Boutique fitness studios are embracing unconventional venues to deliver breathtaking experiences. In an industry awash with cookie-cutter classes and predictable schedules, a new breed of boutique fitness studios is ripping up the rulebook and taking their workouts to the edge—literally.
Picture a midnight bootcamp under the neon glow of a nightclub’s strobe lights, a sunrise yoga session atop a skyscraper rooftop with panoramic city views as your backdrop, or a spin class in the middle of a downtown street, shouldered by food trucks and shoppable boutique pop-ups.
Immersive pop-up experiences are turning traditional fitness on its head. No venue is off-limits for those eager to redefine the fitness experience.
By popping up in such unconventional spaces, modern studios are doing more than hosting classes: They’re staging immersive brand experiences that blur the line between workout and nightlife, gym and gallery. These audacious events generate buzz and FOMO, but more importantly, they shatter norms, proving that fitness can happen anywhere and be anything but routine.
For boutique studio owners with a handful of locations, this forward-thinking approach isn’t merely a marketing gimmick. It’s a disruptive statement of identity and culture that signals your studio doesn’t play by the rules. You write your own rules. In doing so, you create a movement that members can’t wait to join.
Our summer series has been exploring ways to avoid a summer slump and instead spark a summer surge. We’ve talked about different types of gamification (like challenges), marketing advice from top studios, and now we’re digging deep into pop-ups: Key benefits, event ideas, and how to make it happen in Mariana Tek.
Benefits of Pop-Up Events
Pop-up events aren’t just trendy – they deliver real, tangible benefits for growing fitness studios. Here are six key ways a well-executed pop-up can boost your business.
New Revenue Streams
Special events can create new income opportunities beyond regular class passes or memberships. Whether you charge admission or use the event to upsell packages, pop-ups directly drive sales. By “popping up” a class series or workshop that’s open to the public, you monetize fitness experiences in new ways.
- Increase sign-ups after the event – Even if you offer the pop-up class for free, it’s a great way to find new members.
- Earning revenue from the class itself – Special events can fetch a special price, and members of your community are likely willing to pay more for fun pop-ups in unique locations.
Brand Awareness and Hype
A pop-up takes your studio out of its four walls and into the wider world, dramatically expanding your reach. By “popping up” in unexpected places and offering free or ticketed classes, you put your brand in front of people who might otherwise never know you exist.
Encourage attendees to share their experience on social media with special “photo-ready” moments or an event hashtag prominently displayed. Pop-ups create a buzz that puts your studio on the map far beyond your usual crowd.
Every pop-up is a brand moment. These events leave a lasting impression and make your studio unforgettable—for newbies and members alike.
Fast Acquisition of New Members
Pop-ups are a powerful lead generation tool. Offering a unique event might attract someone who hadn’t heard of you before, and hitting a new location gives you access to a whole new set of “neighbors”.
By opening events to newcomers (and often making them fun and low-commitment), you invite potential customers to “try before they buy.” Many will be experiencing your brand for the first time. Impress them, collect their contact info, and you’ve got warm leads for memberships or class packages. A pop-up lowers the barrier for prospects and gives them a taste of your community.
Retention and Loyalty
And we can’t forget your current clients! Your members likely want to switch up their routines and try new things with the community, too. Special events break up routine and keep things exciting for members, reminding them why your studio is special. Pop-ups give them opportunities to branch out and engage with your business and strengthen their emotional connection to your brand.
This brand love translates to better retention and longer membership duration.
Word of Mouth Virality
A normal in-studio class might not go viral, but baby goat yoga could. Okay, it doesn’t have to be baby goats, and it doesn’t have to go viral to be a success—but word of mouth is the leading source of brand discovery in the United States. So go get them talking.
Community Engagement and Local Partnerships
Hosting pop-ups in other locations is a great way to engage the wider local community and reach more people. Partner with other businesses to elevate the event from “just a workout” to a can’t-miss community experience.
Collaborating on an event with a healthy café, athleisure boutique, or charity not only enhances the attendee experience but creates cross-promotion opportunities for both parties. You help each other reach new audiences, and the community vibes get even stronger.
These events weave your studio more tightly into the fabric of the local fitness and wellness community.
All these benefits add up to one thing: growth. Pop-up events can fuel increased revenue, a bigger customer base, and a stronger brand community—exactly what a boutique studio needs to thrive.
Modern Pop-Up Event Ideas for Boutique Fitness
Below are a few of our favorite recent pop-up examples from top boutique fitness brands across the country. Maybe one (or several!) of these will inspire you for your next event.
Steel House Cycle & Mindfuel Method – Pittsburgh, PA
Every year, Steel House Cycle steps outside the four walls of their studio to host a Pride Ride at The Terminal—an outdoor venue in a different neighborhood. In 2025, energetic instructors led three consecutive rides, blasting music and bringing infectious energy before Pittsburgh’s Pride parade.
They partnered with some amazing vendors like Groove Coffee, Lululemon, and 1:11 Juice. MindFuel Method, a social wellness studio in the Pittsburgh neighborhood, collaborated with Steel House and other vendors to host cold plunges for the cycle participants after their ride.
The Skyline Spin – Nashville, TN
This skyline ride atop a pedestrian bridge in Nashville got sweat pouring with some crazy views. The event was hosted by Kenzie Wesp and Kenzie Todd from Trueform Fitness, The Format, and Full Ride.
Feeling bold? Get your pop-up inspo in this recap reel of the event, and check out some captures from an open-air photobooth that we provided!
“Camp Harness” by Harness Cycle – Cleveland, OH
Ah, summer camp. A favorite time of year for so many kids. But what if it was also for adults?
Harness Cycle in Cleveland, OH runs Camp Harness every year to “turn the city into your own summer camp.” Along with the usual studio rides, they host various pop-up themes, platform tennis, concerts, baseball games and more. And they offer a flexible summer membership special for non-members to join in on the summertime fun.
How to create a pop-up event in Mariana Tek
If you’re taking your classes beyond the studio—whether it’s a rooftop, park, or special event venue—Mariana Tek gives you the flexibility to do it seamlessly and at no extra cost. You can remove your studio’s address from the class details page, making your pop-up feel intentional and exclusive, while still keeping essential contact details visible.
The best part? There are no added fees or workarounds to host classes outside your studio. It’s a simple way to experiment with new formats, grow your brand, and meet your members where they are—all while using the tools you already have in place. No extra costs. No tech hurdles. Just seamless tools to grow your brand.
How to capitalize on the post-event momentum
It’s crucial to keep track of who came. Check in everyone who came to the event through your booking system so you have an accurate attendance list and can follow up with them post-event. In Mariana Tek, new clients will be tagged as first timers, so you can reach out to them with a special offer or incentive to sign up.
After the event wraps—when everyone’s high-fiving and wearing sweaty smiles—you’ll know you delivered an experience to remember. You can turn that momentum into lasting growth.
- Send a thank you message. The day after your pop-up (while the excitement is still fresh), it’s time to follow up with all participants – and this is a critical step for converting a one-day event into long-term business. Send a thank you message that recaps the event, expresses your appreciation to all attendees, and keeps people feeling connected.
- Send a follow-up to those who didn’t attend. Send a similar recap but tailor your messaging to be more like “Sorry we missed you – here’s what happened and we’d love to see you at our next event or class.”
- Debrief with data. Pull your attendee list to see how many new leads you have to try to get into your studio. Pull sales reports to see event revenue and onsite sales. In the weeks post-event, measure your sales to check for an increase in membership or class pass sales.
Pop-up events are more than just a fitness fad – they’re a strategic tool for boutique studio growth. By stepping outside your usual routine and venue, you unlock new revenue streams, attract fresh faces, deepen loyalty with your members, and amplify your brand’s presence in the community. It’s the kind of bold, experiential marketing that creates real buzz and real results. And you can do it without hiring an army of event planners or burning out your team.
From seamlessly scheduling and selling out your pop-up classes, to automating personalized marketing blasts, to handling check-ins and data tracking, Mariana Tek streamlines the entire event lifecycle. Studios are increasingly operating with leaner teams, and Mariana Tek is built for that reality – empowering you to run high-impact events and promotions with less manual work and stress. It’s like having an all-in-one event coordinator, marketer, and analyst built into your studio management platform.
by Maddy Crouch Sr Product Marketing Manager, Fitness & Wellbeing
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First published: July 10 2025
Written by: Maddy Crouch