You may have asked yourself already few times why are boutique studios so popular right now. They are definitely not “full option” health clubs where you can find 5 rooms for group classes, cross fit garage space, plenty of cardio machines, a climbing wall, a steam room and a swimming pool all packed on 10 thousand square meters. Being something exactly opposite, boutique studios are extremely professional and focus on one to max two specializations. Such gyms have few things in common: have ca. 100-300 square meters floor space, put a high importance on building community, are very exclusive and have very high customer service standards.
Micro studios, as they are also called, are surely small, but with this fact comes their huge advantage – they have their own specific character and atmosphere. You don’t feel so anonymous and depersonalized as in huge chain fitness centers where you are one of many no name customers and all locations should look similar. What is more, group classes tend to have smaller number of participants and this enables trainers to have better relations with customers. Thanks to this coaches know more about members’ expectations and can build more specific training plans. Summing it up, the service quality is getting higher with each training. Such intensity of a contact, lot of personalization and high customer service levels need a special price – so no surprise the membership price is close to premium or platinum club levels.
As mentioned before, boutique studios are specialists in their chosen field. Trainers are often hired on a permanent basis, have above average qualifications and keep improving. Because of this specialization each club has a very unique and completely different offer. The selection is very wide from mixed martial arts, yoga and spinning to EMS (Electric Muscle Stimulation). If you wish to join and train two specific classes or disciplines than you have to attend two different micro studios which means extra income for club owners.
Apart from training boutique studios offer non standard services which obviously creates added value. Many classes start at 6:00 in the morning, there are free toiletries and towels, grab and go lunches at the bar and consultations with a motivational coach. Many services are charged extra, but still a standard member fee has to be simply higher than average. What is crucial, all those extra services can be easily added to a club offer thanks to management software like Perfect Gym so implementing new ones is fast and easy.
Cool to be fit
Boutique studios are based on the same idea as fashion boutiques – they are small, unique and answer all the latest trends. In case of gym studios we talk about sport trends. Micro studios can react faster to changing moods and trends, a small number and permanent employees give sense of credibility and quality plus attending such place give member the sense of belonging – the same as fashion. Customers can express their personality by enrolling to a specific studio. People want to feel that there something more beneath the training and such a place brings this “extra” feature.