6 Reasons a dedicated studio can out-cycle big health clubs

We launched our first studio in 2005 and had 12 consecutive years of growth in attendance, revenue and profit.   How is that possible when we have a ’boutique’, pay-per class offering, and big health clubs nearby offer cycling classes or Spin® classes as part of their low-cost membership?   A cycling studio, done well, is a classic “niche” business.  The good ones create a unique, effective, entertaining fitness experience that health clubs don’t.  They work for a few reasons:

1) Focussed Mission.

A dedicated studio pays attention to the details and focuses on one thing:  the best  classes possible.  Equipment, sound system, decor, amenities, teachers………are the best available.

2) Convenience.

A studio is single purpose, “in and out”, simple, easy to reserve, easy to purchase, easy to participate.

3) Flexible payment / no membership commitment. 

In a studio, you can pay-per-class and when you don’t attend….you don’t pay.  People are increasingly turning to “best of breed”  fitness offerings from boutique studios and don’t want to be locked-in to long term memberships.

4) Customer experience.

No waiting in lines, no getting “shut out”, no calling the night before to reserve.  You can easily reserve online, show up 2 minutes before the class, and enjoy!  The environment is comfortable, and the classes are not just a workout…they are an experience!

5) Community.

A small intimate studio encourages sharing and interaction amongst students if they so desire.  Instructors and students interact to optimize fitness, growth and enjoyment.  Local charity fundraisers and other events are a key part of the studio vibe.

6) The little things matter.

Quality sound, outstanding teachers, attention to detail, lighting, mirrors, equipment, announcing schedule changes and subs, personal touches, amenities


Would you like to connect? Since 2005 we have owned and operated our own boutique fitness studios. We advise entrepreneurs, franchisees, franchisors, suppliers and investors in this space. To touch base, CLICK HERE and tell us more. We’ll be in touch soon.

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