Ingrid Owen

Group fitness has experienced massive change over the past three decades, and now it’s the main value proposition in membership pitches. If you doubt this, take a look at the rise in the number of boutique studios. Fitness facility managers are acutely aware of this proliferation, and some may be concerned about competing with studios that offer fitness enthusiasts an “experience” at a premium price. People will pay for a fitness community they enjoy. Understandably, even instructors are being drawn to studios that pay a premium for teaching to a packed room.