Trends in Boutique Fitness: Southeast Region
Mariana Tek analyzed user data from ten major markets in the Southeast United States to identify regional trends. Benchmark your studio's success and build new strategies for growth using these regional metrics!
Class and membership costs
- $21 Average cost per class.
- $1 Class costs are steadily increasing. The average class cost increased $1 year over year, from $20 to $21.
- $140 The most expensive memberships were in Tampa ($184). This includes all introduction offers and discounted offers.
Most popular class times in the region
This is aligned with Mariana Tek’s national average. We see a lot of attendance late morning, after school drop-off.
This is unique to the region compared to our national data. This region likes breaking up a 9-5 workday with a good sweat.
This late evening workout is more popular a time slot compared to our national data – we attribute this to the regional weather and longer hours of daylight!
Least popular class time? 3:30 PM School pickups, wrapping up workdays – it’s a tough time of day to workout. It’s a good time for boutique studios to catch up on operations and admin tasks.
Classes taken before converting to membership
Miami had the highest amount of visits before converting to membership with 6 visits.
In a city like Miami, there’s more competition, and the population is seasonal. If you’re in a metropolitan area with a lot of tourists and work travelers like Miami, consider these strategies to increase revenue:
Top boutique fitness modalities
Pilates (including Lagree and Megaformer) is the most popular boutique workout in the region.
21% of studios offer more than one modality. This is a very common growth strategy we’re seeing among clients, as they widen their offerings to meet different fitness trends and demand.
| Modality | Percentage |
|---|---|
| PILATES | 25% |
| HIIT | 20% |
| YOGA | 12% |
| STRENGTH TRAINING | 10% |
| SPIN | 10% |
| BARRE | 9% |
| OTHER | 8% |
| WELLNESS | 3% |
| CARDIO | 3% |
YoY revenue and attendance patterns
The year starts off strong as the New Year brings a wave of new fitness goals. There’s a quick drop in February and March, then revenue stays relatively flat through the spring and early summer. Outside of a small back to school spike in August, revenue doesn’t pick up again until November when holiday shopping – and New year’s resolutions - start back up.
| Month | Revenue |
|---|---|
| JAN2024 | 40000 |
| FEB2024 | 45000 |
| MAR2024 | 50000 |
| APR2024 | 55000 |
| MAY2024 | 60000 |
| JUN2024 | 65000 |
| JUL2024 | 70000 |
| AUG2024 | 75000 |
| SEP2024 | 80000 |
| OCT2024 | 85000 |
| NOV2024 | 90000 |
| DEC2024 | 95000 |
Best practices for holiday specials
Mariana Tek customers earn the bulk of their revenue from November through January. If you need tips on running the best intro offers during this peak selling time, read our blog here.
Drive revenue during the slower months
Check out Mariana Tek’s resource center, with tips on intro offers, product features that drive adoption, and more.
Top 5 revenue generating cities
Mariana Tek studios in the Tampa Metropolitan area have the highest average monthly revenue in the region, generating an average of $58,600 per month. Miami has the most ‘even’ ratio of revenue between credits and membership packages of all ten cities. Given it’s a hub for tourism and business travel, boutique fitness studios in Miami generate more revenue from drop-in or less frequent visitors.
| City | Revenue Ratio |
|---|---|
| Tampa | 66% |
| Miami | 21% |
| Atlanta | 15% |
| Nashville | 15% |
| Charleston | 13% |
About the data: This analysis reflects a sample of 184 total boutique fitness studio locations, some with multiple modalities, based in 10 major metropolitan areas in the Southeast US:
Atlanta, Charlotte, Charleston, Columbia, Greenville, Miami, Nashville, New Orleans, Raleigh-Durham, and Tampa.
Meet some community leaders in the Southeast region
Olivia Morgan | SkyCycle
Visit SkyCycle + Jungle
Aryan Rashed | Tremble
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Katherine Mason | SculptHouse
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