Customer Success Stories

How Cadence Indoor Cycling Increased Retention and Class Attendance Through Email

Cadence Indoor Cycling isn’t just a place to work out — it’s a community built around energy, accountability, and consistency. From instructor-led rides to themed classes and challenges, Cadence focuses on creating an experience members want to come back to.

32%

increase in repeat class attendance

41%

increase in email-driven bookings

4.8

average studio rating
Title

Company

Cadence Indoor Cycling is a is a boutique fitness studio focused on high-energy indoor cycling classes and building a strong rider community. With a membership and class-pack model, Cadence prioritizes consistency, motivation, and connection — creating an environment where riders feel supported both inside and outside the studio.

Industry

Boutique Fitness

Products/Tactics used

Lifecycle Email Marketing

Member Onboarding & Retention Workflows

Attendance & Re-Engagement Campaigns

Class Pack & Membership Reminders

Community & Event Emails

Strategic Retention Consulting

But even with an incredible in-studio atmosphere, Cadence faced a familiar challenge for boutique fitness studios:

What happens between classes matters just as much as what happens on the bike.

To keep members engaged, showing up, and booking consistently, Cadence partnered with LaterMail to build a retention-first email strategy designed around rider behavior, not generic promotions.

The Core Challenge: Strong Community, Inconsistent Follow-Through

Cadence delivered an exceptional in-person experience — but communication outside the studio lacked structure.

Emails were sent inconsistently, follow-ups depended on manual effort, and there was no clear lifecycle strategy for keeping riders engaged after their first few classes.

Key challenges included:

  • No structured onboarding for new riders
  • Missed opportunities to re-engage inactive members
  • Promotions sent without behavioral context
  • Limited communication around challenges and events
  • Reviews collected passively rather than intentionally

Cadence didn’t need more messages.
They needed better timing, relevance, and consistency.

The Strategy: Lifecycle-Based Email Marketing

LaterMail worked with Cadence to design an email strategy aligned with how members actually engage with the studio.

Instead of one-off announcements, communication was built around key moments in the rider journey.

New Rider Onboarding & Early Engagement

Early experiences determine whether a rider becomes a regular or quietly disappears.

To support this, Cadence implemented:

  • New rider welcome sequences
  • First-class follow-ups
  • Instructor and studio introductions
  • Guidance on how to get the most out of classes

These emails helped riders feel connected early — increasing the likelihood of repeat attendance.

“LaterMail helped us communicate with our riders in a way that actually feels supportive. Members show up more consistently, and the emails feel like part of the Cadence experience.”

— Cadence Indoor Cycling Team

Attendance Support & Re-Engagement

LaterMail introduced email workflows designed to keep riders coming back, even when motivation dipped.


This included:

  • Missed-class check-ins
  • Gentle re-engagement messages
  • Class pack and membership reminders
  • Seasonal ride challenges and events

Each message felt encouraging, not promotional — reinforcing accountability without pressure.

Reviews as Social Proof, Not the Focus

While reviews weren’t the primary growth driver, they played an important supporting role. LaterMail advised on:

  • When to request reviews after positive milestone moments
  • Messaging that felt celebratory, not transactional
  • Monitoring feedback to improve instructor and class experience

This ensured reviews strengthened trust without disrupting the community feel.

Why This Approach Worked

Cadence’s success came from alignment with member behavior.

Emails weren’t reminders — they were motivation.
Follow-ups weren’t sales — they were support.
Communication felt like an extension of the studio, not a marketing channel.

By showing up consistently between classes, Cadence stayed top-of-mind and kept riders engaged long after the music stopped.

The Results

Cadence saw higher attendance, improved booking consistency, and stronger engagement across memberships and class packs.

Email became a quiet but powerful retention engine — helping the studio grow without relying on constant promotions or discounts.

Cadence Indoor Cycling now operates with a structured, retention-focused communication system that supports attendance, strengthens community, and keeps members coming back — without adding operational overhead.

What would better follow-up and retention
do for your studio’s attendance?

LaterMail helps fitness brands turn email into a system that supports consistency, community, and growth.