Carrie Kepple and Amy Styles of Styles Studio in Peoria, IL have created a hybrid model for fitness, which they see as an opportunity to cut a lane between the boutiques and the big boxes: their 14,200 square foot club has four distinct boutique studios and a gym floor, all under one roof.
Every studio has its own entrance, its own signage, and it’s own impetus, and between them they offer over 350 live and virtual classes every week.
90 percent of Styles Studios members have taken a group class, but Carrie and Amy still wanted to have a gym floor – it’s what people know and it makes the model more robust, even though it isn’t used as much as the classes.
The keys to the success of Styles Studios are affordability (memberships start at $75 per month), a culture of inclusivity, using the hashtag #AllStylesWelcome (for the founders, it’s about breaking down shame, barriers, doubts) and community.
All members have a Styles wristband, which uses the same technology as Disney’s FastPass. It gives access to the club, operates the lockers, and allows clients to make cashless purchases. Outside the club, there’s a community of local businesses who will offer a discount to anyone who shows them their Styles wristband.