Boutique fitness uniqueness
Masters of branding
Power of the consumer
“Boutiques need to drive attendance through good quality marketing but also strong product. If the food in a restaurant was bad, you’d never return again. The same applies with this model. The power is in the consumers’ hands.”
Three ways to leverage the power of the consumer
2 The customer needs variety: it is the instructor’s job to get creative without disrupting the customer’s routine, so people have a reason to keep coming back
3 The customer holds the feedback: customer feedback is the lifeblood of product development, so get it and find out what you can do better (face to face, telephone, email, or existing tech platforms).
Three valuable lessons from boutiques
- Boutiques stick to what they are good at and don’t deviate into the commercial trap of trying to be a one stop shop
- By definition, group fitness is sociable, your customers either come into the studio with friends, or because they heard about it from friends. And either way, they’re bound to make friends in the studio! Gyms have been trying to create ‘social clubs’ for years. Boutiques force the social element, and (because of this) create a culture that fosters community and belonging.
- Due to the lack of membership contracts, boutiques are forced to act like a retailer or restaurant. Boutiques need to drive attendance through good quality marketing but also strong product. Boutiques become accessible because of this, and the barrier to entry is minimised, allowing users to drop in and out whenever.
At the moment, boutique is very London-focused and has largely failed to break into the rest of the UK. This leaves major opportunities open to the right people. As well as seeing how boutique can shape the market. Boutique will be the catalyst for a great deal of change in what consumers demand from fitness, and how we deliver it.