The boutique fitness industry faces a turning point in 2025. While more people than ever want in-person workouts for the sense of community, competition is fierce. Low-cost gyms and many fitness options make it hard for boutique brands to stand out and grow.
Despite these challenges, leaders in boutique fitness remain optimistic. They believe the human connection created by group fitness is a powerful advantage. They also say brands must expand beyond just studio workouts. To attract informed and sophisticated consumers, they should include services related to longevity, recovery, and overall health.
Athletech News spoke with CEOs from four top boutique fitness companies to get their views on the industry’s current state and future direction.
Xponential Fitness Plans Global Growth
Xponential Fitness is the world’s largest franchisor of boutique fitness and wellness brands. It operates more than 2,000 studios under eight brands, with 470 locations outside the U.S. In 2025, the company aims to increase its global presence.
Mark King, CEO of Xponential Fitness, highlighted the company’s international growth in 2024. Brands like Rumble Boxing, Pure Barre, YogaSix, Club Pilates, and Body Fit Training expanded into countries including Japan, Mexico, Germany, and more across the Middle East, Asia, and Europe.
King says boutique fitness is evolving. Customers want more than just workouts—they want holistic health experiences. This includes stretching, metabolic health, and recovery programs. King points to growing interest in recovery services that help people move better, avoid injuries, and improve performance.
Though King plans to retire after a replacement is found, he remains confident in the industry’s future. He notes that boutique fitness offers more than exercise—it builds community and belonging, helping the sector stay strong despite economic pressures.
FIT House of Brands Combines Multiple Fitness Styles
On March 12, F45 Training launched FIT House of Brands, an umbrella company overseeing F45 (focused on HIIT), FS8 (Pilates, yoga, and toning), and Vaura Pilates (athletic Pilates).
CEO Tom Dowd is working to make FIT a leader in combining traditional workouts with trends like wellness, recovery, longevity, and technology. He told ATN that fitness today involves total wellness, community, and data-driven training.
In 2024, FIT partnered with Hyrox, Red Bull, and telehealth platform Dr. B. The company hit record studio revenues worldwide—F45 increased by 12.4%, FS8 by 23.9%, and Vaura by 51.1%. They opened 75 new studios and signed 87 franchise deals.
FIT’s 2025 goals include expanding globally, growing brand awareness through partnerships, and supporting franchisees with better operations, technology, and new revenue sources like recovery services.
Dowd sees “functional training for longevity” as a major trend. He highlights the growing market of people over 50 who want fitness programs that help them stay strong and mobile as they age.
Challenges remain, including a shortage of skilled trainers, tough competition, and how to smartly integrate AI, wearables, and virtual training into in-person classes.
Barre3 Focuses on Science and Women’s Health
Barre3 is a major player with over 200 locations open or planned. Founded in 2008 by CEO Sadie Lincoln and her husband Chris, the brand thrives on barre workouts and supporting franchisees. Recently, it has acquired smaller barre companies to grow.
Lincoln told ATN that barre3 will keep using technology like wearables and follow scientific research, especially around women’s health.
“What sets barre3 apart is our ability to adapt workouts based on science and client needs,” she said. Barre3 does not stick to one strict method or equipment but evolves its approach to empower clients with mindful movement.
Lincoln encourages other fitness brands to adopt a science-first mindset. This could help improve the industry’s reputation and gain recognition as essential businesses during health crises.
She also noted more doctors are recommending barre3 as preventive care for issues like bone loss, strength building, and surgery recovery.
Orangetheory and Purpose Brands Aim for Major Growth
Orangetheory Fitness is one of the world’s largest boutique fitness brands, with over 1,500 studios globally. In 2024, it merged with Self Esteem Brands, the parent of Anytime Fitness, to form Purpose Brands, which now controls nearly 8,000 locations worldwide.
Tom Leverton, CEO of Purpose Brands, said the company aims to reach 10 million members and 10,000 locations by 2030. Growth will focus on international markets like Canada, Latin America, and the Gulf Cooperation Council countries.
Leverton highlighted personalization as a key trend. AI coaching and human-centered approaches will help tailor fitness experiences. Inclusivity and accessibility are also important as customers seek workouts suited to their unique needs, including mental wellness and cultural relevance.
He said fitness brands must advocate for policies that support consumer access to health and wellness services. Leverton also emphasized the importance of monitoring geopolitical issues to manage supply chain risks while expanding.
