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IHRSA 2016 Session Spotlight: The Power of the Boutique

Boutique fitness studios, such as Orange Theory, Barry’s Bootcamp, and Pure Barre, have struck a chord with millenials due to their tailored programming and community involvement.

But there are several ways traditional health clubs can use elements of the boutique model in their business strategy, say Stephen Tharrett and Mark Williamson, co-founders of Club Intel, a consumer insights and operational consulting firm based in Dallas, TX.

The two will share strategies to do so during their IHRSA 2016 session, “The Power of the Boutique: Leveraging the Power in a Traditional Club Setting,” scheduled for Monday, March 21 in Orlando.

Attract Millennials with Customized, Local Programming

“We’re seeing a heavy interest of the millennial generation impacting the growth of this particular segment, so our session will look at that influence,” Williamson says. “We’ll discuss delivering the individual attributes that are driving it, [such as] customization and specialization. The key attribute that is unique and different about them is they fulfill a very specific niche in the marketplace and are very specific to individuals’ need.”

Boutiques are also successful at community integration and involvement in a number of ways—from coordinating social events to sponsoring local football teams. The good news for traditional health clubs is that they can apply parts of the boutique business strategy to their company in order to reach younger demographics.

Build Growth Through Boutique Strategies

“Attendees will walk away [from the session] understanding the changing consumer dynamic in the marketplace and that the traditional isn’t the business model of future,” Tharrett says. “They’ll walk away understanding what it is that boutiques have leveraged to be successful and how they can use some of those things within the context of their own business model. Club operators will be able to create that boutique feel within their club as part of the club experience."

Don't miss “The Power of the Boutique: Leveraging the Power in a Traditional Club Setting” and many more forward-looking sessions at IHRSA 2016

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