Les Mills
Les Mills
Les Mills
Health Club Management

Health Club Management

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Health Club Management

Health Club Management

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What’s driving the boom in boutique fitness studios?

A new report due out in December will bid to uncover what is driving the current investment boom in boutique fitness studios.

Authored by respected fitness industry analyst Ray Algar of Oxygen Consulting, the report will explore why boutique studios – defined as a brand built around a single group-led activity such as cycling and yoga – are on the rise and aim to explain how boutique fitness studios compete to win and retain customers.

Algar will analyse investment activities in the sector, as well as the story behind high-profile UK-based boutiques such as Psycle and 1Rebel, which recently hit the headlines with an innovative crowdfunding venture.

Speaking to Health Club Management magazine at the recent Leisure Industry Week in Birmingham, Algar said that of particular interest to him is what enables a boutique to charge upwards of £20 (more than the price of a month’s membership at a low-cost gym) for a single class, as well as what is persuading owners and investors to stake their livelihoods on this sector of the market.

Algar hopes the tentatively named: 2014 UK Boutique Fitness Studio Report will become the ‘go to’ research paper for readers seeking a deep understanding of this exciting market sector, while helping prospective investors to shape their business plan.

Currently compiling the report, Algar is seeking interviews with UK boutique studio CEO, as well as anyone with considered opinions on why consumers are engaging with specialist studios. People wishing to participate can register their interest by emailing: ray@oxygen-consulting.co.uk

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A new report due out in December will bid to uncover what is driving the current investment boom in boutique fitness studios.
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Les Mills
Les Mills
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People
In London, people are familiar with the boutique concept, but elsewhere it’s still relatively new, so initially it was a challenge to educate people in Manchester about our benefits, when they were used to paying budget club prices
People
As an operator, you need to pick your price point and do what you can for that, but do it really well. We have great quality facilities, but what we offer isn’t luxury
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The capitalist model may create wealth in the short term, but if it doesn’t address the broader issue of serving society, it risks losing its licence to operate. If inequality grows, that might force more difficult change
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As long as people do the 30-minute circuit, twice a week, they are guaranteed results, and that’s a simple message to get across
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You can do lots of great stuff, but find there are still large numbers of people who don’t engage. If you can start to understand why, then you’re onto something
People
I don’t think the American boutiques will come to London. I don’t think the way they do things translates and their model isn’t quite right for London either. I think it’s best we leave them to it, and hopefully they’ll leave us to it as well
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Diary dates
27-28 Feb 2019
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Diary dates
07-09 Mar 2019
Shanghai New International Expo Center, Shanghai, China
Diary dates
Les Mills
Les Mills