Small, personal and extremely exclusive - that's the best way to describe boutique studios. The small clubs are currently conquering the fitness industry and are more popular than ever, especially in New York, Los Angeles and London, because customers nowadays want modern concepts like Barre, Cross-trainingHIIT or Treadmill Classes in a familiar atmosphere - and that is exactly what boutique studios offer. But also in Germany there are already studios of this kind. We present the new trend and explain why someone pays a lot of money to train in one of these clubs!
Fitness in an exclusive ambience
117 dollars a month membership fee - seems a lot, but to the customers in New York it is apparently worth it for the membership in boutique studios! While the clubs are small (up to 200 square feet), the prices are quite large. Since boutique studios are especially located in big cities and resemble exclusive member clubs, it can already be assumed that the membership is not exactly cheap, because the small, owner-operated micro studios focus mainly on individual care for the members and a family-like character. Mostly specialized in one fitness area, these special interest providers focus on group training in a stylish ambience and personal atmosphere - and that wants to be paid for!
But why do so many people still opt for the expensive boutique studios, even though they would pay much less in a conventional gym that also has a more extensive range of offers as well as larger training areas?
Firstly, the small clubs are mainly frequented by people with high incomes, most of whom earn their money in management positions and have little time to spare. For this group in particular, the exclusivity of the boutique clubs plays a decisive role. Because there they are looked after intensively and personally, the trainers know their names and treat them courteously. In addition, the course participants know each other, which is an important socializing aspect. Thus, membership in a boutique studio plays an important role in their social life.
Another reason is that it is currently simply trendy to work out in such a studio. This also tempts people to accept high prices. The New York boutique studio "Tone House" offers an extremely tough athletic group training... which is supposed to be the toughest workout in New York City... And people pay high prices for it - simply because it's trendy to train there at the moment.
From America to Germany
The American market has changed in recent years, not least because of specialized providers such as "SoulCycle", "Physique 57" or "The Mile High Run Club". The trend of boutique studios has a firm grip on the cities of New York, Los Angeles and London in particular. But there are already such studios in Germany, too, for example the "Urban Heroes" in Hamburg, which looks more like a nightclub than a gym. Dim lighting and loud music - sometimes even from live DJs - are part of the concept here, as is high-quality service. At the entrance, every customer receives a free towel and shampoo and body lotion are also available free of charge in the showers. However, the 10-person card also costs 179 euros there!
Another excellent address is the "SYPC® Boutique Fitness Club" in Munich, which is considered to be the most modern boutique club in the whole of Europe and which offers Barre Workout for women. The studio advertises with the promise of "boutique fitness training in a loft atmosphere like in New York" and the "Skinny Jeans 12-week program" - for a whopping 249 euros!
Profit guaranteed: Open your own boutique studio!
The small clubs are so popular that many a large studio could have problems in the future. Running a studio like this is worthwhile because it's relatively inexpensive. Small spaces mean lower costs for rent and equipment. Combined with the high membership fees, this makes for a great profit margin.
Curious? If you've been planning to start your own business for a while, why not open a boutique studio? Take a look at our Gym Sales Exchange! There you will find complete studios for sale.
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Editors fitnessmarkt.de (SIS)
Image Source: Physique 57
Published on: 12 January 2018