JoyRide Cycling + Fitness Studio, JoyRide Texa Merge and Launch National Growth Strategy
JoyRide Cycling + Fitness Studio, the top boutique studio for premier indoor cycling and cross-training fitness classes in Connecticut, announced today it is acquiring its two licensed locations in Texas and merging operations. This new structure strengthens JoyRide’s brand as the co-owners embark on plans to grow in other regions of the country. Since it launched in 2011, JoyRide has opened four studios in Fairfield County and two in San Antonio, and has seen an explosion in popularity -- and 55,986 unique customers -- thanks to high-end classes led by athletic instructors and studios with positive, inclusive vibes.
The two co-founders of JoyRide, Amy Hochhauser and Rhodie Lorenz, will join forces with the brand’s Texas licensee and owner of two studios, Becky Cerroni, who will step into a new role as CEO. Cerroni will focus her time on growing the JoyRide brand nationwide while also leading operations and customer service and developing retail, external collaborations and business development. Hochhauser will become the new Chief Brand Officer, focusing on consistent branding across all marketing, advertising, social media platforms and the web site. Lorenz will continue as Chief Creative Officer to lead and train JoyRide’s robust team of talented instructors in the exclusive JoyRide Method she created.
The newly merged, larger company will focus on strengthening the existing studios and growing new studios across the country. Their plan is to open between six to twelve new studios in the next 36 months. JoyRide has identified growth opportunity in several markets and regions,
thanks to demographic mapping data and their own customer data, starting with Texas where they already have a strong reputation.
Since 2011 when co-founders Hochhauser and Lorenz opened the first JoyRide studio in Westport, Conn., followed by Darien, Ridgefield, and Wilton, there has been an increasing number of competitive boutique studios entering the market. Even as corporate-backed
national studios moved into the same zip codes, independent JoyRide thrives, thanks to its high-quality fitness classes and athletic and motivational instructors, as well as an inclusive, positive community atmosphere. The co-founders have always emphasized that every age,
fitness level, and body type is embraced and empowered, as well as offering charity rides for and needs affecting their community.
“With the influx of competition in our market, the JoyRide brand has been tested and we are thrilled it continues to resonate so strongly with our customer base,” says Hochhauser. “People are drawn to our high-end classes are taught by the most talented instructors, coupled with the studio’s ever-present vibe of authenticity, positivity and inclusivity.”
they can be themselves, be a part of a community that also offers an incredible fitness experience,” says Cerroni. “JoyRide has a certain voice that is worth being heard. My job is to help bring that voice to many more communities across the U.S.”
The JoyRide Advantage
In 2014, Cerroni, who had been an avid customer in JoyRide’s Westport studio, licensed the brand to open a studio in San Antonio, where she had just moved. There, she built a thriving boutique studio with expert instructors teaching the high-energy JoyRide Method, leading her
to open a second location in another neighborhood in the city. Cerroni has since moved back to Westport, but she travels back to San Antonio once a month.
In addition to interval-based, calorie-torching indoor cycling classes that JoyRide quickly became known for, the studio’s off-the-bike, cross-training classes, including boxing, rowing, boot camps, mat Pilates, Barre, circuit and sculpt, have become just as popular. Having more than one modality perfectly positions the studio to grow to the next level. For all new studios moving forward, the owners plan to offer both JoyRide cycling classes, as well as JoyX off-the bike classes to complement one’s fitness regimen.