boutiques only dream of.

This was possible because of a crucial tool RYDE employed, that is becoming a non-negotiable in the modern age of business: Social Media.

Starting as early as 6 months prior to opening, Kyle’s team launched email marketing campaigns, clocking around 1000 members on the mailing list. Paired with digital collaborations with well-known brands in and out of the fitness industry, RYDE successfully gave Manchester a glimpse of their product before launching it there.

Creating and leveraging FOMO is a hugely useful tactic for new studio launches, but it also means understanding exactly what audiences in different locations want. You could outsource to a team of experts, or hire competent marketers to do it in-house.

Either way, social media can get your brand the eyes it needs with a fraction of the effort of old-school marketing.

Pay-as-you-go Classes

While most boutiques struggle to crack member retention, RYDE took a bold approach: Pay-as-you-go classes.

This model is ideal for people who aren’t sure if they are ready for long-term memberships and would prefer to try a class or two in their own time. With packs starting from a single class up to 30 classes, members can get a taste of the RYDE experience before committing to any long-term “memberships”.

Wrapping Up

My discussion with Kyle highlighted that RYDE uses an all-hands-on-deck approach, prioritising client experience at every step.

Where most gyms would focus on how many calories their regimens can help you burn, RYDE doesn’t focus much on the physical. Instead, their holistic approach considers mental health and energy, creating cathartic experiences while improving members’ health.

Kyle says it best:

Massive thanks to Kyle Harris Harris and his team for doing this! The episode was truly enlightening and loaded with business wisdom for entrepreneurs and budding leaders.

Tune into the full episode to explore everything we explored on Youtube, Spotify and Amazon Music!