Boutique Studios vs. Big Box Gyms: The Key to Member Retention Is Feelings

On my REX Roundtables trip, I had a workout at CycleBar Garden City, where I was reminded of something we often overlook in the business of fitness: it’s not just about the workout; it’s about the *feeling* you walk away with.

Before the class started, the energy in the room was electric with cracking music that appealed to everyone in the room – not a minority.

The instructor kicked off class with a simple but powerful gesture— a shout-out to two special members:

• Michael was celebrating his birthday. Michael even had a helium balloon tied to his bike, and
• Mary was reaching a milestone that blew my mind: her 1,500th class. As an aside – that number blew me away – just think about that for a moment. The dedication, the commitment… it’s pretty inspiring for everyone in the cycle studio!

What really struck me was the way this studio celebrated them with a rousing cheer.

It didn’t end as the class began. It was just beginning!

As we wrapped up the warm-up, everyone in the class waved their towels over the their heads, cheering for Michael and Mary like they were family.

During the class, I think I counted at least 4 times the instructor: Jamie, shouted them out for their achievements. Then at the end of the class, the staff brought in a cake and there was a heartfelt rendition of “Happy Birthday” sung by everyone in the studio!

These weren’t just members working out—they were valued, like family.

After the class, Jamie didn’t rush off and head to brunch with her friends – as many instructor do. She invited everyone to join in a group photo, with Michael and Mary holding personalised signs commemorating their special moments. The photo was then posted on Instagram. Further, Mary had a photo with Jamie and other staff as did Michael with that photo on Insta too plus a personal congratulatory message.

Pretty cool – right?

As I watched the class participants fist bump, high five and speak with both Mary & Michael, I realised something powerful: this wasn’t just a cycle class. It was a celebration of people, of milestones, and of community. Even as a non-member, I walked out of that studio with a full heart, moved by the love and connection that radiated from every corner of that studio.

I felt like I had witnessed something truly special.

Walking back to my hotel, it really hit me: big box gyms just don’t do this.

Big box gyms are often so wrapped up in logistics and the ensuing excuses—too many members, too much going on – too many reasons why they can’t celebrate moments like this rather than finding a way.

Here’s the truth: what CycleBar did wasn’t complicated. It wasn’t about budget or resources, it was about intention. They made a choice to go beyond the workout and create something meaningful for their members.

This is the real difference between big box gyms and boutique studios. It’s not just about fitness, you could say it’s about humanising what we do. It’s about seeing the people who walk through your doors, celebrating their journeys, and making them feel like they’re part of something bigger.

At the end of the day, people won’t remember the workout—they’ll remember how they felt. And today, I saw firsthand what it looks like when a fitness business gets it right.