Fitness entrepreneur Anthony Geisler argues that successful boutique studios must prioritize in-person community experiences over digital alternatives, citing fundamental human social needs that technology cannot replicate.
His observations come as the industry continues recovering from pandemic-era shifts toward at-home fitness platforms. While companies like Peloton gained prominence during lockdowns, Geisler contends that digital workout solutions remain limited in their long-term market potential.
“It is very hard to build community digitally,” he said. “People are social animals. They get better results and more satisfying workouts when they’re in the same room together and can create community.”
Post-pandemic consumer behavior supports his thesis. Boutique fitness concepts emphasizing group classes and specialized instruction have rebounded while many digital-first platforms struggle with subscriber retention and engagement metrics.
Geisler’s new venture, Sequel Brands, reflects this philosophy through its four wellness concepts. Each brand emphasizes expert-guided sessions, smaller class sizes and community engagement over technology-driven isolation.
The approach contrasts with big-box gyms that reopened after COVID-19 restrictions but failed to recapture pre-pandemic appeal. Many consumers now seek curated fitness experiences that blend personalization with social interaction.
“People like the specialized, guided nature of at-home workout products like Peloton, but they want to conduct those workouts with other like-minded folks,” Geisler explained regarding consumer preferences.
Class sizes have adapted accordingly. Many studios that previously accommodated 50 participants per session now limit enrollment to 18-20 people, creating more intimate environments while maintaining safety protocols.
The community-first strategy extends beyond workout sessions. Successful studios cultivate brand evangelists who recruit new members through word-of-mouth marketing, reducing traditional advertising costs while building authentic connections.
Geisler’s background includes scaling multiple boutique fitness brands that emphasized community engagement over technological innovation. His track record suggests that human connection remains central to sustainable fitness business models.
Current market conditions favor concepts that can demonstrate measurable member engagement and retention rates through community-building initiatives rather than digital platform features.