High-End Fitness Spaces Transform and Adapt
In the ever-changing landscape of the fitness industry, boutique studios are experiencing one of the strongest growth periods since their inception. Younger generations are starting their fitness journeys sooner and finding a sense of belonging in these third spaces, contributing to this surge in popularity.
Attendance in these studios is climbing and is very close to pre-COVID levels. Comparing the same studios from 2023 to 2024, attendance is up 7% across the board. This consistent year-over-year increase has been observed for the three most recent years of studios with continuous data, and some seasonality has smoothed out.
Leading studios are attuned to key insights and are adjusting schedules and class offerings based on data. For instance, while cycling may have plateaued, strength and Pilates are booming. Many former "cycling-only" brands are incorporating strength training without losing their identity.
The fitness industry's consumer expectations are shifting, and studios that embrace variety and more holistic offerings based on real feedback are likely to succeed. Tech is being used to scale personal connections to digital spaces, with digital tools such as augmented and virtual reality being employed for staff training and operational efficiency.
Mariana Tek, a key player in the industry, is advocating for a data-driven approach for boutique fitness studios. Loyalty programs are the next big focus for Mariana Tek, aiming to strengthen the bond between studios and their members.
Top-performing studios are staying true to the brand ethos they established at their first location. Present owners are crucial in shaping the culture, building relationships, and ensuring consistency on the ground. Franchisors are becoming more honest about the active role required from owners to operate a successful brand.
Community retreats, pop-ups, and offsite activations are being used by boutique fitness studios to deepen relationships beyond the studio floor. These events help to foster a sense of belonging among members and reinforce the studio's commitment to its community.
It is expected that 2025 attendance will surpass 2019 numbers. With the industry's focus on data, community, and innovation, this projection seems plausible. However, it's important to note that the data provided reflects same-store attendance only and does not account for studios that opened post-COVID or for locations without continuous data.
In conclusion, the boutique fitness industry is evolving, and those studios that prioritize community, brand experience, and operational excellence are likely to thrive. The best instructors in boutique fitness are those who build community, remember names, and personalize the experience, setting the stage for a more engaging and enjoyable fitness journey for all.
