These 4 Chains are Proving There’s Big Business Behind Boutique Fitness

Fitness boutiques are popping up all over the country, and it makes sense – they have the appeal of a small studio and the benefits of a large chain. These seemingly one-of-a-kind studios are growing in popularity so rapidly, it shouldn’t be a surprise if one is popping up near you sometime soon.

These studios feature everything from more traditional workouts to exercise based on dance, and have a massive appeal because of their unique feel. Before you join up with a boutique fitness chain, here’s what you need to know about some of the fastest growing chains in the business.

orangetheory workout


David Long, Ellen Latham, and Jerome Kern opened the first Orangetheory in Fort Lauderdale, Florida in March of 2024. Now the brand has exploded into 86 locations across the country, and hopes to hit the 100-studio mark this month. Orangetheory plans to expand its fitness takeover to 250 studios within the next few years. With 60-minute interval-training classes featuring low-impact treadmills, water rowers, and strength and core training, Orangetheory is designed to maximize afterburn (burning calories even after you’ve stopped working out).

Your first session is free, and then prices are $59 for four classes a month up to $159 for unlimited classes.



Calling New York City’s Upper West Side its home, SoulCycle was founded in 2006 by Elizabeth Cutler and Julie Rice. Now there are 25 SoulCycle locations nationwide, and the brand hopes to open 50-60 more worldwide by 2024. The basic 45-minute spin bike classes combine coaching and high-energy music to keep you pumped while you pedal.

Prices vary by location, though all locations have a first-time class fee of $20. After your first class, you can buy classes individually for approximately $30, or buy them in bulk, with 50 classes costing an average of $3,500. Instead of offering membership, SoulCycle asks you to purchase classes in advance.

pure barre

Pure Barre

Carrie Rezabek Dorr started Pure Barre in a basement studio in 2001, and now there are 180 studios across the nation. Far from satisfied, this brand keeps growing as barre-based fitness classes become more popular. Pure Barre offers a total body workout using the ballet barre to assist in small isometric movements, which promotes lean muscle development.

For beginners, there is a one-time drop-in class fee of $23. Pure Barre has several membership options, including an unlimited class plan for $160 a month.



Founded by Maty Ezraty, Chuck Miller, and Alan Finger in 1987 in Southern California, YogaWorks now has 28 locations throughout California and New York. There are plans to open more locations soon. YogaWorks offers a variety of classes including Hatha Yoga, Iyengar Yoga, Pilates, and their signature YogaWorks. All instructors must complete a minimum of 500 hours of YogaAlliance certification before teaching, and classes are based on a level system.

Currently, they are offering a deal for two weeks of unlimited yoga for $30 for first-time students. After that, prices range from $100 to $130 per month depending on location.

Also Read:

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Gym Etiquette for Fitness Newbies

3 Ways to Make Your Gym Clothes Last for Years

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