MOVE [REPEAT] Scales STRONG Pilates Singapore, Yoga Movement

Fitness studios are uniting to accelerate expansion.

What’s happening: MOVE [REPEAT], a Singapore-based boutique fitness collective, will accelerate expansion of STRONG Pilates Singapore and Yoga Movement across the island nation, with Hong Kong, Australia and Thailand also earmarked for growth.

Formed earlier this year, the parent company will play franchisor, bolstering its original yoga concept by developing or acquiring additional brands as well as targeting 11 new STRONG studios over four years.

Laying the groundwork. Counting 10 studios in Singapore, 2012-founded Yoga Movement offers HIIT, hot and zen-style yoga classes. Entering Singapore earlier this year, Aussie brand STRONG Pilates (featuring a dual reformer/rowing machine) currently operates two sites.

Well-positioned for growth, Yoga Movement and MOVE [REPEAT] co-founder Peter Thew believes both brands can cater to “variety-seeking exercisers” gravitating towards the “community, speciality and service” blueprinted by boutiques.

Stronger Together

Despite in-person fitness rebounding, financial conditions remain tough. Flexing to facilitate growth, collaboration is becoming common for boutiques exploring pathways to profitability.

• Targeting 500+ studio openings per year, US company Xponential Fitness counts 3K studios in 23 countries across 10 brands including Rumble, BFT, and StretchLab.
• Operating 25+ UK sites, fitness supergroup United Fitness Brands brings together Boom Cycle, KOBOX, Barrecore and triyoga to deliver a range of fitness verticals.
• Parent company of Anytime Fitness, Basecamp Fitness and The Bar Method, Self Esteem Brands just launched new HIIT franchise SUMHIIT Fitness in Australia.

Meanwhile, marrying big-box and boutique, Urban Gym Group recently debuted a studio-in-gym concept, nesting a TRIB3 HIIT boutique inside Dutch TrainMore clubs. Widening its reach, Digme Fitness will become a master franchisee for Orangetheory Fitness following the acquisition of its four London studios.

Looking ahead: From proliferation to consolidation, boutique fitness continues to adjust to the changing needs of consumers. A bright spot, fitness collectives delivering multi-modality offerings, bundled memberships and more are helping operators establish a more accessible – and sustainable – gateway to growth.