LONDON BOUTIQUE STUDIO Report 2023 Contents

INTRODUCTION

FOREWORDS

Continued Creativity by David Minton, Founder, Leisure DB

New Opportunities by David Turner: Chair, Leisure DB

INDUSTRY VIEWS

A Landlord’s Perspective: Steven Stedman & Will Brown, Central London Retail Division, CBRE

Investor Perspective: Joshua Neish, Head of Hospitality & Leisure, Barclays Corporate Banking

Focus on what you can control: Samantha Teleaven, Associate, Pinsent Masons LLP

Talent Attraction: Maddie Cummings, Account Director, Love Recruitment

Reimagining Boutique Fitness: Phil Horton, Country Director UK, mina bodytec

Breathe Easy: Makes Aggarwal, Director, EWA Controls

DEFINITIONS

Boutique Studios, Boutique Studio Types, Top Operators, Independents, Multi-site Operators, Openings & Closures, Unlimited Monthly Membership, Class Pack

ANALYSIS & COMMENT

Winds of Change - Emma Barry

Market Trends - Jon Canarick

Frame - Joan Murphy

Ten Health & Fitness - Joanne Matthews

Barrys - Sandy Macaskill

Blok London - Ed Stanbury

UFB - Richard Smith & Steph Davies

Psycle - David Watt

BFT - Cameron Falloon

Exponential Fitness - John Kersh

TOTAL MARKET

LONDON SNAPSHOT

Infographic showing London Adult (18+) population, % male, % female, % aged 20-39 years, % in Mosaic Group A

Map showing overview of Mosaic Group A household locations

Infographic showing Mosaic Group A key features

OVERVIEW & KEY FINDINGS

Graph showing number of boutique studios in London from 2011-2023

Table showing breakdown by studio type 2018 & 2023 and % change

STUDIO LOCATIONS

Map showing overview of Cardio, Mind & Body and CrossFit studio locations

Table showing count of studios by London borough

Map showing concentration of Boutique studios by London borough

Graph showing studio type counts by London borough

STUDIO OPENINGS

Graph showing number of new boutique studio openings in London 2011-2023

Graph showing number of new openings - by boutique studio type 2011-2023

STUDIO CLOSURES

Graph showing number of boutique studio closures in London 2019-2023

STUDIOS PER LOCATION

Table showing number of studios per boutique location - by boutique studio type

Average capacity per individual studio - by boutique studio type

CLASSES & TIMETABLES

Chart showing boutique classes by day of the week - London 2018 v 2023

Chart showing average number of classes by boutique studio type

PRICING

Chart showing average price of boutique studios 2018 v 2023: 1 class; 5 class pack; 10 class pack; 20 class pack; 30 class pack; Unlimited Monthly Membership

Chart showing average price of boutique studios 2018 v 2023 by boutique studio type: 1 class; 5 class pack; 10 class pack; 20 class pack; 30 class pack; Unlimited Monthly Membership

MULTI-SiTE BRANDS

STUDIO NUMBERS

Table showing studio count 2018 v 2023 by top boutique brands, count of openings and closures since 2018 by brand.

Chart showing market share % by Top 10 brands v Rest of Market

Chart showing Top 10 boutique brands in London: Number of locations

PRICING

Chart showing unlimited monthly memberships - average fees by brand

10-class pack cost - average fees by brand

MARKET TRENDS

MULTIPLES vs INDEPENDENTS

Chart showing number of independent and multi-site boutique studios in London

ONLINE PROVISION

Chart showing % of boutique sites which have an online offering - Yes/No %

Chart showing % of boutique sites by boutique studio type which have an online offering - Yes/No%

MEMBER MANAGEMENT SYSTEMS

Chart showing number of boutique studios using each of the Member management systems

Chart showing number of boutique studios using each of the Member management systems - by boutique studio type

LEISURE DB

Report Methodology

Our Partners

Our Team of Experts

Work with us