Scott Marcus, a real estate professional who fell in love with high-end workout studio franchise Orangetheory Fitness in Florida and brought it home to Michigan, said a plethora of new fitness concepts has entered the metro Detroit market since he opened his first studio in Canton Township in 2014.
Big-box gyms such as Planet Fitness and L.A. Fitness populate the region, offering a lower-cost option. Planet Fitness, the biggest gym chain in the state, offers memberships starting at $10 a month. It has 8-10 locations planned over the next two to three years, on top of more than 80 open across the state.
But small studios offer something else.
“One reason today’s members have migrated toward boutique studios has a lot to do with their ability to engage, support, encourage and inspire people,” IHRSA said in its most recent data report for media, released in October.
Members like working with a group, Marcus said. They also get a coach, while paying less than for a personal trainer.
“Even with the growth of big-box gyms, it really has no effect on our membership in any of our locations,” he said. “These high-end gyms (like luxury chain Equinox) can come in and there’s enough demand out there, people getting into fitness, that it really hasn’t hurt. And the same with online concepts, like Peloton. There’s still an idea that people want to be surrounded by other people.”
Marcus has eight Orangetheory locations in the region. The latest opened Jan. 23 in Detroit’s New Center neighborhood.
There are 21 in Michigan, 1,200 in the U.S. and a total of 1,400 worldwide. The Floridian chain sells its fitness training as technology-backed, focusing on metrics such as heart rate, how fast you run a mile or amount of body fat. Memberships are $59-$159 a month.