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
Average cost per class.
$3
Class costs are steadily increasing. The average class cost increased $3 year over year, from $21 to $24
$140
The most expensive memberships were in Tampa ($184). This includes all introduction offers and discounted offers.

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, wrapping up workdays – it’s a tough time of day to workout. It’s a good time for boutique studios to catch up on operations and admin tasks.

Classes taken before converting to membership

Miami had the highest amount of visits before converting to membership with 6 visits.
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In a city like Miami, there’s more competition, and the population is seasonal. If you’re in a metropolitan area with a lot of tourists and work travelers like Miami, consider these strategies to increase revenue:

Top boutique fitness modalities

Pilates (including Lagree and Megaformer) is the most popular boutique workout 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 more members, increase retention, and create a more comprehensive fitness experience.

YoY revenue and attendance patterns


The year starts off strong as the New Year bring a wave of new fitness goals. There’s a quick drop in February and March, then revenue stays relatively flat through the spring and early summer. Outside of a small back to school spike in August, revenue doesn’t pick up again until November when holiday shopping – and new years resolutions - start back up.

Best practices for
holiday specials

Mariana Tek customers earn the bulk of their revenue from November through January. If you need tips on running the best intro offers during this peak selling time, read our blog here.

Drive revenue during the slower months

Check out Mariana Tek’s resource center, with tips on intro offers, product features that drive adoption, and more.

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 has the most ‘even’ ratio of revenue between credits and membership packages of all ten cities. Given it’s a hub for tourism and business travel, boutique fitness studios in Miami generate more revenue from drop-in or less frequent visitors.

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, Miami, Nashville, New Orleans, Raleigh-Durham, and Tampa.

Meet some community leaders in the Southeast region

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