The Rhythm of Retention: How Wheelhouse Keeps Riders Coming Back
Indoor Cycling studio
marketing automation
studio retention strategy
fitness studio consulting
INdoor Cycling studio growth
Telomere designed a full-suite email and SMS automation system for Wheelhouse Cycle Club in Regina, Saskatchewan — covering new rider onboarding, member retention, and win-back campaigns — helping this boutique indoor cycling studio convert, retain, and reactivate riders at every stage of the client journey.
53% conversion
from a streamlined 30-day winback sequence
38% conversion
rate from their 3-week unlimited intro offer (with half of clients upgrading to autopay memberships)
67% conversion
for clients completing a package and moving into another purchase
A strong brand seeking smarter communication
Owned by Kyle Gibson, Wheelhouse Cycle Club is a rhythm-based indoor cycling studio located in Regina, Saskatchewan. Known for its clean aesthetic, elevated experience, and strong community energy, Wheelhouse offers more than just a workout — it’s a ride that connects music, movement, and mindset. Every class is carefully curated to blend precision and passion, creating an environment that feels both sophisticated and electric.
As Wheelhouse’s community grew, so did the need for consistent, automated communication that could match the studio’s energy and keep members engaged. The team wanted to strengthen their client journey with messaging that not only converted new riders but also retained current ones and reactivated lapsed members.
While the studio has a few automations in place, they identified three key gaps in their communication strategy:
A new rider flow to guide clients through the intro offer and introduce the brand’s culture and class experience.
Consistent auto-renew prompts to encourage ongoing members to stay motivated and book consistently.
Strategic win-back messaging for clients showing signs of churn.
Without additional automation, these messages required manual effort and lacked the timing and personalization needed to drive consistent engagement.
““Really happy with the results so far. I tried to do automations a few times before with other places, and the professionalism, detail, and care was 10x higher with the Telomere team.”
— Kyle Gibson, Owner of Wheelhouse Cycle Club
Finding flow through automation
We started by mapping out the key touchpoints of their member lifecycle, ensuring that every email and SMS message felt on-brand, rhythmic, and purposeful—just like their offerings. We built out:
A complete New Rider Flow, welcoming new clients, walking them through the intro offer, and educating them on what makes Wheelhouse unique.
Member Retention Automations to re-engage auto-renewing clients who began to lapse, motivating them to return to the bike and keep their streak alive.
Win-Back Campaigns targeted at inactive riders, crafted to reignite their love for the ride and remind them what they’ve been missing.
Each automation was optimized for timing, tone, and call-to-action, creating a seamless communication system that delivers the Wheelhouse experience — even off the bike.
the telomere effect
Our strategy for executing automations that amplify the brand
01
Smart, streamlined automations
Wheelhouse now runs on a fully automated marketing ecosystem that nurtures, retains, and reactivates riders—without the need for manual follow-ups. Every email and text now mirrors the studio’s bold, high-energy personality, allowing communication to feel as dynamic and electric as their classes.
Wheelhouse achieved a 67% conversion rate for clients completing a package and moving into another purchase—with one in four upgrading to autopay memberships, setting the foundation for sustained growth
Their 3-week unlimited intro offer now converts at 38%
And half of those riders transition into autopay memberships, proving the power of intentional onboarding and continued engagement.
Even reactivation saw major gains, with a 53% winback conversion rate from their new 30-day sequence—short, strategic, and wildly effective.
02
Behind the scenes, operations became simpler and more efficient.
By reducing manual touchpoints and allowing automations to do the heavy lifting, the team reclaimed time to focus on what matters most: the in-studio experience and the thriving Wheelhouse community.
Even at the earliest stage of the client journey, the impact shows—58% of clients who create a profile go on to purchase the intro offer, underscoring how seamless systems and a personalized welcome can transform curiosity into commitment.
03
Momentum in Motion
By weaving automation into their community experience, Wheelhouse has turned digital connection into something deeply personal. Every message strengthens the bond between rider and studio — proving that technology, when done right, only brings people closer.
Wheelhouse’s story is a testament to the effectiveness of automated systems when met with a strong brand voice. Their communication follows the same rhythm as the ride — seamless, strong, and built to last.
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