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Fitness Australia creates new membership category for small boutique studios

Fitness Australia creates new membership category for small boutique studios
August 5, 2019

Creating a close-knit culture where their clients know each other and enjoy socialising outside of training, in particular for boutique fitness businesses, has become a key factor in attracting and retaining clients.

As Fitness Australia Chief Executive, Barrie Elvish explains “what boutique studios do so well is building a brand within a brand.

“Often boutique business owners have chosen their studio based on their passion for a specific style of training or for a particular community group, like Millennials who are loving HIIT or new mums who are loving their outdoor bootcamps.

“Studio owners have managed to create a sense of family and culture within their studios which taps into our sense of belonging.”

Elvish acknowledges boutique studios for creating a culture that’s bigger than just exercise, adding “it’s more of a lifestyle clients identify with (and) beyond the bottom line, it’s also a win on a human level, creating feel-good ripples of social connectedness not just among members but among the studio’s teams too.”

With Fitness Australia engaging with hundreds of boutique studio owners each year to support their needs through hands-on team training, resources, business savings or guidance, the body has created a new Boutique Business Membership category catering for studios and single-service model operators like cycle, yoga, barre and Pilates studios, functional Training studios and outdoor bootcamps, with dedicated all-round business best-practice support and tools.

Aiming to support the needs of these businesses, Elvish concludes that, with the new member category, “we’re confident that we have the experts and resources to support all areas of a fitness and wellness studio. Human resources, legal, sales, marketing, recruitment, industry standards and guidelines, staff learning.”

Click here to learn more about Fitness Australia’s Boutique Business Membership.

Main image courtesy of The Studio HQ.

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