Boutique Fitness Market Projected to Double by 2032
Pilates is driving massive growth in boutique fitness. Asia Pacific becomes one to watch
As we reach a more mature phase, boutique fitness is projected to see impressive growth over the next decade. A recent report from Research and Markets projects that the market will double by 2032, fuelled by evolving consumer demands for personalization and the continued rise of modalities such as Pilates.
Here’s a breakdown of what’s driving the growth, as well as the market opportunities.
Pilates leads the industry
Among all modalities, Pilates is currently the fastest-growing category in boutique fitness, with strength also seeing strong growth. Demand is especially strong for Reformer Pilates, with many premium clubs and studios expanding equipment and class capacity to meet growing demand.
Backing up this trend is data from ClassPass, who've reported that Pilates has remained their most popular class type for the second year in a row.
The market continues to be majority female, but men’s attendance is increasing at a faster rate. The largest share of current boutique participants falls within the 18–34 age group, though the 35–54 segment is now expanding rapidly, indicating growing appeal for all ages. There has long been talk of more options for boomers - could we finally see strong options for this somewhat neglected demographic?
North America leads, Asia Pacific rises
North America currently holds the largest market share, driven by high penetration rates and a mature fitness culture. However, Asia Pacific is projected to be the fastest-growing region over the next decade. With penetration rates in key Asian markets still in the low single digits, operators are increasingly eyeing cities across Southeast Asia, East Asia and Australia for boutique expansion.
What does this mean for boutique clubs and brands?
The global rise of boutique fitness signals more than just market growth — it reflects a fundamental shift in what consumers expect from fitness experiences. Today’s members are looking for smaller class sizes, expert-led instruction, and community-driven environments that offer personalisation and purpose.
As the global boutique fitness landscape expands, The Fit Guide will continue to spotlight the clubs, concepts and regions leading the way.
Which geographies and training styles do you think are driving the next wave of growth?
