What We Learned From Scheduling 72 Million Boutique Fitness Class Reservations

If you operate a boutique fitness studio in 2025, you’re not just running a place to work out — you’re running a cultural movement. And the people walking through your doors are unlike any fitness consumer who came before them.

In 2025, boutique fitness consumers booked over 72 million reservations on Mariana Tek. We uncovered a powerful truth: the boutique fitness consumer is redefining how the world exercises, connects, and prioritizes their wellbeing. They’re not the treadmill grazers or casual gym-goers of the past. They’re intentional. Motivated. Community-driven. And they’re shaping the future of your studio in real time.

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Here’s the data-backed portrait every studio owner needs to understand — so you can market smarter, build loyalty faster, and create experiences that resonate deeply with the people who are truly driving boutique fitness forward.

1. They’re routine builders, and they start strong on Mondays

The boutique consumer doesn’t drift into wellness. They structure their life around it.

Mondays & Tuesdays are officially the most active day of the entire week, with 11+ million check-ins for both days.

That’s not a coincidence — that’s a reset ritual. Your members aren’t waiting for motivation to strike. They’re using your studio to set their tone, their energy, and their intention for the week ahead.

This is the kind of behavioral consistency big-box gyms dream about. You’re already earning it.

2. They’re morning people (on purpose)

If you want to find the heartbeat of boutique fitness, check your 9:00 AM and 8:00 AM class rosters.

This is where your most committed members live. They’re carving out mornings not because it’s convenient, but because it’s foundational. They view fitness as their catalyst for better focus, better mood, and better performance the rest of the day.

They don’t squeeze workouts in.
 They lead with them.

This is an intentional, disciplined consumer, who is deeply aligned with the lifestyle your studio represents.

3. They’re committing to fitness and booking classes with more advance notice than ever before

Yes, same-day bookings are still strong. But the more important story is this: 15.3 million reservations were made a week or more in advance.

That’s not spontaneity.
That’s priority.

This consumer is building their calendar around your schedule — not the other way around. They treat workouts with the same importance as key meetings, family responsibilities, and major commitments.

Unlike big-box members who “stop by when they can,” boutique consumers plan for fitness because it’s a core part of their identity.

Your studio isn’t optional. It’s essential.

4. Social fitness is exploding — your studio is their third space

This is the trend transforming boutique fitness: movement has replaced happy hour.

Consumers brought 4.6 million guests to class this year — friends, coworkers, teammates, networking connections, partners, even people they’re meeting for the first time.

They’re not just attending classes.
They’re sharing them.

Your studio is becoming the new “third space” — a space for connection, belonging, and shared experience. In a world where loneliness is at an all-time high, boutique studios are filling the gap in the most meaningful way possible.

This is why referrals and bring-a-friend programs are now your most powerful, organic growth engines. They don’t just drive traffic. They deepen community — and community drives retention.

Boutique fitness isn’t a trend.
It’s a social movement.

5. They’re willing to spend (so make add-ons effortless)

Today’s boutique consumer doesn’t view fitness as a single class. They view it as a lifestyle ecosystem — and they invest accordingly.

This year alone, they purchased:

They’re also buying apparel sets, mat rentals, wellness drinks, accessories, and anything that enhances their experience and prepares them for success.

The most strategic revenue move you can make? Put add-ons directly in your booking flow.

When your members are already in a “commitment mindset,” they’re primed to purchase additional items that elevate their class experience. And the data is clear: if you surface these options at the right moment, your retail revenue multiplies. You’re not selling products — you’re curating an experience.

6. Recovery is here to stay

Today’s boutique consumer wants more than sweat. They want longevity, balance, and full-body optimization.

This year, they booked:

And clients spent over 2.7 million minutes in meditation. This isn’t an experiment. It’s a shift. Your consumer is embracing recovery as an equal pillar of their fitness routine, and they’re looking to you to deliver it.

Studios that integrate recovery — or partner to offer it — will differentiate quickly. Wellness is widening, and boutique studios are uniquely positioned to lead the way.

So who is the boutique fitness consumer?

They’re not casual gym-goers. They’re:

They’re loyal, intentional, and willing to invest in a space that reflects their values.

And they’re choosing boutique studios — not big-box gyms — because you offer expertise, personalization, connection, and elevated experiences they can’t find anywhere else.

What this means for your studio

If you understand this consumer deeply, you unlock your studio’s next phase of growth.

Boutique fitness is no longer competing with big-box gyms.
It’s building an entirely different category — and your studio is at the center of it.

Curious how to get stats like this for your clients?

Get in touch with our team to see how Mariana Tek’s data-driven approach extends from industry benchmarking to studio performance to end-user engagement.