OPERATOR PERSPECTIVE
We’re seeing a lot of boutique operators introducing additional disciplines, even when the clue to their expertise lies in their name.
We are now moving back to real-life experiences, with even greater demand for community activities and social events than pre-COVID – we’ve just launched a run club in partnership with On, for example – but we believe the future is hybrid. Operators that don’t recognise and embrace this will be left behind. Digital enhances in-person by offering members flexibility and the chance to progress in between classes, working on skills and drills at home supported by specific on- demand content created by us. It’s why we’ve invested in and recently launched our own app for all our on-demand video and live-streams. Our business is far more tech-focused than it was pre- pandemic. Rather than using third-party solutions, we now own the end-to-end journey having built all our own tech: website, app, acquisition funnel. We understand our customer data and track every touchpoint to ensure we deliver the best possible experiences and retain customers for as long as possible.
What hasn’t changed is our mission, with BLOK founded on a deep-rooted belief in quality of movement and a cross-discipline approach. We believe this is the best way to get the most out of training, optimising mental and physical wellbeing and longevity. Our aim has always been to deliver all of this under one roof, held together by the boutique principles of high-quality instructors, high- quality spaces and high-quality customer experiences. This cross-discipline approach means we tend not to be at the mercy of changing trends – we still do what we’ve always done – but of course we’re always evolving to ensure we stay ahead. The one notable addition recently has been our launch of reformer pilates, which is something our Head of Pilates has wanted to introduce for a long time. We now have a fourth studio dedicated to reformer pilates in both our Clapton and Shoreditch locations – they’re close to capacity already – while our other locations each still have three multi-purpose studios.
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LONDON BOUTIQUE STUDIO REPORT 2023
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