Boutique Fitness Founders Rethink Marketing Amid Rising Costs

Founders from Solidcore, AXLE, Swthz, and Jetset Pilates are shifting their marketing tactics, responding to spiking acquisition costs and changing consumer behavior. They're dialing back on traditional ads and leaning into community building, word-of-mouth, and AI tools for a more organic reach. This reflects a broader trend of brands needing to get smarter about how they connect with customers without blowing their entire budget.