PRICING
MULTI-SITE BRANDS
We’ve had to think about how to work sensibly in the new environment without being too revolutionary. That’s involved decisions like reducing the size of our complimentary sweat towels, for example, so we can fit more in each load of laundry.”
Barry’s has the highest monthly membership fee – by quite some margin – charging £355 on average for 30 classes every 30 days. It is followed by 1Rebel and Pilates Circuit, both of which charge £240 on average for unlimited monthly membership. Barry’s UK CEO Sandy Macaskill says his team is working hard not to pass rising costs on to customers: “With current market-wide headwinds around staffing and energy costs, for example, we are having to spend more time thinking about how to maintain a premium offering and product without passing costs on to the client or cutting down our offering. “When we launched 10 years ago with premium bodycare products in our changing rooms, gum and hairbands at front desk, candles and so on, nobody else was doing this. It remains a core part of what we do, but we’ll spend around £30k a year just on gum.
You can read that interview in full on page 51.
Meanwhile, in line with total market averages (see page 56), Mind & Body boutique brands top the 10-class pack price list. Heartcore has the highest average 10-class pack cost (£285), followed by Ten Health & Fitness (£250) and Pilates Circuit (£240). Compared to 2018, average 10-class pack fees are +2.5% at F45, +19.4% at 1Rebel, +4.2% at Ten Health & Fitness and +21.3% at Hotpod Yoga. They are -12% at Barrecore, but the brand still charges the fifth highest 10-class pack price on average across its sites.
10-class pack cost – average fees by brand
£400
£350
£300
£285
£250
£240
£250
£229
£220 £215 £215
£210 £206.63 £205
£200
£190 £190
£200
£179 £175
£170 £165
£160
£145
£150
£133.38
£100
£50
£0
Please note: Frame, Gymnasium, Manor, Shredquarters, The Foundry, Tribe London and triyoga either do not offer a 10-class pack option or do not display it on their websites.
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LONDON BOUTIQUE STUDIO REPORT 2023
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