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1. a small store selling fashionable clothes or accessories.
2. a business that serves a sophisticated or specialized clientele.
3. a word used to describe a fitness studio that offers a specialized workout experience.
The fitness industry is forever evolving. From old aerobics tapes to big box gyms, how and where we exercise constantly changes. Amongst the on-demand videos and memberships, there’s one trend that is reshaping our wellness routine: boutique fitness—and it’s here to stay.
But what is boutique fitness? And how does a word that is often used to describe high-end shops and hotels become the new name of a sweat-worthy revolution? It starts with the millions of people worldwide who belong to a fitness studio (a record 18.2 million in the US to be exact) and one of the largest generations in history: millennials. All are looking for the best workout experience.
“I think people in my generation are more willing to invest in what challenges them and makes them healthy,” says Carla Zuniga, a millennial who grew bored of traditional gyms told the L.A. Times.
“This generation has created a personalized on-demand economy," said Doug Hecht, MINDBODY SVP of Consumer Products. "They seek value rather than price, and are spending more on experiences rather than things.”
Thousands of the businesses on the MINDBODY app are considered boutique—offering workouts or services with a high experiential factor, smaller, more intimate class sizes, and strong brand association. Plus, a comradery that can’t be ignored. The whole “vibe attracts your tribe” is applicable here, and a handful of these studios are totally Instagrammable. This breed of studio has become more than just a place of exercise. The great ones have transformed into community-powered lifestyle brands, which aim to exist in every part of their customer’s daily lives.
Ask anyone who goes to a boutique studio why they take classes there, and they will tell you it’s the feeling you’re left with post-class. Customers believe in the message of their favorite studio, the ‘why,’ and feel a strong pull towards the studio’s core values. Lotte Berk, who invented barre in the 1960s, had the right idea when she opened a small basement studio in London, attracting top-notch clientele.
So, what does the future hold for this sector and what are the upcoming trends that will have an impact? Emma Barry—the founding member of Les Mills International and former Director of Group Fitness Programming at Equinox—told WellToDo that she is confident we will continue to see a growth in boutique expansion.
“Boutique fitness will continue to capture the hearts and heart-rates of more consumers as the fitness and wellness purse continues to fill,” said Emma. “…Expect HIIT, bodyweight training, strength, yoga and functional fitness (all top 10 worldwide trends) to continue their presence along with boxing boutiques and recovery/stretch labs.”
But, don’t let the word dissuade you. Booking a class at a "boutique" fitness studio doesn’t have to be intimidating. It doesn’t have to be considered “luxury.” Whether you’re tapping into the Barre3 benefit, flowing hard to hip-hop at Y7, or checking out Beginners Pilates at your local spot, studios of all sizes and reach are using this idea of “boutique” to give you a great workout—and an intoxicating (fitness) experience, no matter what your goals are.
Kyle House Fitness is Chattanooga’s premier fitness program offering group fitness classes and personal training with the best-certified instructors and trainers in the area. Located on Chattanooga’s thriving Southside, Kyle House Fitness is more than a gym, they pride themselves on building a welcoming and inclusive community. The owners of this gym, Kyle House and Kyle Miller (AKA The Kyles), may sound familiar to you since they recently wrote a blog post for us on how to be an LGBTQIA+ ally in the fitness space.
Since they happen to be one of the most influential duos in the fitness industry, we were eager to sit down and learn more about what wellness means to them. Ready to get to know The Kyles better? Let’s dive in.
We have always had a love for fitness. From an early age, we were both very athletic (swimming, gymnastics, and cheerleading). Once we graduated, we slowly transitioned into training young athletes and then later started working on our careers. Kyle House started personal training at a large gym and began building a solid career as a personal trainer and groups fitness instructor. Kyle Miller started working in marketing and communications ranging from politics, law enforcement, and tech becoming a leading public relations professional. After working in their fields for about 10 years they decided to combine their love of fitness with their experience and built one of the most successful fitness facilities in Chattanooga, Tennessee.
During our time working at other gyms and visiting other facilities that many were either missing qualified and motivating trainers, topnotch customer service, or a workout that was balanced and would lead to results for everyone whether they were casual fitness enthusiasts or hardcore athletes. We are motivated on a day-to-day basis by the idea that we can always be better. The experience can get better, the community can grow stronger, and we can continue to show people that fitness is more than just a way to look good, it's therapy.
Wellness to us has always been about leading a life that is balanced. It's not all fitness, it's not all work, it's not all fun... it's not all healthy food, it's not just junk food—it's about finding a way to reach your own personal goals while still having a healthy relationship with fitness, friends, family, and food—otherwise known as the four Fs.
If you're in the Chattanooga area, you should definitely check out Kyle House Fitness to take your wellness routine to the next level. You can book classes on the Mindbody app or through their KHF app.