US researchers have launched a new study which will explore prevalent marketing trends in the burgeoning boutique fitness studio market.

Boutique studios have enjoyed a remarkable rise to prominence in recent years, driven by innovative US operators such as Barry’s Bootcamp and SoulCycle. Despite this, there is precious little data on this relatively new sector – something the US-based Association of Fitness Studios (AFS) wants to rectify with a new survey of boutiques.

Led by research specialist ClubIntel, the project will build on the findings from the first-ever financial and operating benchmark study of the US boutique fitness studio market carried out by the AFS last year.

The research into marketing trends was inspired by requests from AFS members, with studio operators indicating that their number one area of interest is what can they do to build their brand image, increase community exposure and generate more regular clients.

The data from the AFS report will be used to help formulate articles and webinars that can be offered to studio operators to help them grow their business. It will also be used to shape workshops that address those areas shown by the report to be potential areas of need.

In addition, the AFS expects that data from the report will help to increase investor awareness and interest in the industry, with many boutique concepts actively seeking backing to fuel expansion in what remains a growth market.

“The fitness studio industry now represents the largest segment of the fitness industry in the US (by user population), and consequently, this study, along with the financial and operating study of fitness studios that AFS conducts, provides owners and operators of fitness studios with benchmarks regarding the performance of the industry,” ClubIntel co-founder Stephen Tharrett told Health Club Management.

“These studies by AFS provide for the studio industry what IHRSA’s work has provided the traditional health club industry for the past few decades.”

An invitation to participate in the study will be forwarded to studio owners and operators throughout the US today (26 January), however researchers are also eager to hear from boutique operators in the UK and Europe. Those who complete the survey will receive a complimentary copy of the study’s Executive Summary.

To participate in the 10 to 15 minute online survey, click here.