OPERATOR PERSPECTIVE
What’s your advice to the sector? I’ve always believed the single-format, and even limited multi-format, boutique studio model is fundamentally flawed. Consumers can’t achieve balance by doing individual types of workout in isolation. It’s why we’ve always had a cross-discipline approach at BLOK, and why I believe we’re now seeing many boutiques expand into additional disciplines. The biggest danger to the sector is the constant discounting and race to the bottom. The boutique model does work: if you have the best instructors and can deliver excellence across every touchpoint to meet high customer expectations every time, you can fill classes to high capacity at a premium price. However, you need to foster community and create strong brands to build loyal customer bases that won’t be distracted by other studios’ flash sales. If you can achieve that, you’ll be in good shape.
Foster community and create strong brands to build loyal customer bases that won’t be distracted by other studios’ flash sales.
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LONDON BOUTIQUE STUDIO REPORT 2023
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