Trends in Boutique Fitness: Northeast Metro Region

Mariana Tek analyzed user data from five major Northeast markets: Boston, New York City, Philadelphia, Toronto, and Washington DC.* Benchmark your studio and build new strategies for success using these regional metrics.

Northeast class and membership trends

$26
The average class cost in these cities was $5 higher than the average of all studios on Mariana Tek ($21).
+6%
The average class cost increased by six percent YoY in the four US cities (Jun'23-May'25).
19%
Nearly 19% of studios offer multiple modalities.

Average class and membership prices, by city

All values listed in USD

Most popular class times in the region

Based on average class attendance rates

The most well-attended classes begin between 5pm-6pm. People end their workdays with a workout before their commute.

The second most popular class times begin between 7pm-8pm. This was the third most popular class time in the Southeast.

Classes that begin between 6AM - 7AM were the third highest attended classes in the metro Northeast region.

Least popular class time? 2PM

Clients are busiest during the mid-afternoon - we saw the same trend in the Southeast.
It’s a good time for boutique studios to catch up on operations and admin tasks.

Classes taken before converting to membership

This is close to double the classes required to convert to membership in the Southeast. Clients in these 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.
​

Top boutique modalities

Pilates (including Lagree and Megaformer) is the most popular boutique workout in the region with nearly 1/3 of studios offering this modality. ​ 19% of studios offer more than one modality.

YoY revenue and attendance patterns

These YoY revenue and attendance trends were observed using a subset of studios we had continuous data for in 2023 and 2024.

In both 2023 and 2024, the first six months follow the a clear pattern, staying relatively stable outside of a dip in February (it's a short month!). There's a steep dip into the summer months, which we examine more closely in our recent blog. Then revenue spikes in November, with a number of studios running end of year or Black Friday sales.

Attendance in 2023 and 2024 similarly showed a steady decline throughout the first nine months of the year. Attendance picks back up in October and November before dropping again pretty steeply in December.

Revenue mix by city


Mariana Tek studios in the New York Metropolitan area have the highest average monthly revenue in the region, generating an average of $98,000 per month. Of all cities, NYC also generates the largest percentage of revenue from credits.

*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.

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