August 16, 2022 – Before the pandemic, the fitness industry was greatly expanding its presence in the retail scene by occupying space in malls and shopping centers. According to CoStar Group, the amount of square footage leased within malls by fitness concepts and gyms had increased by 70% since 2013, with Planet Fitness leading the way in leasing more vacant mall and empty big-box store space than any other company (Fitt INSIDER). Today, big gyms have adapted to the decline in memberships following COVID-19 by offering livestream workouts, as many prefer to continue digital workouts. While memberships are beginning to rise again, the future of fitness will likely remain a balance between virtual and in-person options.
Further, smaller concepts have become an increasingly popular option amongst gym-goers. After learning to exercise in an at-home setting, many are hesitant to return to an overwhelming, larger gym setting. Although these smaller-sized fitness options pose a higher price point than larger-scale centers, some consumers have shifted from the big-gym scene to a more personalized experience. Creative forms of fitness, such as Orangetheory Fitness, which offers one hour HIIT focused workout classes; Club Pilates, which offers a more low-impact mind and body exercise; TITLE Boxing Club, which provides users with an explosive full-body boxing experience; and CycleBar, one of the many growing cycling concepts that motivates each class with exciting music and a self-empowering group mentality, have taken the fitness scene by storm. These “boutique studios” do not require big-box space and seem to be popping up at every turn. There is a newfound emphasis on mental health and achieving a balance between healthy exercise habits together with maintaining overall well-being. Many are prioritizing emotional and mental fitness as well as traditional physical exercise. These smaller concepts are at the forefront of this thought process.
