03 Oct 2022
Holmes Place launches into the boutique market with first site in Berlin
BY Frances Marcellin
The first Holmes Place Boutique Studio, which provides group classes in a small, intimate format, has opened its doors in Berlin, in the trendy area of Friedrichshain.
Holmes Place reports that the demand for boutique-style classes has grown since the start of the pandemic, so the new club has been designed to meet this need, with a focus on mind and body and community connection.
“Holmes Place Boutique is a logical extension of our brand, with which we want to make our extremely successful group fitness courses accessible to more people,” said CEO Doron Dickman. “Here we combine a first-class boutique atmosphere with the best classes on the market – and all this in less than 200m sq with space for up to 25 participants.”
The inspiration to bring out the new studio originated through the demand shown for group classes across the 14 Holmes Place clubs in Germany. “People have flocked back to the group experience since the end of the COVID-19 lockdowns, as it creates connection and community, which we love,” said Theresia Staps, head of operations and brand creator of Holmes Place Boutique Studio.
“The German fitness market, and especially Berlin, is only stepping now into the boutique studio world, but missing a 360-degree group fitness offer, so Holmes Place Boutique is the newest entry to our Holmes Place ecosystem,” she added. “With Holmes Place Boutique we can make premium group fitness accessible.”
Group workouts include Les Mills classes and new Holmes Place Boutique signature classes. The overall concept is based on three main pillars: shape (strength classes); stretch (flexibility and mobility); and soul (body and mind connection for stress reduction and balance). Equipment used includes steps, weights, mats and yoga blocks.
Customers can personalise their training routine by choosing from the three different approaches, depending on what they need. “Everyone can join the classes which suit them and their goals best,” said Staps. “Our coaches and hosts are always there to assist everyone personally, work on tailored plans and support to find the best class formats.”
In terms of membership, unlimited flexible membership is €49,90 (£43.90) per month but single tickets for classes can be bought at €15 (£13.40). Classes can be booked online through the website.
Staps says that the studio also “embodies active and passive polarities”. “During the classes the main target is to move with a mindful attitude – not only trying to exhaust our bodies,” she explained. “We encourage our customers to listen to their body and boundaries, adding relaxation parts at the end and emphasising breathing techniques throughout the class.”
The studios were designed by senior project construction manager Anna Brugger to feel “cosy like a living room”, to support relationships between the members and coaches.
“Our experienced hosts and coaches are available before and after the classes, and there is real conversation – unlike many of our competitors,” said Staps. “The goal of all our coaches is to help our customers to improve their wellbeing and support them on their own fitness journey.”
With the new concept receiving an “overwhelming response” from members, Holmes Place Boutique Studios is considering the opening of further locations. It has also recently launched iChange, a new online coaching format.
“Our vision is to create a community where everyone feels welcome and enjoys group fitness,” said Staps. “It's a neighbourhood concept for healthy urban lifestylers who like to train at Holmes Place and be part of a community.”
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