Trends in Boutique Fitness: Australia
Mariana Tek analysed user data from across Australia to identify regional trends. Benchmark your studio's success and build new strategies for growth using these regional metrics!
Class and membership costs
Average class and membership prices, by state
All values listed in AUD
State-level analysis is limited to VIC, NSW, QLD and WA due to sufficient participating studio data being available for benchmarking.
Most popular class times in Australia
The most attended classes in Australia happen early. The 6AM slot leads both total attendance and visits per class, driven by pre-work routines and consistent morning habits.
Evening demand builds strongly after work, with 5PM classes seeing high attendance across studios. This mirrors the morning peak and reflects structured post-work training habits.
Early adopters continue to show up before sunrise, with 5AM ranking among the top-performing time slots by attendance per class.
Off Peak Hours 1PM-3PM
Early afternoon is the quietest period, with the lowest attendance and utilisation across studios.
Classes taken before converting to membership
Australian customers take their time before committing. On average, it takes 8.2 visits before a membership decision is made. This points to a more deliberate trial phase, where customers are building confidence in the studio, the format, and their own routine before locking in.
Top boutique fitness modalities
Pilates (including Lagree and Megaformer) dominates the Australian boutique landscape, with 76.5% of studios offering this modality. This level of concentration increases competition within the category.
Strength/Circuit Training (29.4%) and Wellness (23.5%) follow, with both showing stronger representation than typically seen in more diversified markets.
Studios are increasingly expanding into multiple modalities to broaden appeal and retention.
Revenue performance by state
Revenue across Australian studios shows variation by state, with performance driven more by pricing and revenue per customer than overall attendance.
Queensland stands out as the strongest performing state, while Western Australia trails, highlighting differences in pricing, demand density, and studio maturity.
Revenue varies significantly across Australian states, with differences driven more by pricing and revenue per customer than overall attendance levels.
Revenue mix across studios
Australian studios rely heavily on recurring membership revenue, with a smaller contribution from credits and additional revenue streams
Own a studio in Australia?
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