Ep. 042: Realtor, Mother of 5 Opens an Indoor Cycle Studio in Ankeny w/ Stacy Martin
- Ryan Snaadt
- Apr 2
- 4 min read
How a Des Moines Realtor Built a Thriving Indoor Cycling Studio: Lessons for Local Business Owners
In Episode 042 of the Rhymes With Odd Podcast, host Ryan Snaadt sits down with Stacy Martin—realtor, entrepreneur, and mother of five—to unpack her journey from real estate into launching a successful indoor cycling studio in Ankeny, Iowa.
For Des Moines business owners, entrepreneurs, and marketers, this conversation is packed with practical insights on branding, community-building, and scaling a local business. Whether you're running a startup, managing a growing team, or looking to expand into new ventures, there’s a lot to learn from Stacy’s story.
From Real Estate to Entrepreneurship in Des Moines
Stacy Martin didn’t start her career planning to open a fitness studio. Like many entrepreneurs in the Des Moines metro, her path evolved over time.
After years as a stay-at-home mom, she entered the real estate industry around 2015. What began as design work with builders quickly turned into a thriving real estate career. Her success came from focusing on relationships—something that remains a core theme in everything she does today.
But like many high-performing professionals, she hit a familiar challenge: burnout.
Instead of pushing through, Stacy pivoted.
“I needed something that allowed me to use my brain differently.”
That shift led her to explore a completely new business opportunity—one that would eventually become Love Cycle Studios in Ankeny.
Identifying a Market Gap in Ankeny and Des Moines
One of the most valuable lessons for local entrepreneurs is Stacy’s ability to identify a gap in the market.
After experiencing indoor cycling in other cities, she realized something surprising:
There were limited boutique indoor cycling options in the Des Moines metro
Existing options lacked the community-driven experience she valued
National franchises didn’t align with her vision
Rather than buying into a franchise model, she made a bold decision:
Build her own brand from scratch.
For Des Moines business owners, this highlights a key takeaway:
Opportunity often exists in underserved niches—even in growing markets like Ankeny and Des Moines.
Why Community Is the Ultimate Business Differentiator
If there’s one theme that stands out throughout the episode, it’s this:
Community is everything.
While many fitness businesses focus on equipment, programming, or pricing, Stacy focused on something deeper—emotional connection.
Her studio isn’t just about workouts. It’s about:
Supporting members through life challenges
Celebrating wins together
Creating a welcoming, judgment-free environment
This approach has driven consistent growth, with the business seeing 5%–20% monthly growth since opening.
For marketers and business owners, this is a powerful reminder:
People don’t just buy services—they buy experiences and belonging.
Building a Brand That Feels Authentic
In a crowded marketplace, authenticity is one of the strongest marketing tools available.
Stacy built her brand around a simple but powerful idea: love and connection.
From the studio name to the class experience, everything aligns with that mission. She intentionally avoided toxic fitness messaging (like “earning calories”) and instead created a space where people feel supported.
This clarity translates directly into marketing success:
Word-of-mouth referrals
Strong member retention
Organic social media growth
For Des Moines-based brands, especially in service industries, this is critical:
Your brand should reflect who you truly are—not just what you sell.
Launching Quickly and Iterating Fast
Another standout lesson is how quickly Stacy brought her idea to life.
Instead of over-planning, she:
Found a location
Built out the space
Launched an Instagram just 6 weeks before opening
That’s it.
No massive pre-launch campaign. No years of preparation.
Just execution.
This “launch fast, learn fast” approach is especially relevant for startups and small businesses in Iowa:
Progress beats perfection—especially in local markets.
Overcoming Operational Challenges
Of course, building a business isn’t all smooth sailing.
Some of the biggest challenges Stacy faced included:
1. Finding the Right Location
As a fitness business with loud music and high traffic, not every landlord was eager to lease space.
2. Managing People
Like many first-time business owners, she had to quickly learn how to:
Set expectations
Communicate clearly
Hold team members accountable
3. Creating Consistency
Even with multiple instructors, she needed to ensure every class delivered a consistent brand experience.
Her solution?
Structured training systems
Clear class frameworks
Strong hiring standards
For business owners scaling a team, this is essential:
Systems create consistency—and consistency builds trust.
Scaling a Local Business in the Des Moines Metro
With her Ankeny location nearing capacity (around 300–350 members), Stacy is already planning expansion into Des Moines’ East Village.
This move is strategic:
High walkability
Growing residential population
Limited boutique fitness options
She’s also adapting the model for the new location with:
Fewer bikes (to start)
Express lunch classes
Shower facilities for professionals
For entrepreneurs considering expansion, this is a great example of:
Scaling thoughtfully based on location, audience, and demand.
Balancing Multiple Businesses Successfully
One unique aspect of Stacy’s story is that she didn’t leave real estate behind.
Today, she balances:
50% real estate
50% fitness studio ownership
Her ability to manage both comes down to one key shift:
Setting boundaries.
Earlier in her career, she struggled with being “always on.” Now, she protects her time and energy more intentionally.
For business owners juggling multiple responsibilities:
Boundaries aren’t limiting—they’re what make growth sustainable.
Marketing Lessons for Des Moines Entrepreneurs
Throughout the episode, several key marketing insights emerge:
1. Community Drives Growth
Your best marketing channel is your existing customers.
2. Experience Matters More Than Features
People remember how you make them feel—not just what you offer.
3. Authenticity Wins
Don’t copy competitors. Build something true to your vision.
4. Consistency Builds Trust
From branding to service delivery, consistency is everything.
5. Local Engagement Is Key
Events, partnerships, and community involvement create visibility.
Final Advice for Business Owners: Take the Leap
Stacy closes the episode with a message that resonates with every entrepreneur:
“Don’t let fear stop you. Just go for it.”
In a market like Des Moines—where opportunity is growing but competition is still manageable—there’s never been a better time to start or scale a business.
Key Takeaways for Des Moines Business Owners
Identify gaps in your local market
Build your brand around authentic values
Prioritize community over transactions
Launch quickly and refine as you go
Create systems to support growth
Don’t let fear delay action
Whether you're a realtor, fitness entrepreneur, or small business owner in the Des Moines area, Stacy Martin’s journey is proof that you don’t need a perfect plan—just a clear vision and the courage to start.
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