精品店与健身工作室：美国行业报告

Boutiques &Fitness Studios:USA Industry Report A snapshot of the trends, challengesand opportunities for fitness studiosin the United States S E PT E M B E R 2 0 2 4 Contents Introduction04 Key challenges facing fitness studios08 Creating a personalized fitness experience for members14 Using technology to boost member engagement18 Demographics23 Introduction The COVID-19 pandemic had significant impacts on the fitnessindustry in the US. As fitness studios were forced to temporarilyclose their doors and memberships were frozen or cancelled,the industry’s revenue took a serious hit. At the same time, manyconsumers sought out online coaching options, creating moredemand for remote workouts but also creating a desire for amore personalized health experience. Now, in the context ofslow recovery, fitness studios are looking to maintain a strongbrand identity in a crowded and competitive market. scale gyms, and usually offer just one or two modalities.There are approximately 40,000 boutique fitness studios acrossthe US. This study, commissioned by Hapana and conducted byMcCrindle, seeks to provide a snapshot of the current trendsimpacting fitness studios across the United States and theopportunities and challenges for fitness studio leaders. Intoday’s dynamic market, the ability to adapt and innovateis crucial for sustained growth and success and knowing thetrends can help businesses prepare well for the future. Insightsin this report are based on an online survey of 324 fitness studioowners and managers from across the United States. With their focus on small classes and individual attention,boutique fitness studios are well placed to respond to thesetrends.Boutique fitness studios are usually smaller than large About Hapana Hapana is the leading fitness software that unlocks growthand efficiency for gyms, fitness studios and franchises. Usingautomated lead nurturing, a captivating member experience,multi-layered reporting, and advanced day-to-day operationalcontrols, Hapana’s all-in-one platform helps grow yourmember community, expand your location footprint, and boostyour top line revenue. Find out more RE P O RT I N G A N D A N A LY T I CS M E M B E RS H I P M A N A G E M E N T Lay the foundations for flexible fitnessstudio with Hapana's gym membermanagement software across sales,scheduling, and more. Choose Hapana's gym managementdashboard for real-time performanceupdates, one-click customized reports, andadvanced business insights. M E M B E R M O B I L E A P P M A RKE T I N G A U T O M A T I O N Grow your gym or fitness studio with acustom branded app that wraps Hapana'spowerful features in your overall gymbranding. Never lose a lead and keep the customersyou have with the all-in-one fitnessmarketing automation platform across allchannels. Get a demo. C H A L L E N G E A P P F E A T U RE D I G I T A L C O N T E N T S U I T E Curate fitness resources with Hapanaisdigital content suite. Level up memberengagement with a one-for-all virtualgym app. Our industry-first challenge feature isdesigned to propel your business forward,helping you expand your community,separate you from your competitors, andboost your revenue effortlessly. Fitnessstudiosin the US3 There are more than40,000boutique fitness studiosacross the US2 Most fitness brands (75%) have 1-5physical locations Over 4 in 5 (83%)fitness studioshave an annual revenue of atleast $250,000 Most staff members are working full time equivalent hours Median number of staff per fitness organization (could be across multiple studios) 2 3 14 Contract or freelanceworkers Part time staffLess than 35 hours per week Temporary staffHired for short term needs Over half (54%) of fitness studios maintain between 100-399 active memberships Fitness brands are anticipating growth in the future Key challengesfacing fitnessstudios “In the next three years, fitness studios will face challengeslike meeting changing customer preferences. People nowwant more personalized and convenient options, like onlineclasses. Studios also need to keep up with safety concernsand handle rising competition from online fitness apps.” – Fitness studio manager, 38, New York With numerous changes occurring in the fitness industry, fitnessstudios must adapt quickly to stay ahead. More than four in five(81%) fitness studio owners and managers strongly/somewhatagree that continuous improvement and adaptation is necessaryto stay competitive for their business. The key challengescurrently facing fitness studios are recruiting, retaining andmanaging staff, adapting to fluctuations in membership due toeconomic pressures and seasonal influences and maintaining astrong brand in a competitive environment. 58%Adapting to seasonal fluctuations inmembership and attendance Top challengesfaced by fitnessstudio owners andmanagers 63%Maintaining a strong brand identity in acrowded and competitive market Strongly/somewhat agree: 58%There is growing competition in the