Trends in Boutique Fitness: Northeast Metro Region
Mariana Tek analyzed user data from five major Northeast markets: Boston, New York City, Philadelphia, Toronto, and Washington DC. Benchmark your studio and build new strategies for success using these regional metrics.
Northeast class and membership trends
$26
The average class cost in these cities was $5 higher than the average of all studios on Mariana Tek ($21).
+6%
The average class cost increased by six percent YoY in the four US cities (Jun'23-May'25).
19%
Nearly 19% of studios offer multiple modalities.
Average class and membership prices, by city
All values listed in USD
Most popular class times in the region
Based on average class attendance rates
The most well-attended classes begin between 5pm-6pm. People end their workdays with a workout before their commute.
The second most popular class times begin between 7pm-8pm.
Classes that begin between 6AM - 7AM were the third highest attended classes in the metro Northeast region.
Least popular class time? 2PM
Classes taken before converting to membership
This is close to double the classes required to convert to membership in the Southeast. Clients in these major metropolitan areas are shopping around.
Top boutique modalities
Pilates (including Lagree and Megaformer) is the most popular boutique workout in the region with nearly 1/3 of studios offering this modality.
YoY revenue and attendance patterns
These YoY revenue and attendance trends were observed using a subset of studios we had continuous data for in 2023 and 2024.
In both 2023 and 2024, the first six months follow a clear pattern, staying relatively stable outside of a dip in February. There's a steep dip into the summer months, then revenue spikes in November.
Revenue mix by city
Mariana Tek studios in the New York Metropolitan area have the highest average monthly revenue in the region, generating an average of $98,000 per month.
- About the data: this analysis reflects a sample of 236 studios that use Mariana Tek software across the metropolitan areas of New York, Boston, Toronto, Washington DC, and Philadelphia. The Toronto currency is listed in USD for comparison purposes. The YoY data reflects a subset of these studios that had continuous data from June 2023 to May 2025.