More than seven years after opening as Revolution Indoor Cycling, Julie Guttormson’s fitness studio has a name that better reflects the variety of fitness instruction and energy it offers.
Although the name Revolution fit the fledgling studio when it opened in March 2012 with its intense but fun cycling and fusion classes, Indo-Row classes were added soon after, and Guttormson beefed up the strength and personal training offerings as the studio matured. This past spring a robust offering of barre classes joined the lineup.
When Revolution began there were few studios using the name. Over the years it caught on, and Guttormson found herself refunding passes to people who meant to book sessions in Philadelphia and shredding tax records for a studio in New York.
“I always loved the name,” Guttormson said. “I loved hearing people talk about it around town. But over the years it felt less and less like me.”
New clients were surprised that an “indoor cycling” studio also offered rowing and personal training.
“I had built a brand I loved,” Guttormson said, “but I wanted to be known for more than just a bike. When we added our barre programming this past spring I was more excited than ever to elevate my brand to fit who we truly were.”
She wanted the new brand to feel personal, so she kept her eyes and ears open for about a year, looking up words, testing them out in her head. One night she was watching a newscast when the anchor described someone as having “vim and vigor.”
Vim’s meaning — energy and enthusiasm — fits Guttormson and her business.
The business now known as Vim never closed its doors as it rebranded this summer and fall. Gym-goers were treated to the transformation one freshly painted wall, upgraded sound system, decal, batch of equipment and promotional sticker at a time.
The studio now has 20 accredited instructors, and Guttormson prides her brand on offering consistency across them.
“You know exactly what to expect when you walk in here,” she said. “Smart programming.”
The business welcomes people of all ages or fitness levels.
“There isn’t a certain type or level of experience you think you need to be to experience a class here,” she said.
For example, each cycling class begins with a review of the computer console, explaining that resistance plus revolutions per minute of foot speed equals watts of power. Frequent attendees have heard it dozens or hundreds of times, but newbies need the repetition. By paying attention to the numbers, “people can see themselves getting stronger,” Guttormson said.
Guttormson, now certified as a master trainer with Schwinn, continues to invest in bringing top trainers to Jackson to continue education for her instructors.
“On a personal growth level I have loved being an educator,” Guttormson said. “I’m exactly where I’m supposed to be, doing exactly what I’m supposed to be doing. I just want to continue to become better, to elevate my team.”
Find information on the studio and upcoming events — save the date March 8 for the Rock the Ride fundraiser for cardiac and stroke victims — at VimStrong.com.