The winter storms had our team eager to head out to SoCal this February! It was an inspiring few days attending the Connected Health and Fitness Summit, talking with customers, and taking some fantastic classes together.
The Connected Health and Fitness Summit
Our team was excited to attend The Connected Health and Fitness Summit, an annual fitness industry event that brings together leaders from the worlds of fitness, health, wellness, and technology to explore innovation, build partnerships, and shape the future of preventive health and personalized wellness.
Our Vice President of Product Strategy Jervin Justin was thrilled to participate on the panel Generational Spotlights: What Drives Fitness Decisions Across Age Groups, about the fitness behaviors and desires shaping the millennial generation. With millennials representing 47% of boutique fitness consumers and driving nearly half of all revenue and visits, studios that win will be those that treat operational excellence as their core brand experience.
In recent years, Millennials have shifted from intense, transformation-focused fitness toward sustainable wellness. They’re prioritizing longevity, mental health, and energy through a mix of modalities. They’re a generation of time-poor consumers juggling careers and families, and they demand seamless, low-friction experiences. Clunky class booking paths and inconsistent technology experiences quietly drive churn. They also expect personalization — coach recognition, progress tracking, and digital continuity — because they want to feel known, not processed.
Beyond Jervin’s panel, here’s what had the industry talking at CHFS:
- Fitness is becoming a health platform — The line between fitness and healthcare is blurring, with longevity, metabolism, sleep, and recovery science becoming core to the industry conversation.
- Operational excellence is the new brand — Millennials, who drive nearly half of boutique fitness revenue, demand seamless, personalized experiences where friction is eliminated and consistency is guaranteed.
- AI and data are driving real change — Technology is moving beyond a buzzword, with leaders focused on using real-time data and personalization to change member behavior.
- Relationships are the real ROI — The most valuable moments at the Summit happened off-stage, reinforcing that human connection and strategic networking remain at the heart of industry growth.
The Southern California Boutique Fitness Market
SoCal has been one of the leading markets in boutique fitness for years. Heading into this trip, we took a look at some of the trends shaping the region. By analyzing nearly 200 fitness studios in the area that operate on Mariana Tek software, we pulled the following insights:
- Pilates (including Lagree and Megaformer) is the leading workout in the region with 49.4% studios offering this modality.
- The average membership cost in the area was $247, which is nearly 30% higher than the greater North American average.
- On average, clients in LA attend 7 classes before converting to a membership (2 classes more than the U.S. overall average).
For all the data on this region and others – including Northern California and other major boutique fitness markets like New York City, Toronto, Dallas, Chicago and more – browse our full data library.
Sunshine and Sweat in SoCal: Our Client Class Tour
Our time in Southern California was nothing short of energizing—full of community, connection, and very sore muscles. We kicked off our studio crawl at Megaformer, powering through 50 minutes of Lagree that delivered deep shakes and serious core work. From there, we caught up with our friends at Speir and wrapped up the day at Sorrel Pilates, hearing firsthand what it’s like to open a new studio built on control, strength, and modern movement.
The next morning started on the mat at CAMP, with a heated yoga class that brought the unmistakable CAMP energy bright and early. We then made our way to Moxi3, powering through an electric Strength session that pushed our limits in a high-energy, community-driven atmosphere.
We continued the crawl with a private session at LiveMetta (much more to come from that visit!) and closed out the week at Move Madly, taking a lights-down, music-up Lagree class to finish strong.
From Pilates to heated yoga and strength training, every stop reminded us why we love Southern California’s boutique fitness scene: passionate teams, strong communities, and studios constantly raising the bar.
Elevating the Appointments Experience: Onsite With Speir Pilates
During our time in Los Angeles, we spent time with a powerhouse brand that’s in our Appointments Early Access program: Speir Pilates. They’re demonstrating what’s possible when purpose-built scheduling tools meet the real operational needs of modern boutique studios.
During our time in Los Angeles, we spent time with a powerhouse brand that’s in our Appointments Early Access program: Speir Pilates. They’re demonstrating what’s possible when purpose-built scheduling tools meet the real operational needs of modern boutique studios.
Speir Pilates runs four locations across the LA area, each with its own character and community footprint. What stood out most during our visit was how intentionally their team thinks about private training — not just as revenue, but as a strategic lever for accessibility, brand depth, and instructor development.
Much like the industry shift we outlined in our Boutique Fitness Growth Playbook, Speir Pilates reinforced a consistent theme: private training is no longer a “nice to have.” It’s infrastructure for growth, accessibility, and deeper member relationships.
Final Thoughts
Southern California reminded our team why it remains one of the most dynamic boutique fitness markets in the world. From the conversations at the Connected Health & Fitness Summit to the studio floors of LA and Orange County, one theme was clear: the boutique studios that win are those that combine operational excellence with genuine human connection. We left inspired, sore, and more energized than ever about what’s ahead for this industry.
by Julie Sippy Senior Marketing Manager, Brand & Community
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First published: March 09 2026
Written by: Julie Sippy