Trends in Boutique Fitness: Southeast Region

Mariana Tek analyzed user data from ten major markets in the Southeast United States to identify regional trends. Benchmark your studio's success and build new strategies for growth using these regional metrics!

Class and membership costs

$24
The average boutique fitness class in the Southeast costs $24, 6.7% higher than the national average.
5.1%
Class prices increased 5.1% year over year, with Tampa, Miami, and Nashville leading the region in premium class pricing.
$204.80
The Southeast averages $204.80 for a 1-month unlimited membership—3.6% above the U.S. average and up 2.8% year over year.

Class time trends in the region

The 6:00 AM class consistently ranks among the highest-performing time slots, as members prioritize workouts before the workday begins.

The 9:00 AM time slot attracts some of the highest total visits, making it a reliable option for studios serving flexible schedules and post-school drop-offs.

Attendance surges between 5:00 PM and 7:00 PM, with 6:00 PM standing out as one of the busiest class times of the day.

Least popular class time? 2:00 PM

School pickups and afternoon work responsibilities make 2:00 PM one of the most challenging time slots for consistent attendance. Studios may consider using lower-attendance time slots for operational tasks, instructor training, or other studio needs.

Classes taken before converting to membership

That is 9.3% lower than the national average of 5.4 visits, suggesting Southeast studios may be converting visitors into members earlier in the customer journey.

Top boutique fitness modalities

Pilates (including Lagree and Megaformer) is the most commonly offered boutique fitness modality in the region.
​

Nearly 60% of Southeast studios offer multiple fitness modalities—26 percentage points higher than the U.S. average. From Pilates and HIIT to yoga and strength training, operators are expanding their offerings to attract new members, increase retention, and create more opportunities for growth. A diversified class portfolio allows studios to serve a wider range of member preferences while creating additional revenue opportunities. Read more about expanding your offerings in our Boutique Fitness Growth Playbook.

YoY attendance patterns


Attendance starts the year strong before softening through the Summer and Fall. November and December record the lowest foot traffic of the year, highlighting the importance of proactive retention and engagement strategies during the holiday season.

Best practices for
holiday specials

Southeast studios see their strongest revenue performance from November through January, driven by holiday promotions and New Year demand. Learn how to maximize your holiday intro offers.

Continue exploring boutique fitness trends

Check out Mariana Tek’s resource center, with tips on intro offers, product features that drive adoption, and more. View all of our data resources here.

Top 5 revenue generating cities


Mariana Tek studios in the Tampa Metropolitan area have the highest average monthly revenue in the region, generating an average of $52,400 per month. Miami stands apart from other Southeast markets, generating 51% of revenue from credit packages rather than memberships. As a major tourism and business travel destination, studios benefit from a larger share of drop-in visitors seeking flexible purchasing options.

About the data: this analysis reflects a sample of 223 total boutique fitness studio locations,  some with multiple modalities, based in 10 major metropolitan areas in the Southeast US:
Atlanta, Charlotte, Charleston, Columbia, Greenville (SC), Miami, Nashville, New Orleans, Raleigh-Durham, and Tampa.

Meet some community leaders in the Southeast region

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