Boutiques are turning up the heat.
What’s happening: Aussie fitness operator Joy in Movement (JIM) is entering the UK via franchising, with plans to open 100 studios over the next five years.
Glow up. Hosting 30-minute classes in infrared-heated studios, JIM’s programming spans low-impact strength training, Pilates-inspired movement, and recovery.
Automated and instructor-free, members follow screen-led, systemized workouts while its 104℉ environment enhances circulation, conditioning, and detoxification.
Heat wave. Making an impact across Australia, the brand is slated to reach 50 studios by summer. Going global, it’s targeting 12 UK studios in the next 12 months while eyeing expansion into other international markets — just as the heated fitness market heats back up.
While US-based Yoga Joint seeks to reinvigorate hot yoga, Yours is expanding heated reformer Pilates across UK and Spain, and Dutch favorite PLTS added infrared this year. Competing in multi-modality automation, HOTWORX is aiming for 1K studios by year’s end.
Punchline: As exercisers chase efficacy and sauna detox becomes a way of life, JIM is leaning into automation and accessibility to broaden infrared’s appeal.
