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The boutique fitness space has been a growing sector for over a decade. From 2013 to 2017, the sector increased by 121% and held 40% of the market. Whereas, normal commercial gyms held only 18%.
When you break it down even further, personal and small group training are the most popular types of studios, with yoga and pilates ranking in second place.
There were worries when the pandemic struck that there would be irreversible damage done to boutique fitness gyms. However, things are looking up as it is still the fastest growing sector in the fitness industry. It’s estimated to reach $22.1bn this year, up 4.63% from pre-pandemic levels. Millennials spending $7bn on memberships annually is fueling a big part of this growth. They’re happy to pay a hefty premium if it provides a high value experience.
A local yoga and pilates studio bringing experience, community and wellness together is Ebru Evrim. Ebru Evrim is a Skipton-based studio run by Ebru – a trained and popular yoga instructor. Ebru moved from Istanbul to North England in 2015 with her family and shortly opened up her own studio. Within three months of opening, the studio already had 130 paying members.
As the studio garnered more attention and members, Ebru decided to mould the studio into a lifestyle brand where consumers can get a bit of everything from one place. What does this look like?
A membership at Ebru Evrim ranges from £39.99 pm to £59.99 pm which is competitive with the rates for standard gyms, let alone boutique fitness studios. In addition to their on-site classes, each branch features online classes through their official app. The membership model helped the wellness brand navigate Covid by having consistent revenue coming in.
They also have a premium activewear range where yoga bras start at £49.99 and leggings can reach £74.99. The leggings are then perfect to wear to their wellness holidays and retreats. A Turkey retreat costs around £795 per person, and up to £1699 for a Greek island yacht retreat.
So what’s next for them?
This year, they’ll be opening a second location in Harrogate, three times bigger than their Skipton studio. The Harrogate branch will have a dedicated rehab room and a new yoga room that’ll fit 30 members. Located in a buzzing area, where population is growing annually, you can expect the footfall to drive sales to the new studio.
Which brings us to their current fundraising round on Seedrs. They’ve just gotten over the 100% mark and are fully funded! Of course, they want to bring more investors across the line and show them the potential impact they can have not just to people’s wellness, but to the industry as a whole.
Ebru Evrim’s campaign is closing this week! If you’d like to support them and invest before they close, visit their pitch here.
