CHVRCH: First things first — what’s your full name, and what’s the name of your studio?
Naomi: My name is Naomi Pacheco and I’m the owner and CEO of CHVRCH, also known as CHVRCH Cycle.
C: Where is your studio located, and how long have you been open?
N: CHVRCH is located in Salt Lake City, Utah and we’ve been open for 4 years!
C: What inspired you to open your own cycle studio, and what was that “Latina hustle” moment that pushed you to go for it?
N: I feel like I’ve been in Latina hustle mode since I left the womb—haha. I’ve always worked as an independent contractor: as a professional dancer, choreographer on So You Think You Can Dance, and was also a SoulCycle instructor, eventually owning my own studio felt like the most natural next step. A stage to motivate and make others feel alive is where I feel most at home. The idea of opening my own cycling studio wasn’t just exciting, it felt empowering...like I was creating a space where hustle meets heart, and everyone is welcome to ride their way into something bigger.
C: How does your cultura show up in your studio? (The playlist? The vibe? The energy? Tell us!)
N: In Salt Lake City, CHVRCH IS the culture. Being born and raised here, I didn’t see people who looked like me growing up. I often felt isolated for having brown skin, big dreams, and a yearning for something greater than myself. Beyond just working for myself, one of my biggest goals was to create a space where people could see themselves—in the front desk team member, in the instructor on the podium, in every corner of the studio. Representation matters, especially in a predominantly white state like Utah. As the only women-, minority-, and queer-owned cycling studio in Utah, we’re proud to be loud about our culture. You can see it in our marketing, feel it in our community events (shoutout to our Hispanic Heritage Market and Lotería Challenge) and experience it in our theme rides, from Bad Bunny to Banda to Reggaetón. It’s all about creating a space that celebrates who we are, unapologetically.
C: For someone walking into your studio for the first time — what can they expect? Paint us the scene.
N: Imagine stepping into a sun-lit studio where the music meets you right as you open the door. A friendly front-desk team member greets you by name, hands you your cycling shoes, and walks you to your bike. Your instructor personally helps you clip in and gives a confidence-boosting tutorial on how to adjust your seat, handlebars, and resistance (because that’s the scariest part, right). At CHVRCH we use SoundOff™ headphones, so when you get clipped in and the playlist begins, you hear every beat and every cue in crystal-clear detail. We record your exact bike settings and shoe size so the next time you ride, everything is already dialed in and waiting. All that’s left for you is to settle into the rhythm, feel the collective energy around you, and ride.
C: How would you describe the vibe of your classes in three words?
N: Soulful, Energetic and Safe.
C: What makes your studio different from other cycle spots?
N: At CHVRCH, it’s not just a cycling class—it’s an experience that blends high-energy movement, music, and community into something you’ll want to come back to again and again! We are a naturally lit, intentional space, designed to feel uplifting and welcoming rather than dark or intimidating like most cycling studios. We care about more than just physical fitness; each class is designed to inspire personal growth, a mental journey, and a deeper sense of well-being. We are also inspired to keep CHVRCH as a place where everyone feels seen, supported, and empowered, no matter your background or fitness level.
C: What’s a song on your cycling playlist that always gets people screaming “¡otra, otra!” for one more track?
N: I would say that every single instructor at CHVRCH has used this track at least once on their playlists...Front To Back by Buku. It’s chills up the spin, fire!
C: Who is your ideal rider? (The first-timer nervous to clip in? The cycling baddie who lives for the burn? The tía who surprises everyone with her stamina?)
N: Our ideal rider is someone who’s never ridden before, which might be surprising to hear, but let me tell you why. They come in with no preconceived notions of what to expect. They’re showing up vulnerable, scared, and probably a little nervous. We get the privilege of guiding them through something completely new. As adults, trying something for the first time is terrifying, and we take that responsibility seriously. From clipping in for the very first time, to moving their body with intention, to learning new choreography, and finally clipping out. We’re right there with them every step of the way. Watching their transformation from first time rider to seasoned member is so special.
C: What do you want people to feel when they walk out of class — besides drenched in sweat?
N: We want them to feel empowered and inspired to be their most authentic self. Most of our clients tell us on a daily basis how safe they feel at CHVRCH. When they leave our doors, we want them to feel armed with the tools that they need to get through this thing called life.
C: Do you offer anything extra beyond classes (events, community hangs, playlists, merch)?
N: Yes! CHVRCH offers its very own 8-Week Instructor Training Program, where people who are interested in learning how to be an indoor-cycling instructor can get their CHVRCH Certification. We also host Riding Workshops that are catered to riders who want to learn how to become stronger on the bike.
C: Owning a business isn’t easy — what’s been your biggest ¡ándale! moment where you had to power through?
N: One of the hardest parts of owning a business is accessing capital. There are so many dreams and ideas you want to bring to life, but funding can be a real hurdle. I spend a lot of time filling out paperwork for grants or other opportunities, and when an application isn’t accepted it can feel defeating in the moment. But I’ve learned that every ‘no’ is part of the process. It forces me to get creative, refine my vision, and find new ways to grow.
C: How do you balance being a Jefa in business and a Jefa in life? (Spill your secret: cafecito, therapy, reggaetón?)
N: Balance, to me, sometimes feels like this invisible expectation...like I’m supposed to handle everything gracefully all the time. The truth is, I just try to cut myself some slack and take it one thing at a time. My family is my anchor, my fiancé Natasha and my daughter Rhythm bring so much joy, fun, and love into my life. They’re the reason I’m a better mom, a stronger business owner, and a more present partner. I fill my cup with the things that light me up—live music, being a cheer mom (Go West High Cheer!), traveling, and honestly, at the end of it all, there’s nothing a good cup of café or a glass of vino can’t fix (wink).
C: If your studio had a personality, would she be more “wellness goddess” or “perreo on the bike”?
N: I would say CHVRCH es una fiesta de baile para el alma.
C: What advice would you give to another Latina dreaming of starting her own studio or business?
N: Do your research. Find a mentor. Ask people to coffee that have been in business and can give you the answers that you don’t have yet. Take yourself outside of your idea and see who is already doing what you have in mind and find a way to do it better.
C: Finally — how can people support you (social media handles)?
N: The best way to support CHVRCH is to come ride with us! Bring a friend, try a class, and feel the energy for yourself. If you can’t make it into the studio, you can still help us grow by sharing our story: tell people about CHVRCH, follow us on social @chvrchcycle, or gift a ride to someone who could use a little movement and community. And if you love our vibe, grab a piece of CHVRCH merch at chvrchcycle.com. It’s a fun way to rep the community and every purchase helps us keep creating a space where everyone feels seen and empowered.