Trends in Boutique Fitness: Boston
Mariana Tek analyzed user data from boutique fitness studios in Boston, MA to uncover what makes the city such a premium, high-performing market. Benchmark your studio and build new strategies for success using these Boston metrics.
Boston is a top market for boutique fitness revenue
$24
The average class cost is 9% higher than the US average
Class Cost By Modality
• Pilates/Lagree/Megaformer: $26
• HIIT: $24
• Strength/Circuit: $23
• Spin: $16
$201
Unlimited monthly memberships are on par with the US average
Membership Cost By Modality
• HIIT: $296
• Pilates/Lagree: $276
• Strength/Circuit: $165
• Spin: $129
Average class and membership prices, by city
Most popular class times in Boston
Classes starting between 9 and 10am have high total visits, but low utilization per class. Can you consolidate your class schedule?
1pm has the lowest attendance in the region, which is aligned with the national trend.
Studio owners with low utilization between 1-4pm use this time for operations and admin tasks.
Classes taken before converting to membership
This is the highest number of classes required to convert to membership of any city/region we’ve analyzed. Clients in Boston and other major metropolitan areas are shopping around! They have more options easily available, and it takes more work for studios to convert them to brand loyalists.
Why this matters
Boston is a competitive market. New clients make up 22% of the average customer base, but only 12% of the monthly visits. And since it takes 2–3 classes longer to convert to a membership vs. national averages, there’s a clear early engagement gap!
Below benchmark? Here’s how to improve early engagement →
Top boutique modalities
Boston is a Pilates-led market. Pilates (including Lagree and Megaformer) is the most popular boutique workout in Boston, with more than 4 in 10 studios offering this modality. 26% of Boston studios offer more than one modality.
Studio Performance
Boston revenue mix
Tek Insight
Boston studios significantly outperform national benchmarks, driven by higher class-level pricing and strong demand.
*About the data: this analysis reflects a sample of 236 studios that use Mariana Tek software across the metropolitan areas of New York, Boston, Toronto, Washington DC, and Philadelphia. The Toronto currency is listed in USD for comparison purposes. The YoY data reflects a subset of these studios that had continuous data from June 2023 to May 2025.
Want to see more data?
We pulled the same benchmarking data for ten major markets in the Southeast.
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Want to learn how to best leverage this data?
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