Los Angeles Studios Launch Boutique Fitness Loyalty Month to Promote Direct Bookings
Krissy Vann | Host, All Things Fitness and Wellness
A coalition of boutique fitness studios across Los Angeles is organizing “Boutique Fitness Loyalty Month” this September, encouraging residents to book classes directly with studios instead of through third-party apps. The effort follows a similar campaign in New York City earlier this summer and marks the first coordinated push of its kind in Los Angeles.
Organizers say the campaign comes in response to challenges posed by third-party booking platforms, which were originally promoted as tools to expand studio reach but have since raised concerns among independent operators. Studios report that fees and payment structures can leave them with little to no revenue from bookings. In some cases, no-show penalties are retained by the platforms rather than the studios. Several owners also cite inconsistent reporting that makes it difficult to track earnings accurately.
“As third party platforms evolved, they’ve taken more and more from studios — while many of us are left with less and less,” said Rachel Hirsch, founder of Empowered Yoga and one of the initiative’s organizers. “This month isn’t about fighting tech, in fact it’s not about them at all. It’s about the LA wellness community. It’s about building and supporting the LA wellness community. It’s about the community coming together to support each other – from the students, to the studios, to the teachers.”
Participating studios plan to offer promotional deals and direct booking perks, as well as host community events aimed at strengthening connections between instructors and clients. Organizers have also announced “studio triathlons” in neighborhoods across Los Angeles, where participants will move between multiple studios in a single day, combining formats such as Pilates, yoga, high-intensity training, and meditation.
Advocates say the push is about sustainability as well as community. Independent fitness studios often double as gathering spaces where members find connection in addition to workouts. Yet dozens have closed in recent years, citing economic pressures.
“Every time you book direct, you’re not just reserving a spot in class,” Hirsch said. “You’re casting a vote for your studio to stay open, for your teachers to keep teaching, and for your community to grow stronger.”
Studios across Los Angeles are expected to promote the campaign throughout September. Organizers are encouraging clients to book directly and share their support on social media using #BoutiqueFitnessLoyaltyMonth and #LAFitnessCommunity.
