Hi all! I am a Lagree instructor with a finance & Marketing background.
I've been thinking a lot about the boutique fitness business model and specifically Lagree as a category. I'd love to crowdsource some honest perspective from the people who actually run these studios or teach in them, because the public narrative (Solidcore IPO, SLT expansion, etc.) feels different from what I imagine the day-to-day reality looks like.
Hypothetically — if someone in their early-to-mid 20s, with a finance background but limited fitness operations experience, was considering opening their first licensed Lagree studio, what would you actually tell them? Not the cheerful "follow your dreams" version. The version you'd give to a younger sibling.
Specifically curious about:
1. The age + experience question. Is there a real disadvantage to being a younger first-time owner, or does it matter less than people think? I see Sebastien himself started in his 20s, and I know of at least one recent Lagree studio that opened with a founder around 22-24. But I'd love to hear from operators about what younger founders consistently get wrong.
2. The capital question. What's the realistic gap between "what people think it costs" and "what it actually costs" for a first studio? I've seen public estimates ranging from $300K to $800K+ depending on market and buildout. Where does the truth usually land? And what are the costs that always blow past projections?
3. Founder presence. I've seen a few comments here suggesting owners who try to manage from afar don't last. How granular does the on-site presence really need to be Year 1? Is there any model where the owner can split time (e.g., 60-70% on-site) and still succeed, or is it truly all-in?
4. The Lagree license specifically. What do people wish they'd known about the license terms, the equipment lead time, the relationship with HQ, before signing? Anything that surprised you?
5. Differentiation in saturated markets. If someone wanted to open in a market that already has Solidcore (Lagree-style with proprietary equipment), is there real demand for a true Lagree concept alongside it, or is the market basically split? How important is brand differentiation (aesthetic, vibe, programming) vs. just method differentiation?
6. The instructors question. W2 vs 1099 — I see a lot of disagreement here. What's actually working for studios you respect? And what's the realistic going rate for a Lagree-certified instructor in a medium-to-large US market?
7. The thing nobody tells you. What's the ONE thing about running a Lagree studio that you only learn after you sign the lease, not before?
I know this is a long post. Genuinely just trying to learn from people who are actually in it before recommending the idea to someone in my circle. Any honesty is appreciated — including "tell them not to do it" if that's the real answer.
Thanks in advance 🤍