In the world of boutique fitness, convenience has often come at a cost. Third-party aggregator apps promise exposure and easy scheduling, but for many studios the trade-off has been steep: reduced revenue, weaker community ties, and the risk of losing loyal members to a marketplace that treats classes like discount commodities.

That’s why we were glad to see this recent article from Athletech News, which highlights an inspiring campaign: Boutique Fitness Loyalty Month. The initiative, which began in New York and has since expanded to Los Angeles, calls on consumers to step away from aggregator apps and support their studios directly—whether by booking through studio websites, renewing memberships, or simply choosing loyalty over convenience.

It’s worth making the distinction clear. Aggregator apps are platforms that act like Uber for gyms. They let customers book into multiple studios from one marketplace, but they take a significant cut of the fee and often discount classes heavily—turning a $35 class into $10–$12. While that may look like a win for the consumer, it undercuts studios’ sustainability and makes it harder for them to invest in their communities and staff.

That’s very different from booking software built for studios themselves. Tools like ours are designed to give owners full control over pricing, branding, and customer relationships, without handing revenue over to an outside marketplace. The goal is to empower studios, not compete with them.

As the article explains, direct support isn’t charity—it’s essential. When members book directly, it helps ensure trainers can focus on their craft, studios can build stronger communities, and the fitness ecosystem as a whole can thrive. In Los Angeles, studios have even added creativity to the campaign with events like “Studio Triathlons” and special promotions, making Loyalty Month a celebration of everything local fitness stands for.

For a full breakdown of Boutique Fitness Loyalty Month, you can read the original article here: Athletech News – LA Fitness Studios Band Together for Loyalty Month Against Booking Apps.

And if you’re part of a studio community, the best way to show loyalty is simple: book direct, support your local studio, and keep the focus on the people who make your fitness journey possible. With the right booking tools in place, studios can make that process seamless—giving members the convenience they expect while keeping the relationship (and the revenue) where it belongs.