The fitness industry has experienced a considerable transformation in the last century or so, mainly as a result of advances in fitness techniques and, perhaps more importantly, in business practices. In 1936, Jack LaLanne, an enthusiastic 22-year-old fitness buff, started up the first health and exercise facility in the United States in Oakland, California. At the point when this obscure, starting wellness business person most likely didn’t understand what it would mean for the well-being and activity culture in America and the past.
At his gym, Jack, who was relatively young, monitored weightlifting and provided dietary guidance to his patrons. Nevertheless, physicians cautioned people not to go to the gymnasium owing to the fact that they felt his weight-lifting may lead to building too much muscle and cause health-related issues. Initially, he was regarded as a trickster and a madman, and his gym was not greeted with a warm reception.
Jump ahead to 2019 and Jack Lalanne is viewed as an originator of contemporary fitness, and the appearance of current fitness has transformed significantly. And while Mr. Jack Lalanne played a major role in furthering the level of physical well-being and fitness across the population. However, using heavy weights to exercise has become less fashionable over the past few years in most gym environments.
A fresh fitness trend has caught the attention of the US population and people around the world. This is the boutique fitness studio.
A combination of economic, social, and cultural influences has led to boutique fitness becoming the most rapidly developing part of the fitness business. In this article, we will review the primary figures that explain the increase in boutique fitness, examine the motivations for this phenomenon, and consider the prospective future of the industry.
The Rise of Boutique Fitness
In recent times, the boutique fitness market has expanded dramatically and it is currently the quickest-developing part of the fitness industry. The influence of the boutique movement is being felt in many sectors, not just the industry discussed.
The Fast Company publicized its once-a-year list of the World’s Most Innovative Companies on March 5, 2019, and featured a business in the healthiness section named Xponential Fitness. Not widely known outside the field of bodily conditioning, Xponential Fitness has an array of exclusive little boutique franchises like Club Pilates Cyclebar, Stretchlab, Yoga Six, and Purebarre. In 2017, Xponential earned a total of $148 million, indicating the vast possibility of this style of enterprise. Xponential, as well as companies such as Equinox Holdings Inc., has emerged as a powerful player in the fitness sector.
But how did that happen?
Let’s analyze the past few years.
The increased popularity of boutique fitness has happened at the same time as the downfall of large-scale gyms. From 2012 to 2015, there was a jump of 70% for memberships to boutique fitness studios compared to a mere 5% for memberships at traditional gyms. It’s not only in obtaining memberships that these gyms are driving the movement. When it comes to people staying involved, boutique fitness places are doing better than the more popular ones. The Association of Fitness Studios has reported that the rate of members staying with fitness studios is 75.9%, as opposed to the 71.4% from traditional gyms.
Generally, there is increasing attention being paid to health and physical activity. The number of individuals signed up to health clubs reached a record amount in 2016, largely because of the increase in popularity of boutique fitness. It is evident that to attain their desired outcomes, individuals are shifting from large-scale fitness centers and favoring boutique and class-based fitness studios since they provide the desired effect. Just look at the numbers. Upscale specialty fitness centers account for more than one-third of the $26 billion industry.
The sheer legitimacy of an annual study by a recognized authority in the fitness industry is what propels the boutique model to greater heights. ACSM’s Health and Fitness Journal has put out its yearly Global Survey of Fitness Trends for the past thirteen years, and its 2019 issue looks at the top twenty trends anticipated next year. A global survey of thousands of certified fitness experts was conducted to establish which fitness trends will be noteworthy in 2019.
Why Is It Booming?
A variety of economic, social, and cultural influences have enabled the surge in boutique fitness.
The Change in the Industry
A major reason for its rise is the economic developments of recent years. The middle class has steadily dwindled since the end of the 1900s. A research project conducted by Stanford University in the year 2011 determined that the number of American households falling in the middle class demographic dropped from 65% in the year 1970 to 44% in 2009. The Global Financial Crisis of the late 2000s and early 2010s sped up the process of change in the way businesses operated in various industries around the globe.
This leads to what’s known as the “hourglass economy,” where there is an uptick in those making the most or the least money, but fewer and fewer in the middle. In reaction to this, many industries chose to divide into a more luxurious and inexpensive business strategy to attend to this alteration.
The fitness sector resembles other industries in having low-budget gyms that provide services to customers with a small budget, along with more expensive boutique gyms for people who prefer higher-priced alternatives. Examples at the lower range of the scale include US establishments like Anytime Fitness and Planet Fitness as well as Goodlife Fitness in Canada. These models are characterized by their 24/7 availability, limited interaction with clients, and a focus on one-on-one and personal instruction rather than group classes. At the more costly end of things, Club Pilates, Orangetheory, F45, and GymBox cater to an overall overflowing class that members participate in at a high cost.
Reasons People Love Boutique Fitness
There is a multitude of specialized fitness studios ranging from yoga to boxing and dance, ensuring that anyone can find something they’re interested in. They stand out from the usual gyms in terms of attraction. Listed below are three key explanations as to why boutique fitness has become so popular – and why people will go back to it as the world begins to resume activities.
The personalized and specialized nature of boutique fitness is one of its most appealing features. Most studios concentrate on a solitary kind of exercise and typically contain groupings of 8-12 individuals. This implies that the teacher has the capacity to provide you with personalized attention.
Groups of fewer people create an atmosphere where instructors can focus on making adjustments to technique and provide more personal attention. They may not be able to be successful in performing activities in a large classroom or gym. It usually requires about three lessons to become familiar with any unknown technology and familiarize oneself with the terms used in the class. Studios give a mentor-student bond in an unthreatening manner.
The welcoming atmosphere of the community or group consistently attracts customers to return. The intimate nature of a smaller class creates a sense of belonging and security. Boutique studios usually lay a lot of stress on creating a sense of community, as it is a factor that encourages loyalty.
Creating and maintaining a communal atmosphere online is crucial to the success of any gym in the current climate. By creating and sustaining a digital network, you can enhance the customer’s experience. When considering physical fitness, training with a group can bring certain advantages. When aiming to complete the last round of drills at boot camp, seeing your companion finish it can frequently inspire you to finish it too.
Boutique Fitness offers a wide assortment of activities, from weight training and HIIT to aerobic sessions and heated yoga. If you’re looking for a workout with a club atmosphere and energy, look no further than SoulCycle. If you wish to step up your treadmill game but don’t want to work out alone, visit OrangeTheory or Barry’s Bootcamp to get a treadmill-based exercise.
You have the decision to remain devoted to the studio you enjoy or employ ClassPass, giving you frequent entry to a range of fitness centers and studios inside your locality. Though small, specialized exercise studios are not uncommon, the rise of boutique fitness has opened up the opportunity for people to sample these types of workouts.
The same factor that causes one individual to enjoy boutique fitness can be the same factor that leads another individual to conclude that it is not for them. By concentrating on one particular exercise, it is possible to perfect an exact ability and observe the improvement of your physical condition. Despite fewer options than a multipurpose gym, it also offers a specialized range of activities, which allows a gym owner to zero in on a particular set of patrons.
The Future of Boutique Fitness
When it comes to small, specialized studios, SoulCycle changed how to spin classes are presented, Barry’s Bootcamp influenced how high-intensity interval training is seen, and Orangetheory implemented innovative performance-keeping methods. However, this is not the conclusion of warfare within the specialized fitness industry.
It’s simply a matter of figuring out who or what is going to revolutionize the industry next.
These 3 key labels stirred up widespread curiosity in the exercise craze, prompting numerous fresh notion workshops to launch. Since then, the boutique fitness industry has experienced a great deal of transformation.
1. Technology Shapes Up
Technology has had an impact on boutique fitness for some time, and it will keep on affecting the whole fitness industry. As people have been doing their workouts at home for the past year, there has been an increase in people buying fitness trackers, and they are increasingly keen to find out how they are doing with their exercises. Using technology in your gym delivers more value to everyone who is part of the facility.
Live-streaming classes in the Peloton Studios, utilizing wearable tech and closely monitoring members’ achievements in terms of fitness, is a way in which boutique fitness establishments can be progressive and thoroughly shake up the industry. We can anticipate that there will be more classes that will make use of software to upgrade their participant’s experience, through the use of virtual reality, wearable technology, and group challenges to accomplish mutual objectives.
2. Deliver Value and Meet the Consumer Where They Are
Gyms will need to remain flexible and accommodate consumer desires for convenience long after the coronavirus pandemic is over. As the industry gets going again, a lot of people will go back to what their regular gym activities were like before the pandemic. Going forward, people will anticipate that gyms will keep providing digital services to be able to meet the convenience that they have become used to during the past year. Recent changes in both action and anticipation are reflected by Jean Michel Fournier, CEO of Les Mills, in his interview with Forbes during a podcast. He emphasizes that fitness companies have to be ready to encounter their customers no matter where they are.
3. More Studios, More Niches
What if there is a gym on every street corner offering the same services? What would happen if all online exercise classes provided the same experience? Eventually, there will be so many boutique fitness centers that the market will be overfilled. As the industry progresses, customers will have an increased yearning to experience something new. In order to maintain success when the competition is toughest, companies and studios must diversify their product and keep distinguishing themselves from other similar businesses.
We can already observe how digital fitness is affecting the workouts people do, and this development will result in gym-goers in the future having a blend of in-studio and in-home exercises.
The increasing need for customization along with the focus on connecting in a group, health, physical well-being, and exercise will lead to a further expansion of the boutique fitness industry. Online and in-person: boutique fitness is here to stay. It’s here to revolutionize, upgrade, and keep going beyond expectations as it has done for so much time.
Online exercise has been a saving grace for both workout centers and their customers in the course of 2020, and the electronic fitness industry will continue to expand even after the pandemic is over. In the end, boutique fitness involves more than just physical activity. Members are investing in an exciting and immersive exercise experience that cannot be replicated through a computer display.