Going ‘Full Pedal’

Mike Crawford and his wife Stacey are fitness enthusiasts who were looking to find a niche in the northern Nevada market.

Mike Crawford, a former football standout for the Nevada Wolf Pack, and Stacey, a former dancer and San Diego Chargers cheerleader, researched viable business models in health and fitness.

“I was looking for something for busy people like us, moms or people who work and don’t want to spend a lot of time in the gym,” Stacey Crawford said. I wanted something different in Reno.”

One concept the couple discovered that would be completely unique to the northern Nevada region: a boutique studio dedicated solely to spin classes.

“There’s maybe a few of them on the West Coast,” Mike Crawford said. “The pioneers of the idea were in New York, so this was new to Reno and northern Nevada.”

For the Crawfords it seemed to make a lot of sense, not only as a business model, but also as a way to keep in shape while managing a busy schedule. Mike is general manager at ITS Logistics, and Stacey taught sixth grade for several years in addition to raising teenage daughters.

The couple did extensive research for about two years on every aspect of the business model they would call Full Pedal Full Body Indoor Cycling. They solicited startup advice from the Nevada Small Business Development Center at the University of Nevada, Reno.

“I would encourage anybody starting a business to go talk to (the NSBDC),” Mike Crawford said.

The Crawfords freely admit they rolled the dice on starting a business that had no proven track record in the region. When they first started getting inquiries on Full Pedal, they were sometimes met with skeptical, even astonished responses that the startup only offered spin classes. They also dealt with some perceptions of spin classes being a tedious and boring mode of exercise.

To combat those perceptions, they have marketed Full Pedal as a low-impact workout regimen that provides a full-body workout with minimal threat of injuries or health complications.

The Crawfords first wanted to open Full Pedal in south Reno before deciding instead on a location in Monte Vista shopping center just off of South McCarran Boulevard and W. Fourth Street in Reno. The high traffic area with close proximity to Interstate 80 has been beneficial in attracting more clients.

Once the studio opened for business, the Crawfords made some subtle efforts in the studios ambiance to make clients feel more comfortable.

For one, they intentionally darkly light the studio, so those who are self-conscious of their appearance won’t feel intimidated by other riders or instructors.

They also introduced quirks as music themes to keep classes lively and interesting. The Crawfords occasionally serve as instructors during classes and have 10 other instructors on staff.

“Once a month we bring in a live DJ, we add different themes to it,” Stacey Crawford said. “We will have a specific playlist set to a specific theme, such as an ’80s theme or a matchup of a certain artist versus another artist. We do a lot of things to keep it fun.”

The studio added other perks such as partnering with a local coffee company to provide cups of java to riders prior to morning workouts.

Full Pedal also offers other amenities such as towels, men’s and women’s changing rooms and showers, as well as a free kids room to cater to clients with small children, all free of charge. Special SPD shoes required to ride a bike can be rented at the facility.

It also sells lululemon athletica apparel and other items such as Hydro Flasks and water bottles.

Classes are five days a week and range from as early as 5 a.m. to as late as 5:30 p.m., and are offered to a variety of ages and skill levels. Children as young as their early teens to adults in their mid-80’s, have participated in classes. Clients have the freedom to go at their own pace or follow the routine set by instructors.

Full Pedal offers special rates such as unlimited one-week access for new clients, bonuses for new client referrals or discounts to corporate groups, veterans, teachers and students.

Clients can sign up for classes or manage accounts through various payment options at Full Pedal’s website at www.fullpedalreno.com.

After only a short time in business, Full Pedal has attracted a stable ridership, although it can fluctuate from time to time. Regular clients are estimated between 500 even close to 1,000 regular riders, while the company’s weekly newsletters is sent to around 1,500 to 2,000 accounts.

The numbers have exceeded the couple’s expectations.

“We set out to get roughly 35 riders a day in the first year and close to $350,000 in revenue the first year and becoming profitable,” Mike Crawford said. “We’ve smashed all of those goals.”

The couple is even trying to get a second location in south Reno but as of right now, there are no definite plans.

Though Mike and Stacey Crawford are pleasantly surprised by their early returns of success, financial gains are secondary compared with the bond they’ve developed with their customers. The number of success stories they’ve harvested through Full Pedal, from clients recovering from injuries, dealing with illnesses or body weight issues has given them a level of fulfillment and gratification.

“The reason Full Pedal has become so successful because we are passionate about it and want to make a difference in people’s lives,” Stacey Crawford said.

Added Mike Crawford: “It’s not about the money, its just about helping people.”