Boutique Studios: Functional Fitness/Bootcamps


To identify the demographics, psychographics, and trends of the functional fitness/bootcamp fitness space to inform new market positioning and identity for a brand.

Early Findings

We gathered background research on the functional fitness/bootcamp space, and we gained insights on demographics, psychographics, and trends. Here are some key pieces of information we found:



  • Functional fitness bootcamps are not medically recommended for those who have an inactive lifestyle.
  • Participants in functional fitness bootcamps are encouraged to have and share an intense attitude towards achieving fitness results.


  • Several health and exercise professionals agree that functional fitness training is a current fitness trend for 2019 that will continue to grow.
  • Functional fitness bootcamps like Barry's bootcamp have created a current fitness trend in 2019 of repopularizing treadmill equipment.

Proposed next steps:

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Deep dive into the demographics of participants in the functional fitness/boot camp space.
Complete a full psychographic profile for participants in the functional fitness/boot camp space to include: attitudes, lifestyles, values, opinions, and interests.
In our initial research, we found that there are quite a few trends on the functional fitness/ boot camp space. Therefore, we recommend further research to identify 5-7 additional trends.