An LGBTQ+ spin class and social with a difference. Bringing together the community to feel good.
What we did

Monty worked with Spinder at the start of the COVID-19 pandemic to pivot their business online, grow their customers – and re-engaged those who had previously been to a spin class – but not tried their new online offering.

“The friendliest people and the most fun you’ll have on a spin bike. Spin to all your favourite pop tunes… with a dance break!”

Spinder was created by fitness fanatic Rich Allsop in 2017 as London’s first and friendliest LGBTQ+ spin community. Serving feel-good, all-levels spin classes, epic playlists, fun dance breaks & social events. it’s become a key calendar event for many members – who book multiple classes a week!

In March 2020, they had to suspend their studio classes so pivoted to online to bring their unique workouts and socials to customers at home via Zoom. This is where we can in – providing a drumbeat strategy across organic and paid to get customers to try the online classes, sign up for special offers and join in the fun!

By focused on the target audience, we were able to create bespoke graphics for all platforms – and grow the following on all pages. A mix of pop culture, themed fun and games, and content that resonates with the LGBTQ+ community allowed the page, and the product, to shine.

We also worked closely with founder Rich on shooting-from-home guides, producing and editing mini themed adverts and announcements in a fun and social-first way.

Working with Rich as a founder has been a joy, his vision for the brand is so strong – and his enthusiasms to try our ideas has allowed Spinder to scale at a rapid pace.

We can’t wait to see Spinder classes open up around the country… and next, the world!


– Increased sales and followers
– Increase return customers through paid strategy
– Sold out first week of back in studio Spin classes

Socials you can brag about
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The Monty Method