Small Studios Have Something Bigger Going On

Creating a close-knit culture where their clients know each other and enjoy socialising outside of training, in particular for boutique fitness businesses, has become a key factor in attracting and retaining clients.

“What boutique studios do so well is building a brand within a brand,” says Barrie Elvish, CEO of Fitness Australia, the peak industry association working to get more people, more active, more often.

“Often boutique business owners have chosen their studio based on their passion for a specific style of training or for a particular community group, like Millennials who are loving HIIT or new mums who are loving their outdoor bootcamps,” adds Barrie.

Fitness Australia - Best Practice Is Our Speciality

“Studio owners have managed to create a sense of family and culture within their studios which taps into our sense of belonging.”

It creates a culture that’s bigger than just exercise; it’s more of a lifestyle clients identify with.

Beyond the bottom line, it’s also a win on a human level, creating feel-good ripples of social connectedness not just among members but among the studio’s teams too.

“My team meet with hundreds of boutique studio owners each year to support their needs through hands-on team training, resources, business savings or guidance.”

Fitness Australia’s new Boutique Business Membership caters for studios and single-service model operators like Cycle studios, Yoga, Barre and Pilates studios, Functional Training studios and outdoor bootcamps, with dedicated all-round business best-practice support and tools.

“We focus on best-practice in all our services.”

“We’re confident that we have the experts and resources to support all areas of a fitness and wellness studio. Human Resources, Legal, Sales, Marketing, Recruitment, industry standards & guidelines, staff learning – you name it, we’ve got it,” insists Barrie.

So, how do you go about taking your studio or training environment from a place where people just go to get their workout done, to creating a bigger, inclusive social culture that people truly feel a part of?

We’d love to hear your story – email us at

Learn more now about Fitness Australia’s Boutique Business Membership.

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