Boutique fitness studios have an average retention rate of up to 75%, compared with 50% for traditional fitness clubs, according to EuropeActive’s Retention report 2018.
The report identified pricing as a significant factor in member retention, with boutique studios recording 20% improvement in holding customers beyond one month through dynamic pricing strategies. The report said that membership models in the boutique space have evolved, with some studios using a dynamic-pricing credit system, while others allow the sharing of packs/blocks with friends or family. The report is guided by the following question:
‘which strategies do boutique studios worldwide use to increase customer engagement?’