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The Interview

We're Talking Big Brand Aspirations with Cyc:d

Faye tells us why she is Cyc:d for the future and about the road from Commercial Litigation to Cycling instructor.

Amidst the heady coffee aroma, and lines of pre-ordered protein shakes being picked up by the latest swathe of sweaty, jelly-legged cycling fans exiting the studio emerged Faye, one of the founders of Cyc:d.

Despite having taken part in the class, Faye looked fresh and after wiping what little sweat was on her brow sat down with us and chatted through the journey she has been on over the last 12 months.

It’s quite a career change Faye has been through. Following the birth of her 3rd child, Faye made the decision not to return to the city where she was a commercial litigator and partner in a law firm. It was here where she met her husband James.

“James and I met in the same firm, he was a trainee and I was a paralegal. This is going to sound really corny, but we met at the photocopier…”

“The branding is bang on, everyone always comments on it!”

So how did you come up with the idea for Cyc:d?

“I was contemplating going back to the city and I thought might not be the best idea due to the family commitments.

The idea came to me when I went to Miami with James for a long weekend. He was there with work and I had a morning to myself. I found myself walking down Collins Avenue, and everyone was in their gym gear. When I looked across the street, I saw a neon sign that turns out was Soul Cycle.

There was just something about it, it was so aspirational, I wanted to go to all the classes, I wanted to buy all the gym gear, but I couldn’t get into a class.

Coming home I struggled to find something like this. This got me thinking, and I started to look for premises and putting a business plan together.”

You offer no contracts, how does that work?

“I think when we were researching before we opened up, we found that more and more people are doing this in the boutique fitness industry.

I think the benefit of it is that you’re not signing up for a period of time. You’ve not got a monthly outgoing, and you’re not committed to going at certain times. You buy your credits and you can use them as and when you want. One week you might not be able to make it due to other commitments, but you’re not losing out as you would with a traditional gym membership. I’m not sure if a mainstream gym could run in this way due to their overheads but this really is a positive thing for our customers. We’re trying to make sure we have something that fits with people’s lifestyles as everyone’s busy.”

“We’re trying to make sure we have something that fits with people’s lifestyles as everyone’s busy”

How has working with Flourish benefitted your business?

“The branding is clearly a huge thing for any business. We’re so happy with the way that you’ve taken our vision and worked with us to create this. Everyone comments on it and people really get it, it’s really iconic. People know that it’s Cyc:d whether they see just the icon or the full logo.”

What's next for Cyc:d?

“There is a real sense of community here, we are looking to collaborate with other businesses going forwards. We recently collaborated with Space NK, everyone went over there after a class one morning for breakfast and a talk. We have hooked up with a local clothes brand, we sell some of their stuff in the studio and they promote us in their shop.

Our studio isn’t as big as we’d like but this is something that we would love to fix over time. We’ve got to concentrate on getting it completely right here first and building the brand.

In an ideal world we’d like to open up elsewhere and even a secure a second studio space, but we don’t have our sights set on anywhere in particular just yet. We’d love to open up the kitchen side of things more.

We’re always looking to improve what were doing, we’re looking at adding some dumbbells to the bikes so that people can do an all over workout.

We’re busy trialling our leaderboard system - this is really cool, but this means we need to keep the bikes calibrated so that they are all giving genuine data. We’ll make this available to everyone soon and then people can compete in class, or if they don’t want to compete, we can simply send their data after the class – it will all be automated.”

As we are wrapping things up, and after greeting every person that comes in for the next class – a yoga class that seems a bit more serene than the intensity of the previous class, Faye tells me; “I love doing this. You get to create relationships with people, and it’s really rewarding.“