Serotonin Studio opens second Barcelona club after strong first-site growth

Serotonin Studio has moved beyond proving its model and into building a network. The Barcelona boutique operator opened its second club in Les Corts, at Avenida de Josep Tarradellas 91, with a 400-square-metre layout that shows demand for premium Pilates is no longer confined to Barcelona’s best-known wellness enclaves.

The new site was built as a compact training environment rather than a conventional gym. Its four differentiated rooms let Serotonin separate personal training, Pilates Reformer, yoga and barre, and functional work, while keeping the brand’s service-heavy feel intact. The club also adds strength-led classes to a line-up that already includes yoga, barre, Pilates, HIIT, TRX and strength, all wrapped in the company’s wellbeing-focused “360” concept. Serotonin says the opening required close to 300,000 euros for fit-out, equipment and launch costs, a serious outlay that still looks measured rather than reckless.

That discipline is backed by the first studio’s performance. Serotonin said its original site reached monthly break-even in six months and recovered its initial investment in the fourth year. Over the last year, the business logged 27,300 reservations across 2,957 classes, with annual class volume up 11.5% and average attendance at 96%. The booking mix is just as telling: 70% of reservations came through direct channels, and full-membership clients averaged 4.5 visits per week. Those are the kinds of numbers that suggest a boutique brand has kept its pricing power while building habitual use, not just one-off visits.

The second opening also brought fresh equity into the business. Clara Saladich, Santi Pérez and Lucía Romero are listed as shareholders, and Romero joined after building her career inside the studio as a trainer. Serotonin says it was founded in 2020 and is based in Barcelona, with a class-booking model built around memberships, class packs and app-based reservations. That mix of owned demand and repeat usage is what makes a second site look like a network strategy rather than a test balloon.

The customer profile explains where the brand is aiming next. A retail trade report says Serotonin’s base is mostly women aged 25 to 55, but the company wants to attract more men by expanding strength and functional training. In a city where Club Pilates and Trib3 already compete for attention, Serotonin’s move into Les Corts shows that Barcelona’s premium boutique fitness segment is still growing on specialization, community and service depth, not sheer floor space alone.