The fitness industry has undergone numerous changes over the past two decades, with trends swinging between large-scale, big box gyms and smaller, boutique fitness studios. Both offer distinct experiences, but increasingly, consumers are seeking a middle ground that combines the best of both worlds: the personalized service of boutique studios with the affordability and accessibility of big box gyms. Fitness Premier 24/7 Clubs, the community-focused fitness franchise, has positioned itself as a leader in this hybrid space, offering a unique balance that caters to a wide range of fitness enthusiasts.

“Over the last 20 years, the business has trended in every different direction,” said Rick King, COO of Fitness Premier. “People have moved from big box to boutique and right now, the last couple years, I think they’ve moved back to the big box trend again. And now we’re seeing it come back to the center.”

Blending Boutique Personalization with Big Box Flexibility

The appeal of boutique fitness studios is rooted in their personalized approach to fitness, offering specific classes, tailored experiences and more intimate atmospheres. However, these studios often lack the flexibility and scale that big box gyms provide. Fitness Premier has managed to capture the strengths of both models, giving it a competitive edge in the market.

“We have the boutique value — quality, programming, feel, personalization, goal attainability, etc. — but we also have your everyday fitness users that the big box gyms attract as well,” said King. “So, we kind of position ourselves right in the middle where we have what we feel is the best of both worlds.”

One of the key differentiators for Fitness Premier is its emphasis on customer relationships and building a strong community. This aspect is often missing in large-scale gyms where members may feel like just another number. “Initially, when a big box facility opens in a market, people are attracted to it because it’s 40,000 square feet, it’s shiny, has a low price point, etc.,” said King. “They get an influx of members, but I think people realize quickly that they want more than that. They want some personalization. They want a name.”

Attracting a Diverse Membership

While boutique studios often cater to a niche market, Fitness Premier’s hybrid model attracts a broad spectrum of members, from those seeking a more tailored experience to those who simply want a solid workout. King points out that boutique fitness consumers tend to jump from one specialized studio to another, looking for variety in their routines. Fitness Premier 24/7 Clubs captures this market by offering a range of programs under one roof.

“In the boutique markets, there’s a lot of different brands. Some people will stay at one for three or four months at a time and then go to another. They’ll stay at one that specializes in yoga, then they’ll go to one that specializes in spin,” King said. “They move around a lot because in the boutique market, it’s so dialed in to one thing that people want more variety. So, we’re attracting that customer as well, because of our programming and variety combined with the everyday fitness use when they just want to work out on their own and have the flexibility of 24-hour access.”

Member Retention Through Personalized Service

One of the biggest challenges for any gym — whether boutique or big box — is member retention. Fitness Premier 24/7 Clubs prioritizes building strong connections with its members from the moment they walk through the door, ensuring that their first experience is welcoming and sets the tone for a long-term relationship.

“Our primary focus has always been the point of first contact. I think that’s your best opportunity to make somebody feel connected and retain them for longer,” King said. “People are admittedly a little reserved about entering a fitness center for one reason or another. They’re not sure how they’re going to get treated, if they’re going to feel comfortable. There are a lot of barriers to overcome right away. So, we train our staff very diligently and have a lot of structure in place for how we treat the customer and what we go through at that point of first contact.”

Beyond the initial interaction, Fitness Premier maintains strong communication with its members, hosting community events and offering high-quality instruction to ensure people feel valued and supported throughout their fitness journey.

“We’re diving into their goals — who they are, what works for them, what hasn’t worked for them in the past, what they’re looking to do, how they want to be treated,” said King. “That experience on their first visit is drastically different than at every other place.”

Multiple Revenue Streams: A Key Advantage Over Big Box Gyms

From an operational perspective, Fitness Premier’s hybrid model also offers financial advantages over both boutique studios and big box gyms. Unlike big box gyms, which often rely solely on membership fees, or boutique studios, which typically generate revenue from a single service, Fitness Premier 24/7 Clubs benefits from multiple revenue streams.

“We capitalize on our personal training and group training revenue streams, we capitalize on nutrition revenue streams, we capitalize on stretch revenue streams — and then the newest, biggest addition to the revolution is the whole recovery aspect,” said King. “With our model, you’re able to capitalize on all of these revenue streams.”

This diversity of offerings allows Fitness Premier 24/7 Clubs to remain competitive in an industry that is constantly evolving. By blending the best elements of boutique fitness — personalization, programming and community — with the flexibility and affordability of big box gyms, Fitness Premier has created a unique niche that appeals to a wide range of fitness enthusiasts.

Fitness Premier: Offering the Best of Both Worlds

As the fitness industry continues to evolve, Fitness Premier’s ability to offer the best of both boutique and big box models gives it a distinct competitive advantage. With a strong focus on customer service, personalized programming, and multiple revenue streams, Fitness Premier 24/7 Clubs is well-positioned to attract a diverse range of members and keep them engaged for the long term.

Or as King put it, “We’re positioned right in the middle, where we have what we feel is the best of both worlds.”

To find out more information on costs to buy this franchise, please visit https://ownafitnesspremier.com/.

About Fitness Premier 24/7 Clubs: 

Fitness Premier 24/7 Clubs is a fast-growing, 18-location, fitness concept that creates a community with its staff and guests.  At Fitness Premier 24/7 clubs, some of the amenities include 24/7 Access, Hydromassage, Sauna, Red Light Therapy, Group exercise classes, supervised kids club, and training & nutrition programs. Backed by franchise executive, Jason Markowicz and his franchisee-focused corporate team, Fitness Premier differentiates itself with great people, culture, and systems compounded by a growth focus in strategic markets . To learn more about franchise opportunities, visit https://1851franchise.com/fitforyoufranchising.