FitnessBoutiques

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Soul Hypercycle and the Wave of New Fitness Boutiques

by Matt Dixon

The fitness industry is large, growing steadily and rapidly evolving. Since the 1980s, health club locations and memberships have more than tripled to 36,000 and 57 million, respectively. Yet, over the past decade, 35% of its customer base has shifted away from incumbent brands. This article analyzes some of the shifts in the fitness industry that are illustrative of broader economic issues and highlights interesting implications for other consumer-facing businesses.

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