Be in the Know

Stay ahead of the beat in Berlin’s rocking fitness scene

Project Overview

Brand: BECYCLE
Objective: A digital heartbeat to keep the good news going long after class ended
My Role: Creative Strategist, Director, Writer and Project Manager

The Challenge

As the heart of the studio, I knew every rider’s name, their cycling shoe size, and—most importantly—their story. BECYCLE wasn’t just a fitness studio; it was a community filled with inspiring, sweat-drenched success stories that deserved to be told.

The problem? There wasn’t a space to share them.

The weekly newsletter was great, but these stories were bigger—happening in real-time and shaping the pulse of the studio. We needed a platform to extend the conversation beyond our walls and connect with the broader wellness world.

The Creative Strategy

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 so BECYCLE.

From naming the blog to crafting its content strategy, I made sure it embodied the same high-energy, community-driven 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.

Execution

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.

Results & Impact

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 subscribers
📈 Expanded our reach beyond the studio walls
🔥 Established BECYCLE as a thought leader in the Berlin fitness scene

Reflections & Takeaways

 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.