Club Pilates Expands International Pilates Day Into Month-Long ‘PilatesFest’

The boutique fitness brand is hosting community-driven events, testing class packs and spotlighting inclusivity as it looks to attract new members and expand globally

In celebration of International Pilates Day, Club Pilates studios across the globe are coming to life to unite local communities around the popular workout.

While World Pilates Day is on Saturday, the boutique fitness franchise chose to extend the celebration to the entire month of May.

“Rather than limiting the moment to a single day, PilatesFest is designed to activate studios throughout the entire month, using National Pilates Month as a platform to build awareness, drive engagement and attract new members,” Club Pilates President Tianna Strateman told Athletech News.

Studios across California, Texas, New York, New Jersey and elsewhere will host special events in partnership with the local community to bring together members and new prospects around Pilates.

The activations will vary studio by studio, Strateman said, which can look like “inviting local vendors, offering introductory experiences and creating opportunities for guests to engage with the brand in a more social and accessible way.”

Participating studios are planning events like outdoor mat Pilates classes, with some partnering with local breweries or incorporating pickleball games into the event. Others are offering free classes or hosting an open house to draw in new prospective members. 

The brand is also offering 5 and 10-class packs — straying from its 100% membership-based model — at participating studios as a way to draw in interested customers who aren’t ready to commit to a membership yet.

“Unlike past efforts focused on single moments or promotions, PilatesFest builds on International Pilates Day with sustained energy — through community events, local vendor partnerships, and nationwide storytelling,” a Club Pilates spokesperson told ATN. “This creates broader reach and deeper engagement, positioning the brand as welcoming and accessible while fostering organic connections that previous campaigns approached more transactionally.”

The goal is to educate and connect with a broader population, and ensure studios across the board are exemplifying the brand mission of highlighting inclusivity by showing that Pilates is for everyone.

“We truly believe Pilates finds a path to a more fulfilling life,” Stratemen added. “This is meant to be a celebration. It’s about bringing people together.”

Club Pilates also touched on its expansion goals, revealing it will be focused on its global footprint with plans to expand across 23 countries.