Montreal-based boutique fitness company b.cycle has acquired SPINCO, Canada’s original and leading spin studio network. The transaction brings together two Canadian brands that launched in 2014 and have since grown into dominant regional and national players.
The acquisition forms a multi-brand fitness platform designed to elevate how Canadians experience indoor cycling and group fitness. With over 30 SPINCO studios nationwide and b.cycle’s established presence in Quebec, the combined organization creates a coast-to-coast network spanning multiple provinces.
The announcement that b.cycle acquires SPINCO signals a strategic shift from regional strength to national scale. The two brands are uniting local community-driven energy with broader operational infrastructure.
Founded in Montreal, b.cycle built its reputation on premium indoor cycling and barre classes that combine music-driven workouts with a proprietary bike-fit and performance tracking system. Over more than a decade, the company developed systems focused on operational excellence, innovation testing, and community building.
SPINCO, founded in 2014, expanded across Canada using a combination of corporate and franchise studios. The brand now operates in Ontario, British Columbia, Quebec, New Brunswick, Prince Edward Island, and Nova Scotia. Its footprint makes it the largest dedicated indoor cycling network in the country.
Together, the brands employ more than 1,100 people nationwide.
Leadership Vision and Integration Strategy
“This is our moment to build something better; for our communities, our instructors, and every person who chooses to move with us,” said Bijan Bolouri, Owner & CEO of b.cycle and SPINCO. “By bringing the best of both brands together, we’re raising the bar for what boutique fitness can feel like in Canada.”
The companies stated that the merger is grounded in shared values and a belief that movement can positively impact people’s lives. A centralized feedback and testing model will support continuous improvement across studios, with an emphasis on consistent, high-quality experiences for franchisees, instructors, and clients.
Behind the scenes, integration will focus on best practices and operational consistency. For clients, the in-studio experience will remain unchanged. Each brand will maintain its distinct class styles, instructors, and studio identity.
Members will also gain nationwide access to b.cycle’s online platform, expanding digital engagement and offering flexibility across markets.
From Regional Leader to National Incumbent
The move effectively transforms b.cycle from a Quebec-focused operator into a national player. Historically concentrated in Montreal, b.cycle built a following for its premium studio design, performance-based cycling formats, and multidisciplinary programming that includes barre and strength classes.
SPINCO, meanwhile, became known for its rhythm-based cycling model and strong community culture. Its franchise-led expansion enabled rapid scaling across major urban markets, including Toronto and Vancouver, as well as secondary cities and Atlantic Canada.
By combining b.cycle’s operational systems with SPINCO’s national footprint, the new platform gains both depth and reach. The integration creates opportunities to enhance technology infrastructure, share best practices, and explore multi-room studio formats in select markets.
Growth Plans in Quebec and Beyond
The acquisition lays the foundation for further expansion. b.cycle plans to open its fifth Montreal location and continue expanding across Quebec at a pace of approximately one new studio per year. At the same time, SPINCO will continue pursuing national growth.
The decision to operate as a multi-brand platform suggests that both names will retain value in their respective markets. Maintaining distinct brand identities allows the organization to serve different customer preferences while leveraging shared infrastructure and leadership.
As b.cycle acquires SPINCO, the Canadian boutique fitness sector enters a new phase of consolidation. The deal unites two of the country’s most recognized indoor cycling brands under a single ownership structure, positioning the combined entity to compete more effectively in a premium segment that includes both brick-and-mortar studios and connected at-home platforms.
For the broader industry, the transaction signals confidence in boutique fitness as a scalable, community-driven business model in Canada.
