ONLINE PROVISION
MARKET TRENDS
planning, but it was accelerated by COVID and we’re still seeing strong demand – mostly from those who also come to our studios. 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.” You can read more in his interview on page 58. If he is correct, there’s a risk that many operators will indeed be left behind, with 73% of boutiques currently lacking an online offering.
Online classes rose in popularity during COVID and even today, over three-and-a-half years after the first lockdown, over a quarter of studios (27%) still have an online offering – live classes and/or on-demand – alongside their in-person classes. While it’s true that boutique has always been about exceptional in-person experiences, BLOK’s Ed Stanbury is very clear in his view that “the future is hybrid. Operators that don’t recognise and embrace this will be left behind”. He adds: “We launched BLOK TV during the pandemic. This was something we were already
Does your boutique have an online offering?
100%
73%
75%
50%
27%
25%
0%
Yes
No
Meanwhile, just under 20% of London’s Cardio boutiques now offer online classes – and none of the 63 CrossFit studios. This is understandable, of course, with CrossFit all about pushing your boundaries in the safety of an expert-led, supervised space.
However, it’s important to recognise the nuances by boutique type. Over half of Mind & Body studios (57%) offer virtual classes – comparatively easy when yoga, mat pilates and even barre classes can be enjoyed at home with minimal equipment.
Online offering – yes/no – by studio type
100%
100%
Cardio
Mind & Body
CrossFit
82%
75%
57%
50%
43%
25%
18%
0%
0%
Yes
No
79
LONDON BOUTIQUE STUDIO REPORT 2023
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