There aren’t Zumba, hot yoga, or Bhangra classes at every gym. You’ll need to find a specialized place. Boutique fitness is a broad term that encompasses all those specialized studios. It’s a type of exercise center that focuses on small group classes and community building. They’re not niche fitness players, either. According to Azoth Analytics, the global boutique fitness industry is worth more than $49 billion U.S. dollars.
You, as a gym owner or trainer, need to have a comprehensive view of the boutique fitness industry in order to be competitive (and get those premium prices). Glofox is building the next generation of gym management software. We already support thousands of boutique fitness brands. We’ll begin with a brief overview of boutique fitness. Then, we will explore key trends and introduce some power players in the fitness industry. Come on, let’s get going!
What is boutique fitness?
Boutique fitness includes all the niche and specialized fitness studios. They may specialize in H.I.I.T., CrossFit, or Zumba. You’re not an anonymous Sweaty Betty ™ trying to raise your heart rate in a boutique fitness studio. You are a member of the community, you get to know other gym-goers, and your instructors have enough time with you for personalized training. The premium price is well worth it.
Since the mid-2010s, boutique fitness has grown rapidly, particularly in the United States, Canada, and the United Kingdom; by the early 2020s, almost 22% of Americans were members of a health studio or club. 66.5 million adults. COVID-19 has taken a toll, but studios are resilient thanks to specialized programming. Generalist competitors can’t compete.
Five important boutique fitness trends
Boutique fitness studios constantly change their programming to meet the needs of consumers and to keep up with new fitness trends. However, some themes remain constant across all top studios. Here are some of the key trends that we’ve observed:
Specialized Fitness: Most boutique studios specialize in fitness rather than casting a broad net. Our customer Posto Nove, for example, is a specialist in reformer Pilates. This sub-practice requires specialized equipment and instructors with expert-level knowledge.
Community Focus: The community is the focus of boutique fitness studios. This community focus can extend beyond group classes to include unstructured hangouts after class or organized outings.
Data-driven metrics: People are interested in tracking their progress. Many boutique studios collect data using software like Glofox that allows them to track performance. Real-time results keep clients engaged and motivated.
Online classes and on-demand workouts: Fitness doesn’t only happen in person but also online. Many boutique studios live-stream classes and offer on-demand activities. You can expand your customer base by integrating digitally. Both Studio Integration and Komo Studio provide online courses and are thriving.
Personal fitness through experience: Many gym-goers today want their workouts to meet their social and communal needs, as well as their fitness objectives. Boutique fitness studios provide that’s exactly. Top studios offer more than just a regular fitness experience. They create immersive environments that allow you to make real connections.
Six popular boutique fitness brands
Take a look at six boutique fitness studios that are slaying it now.
Pin-Up Pole Studio
Pin Up Pole Studio in Rio de Janeiro focuses on pole dancing, which is a great workout. Thomas Martinoia, Fernanda Figueira, and their team of founders have scaled up their audience to more than 60K Instagram followers. They’ve also seen a 124% increase in revenue during the pandemic. Glofox managed their memberships, classes, and payments in one place. We’re excited about their growth.
JourneyFit
JourneyFit classes focus on functional movements and high-intensity interval training (H.I.I.T.). Glofox has helped them increase their revenue by 36% since they started using it. They are based in Dallas. This is a success in the boutique fitness sector!
Posto Nove
Posto Nove has a niche in reformer Pilates, and they have two flourishing practices, one in Lebanon and the other in Ivory Coast. The studio began by offering a variety of classes, from Muay Thai and pole fitness to reformer Pilates. They then focused on their most popular discipline. The studio was able to control quality much more easily. They have since launched membership apps, which make the whole fitness experience seamless.
