BOHO
BOHO Studios is a Richmond, Virginia boutique fitness company operating since 2013, offering 40+ weekly classes in cycling, strength, Pilates, yoga, and HIIT across two studio concepts serving local individual members through recurring memberships and class packages.
- Company typePrivate
- Founded2013
- HeadquartersRichmond, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What BOHO does
BOHO Studios, LLC is a privately held boutique fitness company founded in October 2013 by AnnMarie Grohs in Richmond, Virginia. The company operates two distinct studio concepts under one membership umbrella: BOHO Cycle Studio (indoor cycling with rhythm-based formats including CYCLE, Power Hour Cycle, and Endurance Ride) and BOHO Fit Studio (strength, Pilates, yoga, and HIIT including LIFT, BUILD, TONE, Mat Pilates, Power Pilates + Core, Yoga, and Ride + Lift). Across its operating locations the company offers more than 40 classes per week in 15+ fitness formats, serving health-conscious adults in the Richmond metro area who prefer small-group boutique environments over large commercial gyms.
The business model is primarily subscription-based recurring revenue from auto-renewing monthly and annual memberships (Monthly Unlimited at $190/month, VIP Yearly at $1,860/year), supplemented by lower-tier class packages (4 classes at $89/month, 6 classes at $120/month, single drop-ins at $23-$30), a $59 two-week unlimited new client trial, private group bookings at $350 per session, retail merchandise, and the BOHO Core nutrition and lifestyle coaching program. Go-to-market is direct-to-consumer through owned studios, with customer acquisition driven by community engagement, Instagram and Facebook presence, earned media (Self Magazine, Axios, Richmond Times Dispatch, Richmond BizSense), and a structured member Ambassador Program.
The technology stack is intentionally light: BOHO uses the third-party Walla mobile app for class booking and membership management and Mindbody Online for front-desk operations. There is no proprietary technology platform, no disclosed API, and no data infrastructure beyond standard CRM/booking tooling. The company operates three Richmond locations — the original Cycle Studio in the Museum District (711 N. Sheppard St., opened October 2013), the Fit Studio in Brookland Park (127 W. Brookland Park Blvd., opened January 2019), and a forthcoming Southside location in the Forest Hill / The Hill Standard development (4910-4930 Forest Hill Ave.) — with no geographic expansion beyond the Richmond, Virginia metropolitan area.
BOHO firmographics
Firmographics- Name
- BOHO
- Legal name
- BOHO Studios, LLC
- Website
- https://bohostudios.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- BOHO Studios is a Richmond, Virginia boutique fitness company operating since 2013, offering 40+ weekly classes in cycling, strength, Pilates, yoga, and HIIT across two studio concepts serving local individual members through recurring memberships and class packages.
- Ownership category
- akta.pro rank
BOHO industry classification
Industry- Product category
- Boutique Fitness Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Cycling/Spin Classes (HSADABAE)
Keywords
Where BOHO is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
BOHO business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Class-based fitness memberships and packages: BOHO generates revenue primarily through recurring monthly and annual memberships offering unlimited class access, as well as class package purchases (4, 5, or 6 classes per month) and single drop-in class sales. Memberships auto-renew monthly or annually, providing predictable recurring revenue. The company also offers private group class bookings at $350 per session.
- Private group events: The company offers private fitness classes for groups (up to 37 people at Cycle Studio, up to 15 at Fit Studio) at a flat rate of $350 per session, with additional hourly fees for extended space usage.
- Retail merchandise: BOHO sells BOHO-branded gear and apparel with discounts offered to members (20-25% off depending on membership tier).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | VIP Yearly Unlimited - Premium annual membership with full perks |
| Subscription | Monthly | Monthly Unlimited - Standard recurring membership |
| Subscription | Monthly | Four-Class Monthly Package |
| Subscription | Monthly | Six-Class Monthly Package |
| Subscription | Pay-as-you-go | Five-Class Package |
| Unit Pricing | Pay-as-you-go | Single Class Drop-In |
| Unit Pricing | Pay-as-you-go | Private Group Class Experience |
| Freemium | Pay-as-you-go | New Client Special - Two Weeks Unlimited |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
BOHO product offering
Product offeringCore offering
BOHO Studios operates boutique fitness studios in Richmond, Virginia, offering group fitness classes in indoor cycling, strength training, circuit training, Pilates, yoga, and HIIT formats. The company runs two main studio concepts—BOHO Cycle Studio and BOHO Fit Studio—under a unified membership system, with revenue generated through monthly and annual memberships, class packages, drop-in classes, and private group bookings.
Product overview
BOHO Studios is a boutique fitness studio company operating two distinct studio brands in Richmond, Virginia since 2013. The portfolio consists of BOHO Cycle Studio (indoor cycling with rhythm-based classes including CYCLE, Power Hour Cycle, and Endurance Ride) and BOHO Fit Studio (strength, Pilates, yoga, and HIIT classes including LIFT, BUILD, TONE, Mat Pilates, Power Pilates + Core, Yoga, and RIDE + LIFT). The company offers memberships and class packages (VIP Yearly Unlimited, Monthly Unlimited, Four/Six Class Packages, Single Class Drop-ins) plus a New Client Special introductory offer. Additional offerings include Private Classes for group events, Gift Cards, and BOHO Core wellness program for nutrition and lifestyle coaching. The studios operate under a unified membership system allowing access across both locations.
Differentiator
Problem solved
Functional benefit
Brands
- BOHOCore: Wellness program offering nutrition, exercise and lifestyle counseling. Started in 2013 to provide customers with a more holistic fitness experience beyond the cycle studio.
Products and services
- BOHO Cycle Studio Indoor cycling studio at 711 N. Sheppard St., Richmond, offering rhythm-based ride classes with curated playlists, including CYCLE, Power Hour Cycle, and Endurance Ride formats. Accommodates up to 37 people with clip-in pedal bikes. Designed for health-conscious adults seeking boutique fitness experiences.
- BOHO Fit Studio Strength training and general fitness studio at 127 W. Brookland Park Blvd., Richmond, offering circuit-based classes including LIFT, BUILD, TONE, Mat Pilates, Power Pilates + Core, Yoga, and Ride + Lift HIIT. Accommodates up to 15 people and includes a dedicated yoga studio and cardio/strength training area.
- Private Classes Private group fitness sessions for events such as weddings, birthdays, team building, and corporate activities. Available at Cycle Studio (up to 37 people) or Fit Studio (up to 15 people). Includes a 45-60 minute class, studio access time, shoe/mat rental, and towels, priced at $350 per session.
- BOHO Core Wellness program offering nutrition, exercise, and lifestyle counseling. Designed to address the internal health aspect of fitness alongside physical workouts. Available at the Brookland Park location as a complement to group fitness classes.
- BOHO Gift Cards Gift cards usable toward classes, memberships, and studio merchandise. Designed for fitness enthusiasts to share BOHO's boutique fitness experience as a gift.
Companies that use BOHO
Customer profileSegments2 records
Ideal customer profiles2 records
BOHO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
BOHO partnerships and signals
Strategic signalScale indicators4 records
Recent moves9 records
Expansion highlights5 records
BOHO competitors and assessment
Company assessmentDirect peers
- SoulCycle: National premium indoor cycling brand that pioneered the boutique spin studio experience. Closely comparable to BOHO's Cycle Studio in terms of music-driven, community-focused, premium-priced group cycling.
- CycleBar: Franchised premium indoor cycling studio chain offering high-energy, music-driven group rides. Comparable to BOHO's Cycle Studio in class format, premium positioning, and franchise/chain structure.
- Barry's: Premium boutique fitness brand combining high-intensity treadmill/cardio intervals with strength training. Comparable to BOHO's RIDE + LIFT HIIT class and premium pricing structure.
- Orangetheory Fitness: National boutique fitness franchise offering multi-format group classes (cardio, strength, HIIT) with a coach-led, technology-supported model. Comparable to BOHO's Fit Studio multi-format offering and pricing tier.
- CorePower Yoga: National yoga and Pilates-focused boutique fitness chain. Comparable to BOHO's yoga and Pilates class offerings within the Fit Studio, including multi-format and subscription model.
- Title Boxing Club: Franchised boutique fitness chain focused on boxing-inspired group classes. Comparable to BOHO as a membership-based boutique fitness studio with community positioning and multi-format class offerings.
- Club Pilates: Largest Pilates-focused franchise in the US offering group reformer and mat Pilates classes. Comparable to BOHO's Mat Pilates and Power Pilates + Core classes in pricing and group format.
- Pure Barre: Franchised boutique fitness brand centered on barre, Pilates, and strength classes. Comparable to BOHO's Mat Pilates, Power Pilates + Core, and TONE class formats with similar boutique pricing.
- F45 Training: Global franchise offering 45-minute functional HIIT and strength group classes. Comparable to BOHO's LIFT, BUILD, TONE, and RIDE + LIFT formats and boutique franchise operating model.
Broad incumbents
- Peloton: Broad incumbent in connected fitness offering cycling, strength, yoga, and Pilates via hardware plus subscription content. Comparable to BOHO as a category-defining indoor cycling and multi-format fitness brand, though delivered digitally rather than in-studio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BOHO social profiles
Digital presenceBOHO financial estimates
Financial estimateRevenue estimate
Valuation estimate
BOHO leadership team
Management profileNumber of profiles
Profiles4 records
BOHO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BOHO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BOHO
What does BOHO do?
BOHO Studios operates boutique fitness studios in Richmond, Virginia, offering group fitness classes in indoor cycling, strength training, circuit training, Pilates, yoga, and HIIT formats. The company runs two main studio concepts—BOHO Cycle Studio and BOHO Fit Studio—under a unified membership system, with revenue generated through monthly and annual memberships, class packages, drop-in classes, and private group bookings.
Is BOHO a public or private company?
BOHO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BOHO founded?
BOHO was founded in 2013. It employs 51 to 100 people.
Where is BOHO based?
BOHO is headquartered in Richmond, United States, in the North America region.
How does BOHO make money?
Three revenue lines are on record. Class-based fitness memberships and packages are the primary driver. The others are private group events and retail merchandise.
Who are BOHO's main competitors?
Direct peers on record are SoulCycle, CycleBar, Barry's, Orangetheory Fitness, CorePower Yoga, Title Boxing Club, Club Pilates, Pure Barre and F45 Training. Peloton is listed as a broad incumbent.
Does BOHO have an API?
No public API is recorded for BOHO.
What industry is BOHO in?
BOHO's product category is Boutique Fitness Services. Its primary akta.pro industry code is HSADABAE, Cycling/Spin Classes. Its NAICS code is 713940 and its SIC code is 7997.