My Spinning class is a metaphor for how to market in today's world

I'm a new Spinning enthusiast -- I've been taking Step Aerobics for years, but I couldn't find enough classes to go to.

And that's where this story starts.

I love step aerobics -- it's very challenging, it's a derivative of dancing, which I love, and it's high energy.

But step is dying. Gym members don't really want to take step compared to other classes that are offered. Why? One big reason is that it's hard to learn -- even the easy steps. You've got to invest a few weeks looking and feeling like a dork before you can really feel at home in a step class.

That doesn't fly with today's gym-goer. They want a good experience from the get-go -- and really, who doesn't?

[Stay with me here -- this really does relate to marketing.]

The very first time I tried Spinning, I loved it. I got on a stationery bike in a room full of exercisers, and I pedaled and got a good workout. Yes, there was guidance from the instructor, but it was up to me to follow along as much as I wanted to. There was a nice music soundtrack to keep things lively, and the instructor's job is half to run the class and half to shout out encouragement. I've now been back a half-dozen times, and can't wait to go again.

Here are the marketing lessons I see in Spinning:

• It's easy to get involved, but it's not simplistic -- there's plenty you can do once you're acclimated


• It appeals to everyone -- if you can pedal, you can participate


• It treats everyone fairly -- there's no competition among participants, since we're all on stationery bikes. You can exercise as hard or as easily as you want, and no one can tell the difference


• It's a lot more fun because it's being done in a group

Spinning class seems to be a metaphor for how people want to be treated in today's world. That's why I wanted to write about it.

Last thought: Spinning and Facebook have a lot in common.