How I helped BECYCLE stay ahead of the beat in Berlin’s rocking fitness scene
Brand: BECYCLE
Objective: A digital heartbeat to keep the good news rolling long after class ended
My Role: Creative Strategist, Director, Writer and Project Manager
As the head of customer operations and marketing at BECYCLE, I wasn’t just behind the front desk—I was the face of the studio. I knew each rider’s name, their cycling shoe size, and, most importantly, their story. BECYCLE wasn’t just a fitness studio; it was a community, packed with inspiring, sweat-drenched success stories that deserved to be shared.The problem? There was no space for those stories to be told.Our weekly newsletter was good, but these stories were bigger—happening in real-time and truly shaping the vibe of the studio. What we needed was a platform to extend these conversations beyond our walls and connect with the broader wellness world.
As the head of customer operations and marketing at BECYCLE, I wasn’t just behind the front desk—I was the face of the studio. I knew each rider’s name, their cycling shoe size, and, most importantly, their story. BECYCLE wasn’t just a fitness studio; it was a community, packed with inspiring, sweat-drenched success stories that deserved to be shared.
The problem? There was no space for those stories to be told.
Our weekly newsletter was good, but these stories were bigger—happening in real-time and truly shaping the vibe of the studio. What we needed was a platform to extend these conversations beyond our walls and connect with the broader wellness world.
I conceptualized, branded and launched BE IN THE KNOW, BECYCLE’s sleek, Well+Good-style lifestyle blog. It became the go-to digital space for sharing customer wins, instructor insights, boutique brand collaborations and industry news—all in a tone that felt fresh, inspiring and oh-so BECYCLE.
From naming the blog to crafting its content strategy, I made sure it embodied the same high-energy, community-driven, sweaty team spirit that filled the studio. The goal? To keep our audience engaged, inspired and coming back for more—whether on the bike or on the blog.
The blog was powered by the people—our riders, instructors and wellness brand partners—giving it authenticity and variety. As the one-person marketing team (while also running front and back of house), I needed a sustainable content model.
So, I got creative:
Customers could contribute content in exchange for free classes—turning superfans into storytellers.
Brand partners gained a built-in audience for their health/wellness products.
The weekly newsletter teased featured stories, spotlighted instructors/customers, and linked to blog posts—driving traffic and engagement.
A win-win-win.
Fresh, frequent content didn’t just add value for our community—it made the algorithm happy, too. The blog became a key piece of a larger content strategy, boosting BECYCLE’s domain authority on Google and solidifying its position as Berlin’s go-to wellness hub. 25% month-over-month growth in newsletter subscribersExpanded our reach beyond the studio wallsEstablished BECYCLE as a thought leader in the Berlin fitness scene
Lesson learned? Storytelling scales. The blog wasn’t just content; it was a community amplifier. By giving members a voice, we deepened engagement in a way no traditional marketing tactic could.Authenticity wins. The best stories weren’t overly polished—they were real, raw, and from the people who lived them.If I did it again? I’d invest in even more multimedia content—think audio snippets, quick-hit video features, and interactive storytelling elements to drive engagement even further.