Bodyrok Hits 100 Studios, Looks to Become ‘Global Category Leader’

Co-founder Jake Irion spoke to ATN about what sets the Pilates franchise apart in a saturated market, as the brand targets even more growth in the years ahead

Pilates franchise Bodyrok has officially reached the 100-studio mark, finding success with its proprietary reformers and distinct high-energy, low-impact workouts built around community.

The brand serves over 358,000 annual clients globally across cities including New York City, Chicago, Miami, London, Dallas and Seattle.

“Anyone can replicate a workout on paper, but it’s much harder to recreate a feeling. That’s what people connect with, and I think that’s why our community has stayed so loyal as we’ve expanded,” Bodyrok co-founder and CEO Jakob Irion told Athletech News. “Growth has always been a byproduct of getting the experience right, not the other way around. We know clients have more options than ever, so we don’t take their loyalty for granted.”

Bodyrok has set itself apart, in part, due to its proprietary, American-made reformer.

“They’re not something you’ll find at another studio,” Irion said of the machines. 

He explained that they specifically designed them around the Bodyrok method, which is faster-paced and more intense than conventional Pilates formats. The machines allow for faster transitions and heavier resistance.

“The workout flows the way it’s supposed to, and that’s a big part of what makes Bodyrok distinctly Bodyrok,” he added.

Irion attributes a lot of the momentum behind the brand to the “cult following” its created, with instructors and current members, some of whom transition to become franchisees and open their own studios.

“They experienced the brand firsthand, believed in it, and wanted to bring it to their own communities,” Irion said. “To me, that’s one of the strongest validations you can have.”

Looking ahead, while Irion didn’t go into detail on any specific target markets for ongoing growth, he did point to the encouraging growth Bodyrok has seen domestically as a driver for where the brand is going next.

“We have hundreds of locations in various stages of development, which tells us the model is resonating well beyond any one market,” he said. “We’re targeting cities where there’s an appetite for a premium, design-forward fitness experience, not just another studio on the block.”

Irion said that 100 studios is just the beginning for the brand. In the next year, he explained, Bodyrok’s focus will remain on thoughtful expansion, supporting franchisees, elevating member experiences and investing in aligned partnerships as the brand looks to keep up with a rapidly evolving industry.

“Five years out, we want Bodyrok to be a recognized global category leader in boutique fitness,” he said. “We’ll get there the same way we got to 100: by staying hands-on, keeping family and founders close to the studios and being selective about who carries the brand forward as franchisees.”