Anecdotally, it seems like boutique fitness studios are big business. CrossFit, Orangetheory, SoulCycle — these big, trendy names represent a lifestyle as much as they represent working out. But who is actually going to these places? Is there money to be made from a boutique fitness studio? What can boutique fitness market statistics tell us about the future of these studios?
If you own a boutique fitness studio (or are thinking of opening one), you need to stay on top of the latest industry news and technology (such as fitness studio management software) to make sure your studio stays competitive. Ready to get started? Then let’s dive into some boutique fitness market statistics.
Exercise.com can help you streamline your boutique fitness studio’s operations. Book a demo to find out more.
Boutique Fitness Industry Statistics
Boutique fitness studios have long been considered a trend, but the numbers say they’re here to stay. Here are a few boutique fitness trends and statistics.
The Boutique Fitness Industry Is Growing
Boutique fitness studios may be smaller than their commercial gym counterparts, but there’s nothing small about the numbers they generate. From 2013 to 2017, boutique brands increased by 121 percent and held 40 percent of the market. During the same period, big gyms gained only 18 percent. This surge in growth can be attributed to several factors.
Boutique fitness studios are so popular that they can charge significantly more than what commercial gyms usually manage. For example, a Gold’s Gym membership typically costs $30 to $36 per month, but Pure Barre charges $22 per class or $199 for a month of unlimited classes.
These increased prices translate into even greater profit when you factor in the smaller cost of doing business of a typical boutique fitness studio. Not only do boutique studios operate on a smaller footprint (which means cheaper rent, utilities, maintenance, etc.), they also need far less equipment than commercial gyms do.
Boutique Fitness Studio Demographics and Niches
Of the 40 percent market share belonging to boutique fitness studios (40.7 percent to be specific), here is the breakdown:
- Personal and small group training = 13 percent
- Yoga/Pilates/barre = 9.2 percent
- Indoor cycling/rowing = 7.3 percent
- Boot camp/cross-training = 4.5 percent
- Boxing/martial arts/MMA = 3.7 percent
- Sports specific = 2.9 percent
The average age of boutique fitness members is 30 years old. By contrast, the average age of all gym-goers is 40 years old. Women are more likely to frequent studios that focus on yoga, barre, and Pilates, whereas men have higher membership rates at studios that focus on cross-training and boot camp.
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Home Sweet Home: At-Home Digital Fitness Studios
One particular niche that has seen tremendous growth is at-home digital fitness; we’re even seeing more personal trainers working from home than ever before. In 2019, the Peloton company was valued at $4.15 billion with over 400,000 bikes sold. Since that time, the company has expanded its offerings to include treadmills. With numbers like that, it’s easy to see why companies like Beachbody, SoulCycle, and Tonal have launched their own at-home services.
Variety Is The Spice Of Life
You can’t be everything to everybody, and that fact is especially apparent when it comes to boutique fitness studios. Among people who have a membership at a boutique fitness studio, 44% report belonging to two different boutique studios, while 22% have memberships at more than two studios (and these numbers are despite the higher average cost of membership for boutique studios). Only 35% of members use one boutique fitness studio exclusively.
The Boutique Fitness Market: The Future Is Now
In the IHRSA’s 2019 trends poll, “Embracing fitness tech inside and outside the club” won the top spot with 24% of the votes. As the world continues to move forward into the digital age, new advances in technology will allow boutique fitness studios to reach a bigger audience and offer a wider variety of services than ever before.
It’s easy to see how fitness tech goes hand-in-hand with the at-home digital fitness trend, but that’s just the beginning. Soon, VR will allow spin studios to take their classes on a virtual ride across Kīlauea, while barre classes might hold virtual sessions at the Bolshoi Theatre. The sky’s the limit when it comes to the many ways technology can enhance the fitness industry.
The Bottom Line: Boutique Fitness Trends
No one knows what the future holds, but if these statistics are anything to go by, there’s never been a better time to own a boutique fitness studio. By staying flexible and creative, you can make sure these trends work in your favor to benefit your boutique fitness studio.
If you’re ready to take your boutique fitness studio to the next level, Exercise.com can help. Book a demo to learn more.