The future of boutique fitness is human
Boutique fitness refers to specialized studios that focus on specific group workouts such as cycling, yoga, Pilates, boot camp, boxing, CrossFit, or hybrid training. They typically charge per session or a package of sessions instead of memberships. The industry regards studios between 80 and 350 square meters as boutique gyms.
In the last five years, the fitness landscape has definitely shifted. There are gyms on practically every few blocks. My estimate is that boutiques outnumber chains at least tenfold. Our monthly industry meeting for September, hosted by Beyond Activ, featured a panel of industry experts who tackled “The Future of Boutique Fitness & Wellness.” The panelists included some of the most innovative minds in the Asia-Pacific region: Benjaporn “Ben” Karoonkornsakul of Absolute Group, Jack Thomas of BASE Bangkok and The Fit Guide, Michael “MG” Jordan of UBX, and Selina Bridge of KX Pilates.
Listening to their exchange, several themes hit close to home regarding the principles of functional fitness we push here in the Philippines. While big-box facilities remain staples, boutique wellness is evolving by leaning into hyper-personalized, human-led experiences. The consensus was unanimous: today’s market is far more competitive than just a couple of years ago, yet the formula for success still hinges on genuine community.
The end of ‘average’
The days of opening a gorgeous studio, slapping a trendy workout on the schedule, and expecting it to sell itself are definitively over. As UBX’s Michael Jordan pointed out, boutiques simply cannot afford to be average. To justify premium prices, members need to be fully engaged, showing up at least three times a week and participating in community events. KX Pilates’ Selina Bridge emphasized that the real differentiator lies in the simple acts of greeting people by name and making them feel genuinely valued. Studios failing at this basic human connection are rapidly losing ground.
Jack Thomas backed this up with data from The Fit Guide, noting that an inconsistent member experience almost always traces back to a lack of internal systems. Successful clubs map out the full member journey and rigorously train their teams. This highlights a growing need across our own regional facilities for better coach training. By equipping our fitness professionals with technical expertise paired with luxury-hotel-level hospitality, we ensure members feel valued the second they walk through the door.
Maximizing space and access
With fixed costs squeezing margins, operators are getting creative to win over value-conscious consumers. Maximizing every square meter is now a matter of survival. UBX tackled this by rolling out a hybrid model, adding a dedicated strength zone while allowing unstaffed 24/7 access to its circuit outside of coached hours. This adds massive value without hiking operational expenses.
Similarly, KX Pilates introduced active recovery classes to boost visit frequency. Absolute Group took a different route, integrating red light therapy across its studios to offer a recovery-focused reason to visit that beautifully complements a hard workout. This push for space and schedule optimization perfectly mirrors our ongoing local initiatives, like designing the GymX software ecosystem to link independent gym operators and education providers to share resources and deliver seamless value.
Sales and service
One fascinating shift discussed was the industry’s changing attitude toward sales. The panel agreed that sales capability is no longer optional; brands that relied on the product to sell itself are feeling the heat. Rather than pushing transactions, the approach is being reframed as a service. Jack Thomas described it as deeply understanding a member’s needs and guiding them to the next logical step. It shouldn’t feel like a pitch; it should feel like you’re helping.
Both KX Pilates and Absolute Group are now heavily investing in sales training for managers who never had to actively sell before because market momentum previously did the heavy lifting. Absolute Group is actually returning to the sales fundamentals it used 15 years ago to navigate this shift.
The longevity pivot
As demographics evolve, so do their goals. Ben Karoonkornsakul noted that Absolute’s member base has aged alongside the brand, with over 60 percent of its members now between 35 and 60+. These individuals want a holistic, goal-driven experience, not just a quick sweat. In response, Absolute is pivoting toward wellness and longevity, planning to open a 1,500-sqm urban wellness club in Bangkok by February 2027, bringing expertise from its 18-year-old wellness resort straight into the city.
This reflects a massive global shift. Sleep, active recovery, and longevity protocols are rapidly becoming the next major modalities. We are seeing firsthand that fitness is no longer just about pushing your body, but about how well you allow it to repair and sustain itself over decades.
Interestingly, the panel suggested that big-box facilities offering generalized classes often serve as an effective funnel rather than a threat. Members get a taste of a modality like Pilates in a big gym, realize they want more, and eventually seek out the specialized environments of boutique studios.
The fitness community has been blessed with many great events. We look forward to national events such as the Philippine Hybrid Racing (PHX) series, with its maiden race on Oct. 10 at the Subic Bay Exhibition and Convention Center.
It will continue at the end of November in Poro Point, La Union, and in January at the Sinulog Festival. A recovery certification from RehabTrainer’s founder Ulrik Larsen is happening this Oct. 17, and there is also plenty of upcoming news from local training academies. But amid the challenges and excitement, these insights from our regional neighbors serve as a powerful reminder that the future of fitness isn’t just about the workout. It is about exceptional experiences, highly optimized business systems, and a lifelong commitment to true well-being.
WATCH: Pixar Summer Fest adventure at Hong Kong Disneyland
August 10, 2026
WATCH: Is Gen Z too soft? (Generations Ep. 23)
September 30, 2026