OPERATOR PERSPECTIVE
How do boutiques succeed moving forward? Certainly a stronger focus on the commercial aspect is now key, looking at recurring revenues via memberships and accountable studio managers. Although ClassPass definitely works and has its place, boutiques really need to focus on bringing in their own repeat customers now. Back-end efficiencies are also key to enhanced commerciality and sustainability. Boutiques also have to be prepared to adapt, trying things out and seeing what works. That includes being open to new formats, to offer variety to the customer and avoid being one-dimensional – but of course, doing so in a way that doesn’t confuse or undermine the core principle of the brand. Look at each discipline, break it down and identify ways to offer more variety within it, then complement this with workshops, community events and so on. And make sure you understand your USPs. At UFB, for example, instructor/teacher training is a big one. At triyoga, teachers must not only be qualified but also have three years’ teaching experience before they can lead our classes. An instructor with a barre qualification cannot teach a Barrecore class until they’ve been through the entire, extensive Barrecore method training programme. And across every UFB discipline, instructors and teachers – regardless of previous qualifications – will be assessed and trained in our unique methods and ways of doing things. Instructor shortages are making this harder than ever right now, but we’ll stick to our approach. Consumers might not always understand this USP, especially in things like reformer pilates where’s a lot of confusion at the moment, but we believe they will in time. Quality will rise to the top. It’s short-term pain for long-term gain.
What next for UFB? We launched reformer pilates under the triyoga banner in March 2023 – it fits well there, because triyoga already offered pilates – but we’re also now working on a separate reformer concept. In the short term, this will be introduced at Barrecore locations; we can roll it out quicker that way, and it helps us maximise the use of our space and brand equity in the market. It’s also highly complementary to Barrecore. However, it will have a different look and feel and is being developed as a concept that can stand alone in the future. Meanwhile, we’re looking at how we modernise yoga so it remains a popular choice. We’re looking at ways to make it more accessible without undermining triyoga’s huge credibility and gold standard instructor training credentials, as well as reviewing the messaging around it. Our primary focus at the moment is to continue the growth of Barrecore through franchising, including adding new formats within the brand to offer variety to both customers and franchise partners. We already have some Barrecore franchises in Manchester and Leeds – sites we inherited through the Barrecore acquisition – and are now actively speaking with potential new franchisees, looking to expand that network. Franchising is very much part of UFB’s long-term strategy. It may not be right for all our brands, but we are considering opportunities across our portfolio, whether that’s domestic, international, master agreements and so on.
Franchising is very much part of UFB’s long-term strategy. It may not be right for all our brands, but we are considering opportunities across our portfolio.
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LONDON BOUTIQUE STUDIO REPORT 2023
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