Before we look at the two ways boutique fitness has adapted post-pandemic, we need to look at why it has become so popular as a fitness destination. For starters, boutique fitness has seen a big rise in the past several years specifically among Millennials and Gen Z. Studios focus on creating a unique and more intimate experience — and Millennials and Gen Z like this. It is what I like to call providing an experiential membership. Everything from the studio lighting, layout, equipment and technology provide consumers with a more unique offering than bigger facilities often can provide.
Up until COVID, about 42 percent of all gym memberships in 2018 came from boutique fitness studios, the highest membership recorded in history. Like with every fitness business, however, COVID posed the biggest threat to the industry. This forced every fitness business owner to take a look at how they could both adapt and thrive post- COVID.
Here are two ways boutique fitness has adapted:
1. Digital platform. One key lesson boutique studios have learned post-pandemic is that there is a need for a digital or at home offering, and they are the ones that can provide it. During the pandemic, many boutique studios offered live stream workouts. Big-box gyms could and did do the same, but it worked better for studios because a sense of community is one of the biggest attractions of boutique studios and of live stream workouts. Members still were able to train, all be it from home, with “their” trainer. It wasn’t some guy or girl on a pre-taped generic app but rather the same trainer that pushed them day in and day out in the studio. This ultimately continued to connect every member with the training staff. Boutique studios post- COVID have continued to include a digital offering with their memberships and have become savvier in how they create and produce it.
2. Social media. Most boutique studios usually spend thousands of dollars per month to attract leads. During the pandemic, however, that option wasn’t a viable one because of the financial strains put on them. What did most studios start doing? They leaned on the use of social media to both nurture their current membership base as well as garner new leads. This momentum has picked up steam post- COVID. Just take a look at some of the big brand boutique studios. You will notice a lot of organic content designed to attract leads and referrals. It is an easy way to also communicate through the use of call to actions. The smaller membership base allows them to build a tight-knit community through social. Most importantly, it is less expensive to advertise on a platform such as Instagram or Facebook. This is a lesson that boutique studios learned and continue to practice with much success post- COVID.
As we come more and more out of this pandemic, one lesson has been learned: The demand for a healthier life has never been higher, and the fitness industry is ready to serve.
BIO
Kory Angelin is the chief operating officer for Volofit. He is an award-winning trainer, two-time published author and has helped to elevate some of the biggest fitness companies in the world. He was featured in the Top 20 Entrepreneurs to Watch in 2020 by The Chicago Journal and Top 20 Influential People of 2020 by New York Wire. To find out more, go to www.koryangelin.com and follow him @koryfit.