“What we see is the millennial customer in particular just wants to see different kinds of options, so they may join one or two,” said Tom Cove, president and CEO of SIFA, adding that the stronger economy may benefit the higher-priced boutique category.
Boutique fitness is expanding aggressively to more markets, with names like Barry’s Bootcamp and Solidcore opening new studios across the country. Some brands are tailoring their pricing to draw even more consumers in smaller cities with lower median incomes. Companies like ClassPass, which offer bulk discounts to specific studios, are also seeing growth.
The challenge, however, will be in the offerings. Bootcamp-style workouts actually saw a 6 percent drop in growth in the survey. That could be a warning sign to Barry’s, which opened six new locations in 2017.
Barry’s CEO, Joey Gonzalez, in an interview last summer, emphasized that the brand was as important as the workout in an increasingly competitive space.
“The world just started to change and the landscape got really crowded. A lot of copy cats, people trying to do exactly what Barry’s does, which encouraged us to move a little bit faster,” said Gonzalez.