Our latest stop on the Mariana Tek City Tour was a swing through Denver, Colorado. We had an inspiring evening at our She Built This panel hearing real stories from women who are leaders in boutique fitness and wellness, plus some great visits with customers and even a few classes at local studios.

Here’s what went down in the Mile High City!

Leadership Panel: She Built This

Our She Built This panel series spotlights the women shaping boutique fitness. Led by female founders and studio owners, these conversations celebrate leadership, share real stories, and inspire the next generation of entrepreneurs. For our latest panel in Denver, our team was honored to host a powerhouse lineup of four women shaping the future of wellness:

Moderating the panel with me was Alexa Cawley, CEO at Forever Friday Consulting and host of The Friday Society Podcast.

There were a few themes that came up again and again in our conversation with the panelists:

  • Leadership is about letting go: In order to scale, studio owners and leaders have to get comfortable with bringing people along, lifting them up, and then stepping back.
  • You need the right systems in place: Any kind of expansion—whether it’s an owner opening new locations or franchising—requires consistency and repeatable systems.
  • Women’s health conversations are shifting: Areas like strength training, longevity, and bone density are big topics for fitness and wellness brands these days.
  • Opening a business requires the right partners: Our panelists agreed that a business partnership is like a marriage, and so is a franchisor/franchisee relationship. Make sure you are aligned with your core values and mission.

The Colorado Boutique Fitness Market

Denver’s mountainous surroundings and exciting boutique fitness scene helped the city rank #5 on the list of the fittest US cities in 2025. Heading into this trip, we analyzed 55 Denver fitness studios that operate on Mariana Tek software and pulled the following insights on regional trends:

  • On average, clients in Denver attend 7 classes before converting to a membership (2 classes more than the U.S. overall average).
  • The average monthly membership cost is $192, which is in line with the national average.
  • Four of every ten studios (42%) are offering multiple modalities.
  • Morning classes (6am – 10am) have the highest demand, while midday classes (1pm – 4pm) have lowest attendance.

For all the data on this region and others – including major boutique fitness markets like California, New York City, Toronto, Dallas, Chicago and more – browse our full data library

Pilates in Denver: Our Client Class Tour

Denver continues to carve out its place as a standout boutique fitness market…where elevated concepts, intentional programming, and strong community come together at (literal) high altitude. Heading into this trip, we were excited to experience firsthand how studios in the region are leaning into two major trends: Pilates and heat. Our first day set the tone. We kicked things off with a signature class at JETSET Pilates, followed by a hot Pilates session at MAGMA (Pilates by Riley) that turned up both the temperature and the intensity. We closed out the day with another heated class at Body Alive; three back-to-back experiences that made one thing clear: Pilates and heat are very much in. Each class was packed, thoughtfully programmed, and delivered with a strong sense of energy and purpose.

The next day, we headed to Traverse Fitness, fresh off the opening of their second location. Their concept is built around variety and innovation, so we split up to get the full experience—some of us tried thermotherapy, while others took on their “Arena” class, a dynamic blend of HIIT and strength training. One thing’s for sure: we’ll be back to try their altitude training class, where they can simulate different elevations for a truly unique workout.

From there, we visited fierce45 for a reformer class and had the best time connecting with their team: passionate, welcoming, and deeply invested in their community. We wrapped up the day at Canopy Yoga with a beautiful vinyasa flow. The space was stunning, and it was the perfect way to wind down, leaving us feeling grounded, restored, and already thinking about our next visit.

From heated flows to high-intensity strength and innovative recovery experiences, Denver’s boutique fitness scene is pushing boundaries while staying rooted in connection and intentionality.

Final Thoughts

Denver showed us why it’s quickly becoming one of the most exciting and innovative boutique fitness markets in the country. From packed classes across Pilates and heated formats to forward-thinking concepts like altitude training and thermotherapy, the studios here are pushing boundaries while staying deeply rooted in community.

One thing that stood out everywhere we went, no matter the studio or who we spoke to, was the level of passion. Not just from the teams running these businesses, but from the people in the classes themselves. These members clearly care deeply about their studios and the communities they’re part of, and that energy is felt in every room.

Hosting our She Built This event added another layer of inspiration to the trip, bringing together female founders and leaders who are shaping the future of fitness and wellness in their city. The conversations were honest, energizing, and a powerful reminder that behind every great studio is a strong, intentional operator.

We left Denver feeling inspired by the creativity, the momentum, and the people driving it all forward—and more excited than ever about where this industry is headed.

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by Julie Sippy Senior Marketing Manager, Brand & Community

  • First published: March 20 2026

    Written by: Julie Sippy