REPORT METHODOLOGY
LEISURE DB
AUDIT
Leisure DB conducted an audit of all London boutique studios in 2018, and in 2023 we have updated this data. We refreshed the data we held and identified any new studio openings and/or closures in the five years since our last report. The reporting period for the 2023 report is up to and including 15 October 2023.
STUDIOS INCLUDED
To be included in this report, a boutique studio must be a permanent, standalone group exercise studio in London that fits the criteria listed on the definitions page (see page 19).
STUDIOS NOT INCLUDED
This report does not include non-standalone studios (e.g. big box clubs’ in-house boutique-style studios), nor does it include pop-up or non-permanent studios (e.g. Lululemon’s in-store classes). It also excludes all outdoor fitness, however premium, and PT studios. Additionally, this report does not include any boutique studios outside of London.
STUDIO TYPE
For the purposes of this report, and to allow us to robustly compare and contrast with our 2018 findings, we have classified each London boutique studio as either Cardio, Mind & Body or CrossFit. (In 2018, Cardio was referred to as ‘HIIT’, but for 2023 we wanted to acknowledge that not all feelgood, high-energy cardio classes are based on high-intensity interval training techniques). Each studio has been categorised according to its primary offering; although there are some boutique studios (especially in the Cardio category) that also offer Mind & Body classes (e.g. yoga, pilates), their primary offering and brand heritage is still Cardio and we have categorised them accordingly.
INCREASING AUDIT COVERAGE
Leisure DB receives market intelligence from a number of sources and continues to broaden its knowledge of the London boutique studio market, ensuring that our reports’ coverage and insights – already market-leading – become increasingly comprehensive over time.
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LONDON BOUTIQUE STUDIO REPORT 2023
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