Mariana Tek’s 2026 Report shows boutique fitness entering a smarter, steadier phase, with attendance on track to surpass pre-pandemic levels and many studios planning to open new locations
Boutique fitness has grown up. The playlists are still loud, the lighting’s on point, but the rhythm has changed. While the fitness industry is built on defying age, this kind of aging is a good thing.
That’s the takeaway from Mariana Tek’s 2026 Boutique Fitness Industry Report. The boutique fitness software platform from Xplor Technologies points to a category that’s more strategic, more tech-savvy and finally hitting its stride.
Class prices increased 6% year-over-year, from $20.10 to $21.32, while attendance has nearly returned to pre-pandemic levels and is expected to surpass 2019 numbers by the end of this year.
In terms of modalities, Pilates still leads the pack – unsurprising, considering a recent report projecting the global Pilates and yoga studio market to soar from $120 billion in 2025 to $521 billion by 2035.
Of the studios on Mariana Tek, 43% list Pilates as their primary modality, followed by yoga, barre and indoor cycling (19%), then HIIT (18%). Among studios that expanded in the past year, 60% added Pilates to their class mix, proof that the modality’s momentum isn’t slowing anytime soon.
But there’s more happening behind the front desk. Mariana Tek reveals what’s keeping classes full and members coming back long after the intro pack runs out, as well as what some boutique fitness operators have in the works for 2026.
Gen Z Is Showing Up
Although they undeniably flock to high-value, low-price (HVLP) big box gyms, Gen Z is also on board with boutique fitness, with their share of class visits climbing 11% in the past three years. Meanwhile, Millennials are holding strong and still account for 49% of overall attendance.
As the report states, younger consumers are craving community more than any generation before and studios that win the most with Gen Z are those who embrace their role as a comfortable, welcoming third space.
Word of mouth remains the top acquisition channel for 86% of studios, and loyal clients play a major role in that momentum. The report found that 13% of new customers to Mariana Tek studios arrive as a guest of an existing member via its Bring a Guest feature.
On average, returning customers take 5.1 classes per month, more than 60 visits a year.
The 5 Visit Rule
The data is clear: the fifth visit is the turning point, or, as Mariana Tek calls it, “the money visit.”
Retention climbs steadily between visits one and four, then holds above 90% once a client hits visit five. It’s also the most common conversion point to membership in the U.S., making every touchpoint before that visit count, the report notes. Even getting someone to their second class nearly doubles their odds of converting.
The report also outlines how studios can turn members into true brand advocates and keep engagement high. The most effective ones are celebrating their clients, such as spotlighting them on social or rewarding referrals with credits or merch. Limited-edition gear and member-only events also create a sense of belonging, turning regulars into loyalists while quietly boosting retail.
Paid Beats Free in the Intro Game
Studios that charge for intro offers, particularly with multiple classes, see stronger conversion rates than those offering free trials, according to the report. The reason is simple enough: clients need to have “skin in the game.”
Intro offers that include more than three visits have maximum revenue impact, Mariana Tek notes.
As far as third-party booking systems, the report reveals that while they play a role in customer acquisition (33% of first-time visitors are there because of them), they are ultimately “less impactful” in creating loyal clients. In fact, only 2% of visitors from third-party booking platforms end up converting to a membership, and if they do, it takes them considerably longer.
Expansion, Wellness & What’s Next
Looking ahead, growth is still the dominant storyline, as 79% of studios surveyed plan to open new locations within the next 24 months. Recovery and wellness services are also becoming standard features: 27% of studios already offer them, and another 25% plan to add them soon.
Studios are expanding their reach beyond their four walls with collaborations, outdoor classes and themed pop-ups: 61% of operators said they plan to host special events as a revenue driver in the next two years, and 77% named a special event as their top community-building activity this year.
Even as GLP-1 medications reshape public perceptions of weight loss, operators report no slowdown. The vast majority say the drugs have had no impact (59%) or may even help boutique fitness studios (23%). Instead, when asked what trends they predict will influence boutique fitness studios the most in 2026, those surveyed said women’s health and strength training.
Xplor Mariana Tek’s 2026 Boutique Fitness Industry report is available for download here.
