OPERATOR PERSPECTIVE
The biggest change for us since COVID relates to memberships. We did sell these before, but during and post-COVID, people were afraid to commit. That’s now changed, and having reviewed our commitment terms, we’ve made a big push since November 2022. On average 30-40 per cent of those attending our classes are now on a rolling membership, while attendance is up by an average of 20 per cent since last year. It’s taken a lot of work culturally, educating our teams so they understand that we can be boutique and experiential as well as commercially-focused. We’ve had to explain how commitment from our customers allows us to continue to invest in our premium products, as well as ensuring customers meet their health and fitness goals. We’ve also ensured every location has a studio or centre manager: a single point of accountability who’s responsible for driving all aspects of the location, both operational and commercial.
A class pack-based model is not the path to business sustainability… The boutique sector is having to explore recurring membership models.
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LONDON BOUTIQUE STUDIO REPORT 2023
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