Boutique Fitness Isn’t in Crisis. It’s Maturing.

Fitt Insider’s Issue No. 347 published last week asks if boutique fitness is facing an identity crisis. I’d offer a different frame: this isn’t a crisis—it’s an evolution.

The industry is evolving, and consumer expectations are shifting. But boutique fitness isn’t dying—in fact, it’s experiencing one of the strongest growth periods we’ve seen, with more new studios opening than at any point since our inception. Despite increased competition – not only from more boutique studios but also from wellness clubs, run crews, and “Everything Gyms” noted by Fitt Insider – attendance is climbing and now sits very close to pre-COVID levels. We expect 2025 attendance to surpass 2019 numbers.

This data reflects same-store attendance only. It does not account for studios that opened post-COVID or for locations without continuous data. By focusing strictly on same-stores, this provides a true representation of the industry’s rebound.

When we look at the two most recent years of studios with continuous data, we can see attendance increase year over year, and the lumps of seasonality smooth out.

Comparing the same studios from 2023 to 2024, attendance is up 7% across the board, with February up 13%. You still see the overall seasonality of the business (peaking early and slowly declining), but the lumpiness is fading.  

This is not a crisis, but a moment to celebrate. There are more choices in fitness than ever, and the newest generation is showing up for studios. In the early days of boutique fitness, the audience was more narrow (late 20’s to early 50’s). Today, these original boutique loyalists remain while younger generations are starting their fitness journeys sooner. And they’re finding a sense of belonging in these third spaces. They have more choices and options – but they want connection and community.

Boutique Fitness Is Not Just a Workout—And It Never Was

Fitt Insider is right that people want more than just a workout—they want identity, connection, and outcomes. But that’s not a new shift. That’s always been what made boutique fitness different.

From the beginning, boutique studios have stood out because they offered something deeper:

The Boom Isn’t Over, It’s Just Shifting

Group classes in gyms aren’t new. But boutique created a focused, emotionally resonant alternative. And that demand hasn’t gone away. We’re seeing more people than ever entering boutique studios including much younger users than we had seen in the past and GLP-1 users seeking supportive, non-judgmental environments.

Yes, Spin may have plateaued as Strength and Pilates boom, but this is not new. That shift may have even started earlier if not for equipment delays due to the pandemic. 

And yes, instructors still matter. Maybe we’re past the era of NYC “fitness celebrities,” but the best instructors—those who build community, remember names, and personalize the experience—still move the needle. Especially outside of major metros, that human touch remains core to retention.

So What Are the Best Studios Doing Right?

The studios that are thriving – and will continue to – are those that are staying true to the brand ethos they established their first location with. They are not panicking or pivoting aimlessly. They’re evolving intentionally—and staying rooted in what makes boutique fitness work: community, brand experience, and operational excellence.

Here’s what we see top-performing studios doing on Mariana Tek:

The best brands stay true to who they are while evolving. They know who they serve. They develop talent. And they create a member experience that’s consistent across digital and physical touchpoints.

The Franchise Fitness Reality Check

There’s also a major shift underway in franchise fitness, and it’s long overdue.

Franchisors are becoming more honest about what it really takes to operate a successful brand. The idea that you can be a passive, hands-off owner is fading fast. The truth is: present owners are a must.

Franchise networks that are thriving today are the ones that:

Why does owner presence matter? Because owners shape the culture. They build relationships, hear what members want, and ensure consistency on the ground. They are the brand in their community.

3 Strategies to Evolve with the Boutique Fitness Industry

So what now? As the industry evolves, you need to know what to do. Here are three strategies you can adopt to evolve your boutique fitness studio into a brand that will thrive as the industry matures.

1. Use insights to better understand your business – if there’s one piece of advice you take, let this be it. Mariana Tek is bullish about our customers adopting a data-driven approach. We regularly publish boutique fitness trends reports and continue building the platform to surface key insights to our customers.

What you can do:

2. Activate tech to build strong connections –  Studios that build personal connections with their clients will see the greatest success. In the digital era, you have to figure out how to scale that connection to digital spaces. Tech is here to help you take what you already know as an expert community builder, and give you a platform to take it digital. For example: we see incredible revenue impact from running challenges and empowering clients to set goals and streaks in-app. Click the image below to see all the stats:

What you can do:

3. Experiment with variety – while some boutique studios feel pressure to offer wellness and experiment with new modalities, it’s important to stay true to your brand promises and deliver what your clients are looking for. Start to embrace variety and more holistic offerings based on real feedback, not widespread trends.

What you can do:

Boutique Fitness Is Leading the Belonging Economy

At Mariana Tek, our mission is to empower studio owners with the tools to win in the moments that matter—and foster belonging. That means tech that powers personalization. Data that drives decision-making. And tools that strengthen community both inside and outside the studio.

At the heart of this evolution is the “third space”—a place between home and work, where people come to move their bodies and feel connected. The studio isn’t just where they sweat…it’s where they belong. It’s where friendships are built, celebrations are shared, and support systems are formed. 

By intentionally designing experiences that go beyond the transactional, studios become indispensable to their members’ lives. They’re not just fitness destinations; they’re lifestyle anchors.

Studios that cultivate this sense of belonging are the ones that will thrive.