Yoga, Pilates and Barre currently dominate the boutique fitness market, but HIIT expected to gain ground by 2029
Those in the yoga, Pilates and barre industries have reason to celebrate being the leading modality in boutique fitness, but high-intensity interval training (HIIT) is set to become a lucrative opportunity in the near future, according to a new report
Demand for personalized fitness experiences, professional training and a sense of community is driving the boutique fitness industry’s global market value, which is expected to reach $54.81 billion by 2029, up from $34.3 billion in 2023, according to Research and Markets.
More than ever, fitness consumers demand curated, unique experiences to escape the mundane—and they’re finding that in boutique fitness.
King of the Mountain: Yoga, Pilates and Barre
Boutique fitness franchises span many categories from cycling to weightlifting, but yoga, Pilates and barre have emerged as clear market leaders by 2024, according to Research and Markets.
YogaSix, a global yoga franchise brand owned by Xponential Fitness, recently opened its 200th studio. YogaSix is ​​a modern take on an ancient practice, creating an environment filled with ambient lighting and upbeat music, and offers heated and unheated classes to members. CorePower Yoga is another dominant franchise, currently with more than 200 locations.
Pilates remains popular across the country. Xponential Fitness is the leader in the field, with 1,000 Pilates studios and counting, but so is competition. JetSet Pilates is a Miami-based brand that is rapidly expanding across the United States and internationally. F45 Training is also tapping into the Pilates trend, launching Vaura Pilates on New York City’s Upper East Side, with plans to open more studios soon.
As for ballet, this ballet-inspired strength workout promises toning results and has developed a loyal following around the world. Barre3, a boutique fitness franchise that has been involved in Pilates for 15 years, recently acquired Midwest barre brand The Barre Code, expanding its global footprint to 185 studios.
HIIT case
While yoga, Pilates and Barre may currently hold the highest share of the boutique fitness market, market reports tout HIIT as the fastest-growing boutique fitness modality over the next five years. This is because HIIT appeals to time-conscious fitness consumers who want results in the shortest amount of time.
“HIIT appeals to time-conscious individuals looking to achieve maximum fitness results in the shortest amount of time, making it ideally suited to a boutique environment where quality over quantity is a priority,” the report comments.
Leading boutique fitness companies have placed their bets to prepare for the HIIT surge. Barry’s, synonymous with high-intensity interval training, is targeting massive growth by 2030. Those include plans to expand into less populous and non-coastal cities in the U.S., where boutique fitness isn’t always popular.
Barry’s CEO Joey Gonzalez told ATN last summer: “Based on the evidence that we currently have in the market, I would expect that in the next five years or so, we will open 200 stores in the United States.”
Barry’s will also be aggressive in international expansion. The boutique fitness brand has announced the opening of additional studios in Israel, Bahrain, Barcelona and Egypt. It is also developing new territories in the Middle East, including the United Arab Emirates, which has three operating studios: Qatar, Kuwait and Lebanon.
The common appeal of boutique fitness
No matter what method is used, Report This shows that boutique fitness is generally in good growth shape. Factors include rising concerns about obesity and chronic disease, as well as a “growing interest” in personalized and unique fitness experiences, both of which are driving consumers to invest in boutique fitness memberships.
Influencer culture and social media also play a key role in interest in all things boutique, with TikTok users sharing transformative ‘before and after’ videos of their sculpting and toning results in Pilates or Barre, or discussing They view the benefits of yoga as a way to reduce stress or improve posture.
The increased interest in professional fitness experiences may also come down to another reason: For newcomers or those returning to fitness habits they abandoned years ago, gyms can present an intimidating environment with little opportunity for connection. , unfamiliar with the machine and lack of guidance.
In contrast, boutique fitness classes offer structure and reliability, with set times, focus on a specific format, and an instructor guiding the entire experience. Boutique fitness studios tend to focus on the different fitness and ability levels of class participants, providing an inclusive atmosphere. For example, popular Pilates-inspired brand Solidcore recently launched an introductory class designed to teach beginners techniques.
Many boutique fitness studios also strive to offer more than just calorie-burning workouts; they promote community by chatting with new members before classes, encouraging conversation between regular attendees and first-time attendees, or hosting special events.
