NEW YORK — Knowing how loyal spinning enthusiasts are to their favorite clubs, Flywheel is counting on its customers to shop for post-workout wear in its 22 clubs.

This story first appeared in the March 27, 2013 issue of WWD. Subscribe Today.

To grow apparel sales, Flywheel is collaborating with brands such as Lauren Moshi, Solow and Chaser. In the coming weeks, Havaianas, Hanky Panky, Rebel Yell and Junk Food will be introduced. For now, the focus is on women’s and men’s apparel but in the summer select children’s items will be offered.

Flywheel will also launch e-commerce before Memorial Day. The company is opening a New York facility to handle shipments. With 45 bikes in most locations, and hourly weekend classes, Flywheel has a captive audience. When the company’s seasonal club in Sag Harbor, N.Y., reopens in May, the total club count will be 23. There is also a location in Dubai.

Flywheel investor and Coach chief executive officer Lew Frankfort has been helping to redesign the studios’ shops and bolster the brand’s small collection of apparel. He has been working closely with Flywheel founders, ceo Jay Galluzzo and creative director Ruth Zukerman, to further develop Flywheel’s retail program.

Director of retail Natalie Cohen, who teaches 12 Flywheel classes each week, said it is not uncommon to sell a few hundred items of a style within days. Now the company is boosting its contemporary sportswear with styles that are geared for women to wear when grabbing a coffee after class with friends or to run errands. The convenience of buying clothes on the fly is a major selling point for Flywheel users, Cohen said. There are also newcomers stopping by on a regular basis, since spinning fans pay per class as opposed to having annual or monthly memberships.

“We’re featuring hundreds and hundreds of these great items for a limited time and then they’re gone,” she said. “Every Monday, when I get back to my desk, I can’t wait to see how quickly I can get reorders in.”

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