Amsterdam’s Rostudios To Enter NYC With Low-Price Pilates & Cycling Concept

The Dutch brand is looking to disrupt a notoriously saturated — and expensive — NYC boutique fitness market, proposing a $25-per-class rate

New York City is going to get a taste of what a Dutch boutique workout is like with the opening of Rostudios this May.

The Amsterdam-based boutique fitness operator is gearing up to launch its first U.S.-based studio in Greenwich Village, boosted by over $40 million raised in growth capital.

Rostudios currently operates over 30 studios across Europe, which saw more than two million visits in 2025.

The 9,000-square-foot flagship location will fit three studios housing two popular modalities under one roof: two Roform reformer studios and one Rocycle cycling studio. Studio visitors will be able to take advantage of full changing facilities with towels, cycling shoes and premium care products from Zenology.

The Dutch brand is entering a saturated boutique fitness market in New York, but its affordable model could draw some members away from its competitors — Rostudios is starting its drop-in pricing for both Roform and Rocycle classes at $25 per class, well below typical boutique fitness pricing in NYC.

“After spending time in New York, it became clear how expensive boutique fitness had become,” said Rostudios founder and CEO Rogier van Duyn. “We see a clear opportunity to deliver a high-quality studio experience at a much more appealing price point, making great workouts truly inclusive.”

While the brand is continuing to invest in European-based growth in key markets including Germany, Belgium and the Netherlands, Rostudios is planning additional U.S. growth in New York and Boston following the opening of its flagship location.