Shred415
A road runner gets hooked on a treadmill class.
Shred415’s cult status
Breaking down the characteristics of a Shred415 follower
Followers’ identifying characteristics
Snazzy running shoes; squinty eyes from leaving the dark studio and entering daylight; Shred415 T-shirt or iPhone case
Mantra
“Mile challenge!”
Rituals
Getting to class 15 minutes early to stake out your favorite treadmill; peeking at your neighbor’s treadmill to see if he or she is running faster than you; lining up to grab BOSU balls, medicine balls and weighted bars from the equipment room
Evangelizing methods
Offering child care during classes ($6/kid) and newcomers a 30-day unlimited membership at a $70 discount; promoting a “baby bump” special for new moms and a wedding special for brides to-be
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