When Should Your Studio Actually Follow a Fitness Trend?

Reformer Pilates. Cold plunges. Wearables. AI. GLP-1s. Fitness trends can create real opportunities for studio owners, but chasing every new thing can also leave you with expensive equipment, added complexity, and a business built around whatever happens to be hot right now. So how do you know when your fitness studio should actually follow a trend? In this video, Barry Kostabi breaks down what we call the Trend Treadmill: the fitness industry’s tendency to rush toward the next workout, technology, piece of equipment, or wellness trend without always stopping to ask whether it actually belongs in the business. We look at the current reformer Pilates boom, the cold plunge craze, wearable data, GLP-1s, and other shifts happening across boutique fitness to explore a better way for studio owners to make these decisions. The starting point is simple: get clear about where you’re taking people. Your modality is the vehicle. Your brand is what the experience means to the people you serve. Once you understand the transformation you’re trying to create, you can evaluate a trend based on whether it genuinely helps you deliver that transformation rather than adopting it simply because consumer attention has moved in that direction. We’ll also talk about why a trend that attracts new clients may not necessarily improve retention, how short-term demand can create long-term operational commitments, and why your programs, instructors, and overall client experience matter long after the novelty wears off. If you own or operate a fitness studio, boutique fitness business, gym, or wellness brand and you’re trying to decide what deserves your money, space, and team’s attention, this video will give you a clearer lens for making those decisions. 👉 Want help clarifying where your brand is taking people and what belongs in your business? Book a free Fit Call with us: fitcarma.com/northstar SOURCES & RESEARCH • Healthy People 2030, PA-05: Increase the proportion of adults who do enough aerobic and muscle-strengthening activity. Most recent data: 26.4% of U.S. adults met both guidelines in 2024. Data source: National Health Interview Survey, CDC/NCHS. • Moore E, et al. (2023). Effects of Cold-Water Immersion Compared with Other Recovery Modalities on Athletic Performance Following Acute Strenuous Exercise in Physically Active Participants: A Systematic Review, Meta-Analysis, and Meta-Regression. Sports Medicine, 53(3), 687–705. • Cain T, et al. (2025). Effects of cold-water immersion on health and wellbeing: A systematic review and meta-analysis. PLOS ONE, 20(1), e0317615. • Malta ES, et al. (2021). The Effects of Regular Cold-Water Immersion Use on Training-Induced Changes in Strength and Endurance Performance: A Systematic Review with Meta-Analysis. Sports Medicine, 51(1), 161–174. #FitnessBusiness #BoutiqueFitness #FitnessStudio