Boutique Studios


To determine the demographics of boutique fitness consumers, specifically their age, income, employment details and education level.

Early Findings

Our preliminary research indicates that boutique fitness consumers are predominantly millennials. Non-quantifiable data suggests that these consumers generally have post-secondary education or higher, and have enough disposable income to be able to prioritize luxury-tier fitness.


  • Boutique fitness gyms customers are primarily from the 'younger generations' (millennials and gen Z). Boutique fitness participation is a 'lifestyle habit' for the segment of millennials who have disposable income and who prioritize self-care.
  • The bifurcation between low-end and high-end (boutique) gyms echoes the growing economic polarization in the US. Boutique gyms consumers are typically luxury-oriented consumers, which implies a high level of income. Boutique fitness enthusiasts can easily spend $3,000-$6,000 per year on boutique fitness classes.
  • According to the 2017 IHRSA Health Club Consumer Report, boutique gyms attract a more diverse population as compared to the overall US population.
  • Boutique studios are located mostly in major urban areas, which skews the typical boutique consumer more urban than suburban. These urban consumers also tend to be professionals engaged in knowledge work, which implies post-secondary levels of education or higher.

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Research proposal:

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