2018 London boutique studio report contents
FOREWORD
David Minton’s insight into the boutique studio market.
1: LONDON
Infographic showing key London stats: population, male / female split, prominent Mosaic group and % aged 20-39.
Image showing the key Mosaic group A characteristics.
Map of the group A households in London.
2: DEFINITION
LeisureDB definition of a boutique studio:
1. A boutique studio must be a permanent, standalone group exercise studio.
2. It typically has a premium price tag (monthly membership over £100 and/or a 10 class package over £120
3. No Long term commitment
4. Offers 20+ classes a week
5. Can accommodate 8+ people in a class
6. Is of boutique quality
Boutiques studios not included in the report:
1. Non Standalone studios (eg Blaze at DLL) pop-up studios (eg Notorious LDN)
2. Non permanent studios (eg Lululemon's in store classes)
3. Outdoor fitness (eg Military Fit or North Face trail runs)
3: OVERALL MARKET
Number of London boutique studios including HIIT, Mind & Body and CrossFit split.
Graph showing the growth of all London boutique studios from 2011 to 2018.
Graph showing the growth of HIIT boutique studios from 2011 to 2018.
Graph showing the growth of Mind & Body boutique studios from 2011 to 2018.
Graph showing the growth of CrossFit boutique studios from 2011 to 2018.
Map showing the location of all London boutique studios.
Table showing the number of boutique studios per London borough.
Graph showing the number of studio openings per year from 2011 to 2018.
Timeline showing the year brands entered the London boutique market.
Table showing the top brands by number of clubs open on the 31st October 2018.
4: PRICING
Graph showing the average prices for class packages.
Graph showing the average prices for monthly memberships.
Graph and table showing the brands by monthly membership fees.
Graph and table showing the brands by 10 class package cost.
5: STUDIO INSIGHTS
Graph showing the number of classes per day of the week.
Graph showing % of studios with the following class groups: cardio, mind & body and strength.
Graph showing the % of studios with the following class types: barre, boxing, CrossFit, group cycling, Pilates, TRX and yoga.
Graph showing the brands by total number of weekly classes across all sites.
Graph showing the brands by average number of weekly classes per site.
Table showing the % of studios per site.
Graph showing the % sites with a studio capacity between 1-10, 11-20, 21-30, 31-40, 41-50, 51-60 and 60+.
Infographic showing the % of studios with the following extra facilities: branded clothing, café, juice or smoothie bar, heart rate monitoring, open gym use and personal training.
6: SOCIAL MEDIA
Infographic showing the number of brand level social media accounts and site level social media accounts across Facebook, Instagram and Twitter. For each, the total number of Facebook likes, Instagram followers and Twitter followers.
Image showing the top 6 boutique brands by number of Instagram followers.
HIIT ANALYSIS
7: HIIT MARKET
Map showing the location of all London HIIT studios.
Graph showing the number of HIIT studio openings per year from 2011 to 2018.
Table showing the HIIT brands by number of London studios, average monthly membership fee, average 10 class package cost, total number of classes, average number of classes per studio, total capacity and average capacity per studio.
Graph showing the average prices for HIIT class packages.
Graph showing the average prices for HIIT monthly memberships.
Table showing the % of studios per HIIT site.
Graph showing the number of classes per day of the week.
Graph showing the % HIIT sites with a studio capacity between 1-10, 11-20, 21-30, 31-40, 41-50, 51-60 and 60+.
Image showing the top 6 boutique HIIT sites by number of Instagram followers.
MIND & BODY ANALYSIS
8: MIND & BODY MARKET
Map showing the location of all London Mind & Body studios.
Graph showing the number of Mind & Body studio openings per year from 2011 to 2018.
Table showing the Mind & Body brands by number of London studios, average monthly membership fee, average 10 class package cost, total number of classes, average number of classes per studio, total capacity and average capacity per studio.
Graph showing the average prices for Mind & Body studio class packages.
Graph showing the average prices for Mind & Body studio monthly memberships.
Table showing the % of studios per Mind & Body site.
Graph showing the number of classes per day of the week.
Graph showing the % Mind & Body sites with a studio capacity between 1-10, 11-20, 21-30, 31-40, 41-50, 51-60 and 60+.
Image showing the top 6 boutique Mind & Body sites by number of Instagram followers.
CROSSFIT ANALYSIS
9: CROSSFIT MARKET
Map showing the location of all London CrossFit studios.
Graph showing the number of CrossFit studio openings per year from 2011 to 2018.
Graph showing the average prices for CrossFit studio class packages.
Graph showing the average prices for CrossFit studio monthly memberships.
Table showing the % of studios per CrossFit site.
Graph showing the number of classes per day of the week.
Graph showing the % CrossFit sites with a studio capacity between 1-10, 11-20, 21-30, 31-40, 41-50, 51-60 and 60+.
Image showing the top 6 boutique CrossFit sites by number of Instagram followers.
BRANDS
10: BRAND PAGES
Individual page for each of the 32 HIIT and Mind & Body brands including an about section, the studio USP, number of studios, the year the first UK studio opened, the average weekly visits and most popular class.
11: METHODOLOGY
12: THE DETAIL
13: DISCLAIMER
14: ABOUT LeisureDB