Gyms Are Offering Membership Tiers
Gone are the days of the unlimited $99 ClassPass, where you could tour every studio in your area, every day, for under a hundred bucks. As the platform that offered people an endless buffet of fitness studios continues to change its model (and users find limits in where they can go as many boutiques opt out of this platform), what we're left with is a hefty price tag for niche classes, particularly if you like doing more than one type of workout.
A monthly membership at a yoga studio combined with a membership for Pilates, coupled with a handful of cycling and bootcamp classes, can easily get into the high three figures — a number that could eclipse the luxury gym pricing at Equinox, which can range from $150 to $250 a month for a standard membership, depending on the region. Compare that to Planet Fitness, Crunch, and Gold's, which run as little as $10 to $40 per month (again, depending on the type of membership), and to some people, a big-box gym just makes financial sense.
Each of these gyms has membership tiers: some offering more access to different parts of the gym, others offering access at several locations (like an all-access pass) versus just one. This allows the member to find something that works with their budget, a benefit hasn't really been replicated by studios just yet. Will this attract more people to the gym in 2020? We think there's a strong likelihood.