Gyms, this traditional fitness format, are undergoing subtle changes. In addition to 24-hour shared gyms, more and more fitness centers are focusing on small group classes and emphasizing social experiences.
In Shanghai, Xinye Taikoo Hui, located in the Nanjing West Road business district, has introduced a unique fitness brand—SpaceCycle. With its distinctive music-themed classes and theater-like immersive experience, SpaceCycle quickly gained popularity among trendsetters upon opening and even attracted investment and support from actor Daniel Wu.
While “annual membership sales” dominate the fitness industry, SpaceCycle only offers pay-per-class options. It avoids emphasizing issues like physical fitness or weight loss, instead using music as its soul and focusing on the sense of fulfillment and happiness brought by exercise.
Following its openings in Beijing Sanlitun Taikoo Li, Beijing China World Trade Center, and Xinye Taikoo Hui, SpaceCycle plans to continue expanding. Over the next 2-3 years, it aims to open 5-8 new stores in Shanghai.
A new fitness concept space integrating sports, music, and technology
Founded in 2015, SpaceCycle was established by Matthew Allison, former founder of Sony Music in Taiwan and mainland China, who enjoys high visibility and influence in the Chinese-language music industry.
In 2016, SpaceCycle officially debuted in the North Area of Beijing Sanlitun Taikoo Li, marking its entry into the mainland market. To date, SpaceCycle has three stores across the mainland.
The SpaceCycle store at Xinye Taikoo Hui covers an area of 1,500 square meters, with orange and white as its main color scheme. Its kitchen adorned with bicycle wheels gives off an artistic vibe, but it’s not immediately obvious to consumers that it’s a gym. In fact, SpaceCycle only offers four types of individual fitness classes—cycling, yoga, Barre, and Moves—all in group formats, rather than being a traditional gym.
Sophia, General Manager of SpaceCycle, admitted in an interview that all SpaceCycle stores primarily use the brand’s corporate colors—orange and white—and share a largely consistent design style. While emphasizing fitness results, SpaceCycle places great importance on atmosphere, music, and the overall experience. Therefore, investment in products and courses is the brand’s core strength.
In SpaceCycle classes, music takes center stage. According to Winshang.com, SpaceCycle has a dedicated music curation team that continuously creates music-themed events and courses, providing coaches with frameworks and materials for song arrangements. DJs also contribute by remixing and adapting tracks. For example, the indoor cycling studio is designed with a “nightclub vibe,” and each class features different music styles and exercise scenarios to create a theater-like immersive experience.
Beyond its integration with music, SpaceCycle also incorporates various technological elements. For instance, the studio is designed like a small theater, where coaches use iPads to adjust music, lighting, and projection effects during classes, while scientifically regulating indoor temperature, humidity, carbon dioxide levels, and PM2.5 levels to promote a healthy lifestyle.
“Social interaction is inherently social. SpaceCycle emphasizes getting members moving, fostering positivity, and bringing about spiritual happiness and joy.”
Focusing on First-Tier Cities; Shanghai to Add 5-8 More Stores
With the rise of experiential retail, the proportion of sports and fitness businesses in shopping malls is gradually increasing, and Sophia remains optimistic about this trend.
In her view, although homogeneous products still exist in the market, brands can quickly adopt different strategies and begin prioritizing member experience and brand value, which benefits both consumers and the market. Compared to the past when comprehensive gyms mainly competed on location and equipment, today’s “diverse” fitness market is quite interesting.
In this context, SpaceCycle places great emphasis on collaboration with other brands. It is reported that SpaceCycle has become an official strategic training partner with Nike, engaging in deep cooperation on the development of NTC and SpaceCycle courses, the Shanghai Marathon project, and long-term training programs. Similar partners include Mercedes-Benz and the Budweiser Storm Electronic Music Festival. Additionally, SpaceCycle exchanges ideas and shares memberships with other lifestyle brands.
Regarding SpaceCycle’s current consumer base, Winshang.com learned that the brand’s primary demographic is aged 25–45, with over 80% being female, and the average member visits twice a week.
Notably, SpaceCycle mainly sells pay-per-class passes, and annual memberships are only offered in limited quantities to “dedicated enthusiasts.”
Facing positive growth, SpaceCycle plans to continuously expand its store network. Sophia told Winshang.com that SpaceCycle aims to open 5-8 new stores within 2-3 years, prioritizing first-tier cities such as Beijing, Shanghai, and Shenzhen. Later, it will expand to surrounding areas of first-tier cities, including Nanjing, Hangzhou, and Suzhou near Shanghai.
Given that the fitness format is relatively geographically constrained, SpaceCycle favors comprehensive commercial districts such as residential areas, office buildings, shopping centers, and hotels—like the mature hubs of Lujiazui and Xujiahui. After establishing a presence in key districts, it will consider entering community-based locations.