Emma Barry on how outside sectors will help shape the future of fitness

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Les Mills: As someone who’s been a close observer of the boutique sector, do you think we’re reaching ‘peak boutique’, or is there still a lot of growth left for operators?

Emma Barry: We’re just getting started.

First mover cities, New York and LA, are somewhat saturated and London is following suit with real estate at a premium. Like all businesses; the bad boutiques will fail and the good boutiques will scale.

Secondary cities are coming online as franchising moves from urban to more residential areas with brands like Orangetheory, F45, and the many boxing and barre brands. Xponential and their house of eight boutique brands (Pure Barre, AKT, Row House, StretchLab, Stride, CycleBar, YogaSix, Club Pilates) are also aggressively expanding globally.

Locally, entrepreneurs are also taking advantage of the more lucrative boutique business model (smaller real estate, higher pay-per-experience) so the boutique sector is still in healthy growth.

Just watch where ClassPass go next to know which markets are tipping into boutique hysteria.

LM: Home fitness is a real hot topic at the moment. What are the other trends in fitness really exciting you at the moment?

EB: Yes, companies like Peloton are establishing the home space as a wonderful exercise option that will become even more appealing if we head into a recession.

Other trends I’m seeing in fitness are highlighted in conferences I attend outside our industry such as the Consumer Electronics Show (US) and the Global Wellness Summit (Italy).

Technology is the number one disruptor of all businesses. While much of the fitness industry has been slow to adopt technology that streamlines systems, captures and mines data, and enhances experiences; the rise of ‘wearables’ to the number one global fitness trend is evidence that it is finally becoming a focus.

Hyper-personalization is another big trend demanded by consumers today and we only need to glance across at health and beauty for progressive cues on how to deliver exactly what I want, when I want it and how I want it.

Fitness Aggregators like ClassPass are taking hold globally, in the same way we witnessed, the evolution of the travel industry. They have made no secret of wanting to include lifestyle services well beyond fitness to ‘everything that isn’t work.’

And finally, expect to see entertainment and media giants fold into fitness, with companies like SoulCycle investing big in a 20-person strong media division devoted to delivering transformative marketing content that complements the studio experience and adds new revenue streams. Meanwhile, Scooter Braun (guiding force behind Justin Bieber, Ariana Grande, Usher, Kayne West) is partnering with Rumble to launch their at-home brand to add his programming, production and talent management nous.

LM: What must traditional clubs do to compete with the boutiques?

EB: There are many advantages if the big boxes can weather the boutique storm. They have space, bigger locker areas, carparks, variety, the potential to build bigger and more integrated tribes, and potentially deeper pockets with more security of income due to their membership model.

Three things to focus on immediately are:

1. Know your members – the number of big-box gyms who don’t segment their member data in order to deliver promotions and goods and services that are based on their preferences is astounding.
2. Remap your program experience. The boutiques have schooled us in a focused, high-touch experience that members willingly pay a premium for. Elevate your programming and your talent by redefining all your touchpoints.
3. Build it and they will come. Invest in your facility so you create an inspirational backdrop worthy of the experiences you are hosting. Create as much WOW as you can on your budget.

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