New boutique fitness studio openings on the Mariana Tek platform increased by 72% over the last 12 months, with Pilates, Lagree and Megaformer collectively accounting for 75% of new openings, according to the company’s 2027 Boutique Fitness Industry Report.
The report draws on data from more than 2,500 US studio locations and over seven million active users, examining trends across studio expansion, pricing, service offerings, attendance and retention.
Key findings
New studio openings on Mariana Tek up 72% over the last 12 months.
75% of new studio openings offered Pilates, Lagree or Megaformer, grouped together in the report.
Average class prices rose 7% to US$22.80, and Average membership prices increased by 2% overall, with increases recorded in every region.
69% of active studios offered appointment-based services (like personal training, recovery and wellness services), accounting for around 12% of check-ins.
22% of studios added at least one new modality over the last 24 months.
Multi-service studios generated 40%–51% higher mean monthly revenue than class-only studios, although the findings show correlation rather than causation.
Pilates, Lagree and Megaformer collectively launched 141% more studios than strength training and more than six times as many as yoga over the last 12 months. These formats also accounted for 81% of completely new studios, according to Mariana Tek. The report groups the three formats together, so these figures do not represent Pilates alone.
Among the studio brands surveyed, 56% said they planned to add locations in the next 12 months.
Expansion beyond a single modality was also recorded. Over the last 24 months, just over one in five studios added at least one new modality, with additions led by strength training at 25%, Pilates at 22% and cardio at 18%.
Appointment-based services were offered by approximately two in three active studios over the last 12 months. These included personal training, wellness, recovery and other appointment-type services, which together represented around 12% of check-ins.
Studios offering multiple services generated 40%–51% more in mean monthly revenue than class-only studios. However, the report identifies an association between the broader service offering and higher revenue, rather than evidence that the additional services directly caused the difference.
Pricing increased across both classes and memberships. Average class prices rose by 7% over the last year to US$22.80, while average membership pricing increased by 2% to US$193.10. Membership prices rose in every US region, led by the South at 4.1%.
The report also examined customer acquisition and retention. First-time customers accounted for 19% of monthly studio attendance. Mariana Tek identified measurable warning signs approximately three months before membership cancellation and up to eight months before a long-tenured member downgraded.
The findings reflect Mariana Tek’s US client locations rather than the entire boutique fitness market. Survey findings are based on voluntary responses from 66 Mariana Tek clients who are studio owners and operators.
The full report explores 10 boutique fitness trends, including pricing, studio expansion, retention and service mix. It also examines the top-performing modality combinations, including which pairings are most popular and which perform best. The best performing being HIIT and Pilates. You can download the full report below.
Download Mariana Tek’s 2027 Boutique Fitness Industry Report