PRICING
TOTAL MARKET
Boutique pricing is up compared to 2018 – in spite of the cost of living crisis, and even though 2018 was the time when, to quote Emma Barry: “Multiple boutiques sat alongside each other on the same block... and had a steady line of punters happy to part with the best part of $40 a pop, no questions asked.” (See page 20)
In 2023... ■ The average cost of a one-off boutique class in London is now £24.20 (the range is £10-£42) – up 16.3% since 2018. ■ A 20-class pack is up +13.8% compared to five years ago, while the average 30-class pack cost is up +11.2%.
■ For a five-class pack, the average cost is £110.72 (up +19.4%) and the average for a 10-class pack is £196.23 (up +14.3%). ■ Unlimited monthly memberships have seen the biggest hike – up from an average of £160.47 in 2018 to £194.59 in 2023 (+21.3%).
Boutique studio pricing – London
£600
2018
2023
£500
£400
£300
£200
£100
£0
1 class
5 class pack
10 class pack
20 class pack
30 class pack
Unlimited MM
The significant price hikes for monthly membership are particularly interesting given a widespread shift towards this model, with many of London’s boutique operators focused on driving membership sales to create recurring, sustainable revenues in a post- pandemic world. In their interview on page 66, UFB’s Steph Davies and Richard Smith explain: “What’s now clear is that a class pack-based model is not the path to business sustainability. Neither can you rely on brand alone
to drive custom. This is a big challenge for the boutique sector, which is having to explore recurring membership models to support its commercial success in this new era.” At present, our data shows that 77% of studios offer a 10-class pack option to their customers, while 76% offer a rolling monthly membership fee for unlimited access to their classes. This membership % is likely to rise over the coming year(s) as more boutiques seek to establish a recurring revenue model.
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LONDON BOUTIQUE STUDIO REPORT 2023
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