Most popular modalities across 325 studios in the USA
Fitness studios are shifting towards offering multiple workout options to cater to a wider range of preferences. In fact, 95% of studios offer more than one type of workout, a strategic move that reflects the growing consumer demand for variety and flexibility. The most popular modalities include yoga, strength training, flexibility classes, and cycling. But that’s just the beginning—almost half of these studios (48%) plan to diversify even further.
Fitness studios are also looking to personalize the member experience by offering multiple modalities. Most studios (95%) offer more than one modality, with common types of workouts or classes including yoga (63%), strength training (62%), flexibility classes (60%) and cycling (55%). Almost half of fitness studios (48%) are also looking to diversify their modality offerings in the future, showing a trend towards consumer choice and flexibility.
The most popular modalities in studios across the USA show just how diverse fitness offerings are becoming:
- 63% Yoga
- 62% Strength Training
- 60% Flexibility Classes
- 55% Dance
- 55% Cycling
- 44% HIIT
- 43% Functional Training
- 41% Pilates
- 34% Martial Arts
- 21% Barre
Studios are leaning into the power of blending traditional workouts with emerging trends, which keeps members engaged and motivated.
Yoga vs. Pilates
Yoga has been a staple for decades - but if Pilates continues on the same trajectory, it may become the most popular modality. In 2023, Pilates accounted for over 20% of class bookings—a enormous 92% increase from the previous year. With major investments pouring in and reformer Pilates topping social media trends, it’s clear that this is more than just a phase.
Pilates is experiencing a global boom, with major players and boutique concepts driving expansion. European health club operator Holmes Place launched its boutique concept, PILAT3S, while JETSET Pilates opened its first NYC studio in SoHo and plans its first international location in Melbourne. Club Pilates franchisee Riser Fitness secured $72M for expansion, and F45 launched the Vaura Pilates concept in New York. Club Pilates also made its UK debut amidst £1bn in network sales for its parent franchisor.
Australia’s STRONG Pilates launched in the U.S. just last month. Meanwhile, Pilates chain [solidcore] is exploring a sale after investment firm L Catterton acquired a majority stake, valuing the company between $600M and $700M. [solidcore] operates about 130 corporate-owned studios across 25 states and is now focusing on international growth. Competitors like F45’s Vaura Pilates, FS8, and JETSET are also pushing expansion; connected Pilates reformer maker Reform RX also raised $5.1M to grow its B2B business. Money talks - and it's saying Pilates is here to stay.
Strength training remains core
The demand for strength training has skyrocketed.
“Cardio zones, once dominating gym floors, are gradually shrinking to make room for an expanded array of strength equipment or functional spaces, including HIIT zones, which are often resistance-based," says YP Business Consulting Founder, Yves Preissler.
"The proliferation of strength training equipment shows no signs of slowing down."
Fitness franchise McFit recently revamped its gyms with strength training and female-only fitness zones, showing that this modality is here to stay. With more and more members drawn to strength training’s benefits, studios are expanding these offerings to keep up with demand.
Dance workouts trending
Dance is also dancing its way into the mainstream, thanks to a surge of trendy, accessible classes. Angela Trimbur’s anti-perfection Balletcore classes are picking up steam on social media, The Class introduces music-driven exercise, and Julianne Hough's KINRGY recently partnered with Xponential to turn the dance cardio online platform into physical studios.
Even Zumba is still climbing in popularity - integrating their workouts into Samsung Health, offering mixed reality workouts on FitXR, and collaborating with Noom for content and training.
Next steps
If you’re building a fitness brand, scaling while staying profitable means embracing the power of choice. Diversify your modalities and keep an eye on emerging trends like Pilates and functional training. These offerings not only attract new members but also keep your current members coming back for more. The key to growth? Flexibility, variety, and always keeping a pulse on what’s next.
Ready to scale your studio and stay profitable? Chat to our friendly team to see how you can optimize your offerings, expand your reach, and future-proof your studio for what’s next.
Let’s make it happen.