EuropeActive Retention Report 2018: Customer engagement in boutique studios

Introduction: the rise of a new category

Pricing and business models

Measuring customer engagement

Overview of studies

Overview of strategies on customer engagement

Case-studies and interviews

Emma Barry: 'In this book, I discuss the rise of this new segment. Over the past 5 - 10 years the fitness industry in America has changed. Low budget clubs have entered the industry, here members pay only 20 US dollars a month, or less. In contrast, a new sub-sector in the fitness sector has been added: boutique studios (2006 - the opening of SoulCycle, the leader in boutique studios). In boutique studios a fee of 20 US Dollar or more per lesson is normal. Boutique clubs have a different business model. Where in traditional clubs offer long-term memberships, boutique studios offer packages and pay as you train models. Members of boutique studios value flexibility and service. They are therefore willing to pay a much higher amount.

Boutique studios specialize in their offerings and so do their teachers, they provide excellent service, build a community and grab you by the heart and can truly call themselves a specialist. They are small clubs that focus mainly on women and millennials. Group Fitness experts Les Mills have announced research confirming Millennials and Gen Z now make up 60% of membership (2018: The GX Future is Now) and therefore insist that their preferences be factored into future designs.'

'This book is a must-read for all professionals in this industry, whether you are a club manager or owner, thinking of opening a boutique studio or if you work in the industry, it is 'breaking news'. The fitness industry is developing at a rapid pace and this book will help you to understand what is happening next. 'Be excited rather than fearful'! Read this book, see what your competition is doing (in this book I present countless examples from America and London) and learn your lessons. Traditional clubs will feel the pressure in terms of price, the offering, your talents (employees) and service. Boutique studios are excellent in this.'