In recent years, fitness habits and consumption have shifted significantly: Millennials and Gen Z are turning away from traditional gyms in favour of boutique studios. This trend is driven not just by the motivation to exercise, but by a desire for personalised, premium and authentic experiences.
Millennials and Gen Z represent over a third of the adult population in the US, yet account for over 41% of wellness spending, according to McKinsey. The trend is also mirrored in the UK and Germany, where wellness is rated a top priority, with 79% of consumers reflecting similar spending patterns. Health is no longer occasional or secondary; it’s a desired lifestyle – a key reason for the rapid growth of boutique studios worldwide.
The global boutique fitness market rose from €39.7 billion in 2023 to €43.1 billion in 2024 and is on track to reach €69 billion by 2030 – an annual growth rate of 8.2%. In Europe, gym members jumped 12.3% to 63.1 million active users across 63,830 clubs. While growth spans the entire sector, boutique studios stand out, propelled by niches like Pilates, cycling, HIIT and wellness programmes.
Boutique studios also generate higher revenue per member: while conventional gym users pay €40-€60 per month, boutique members invest €110-€125 on premium, personalised experiences.
Beyond the numbers, boutique studios deliver specialised classes – from Pilates and cycling to barre, yoga and HIIT – all within an intimate, well-designed spaces. Many now integrate technology, using performance-tracking apps, adaptive playlists, augmented reality, hybrid formats that blend-in-person and digital experiences – making workouts more engaging and immersive.
Community is another key driver. For Millennials and Gen Z, it’s about belonging – celebrating wins and building connections in small groups. There are also choices shaped by sustainability, authenticity, ethical practices, and the pursuit of balance between body and mind. With over 80% of young adults reporting daily stress, training has become not just about fitness, but a tool for managing mental health, emotions and everyday life.
Ultimately, boutique studios succeed by offering what these generations value most: premium, personalised, tech-enhanced and emotionally engaging experiences.
