For founders and operators of boutique fitness brands, growth isn’t the only thing that matters. As demand for high-quality fitness experiences grows, founders are faced with the challenge of expanding access to new and existing customers without weakening profitability. They manage constant trade-offs, driven largely by external factors, in order to expand offerings, protect financial viability, all while preserving that premium brand experience. But where complexity lies, so does the opportunity for creative thinking for founders. Boutique fitness studios operate with high fixed costs and limited class capacity, making occupancy and pricing critical to profitability. To fill empty spots and attract new customers, studios often turn to platforms like ClassPass, which offer discounted access across studios—but also raise questions about pricing power and brand control. Class is now in session At The 12 Fit Club, which operates two locations in Newport Beach, California, the focus has been on building flexibility into its model—using larger class sizes to expand access while maintaining margins. “This is built directly into our model. Our group classes can accommodate up to 60 people, which allows us to scale the experience without sacrificing quality,” said Josh Boyd, founder and CEO, in an email to Founder Brew. Boyd said that structure allows The 12 to maintain standards, create more entry points for customers, and still run a sustainable business, decisions which ultimately come down to one guiding principle. “If you start pricing based on what others are doing instead of what your business requires, you compromise the integrity of what you’re building,” Boyd said. Read more about the tools fitness studio founders use to build their brands.—JH | 
