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We dug deep into our data on boutique fitness studios in the Boston area and discovered what you probably already knew anecdotally: Boston is a highly competitive market. What you might not know? The average Boston studio takes much longer to convert visitors to a membership than the national benchmark.
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At Mariana Tek, we believe fitness has the power to create belonging. That’s why each year we’re proud to support studios that are building inclusive communities and creating spaces where people can show up as their authentic selves.
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Events like Athletech Innovation Summit play an important role in pushing our industry forward. The annual gathering brings together founders, operators, marketers, investors, and innovators to share ideas, challenge assumptions, and collectively shape what’s next for fitness and wellness.
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Today, more and more brands and studios are taking this one step further with 1-on-1 personal training sessions. People are asking for variety and even more personal attention—this move meets the market where they are. It’s the perfect pairing of personal experiences with boutique fitness classes.
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We recently introduced four behavior-based member segments uncovered through an analysis of millions of reservations on the Mariana Tek platform. But member behavior isn’t just about how often people attend—it’s also about when they show up. By analyzing attendance patterns by time of day and day of week, we uncovered new insights into member habits, value, and where the greatest opportunities for retention and revenue growth exist within your schedule.
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