Class prices increased 6% year-over-year, from $20.10 to $21.32, while attendance has nearly returned to pre-pandemic levels and is expected to surpass 2019 numbers by the end of this year. <\/p>\n
In terms of modalities, Pilates still leads the pack \u2013 unsurprising, considering a recent report projecting the global Pilates and yoga studio market to soar from $120 billion in 2025 to $521 billion by 2035<\/a>. <\/p>\n Of the studios on Xplor Mariana Tek, 43% list Pilates as their primary modality, followed by yoga, barre and indoor cycling (19%), then HIIT (18%). Among studios that expanded in the past year, 60% added Pilates to their class mix, proof that the modality\u2019s momentum isn\u2019t slowing anytime soon.<\/p>\n But there\u2019s more happening behind the front desk. Xplor Mariana Tek reveals what\u2019s keeping classes full and members coming back long after the intro pack runs out, as well as what some boutique fitness operators have in the works for 2026.<\/p>\n Gen Z Is Showing Up<\/p>\n Although they undeniably flock to high-value, low-price (HVLP) big box gyms<\/a>, Gen Z is also on board with boutique fitness, with their share of class visits climbing 11% in the past three years. Meanwhile, Millennials are holding strong and still account for 49% of overall attendance.<\/p>\n As the report<\/a> states, younger consumers are craving community more than any generation before and studios that win the most with Gen Z are those who embrace their role as a comfortable, welcoming third space.<\/p>\n Word of mouth remains the top acquisition channel for 86% of studios, and loyal clients play a major role in that momentum. The report found that 13% of new customers to Xplor Mariana Tek studios arrive as a guest of an existing member via its Bring a Guest feature.<\/p>\n On average, returning customers take 5.1 classes per month, more than 60 visits a year.<\/p>\n The 5 Visit Rule<\/p>\n The data is\u00a0clear: the fifth visit is the turning point, or, as Xplor Mariana Tek calls it, \u201cthe money visit.\u201d<\/p>\n Retention climbs steadily between visits one and four, then holds above 90% once a client hits visit five. It\u2019s also the most common conversion point to membership in the\u00a0U.S., making every touchpoint before that visit count, the report notes. Even getting someone to their second class nearly doubles their odds of converting.<\/p>\n The report also outlines how studios can turn members into true brand advocates and keep engagement high. The most effective ones are celebrating their clients, such as spotlighting them on social or rewarding referrals with credits or merch. Limited-edition gear and member-only events also create a sense of belonging, turning regulars into loyalists while quietly boosting retail.<\/p>\n Paid Beats Free in the Intro Game<\/p>\n Studios that charge for intro offers, particularly with multiple classes, see stronger conversion rates than those offering free trials, according to the report. The reason is simple enough: clients need to have \u201cskin in the game.\u201d<\/p>\n Intro offers that include more than three visits<\/a> have maximum revenue impact, Xplor Mariana Tek notes.<\/p>\n See Also<\/p>\n As far as third-party booking systems<\/a>, the report reveals that while they play a role in customer acquisition (33% of first-time visitors are there because of them), they are ultimately \u201cless impactful\u201d in creating loyal clients. In fact, only 2% of visitors from third-party booking platforms end up converting to a membership, and if they do, it takes them considerably longer.<\/p>\n Expansion, Wellness & What\u2019s Next<\/p>\n Looking ahead, growth is still the dominant storyline, as 79% of studios surveyed plan to open new locations within the next 24 months. Recovery and wellness services are also becoming standard features: 27% of studios already offer them, and another 25% plan to add them soon.<\/p>\n Studios are expanding their reach beyond their four walls with collaborations, outdoor classes and themed pop-ups: 61% of operators said they plan to host special events as a revenue driver in the next two years, and 77% named a special event as their top community-building activity this year.<\/p>\n![\"Inside](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2025\/09\/fitness-equipment-180x180.webp.webp\")
<\/a><\/p>\n![\"\"](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2025\/10\/vitaly-gariev-6ESp0qoio_I-unsplash-1024x576.webp.webp\")
credit: Vitaly Gariev on Unsplash<\/p>\n