AusLeisure

Creating a close-knit culture where their clients know each other and enjoy socialising outside of training, in particular for boutique fitness businesses, has become a key factor in attracting and retaining clients.

As Fitness Australia Chief Executive, Barrie Elvish explains “what boutique studios do so well is building a brand within a brand.

“Often boutique business owners have chosen their studio based on their passion for a specific style of training or for a particular community group, like Millennials who are loving HIIT or new mums who are loving their outdoor bootcamps.

“Studio owners have managed to create a sense of family and culture within their studios which taps into our sense of belonging.”

Elvish acknowledges boutique studios for creating a culture that’s bigger than just exercise, adding “it’s more of a lifestyle clients identify with (and) beyond the bottom line, it’s also a win on a human level, creating feel-good ripples of social connectedness not just among members but among the studio’s teams too.”

With Fitness Australia engaging with hundreds of boutique studio owners each year to support their needs through hands-on team training, resources, business savings or guidance, the body has created a new Boutique Business Membership category catering for studios and single-service model operators like cycle, yoga, barre and Pilates studios, functional Training studios and outdoor bootcamps, with dedicated all-round business best-practice support and tools.

Aiming to support the needs of these businesses, Elvish concludes that, with the new member category, “we’re confident that we have the experts and resources to support all areas of a fitness and wellness studio. Human resources, legal, sales, marketing, recruitment, industry standards and guidelines, staff learning.”

Click here to learn more about Fitness Australia’s Boutique Business Membership.

Main image courtesy of The Studio HQ.

Related Articles

1st July 2019 - Music copyright negotiations set to give licensed fitness providers a reduction in fees

7th June 2019 - Australian Register of Exercise Professionals opened to allow for more degree-qualified people to work in fitness

30th April 2019 - Fitness Australia Chief Executive queries ‘self-reported participation rates’ in Ausplay Report

11th April 2019 - New permanent Fitness Australia Chief Executive announces peak body will focus on ‘core business’

25th February 2019 - Hypoxi weight loss studios ‘simple business model’ now operating in 65 Australian locations

15th January 2019 - Fitness Australia names new Chief Executive

29th May 2018 - Fitness Australia announces Industry Council appointees

14th April 2018 - Women drive global growth of boutique fitness studios

11th April 2018 - New Zadi studios plan to ‘disrupt’ female fitness

29th January 2016 - Study to explore marketing trends in boutique fitness studios

4th November 2014 - Fitness First Bond Street Sydney club adopts boutique approach to strength training

5th December 2013 - Pelotone indoor cycling centre opens in Sydney’s west

27th October 2011 - Fitness Australia announces industry Honour Roll

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.