Boutique fitness is going mainstream.

• 🧘 The specialized experiences that once required a separate studio — Pilates, yoga, and recovery services and equipment — are increasingly showing up inside traditional gyms, Axios' Natalie Daher writes.

Why it matters: After years of fitness splintering into ever-more-specialized studios and memberships, gyms are borrowing the boutique playbook and putting more of the experience under one roof.

• Think Pilates and yoga alongside the weight room and treadmills, plus cold plunges, infrared saunas and compression therapy.
• The goal is more variety without the boutique price tag.

💪 Case in point: Amped Fitness, a fast-growing gym chain, now offers roughly 25 Pilates and yoga classes a week at some locations alongside other recovery amenities.

• CEO and co-founder Travis LaBazzo told Axios the company wants to "flip" the economics of boutique fitness: "We think we can give people a phenomenal product and a phenomenal experience" at a lower cost.
• He traces that philosophy to his days as a personal trainer, when he saw firsthand how often the cost kept people from meeting their health and fitness goals.
• Demand has been strong enough, he said, that Amped is considering an unlimited-access tier for classes.

🔄 The big picture: The magazine Women's Health recently dubbed the broader shift the "great rebundling" of fitness.

• Crunch Fitness launched a reformer Pilates studio concept across at least 20 locations this year, while LifeTime has also been expanding its reformer footprint. Reformer pilates uses a sliding machine with springs and straps for low-impact resistance training.

Between the lines: The workout mix is shifting, too. The Atlantic recently chronicled yoga's fading cultural dominance as Pilates and strength training gain ground.

• And Pilates is broadening its audience: The Wall Street Journal reports that more "gym bros" are joining partners and friends for classes, including one powerlifter who declared afterward: "I'm a new man." He's all about flexibility now. (Gift link.)

💡 But boutiques still have an edge and plenty of dedicated consumers booking classes. Specialized studios can offer the expert instructors, identity and community that made the model successful in the first place.

• "Boutique is not going anywhere," LaBazzo added, because a gym offering many things can't be as singularly focused on one experience.

The bottom line: Fitness may not be fully rebundled yet. But gyms increasingly want to give you fewer reasons to leave.

Yogis stretch at sunset as pelicans fly overhead at Sunset Cliffs in San Diego.