OPERATOR PERSPECTIVE
There’s also confusion around the product: HIIT on a reformer, for example, isn’t pilates. Consumers don’t know what to expect any more. I believe that boutiques should stay true to their brands, not just doing something because it’s a current trend; it’s been interesting to see Heartcore go back to just offering pilates. I personally believe consumers will be loyal to boutiques that are true to their brands and consistent in their offerings.
I see consumers wanting more tech in their boutique experiences – more Quantified Self – with nutrition an important part of that. I’m not quite sure how this fits the boutique model, but nutrition is something we’ll likely look at alongside our growing focus on women’s health. Meanwhile, one of the biggest threats to the boutique sector is now gyms, which is ironic given that when Ten started in 2007, we were the antidote to impersonal big boxes. Now we see the likes of Third Space really excelling, including in its class offering – where you’ll see reformer classes on the timetable – and securing investment to continue its growth. Other challenges come from within the boutique sector itself. Why does the boutique industry find it necessary to consistently discount, for example? We’d all be far better off if this didn’t happen: it risks commoditising the boutique fitness product. At Ten, we only discount classes twice a year, in the low-traffic months of August and December, and we never discount physiotherapy. I’d also point out that boutique has always been about delivering a focused product really well, rather than trying to be all things to all people. As studios expand into disciplines that aren’t core to their brands, and where they don’t have the credentials, there’s confusion among consumers over what those brands now stand for.
Why does the boutique industry find it necessary to consistently discount? It risks commoditising the boutique fitness product.
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LONDON BOUTIQUE STUDIO REPORT 2023
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