Mid-market gyms feel the heat in Singapore's 'golden age' of fitness

Singapore's fitness landscape is undergoing a shift, with mid-size gyms struggling to compete against boutique studios and budget 24-hour chains. When Sharon H began her personal training business in April, she aimed to provide clients with the convenience of exercising in her dedicated space, as ActiveSG gyms were too crowded and condominium gyms lacked sufficient equipment. Her clientele is split between her flat and ActiveSG gyms, reflecting a growing demand for more personalized and convenient fitness solutions.

The rise of boutique studios and the increasing popularity of home workouts contribute to the competitive environment. True Fitness and True Yoga, once leading fitness chains in Singapore, recently closed their studios due to various challenges, including the growing popularity of specialized studios, the shift towards residential gyms, and the expansion of online training options.

Expert Sean Tan notes that consumers are increasingly seeking value and convenience or specialized training with premium services. While large gyms have high fixed costs and limited profitability due to low utilization, boutique studios and smaller 24-hour gyms offer unique services and a strong sense of community, making them more resilient.

Lower-budget, 24-hour franchises like Anytime Fitness can also compete effectively by offering affordable and convenient options without incurring the high costs associated with larger operators.

To succeed in this increasingly competitive market, boutique fitness studios must focus on providing exceptional service and personalized experiences, rather than simply mimicking the offerings of larger commercial gyms.