"Americans have developed a taste for fancy gyms. Attendance at specialty gyms like SoulCycle, CrossFit, Pure Barre, Orangetheory, and countless others grew by 70% between 2012 and 2015, according to a recent report from the International Health, Racquet, and Sportsclub Association (IHRSA). And high-end boutique fitness studios now make up 35% of the $25.8 billion fitness market.
It’s a costly habit: specialized classes in spinning, CrossFit or hot yoga can run anywhere between $20 and $40 per class, and monthly passes are significantly more expensive than memberships at no-frills alternatives. Yet boutique studios are thriving because they’ve figured out how to tap into a motivational strategy long noted by exercise scientists: feelings of community and belonging keep people coming back."