The rising cost of fitness: Is getting in shape a luxury?

By Annie Olsen

In recent years, boutique fitness studios have surged in popularity, offering specialized workouts like yoga, Pilates, barre, and HIIT in stylish, intimate settings. 

But as the boutique fitness industry grows, so do its price tags, leaving many to question whether wellness is becoming more of a luxury than an accessible lifestyle. 

Fashion in fitness

The pressure to wear the “right” gear is an unspoken part of modern fitness culture.

Boutique fitness studios and traditional gyms alike have developed a sense of uniform, one that, for many, is dictated by social media and influencers. 

Ceci Conti, a dedicated yoga instructor at Corepower Yoga, admits she used to feel the need to buy into the trends. 

“It’s just so stupid to me. Literally, sometimes I walk into my 6 a.m. and wear a T-shirt and shorts,” she says. “Once you get past the fact that no one cares what you’re wearing, it’s freeing. But for people starting out, they feel like they need to buy what’s trending to fit in.” 

Jake Prestino, an avid weightlifter, agrees

“It’s not like anyone says you have to, but you walk in and everyone’s wearing these matching Gymshark sets or oversized pump covers from YoungLA," he said. "You kind of feel like you have to keep up.” 

While he doesn’t actively seek out trendy gym gear, Prestino admits he’s been influenced by the brands he sees others wearing. 

“I’ve definitely fallen for the trends and am always interested in the cool stuff other people there have on," he added.

Social media’s influence 

With TikTok, Instagram, and YouTube driving fitness trends, it’s no surprise that social media  has played a massive role in boutique fitness’s rise.

 Conti has noticed it firsthand in her yoga studio. 

“I think we’ve seen such an influx of people coming into the studio, which is insane," she said. "It’s mostly due to TikTok and this trending Pilates, HIIT girl, low-impact workout style. People want  to be a part of something and almost want to, like, film themselves doing it.”

The trend isn’t just about getting in shape—it’s about looking the part and being part of an aesthetic. 

Cadence Gillaspie, a student at the College of Charleston who uses several fitness apps, agrees.  

“Fitness influencing is so popular now. They’ll promote any sort of supplements. I think the  newest thing I’ve seen on TikTok is ‘Nature’s Ozempic,’ which I think is nuts. But also, like,  Pilates—that’s a big trend right now. Everyone has been influenced to start Pilates.” 

Prestino, coming from the traditional gym side, has also felt the impact of social media. 

“You can’t open Instagram or TikTok without seeing some dude telling you what protein to buy or why you need a new compression shirt. It’s annoying for sure, but at the same time, I’ve definitely bought stuff because I saw it online," he said. "Like, my pre-workout? Yeah, I saw some fitness influencer hyping  it up and was like, ‘Alright, I’ll try it.’”

High cost of memberships

Beyond clothing and supplements, the cost of actually participating in fitness culture can be staggering. 

Boutique studios often charge premium prices for memberships, classes, and even equipment. 

“I think obviously being a part of the studio is expensive, like the monthly fees,” Conti says. “Yoga mats are expensive. Private sessions are expensive; even if you want to practice on your own, you have to buy a mat and blocks—everything’s expensive. You at least have to invest in something to start.” 

Gillaspie believes the cost outweighs the value.

“I’d say the only real value they provide is knowing that you’re doing the workout in the most correct way," she said. "And maybe a little bit of the community aspect, but for the price that you get and there not being much flexibility, I think it is very overpriced.” 

Prestino, who has looked into high-end gyms, finds the cost unjustifiable.

“I thought about switching to one of those high-end gyms, because they have a sauna and recovery stuff, but it’s like $150 a month. That’s insane," he said. "I’d rather spend that on groceries or protein powder, because what you eat is what really matters for your health, and eating healthy is so expensive now.” 

The expenses don’t stop at the membership, either.

“No one talks about how expensive lifting actually gets," Prestino noted. "You have to buy protein, whether that’s meat or powder, creatine, or pre-workout. Plus, if you want coaching or a real program, that costs money too. Some guys do cryotherapy or massages—yeah, that’s not in my budget, but it adds up for sure.” 

Sense of community

For many, the high price of boutique fitness is justified by the sense of community it offers. 

Prestino believes there is a community dynamic in traditional gyms, though it can be more subtle. 

“There are different types of gym people," he pointed out. "You have powerlifters, the bodybuilders, the calisthenics people, and the people who are really into cardio, like if you’re training for a 5k or a marathon."

He believes the "vibe" in the free weights section is different than any other.

"It’s kind of unspoken, but if you’re in the free weights section, there’s this vibe of mutual respect," he said. "No one stands in front of the others, so you can see yourselves in the mirror; we always wipe down the equipment after using it. I think it’s a good environment, in my opinion.”

Conti believes that whatever the vibe, having community is what keeps people coming back. 

“I honestly think that the sense of being in a room and pushing the person next to you is just, like, way more motivating—people want to do that way more than work out on their own," she said. "That’s why so many people come into the studio. They need other people to feed off their energy in order to work out.”