It only takes a few moments inside the studio to understand why iiCE Fitness resonates so deeply with its community.
Walking in, the studio’s scale immediately stands out. Small personal touches — like seeing your name and a welcome message written on the lockers for first-time riders — make the experience feel welcoming from the start. But once class begins, the energy takes over. Music, lighting, and a packed room of riders combine to create a workout that feels more like a live event than a traditional fitness class.
When Marisol Garcia founded iiCE Fitness in Dallas, she wasn’t trying to open just another cycling studio. She was building the space she had been searching for herself.
“iiCE Fitness stands for immersive indoor cycling experience. From the very beginning, we wanted iiCE to be something that wasn’t just a workout, but something that people feel and take home with them.” — Marisol Garcia, Founder, iiCE Fitness
Creating the Space She Never Had
The idea started with a gut feeling. Marisol and her brother spontaneously flew to Nashville, loaded twenty cycling bikes into a U-Haul, and drove them back to Texas. A few months later, iiCE’s fully customized studio opened with carefully curated lighting, sound, and design built to create a truly immersive ride.
Before founding iiCE, Marisol coached at a traditional gym and visited other studios, but never felt like she fully fit in. “I was different. Too loud. Too bold. Too ‘crazy Latina,’ as I’ve been told. So I decided to create the space I had been longing for.”
That vision became a studio where anyone — regardless of background or fitness level — could walk in as they are and leave stronger. Today, community is the foundation of iiCE’s success.
“Because we have such an incredible community that supports one another, we’ve been able to overcome everything thrown our way.”
Building a Scalable System with Mariana Tek
As iiCE’s community and popularity grew, so did the complexity of running it. Their initial software of choice, Mindbody, was disorganized and made basic tasks feel overwhelming. Emails and messages from members got lost and they had to jump between multiple tools to communicate with their team. Important details were quickly falling through the cracks.
“Before switching to Mariana Tek, we had little to no organization in our day-to-day operations. As a brand new studio without a strong foundation, we started to see how that could set us up for failure, and we knew we had to make a change.” Marisol shared.
After making the switch, the experience improved for both staff and members. Booking became seamless. Tracking milestones and challenges was simple. And automations took over the heavy lifting for promotions, events, and member messaging — freeing the team to focus on what they do best.
“Once we switched, we started to see incredible growth—not just in revenue, but in how our community engaged with the app and with us. That’s where the real growth happens.”
Making Data-Driven Decisions with Insights and Member Feedback
With Mariana Tek’s dashboards and reporting tools, iiCE now makes informed decisions every day.
“It’s great to check [Mariana Tek’s] dashboard every day to see how classes are performing. It helps us quickly understand what’s working and make informed decisions when something isn’t.”
The studio also relies on Feedback Suite to continuously elevate the member experience.
“One of the best decisions we’ve made was implementing the Feedback Suite. It gives our clients a place to share honest feedback directly with us and we can continue improving the experience. I 100% recommend it.”
That direct feedback has shaped new programming, special events, and community initiatives — creating a loop where members feel heard and the studio keeps getting better.
A Culture That Sets iiCE Apart
From day one, Marisol wanted to lean into her heritage. What started as one weekly Lunas Latino ride quickly expanded to three standing Latin classes due to rider demand.
That momentum led to Bici Bici Banda, which launched on Marisol’s birthday in January 2024 with a live Banda performance in the studio. It became an instant hit. Since then, Bici Bici Banda has grown to more than 50 events across Texas, with tour stops in Houston, San Antonio, and Austin.
Another signature event, Magic Bike, brings dancers and theatrical energy into the studio — drawing guests from out of state for bachelorette parties and girls’ trips.
Looking Ahead
Though indoor cycling remains the heart of the brand, iiCE is expanding into new modalities with an upcoming concept called Fire.
With strong systems in place and a deeply connected community, Marisol and her team are focused on growing without losing what makes iiCE special.
“Having a platform like Mariana Tek makes every part of our operations seamless. From special events to day-to-day classes, everything is easy to set up and manage.”
After experiencing iiCE firsthand, it’s clear the studio’s success isn’t just about systems or programming — it’s about the culture that fills the room. The moment Marisol stepped in and the class erupted into chants of “Energy! Energy! Energy!” captures exactly what makes iiCE so special: an immersive experience driven by leadership, music, movement, and a community that shows up for one another, every single ride.
Next Steps: Elevate Your Fitness Studio
Inspired by iiCE firsthand’s story? Don’t miss your chance to elevate your own fitness studio to new heights. Book a demo today and discover how the right software can be the game-changer your studio needs to scale effectively and efficiently.
Article by Maddy Crouch
First published: April 09 2026
Last updated: April 09 2026