The unstoppable growth of boutique gyms is the most current trend in the fitness sector. In the United States alone, 4 out of 10 members who join a fitness center are members of a gym boutique. Also known as fitness studios, these types of clubs aim to offer specialized experiences of high value to their clients. Their success lies in focusing their efforts on highlighting excellence in a few services instead of offering many at the same time.
Many people believe that boutique gyms have to do with small spaces, but the truth is that only 10% of the growth factors of this type of clubs has to do with size. In fact, any gym, regardless of its size, can learn and take advantage of this trend by simply offering specialized activities and a positive and different experience to its members.
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The great success experienced by boutique gyms in recent years only demonstrates the value that users place on the fitness sector. These types of centers show that, when an unanticipated experience is offered, users are willing to pay even more for it. In a world dominated by competitive homogeneity, where businesses copy each other, boutique gyms have been a reminder of the need to be different and maintain specialization.
Therefore, it is not surprising that gym boutiques generate around 2,200 million euros in revenue every month worldwide, compared to 1340 million euros in traditional sports centers. Which means that they generate 61% more subscription revenue than conventional clubs. Data collected in a report carried out by IHRSA , called Health Club Consumer Report 2015.
But in addition, there are other factors that have favored the consolidation of the sector, such as the growing interest in health and personal well-being, the increase in active elderly people, the increase in women's purchasing power and the emerging vision of fitness for Millennium have been important driving forces of our future growth.
Current situation of the fitness world
Currently, fitness is a fully mature sector in the most developed markets. And in this context, gym boutiques perfectly fit the budget and the needs of consumers. The problem is that the number of members of sports centers worldwide has not achieved a significant increase, so there are now more clubs competing for the same number of customers.
The biggest harmed in this context have been independent mid-level clubs, which have suffered a serious blow with the appearance of low cost fitness clubs and studios, experiencing a great exodus of members who have left the club to choose an option more in line with your needs and preferences. Instead of joining a gym and paying for a full package with a wide variety of services for 40 euros per month, many have opted for low cost gyms with fees between 10 and 20 euros, or boutique gyms.
There is no doubt that low-cost gyms will continue to grow, especially thanks to boutiques. Members are willing to create their own basic training package combined with subscriptions to specialized centers such as boutiques. On the other hand, middle level gyms will also continue to grow, but it is important that they know how to adapt their rate model to be able to compete with low cost gyms, as well as offer those different experiences that users look for in boutiques.
Users are increasingly interested in enjoying personalized and different experiences deeply relevant to them, being willing to pay even more for it. Something that happens in all clubs regardless of size.
Most of today's consumers have an overstimulated life and need to escape from a permanently connected world. Therefore, it is not surprising that they choose exclusive boutique gyms with the aim of achieving that disconnection.
But in addition, in recent years the purchasing power of women has been increasing and they have opted for renowned brands that provide them with community experiences. In the gym boutique, the brand can include the boutique itself and the personal trainer service.
Finally, it should be noted that users are increasingly looking for improved fitness experiences on a digital level , such as basic activity monitoring, close interaction with social networks and distance advice. Digital companies continue to invest massively in fitness technology, focusing especially on expanding business models that already exist.
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