ATN breaks down the Pilates franchises to watch, innovations shaping the sector and potential competitors in the years ahead
Pilates has emerged as the hottest boutique fitness modality of the post-pandemic era, earning its spot as the most-booked workout for the third year in a row on ClassPass, with reservations on the platform increasing 66% between 2024 and 2025.
This surge in popularity “aligns with a broader shift toward long-term health vs. high-intensity aesthetics,” ClassPass vice president global growth Ivy Wu has told Athletech News, noting that according to a 2024 Mindbody survey, 61% of participants said their primary motivation for working out is to live a healthier, longer life.
“Pilates fits that demand perfectly, emphasizing core stability, mobility and controlled movement — all while being low-impact,” Wu noted.
It should come as no surprise, then, that Pilates studios are cropping up across North America (and the globe) at breakneck speed, driven primarily by franchise expansion.
In just the last year, franchises including Pilates Addiction, Strong Pilates and JetSet Pilates have inked deals to expand across the United States and internationally, while category leader Club Pilates continues adding to its empire of over 1,300 worldwide studios.
But can the Pilates boom continue? And if so, for how long? According to most executives, there’s no reason to be worried about oversaturation just yet, although some brands are taking strides to differentiate themselves for the future.
Other entrepreneurs believe similar modalities, such as barre, could actually be better long-term business bets since they require less equipment.
ATN breaks down the rise of Pilates franchising, including the brands to watch, innovations shaping the sector, and alternative perspectives on whether Pilates will continue to reign supreme as the top modality in boutique fitness in the years to come.
Pilates Franchises To Watch
In the race for Pilates franchising dominance, there are a handful of names to watch.
Club Pilates is still the biggest brand by studio count with over 1,300 locations globally, and the Xponential Fitness-owned franchise is showing no signs of slowing down.
Investors are pumping money into large Club Pilates franchise groups to fuel expansion in the years ahead, including Eagle Merchant Partners, which took a stake in Aligned Fitness to expand across the Southeastern and Mid-Atlantic U.S. Riser Fitness, a franchisee group that’s led by former Club Pilates president Mike Gray, received $72 million from Fortress Investment Group to drive expansion, including in Mexico, where it intends to open at least 65 studios over the next decade.
But the industry’s OG Pilates franchise has plenty of competition.
Pilates Addiction, part of Anthony Geisler’s Sequel Brands, has already sold over 200 territories in states across the U.S. despite only launching its franchise program in June. The brand, known for its flashy black-and-gold color scheme and proprietary WundaFormer machines, is led by Sarah Luna, a former Club Pilates exec. Pilates Addiction says it plans to have over 100 studios open by the end of 2026.
JetSet Pilates is another fast-growing success story. Founded back in 2010 by former marketing and sales exec Tamara Galinsky, the South Florida-based brand has exploded in recent years, recently eclipsing 200 franchise agreements signed with plans to have 50 studios open by the beginning of 2026.
“As we scale, we’re staying disciplined: opening strong studios in great markets, deepening support for our owners and doubling down on a best-in-class member experience,” said JetSet franchising chief strategy officer Natalie Straub.
Other concepts, like the FIT House of Brands-owned FS8 and Vaura Pilates, along with Studio Pilates International, are expanding as well, targeting domestic as well as international growth. FS8, for example, is set to open studios in ten cities across Europe in the coming months, adding to its presence in South Korea.
Brands Are Getting Creative To Carve Out a Niche
While the Pilates franchising market might already seem over-saturated, there’s reason to believe it can sustain several large, growing brands — for the time being, at least.
A report released in October from Allied Market Research found that the global Pilates and yoga studio market is projected to reach $521 billion by 2035, up from $120 billion today, growing at a 14.3% compound annual growth rate over that period.
That said, some franchisors are taking strides to differentiate themselves in the great Pilates expansion race.
Strong Pilates, an Australia-born brand founded by fitness entrepreneurs Michael Ramsey and Mark Armstrong, blends traditional reformer Pilates with cardio and strength training elements, creating a three-in-one workout. Ramsey said this helps Strong Pilates stand out from competitors in a crowded market, and it also encourages members to sign up for more classes per week.
“Our consumer doesn’t want to just do Pilates five to seven days a week,” Ramsey told ATN. “For them, the value proposition is higher to be able to say, ‘Okay, I’m going to just sign up for Strong and I’m going to get everything.’”
Already a force in its native Australia, Strong Pilates plans to open 150-plus studios across the U.S., including a mix of franchise and corporate-owned locations. The brand also has big expansion plans underway in Europe and the Middle East.
Another fast-growing franchisor, Bodybar Pilates, touts a best-of-both-worlds approach. Co-founder and CEO Matt McCollum says Bodybar serves as a middle-ground option between the classical style of the modality offered by brands like Club Pilates and the more hardcore, athletic style driven by Lagree studios and concepts like Solidcore.
“Our workout methodology … appeals to those who want more of the classic-type and also the athletic version,” McCollum told ATN. “I’ve been in classes where you’ll have a 75-year-old grandfather or grandmother, and you’ll have college-aged folks that are in great shape.”
Based in Fort Worth, Texas, Bodybar has over 150 franchise agreements signed, and the brand was on pace to have 75 to 80 locations open by the end of this year.
The aforementioned FS8 and Vaura Pilates are also betting big on differentiation: FS8 combines Pilates, tone and yoga into one concept, while Vaura offers an athletic-style, dynamically lit and mirror-filled experience for those looking for something upbeat.
Is Barre a Better Long-Term Bet?
While Pilates is at the peak of its popularity, some fitness entrepreneurs believe other modalities offer a better long-term value proposition for franchise owners.
Barre, a dance-inspired fitness modality that’s also low-impact, could be an attractive alternative.
Ally Collinsworth, a Dallas-based franchise owner of The Bar Method, believes barre offers a “broader appeal” and a “more scalable business model” compared to Pilates due to its lower startup costs.
“It’s so versatile (because) you don’t need a lot of specialized equipment. … Instead of fitting 10 to 15 in a room, I can fit 30,” Collinsworth told ATN. “That’s more people in class, which is better margins and a stronger return for a franchise owner.”
She also notes that barre provides a high bang for your fitness buck, which could help it appeal to a wider swath of the population compared to Pilates, which can feel more specialized.
“(A Bar Method workout) combines Pilates, yoga and ballet meshed into a single method that gives you an effective workout,” Collinsworth said. “That blend gives the precision and the core strength you get from Pilates, the mindfulness and the (breathing) of yoga, and then the flexibility, sculpting and the toned muscles from ballet.”
“All that being in one format, to me, is more approachable for every fitness level,” she added. “From a business perspective, that accessibility, I think, drives a stronger client retention.”
While Collinsworth notes that she has a strong respect for Pilates, she believes there’s a world where barre becomes the hot new fitness modality, potentially overtaking Pilates.
“Our day is coming; I feel it,” she said.”
A version of this article originally appeared in ATN’s “Franchise Landscape” report, which breaks down the business of fitness and wellness franchising, drawing on interviews, executive-level insights and new market data. Download the free report.
