Woman-Owned Indoor Cycling Studio Perseveres Through Pandemic
Ninette Wassef founder Chrome Cycle. Photograph by Jesse DeYoung courtesy of Chrome Cycle.
Since the middle of March, people all around the world have had to tremendously shift their normal way of living. With the constantly evolving COVID-19 related regulations, small businesses have been hit monumentally hard, unable to operate as usual. Many Los Angeles fitness centers, including indoor cycling studios, have been effectively shut down for over eight months.
Chrome Cycle, a female-owned and founded boutique indoor cycling studio, has had to make vast adaptations to stay afloat during these unorthodox times.
Ninette Wassef founded Chrome Cycle in April of 2017 after transitioning out of a career as a trial attorney. Her passion for indoor cycling sparked her desire to create a “sanctuary for fitness” in the Westwood neighborhood of Los Angeles.
Working long, stressful hours as a lawyer led to her discovery of the therapeutic benefits of spin classes. Wassef has successfully founded and operated a fitness business, watching it grow into a bustling, close-knit community of riders.
In the middle of March, when California’s first stay-at-home order in response to the chaos of the novel Coronavirus arrived, Wassef felt the panic. “I've never closed my doors for longer than 24 hours [on Christmas Day]. And in 2019, we were open 365 days of the year,” said Wassef.
However, she knew she needed to make a shift to keep her doors open. “I can rent out my equipment and keep my instructors partially employed by figuring out how to run classes online,” said Wassef, explaining her innovative solution.
Wassef’s plan to rent out bikes to the community of cyclists turned out to be a success. “We received inquiries far and wide, and soon our bike rentals were waitlisted,” said Wassef. She soon decided to “take some loan proceeds and use it to purchase additional inventory,” in order to expand the rental program.
Chrome Cycle’s cleverly titled “Chrome From Home” program rents out bikes along with cycling shoes and hand weights for riders to use with their on-demand daily classes. The classes are available to stream not only for customers renting bikes directly from Chrome Cycle, but to anyone with their own bike at home.
Another way Chrome Cycle is creating revenue is through giving some of their bikes a permanent new home. Wassef said, “We have sold a couple of our bikes, and will likely sell off a few more to keep generating added income in addition to bike rentals.”
Starting Monday, Dec. 1, California’s new “safer-at-home” order takes effect, due to the rising numbers in COVID-19 infections and hospitalizations. The order aims to control the spread of COVID-19 by prohibiting gatherings with non-household members, with the exception of religious services and protests. Capacity for businesses like grocery stores, retail, and salons have also been limited. The order will be in place until at least Dec. 20.
Under these current statewide regulations, fitness centers and gyms are permitted to continue their operations, if classes and equipment take place outdoors. They must also be limited to 50% capacity, and all patrons and instructors must wear masks. However, not all fitness studios have the luxury of having the space to move outdoors.
“We wish we were able to conduct outdoor classes, but our location and commercial complex simply doesn't work for this,” Wassef said.
Despite not being able to resume classes outdoors, Wassef supports these regulations. “ I personally think these guidelines are great and offer a wonderful compromise to allow group fitness to continue...When I receive inquiries about whether or not we're conducting classes, I always mention the neighboring studios that I know are doing so,” said Wassef.
Local and statewide regulations are constantly changing. Back in May, Chrome Cycle made preparations to reopen with new COVID-friendly protocols in place, including installing HEPA filters, conducting staff training, and rearranging their studio to socially distance. In June, after making all the necessary changes to ensure social-distancing, Chrome Cycle reopened its doors for a short period of time. “We were open for exactly 6 days before the government shut down indoor gyms once again,” said Wassef.
While these modified operations are allowing Chrome Cycle to stay afloat and operational, it is not an ideal situation. Wassef estimates that the company is only bringing in around 1/5 of their pre-pandemic revenue. Some of their expenses are cut down, but Wassef still has to pay bills such as “rent, electricity, operating costs, fitness and music subscriptions, website and software processing fees” and more.
In order to help cover some operational costs, Chrome Cycle “obtained a low-interest federal disaster relief loan” which will not require payments for a full year. This loan was a lifeline for the company. Wassef says, “Without it, we would not be able to sustain 9 [plus] months of mandatory closure.”
Looking to the future of Chrome Cycle, Wassef and the Chrome Cycle team are staying positive. “Our greatest goals during closure are to stay connected to our community, to let them know we're here and don't plan to go anywhere, and to just make it through this most trying time,” said Wassef.
Despite the uncertainty of the upcoming months, Wassef has faith that Chrome Cycle will pull through, no matter how long COVID-19 regulations stay in place. “One thing I know about Chrome Cycle is that we are resilient,” said Wassef. “We will continue to adapt and do everything we can to open our doors once again.”
Inspiration can be found in knowing that so many boutique fitness centers, like Chrome Cycle, are riding out the pandemic with determination to come out triumphant on the other side.
