Know Your Segments: A Data-Driven Look at Boutique Fitness Member Behavior

In our last article, we introduced the four member behavior segments shaping revenue and retention in boutique fitness: the Ride or Dies, the Committed, the Situationships, and the On-Again, Off-Agains.

If you missed it, you can catch up here. You can also watch our webinar where industry leaders share strategies about each of these segments. Watch on-demand here.

These segments weren’t created based on assumptions or anecdotes. They emerged from an analysis of millions of boutique fitness reservations across our platform, spanning studios throughout the U.S. and Canada in 2025. Our goal is to help operators better understand the behaviors driving member engagement, retention, and revenue — so they can build stronger relationships with every segment. To do that, it’s important to look deeper at the data behind the trends.

How we build boutique fitness segments

To be included in our data for this analysis, a customer needed at least 4 visits, a threshold that filters out the one-and-done trials and focuses on members who are an ongoing part of the business. The average location we looked at has 235 active members per month.  

The four segments we’ll discuss below are grouped based on behavior rather than demographics or self-reported preferences. That includes visit frequency, monthly spending, and week-to-week consistency (retention). Behavioral segments are more actionable than other forms of segmentation, because behavior can change and operators can influence it.

The data behind each segment

The Ride or Dies

This is the small but mighty segment. Ride or Dies make up just 5.2% of the average member base, but they generate more than double their proportional share of revenue—10.8%. They visit 3.4 times per week, spend $237 per month on average, and retain at 95%. In an industry where retention is a constant challenge, these members are loyal. 

They also have strong, predictable workout habits. Ride or Dies come to class more frequently than the average customer, show up at a similar pace week after week, visit on the same days of the week and usually book their classes in advance.

The Committed

This segment is punching above their weight, making up 10.9% of the average member base but 17.1% of revenue. They visit 2.4 times per week, generate $214 per month, and retain at 92.2%.

The Committed are more consistent with their workouts than the average member, but not quite as routine-driven as the Ride or Dies. This segment visits frequently, shows a moderate amount of stability in their visit patterns, book somewhat in advance, and make some use of active weekdays.

Revenue opportunity from moving Committed → Ride or Die: $23/month

The Situationships

This is the big one: Situationships account for 72.1% of your member base and drive nearly two-thirds (62.7%) of monthly revenue. Their individual metrics are near-average across the board: $171 per month, 1.6 visits per week, and 86.8% retention. 

Situationships are your “in-between” members. They don’t really show a strong pattern. There’s no clear day or time preference and no predictable routine. They show up when life allows. 

This is probably the largest opportunity segment for most studios. The path from Situationship to Committed is often much shorter than operators think, and it’s worth meaningful revenue.

Revenue opportunity from moving Situationship → Committed: $43/month

The On-Again, Off-Agains

At 11.9% of the member base and 9.4% of revenue, On-Again, Off-Agains visit less than once a week and generate $131 per month—25% below the average customer. 

The instinct might be to write this segment off, but their retention is nearly average at 87%. They aren’t leaving, they just aren’t coming very often. Even if their visits are more sporadic, that retention rate suggests sticky engagement. 

Revenue opportunity from moving On-Again, Off-Agains → Situationships: +$40/month

Learn more about moving your Situationships and On-Again, Off-Agains into more loyal segments here.

Want to know your segments better?

In our most recent webinar we break down all four member behavior segments, what’s holding some members back from becoming loyalists, and how top operators are turning these insights into measurable growth. Hear from industry leaders David Bergeron of EverybodyFights and Nick Staples of Zenergy Cycling as they share the real-world strategies they use to engage members, increase retention, and drive revenue. Watch the webinar here.

Boutique fitness operators who understand member behavior are better equipped to improve retention, increase revenue, and create stronger studio communities. By using customer segmentation strategies rooted in real behavioral data — including visit frequency, class booking habits, and membership spend — fitness studios can deliver more personalized experiences that keep members engaged for the long term. Whether you run a cycling studio, Pilates studio, yoga studio, HIIT gym, or multi-location fitness brand, tracking boutique fitness member retention and identifying opportunities to move members into more loyal segments can have a measurable impact on studio growth, customer lifetime value, and overall profitability.