Flywheel is stepping up its retail game in a big way. The indoor cycling studio, with 22 locations (including two in Los Angeles slated to open in April), is teaming up with a slew of hot fashion brands and expanding its branding into lifestyle products like thongs and flip-flops.
When it comes to branded clothing and gear, the spin studio has trailed behind SoulCycle, its biggest competitor, for a long time, with Soul’s yellow wheel becoming ubiquitous across the city, on sweats, candles, and iPhone cases.
That may be about to change. “We’re taking our retail to new levels,” says Flywheel VP Alana Radmin. “Our customers have put in their requests, and there’s definitely a demand for more lifestyle apparel.” Heading up the revamp is the new director of retail Natalie Cohen, a favorite Flywheel instructor who had retail experience working on brands like Rocawear kids. (Cohen’s also known for rocking her own rad, colorful capris on the bike.)
New branded workout apparel from Solow is already in many locations, as are pieces by Chaser. And a rock ‘n roll-infused lifestyle line with Lauren Moshi, that includes tanks, sweatshirts, and leggings, just hit shelves Wednesday.
Still to come: Collaborations with Rebel Yell and Junk Food, Havaianas with Fly charms, and Flywheel-branded thongs from Hanky Panky—so your (in)significant other knows the workout behind your great-looking butt.
Cohen’s also redesigned the brand’s retail display, which is rolling out across studios now. (In New York, you can currently check it out on the Upper West Side.)
Later this year, Flywheel will also introduce online shopping, which will allow you to tout the brand even if you don’t feel like breaking a sweat. —Lisa Elaine Held
For more information and locations, visit www.flywheelsports.com