Nicole Di Leo’s thriving studios prove that thoughtful service, local partnerships and a strong brand culture drive more than just loyalty — they drive profits
You’d have a hard time finding someone with a greater appreciation for JETSET Pilates than Nicole Di Leo — a former member turned franchisee. As a multi-unit owner partnered with her brother, Alex, and her sister, Amanda, she’s even blended her fandom with family.
However, Di Leo didn’t always feel that way. Like many newcomers to Pilates, she wasn’t used to working all the smaller muscles in the body that JETSET classes often challenge, and felt it.
“I loved the music. I loved the aesthetic of the studio. It was just the class that was so difficult for me,” she recalled. “It was so hard that I almost didn’t care to go back.”
For her sake, and that of the South Florida Pilates community, it’s good that she did. After giving the workout another try, she walked away feeling better, stronger and with the clarity and confidence to build what would become one of the franchise’s most successful business arms.
“I felt much more toned and lean,” Di Leo said. “That’s what grew my liking to the workout and I knew we didn’t have a concept like that where I lived. I reached out to them, and little did I know, there was already a studio coming to Fort Lauderdale, so that wasn’t an opportunity for me, but I had more conversations and realized there are other markets JETSET would do great in.”
Di Leo’s senses were accurate. Those markets currently include Wellington, Aventura, and Flagler Village in Florida, all of which are under her franchising umbrella and top performers in the JETSET system.
Opportunity Through Culture
Di Leo sees a similar profit opportunity for prospective and expanding owners. While Pilates’ popularity gives studios a head start, the unique experience JETSET provides separates their franchising opportunity from the pack. It starts with an added layer of hospitality and going the extra mile when it comes to customer service.
“People aren’t just coming for a workout, they’re also coming in to join a community, and they realize it when they come in for their first few classes,” Di Leo said. “That really sets us apart. Our team at the front desk is outgoing, helpful and makes everyone feel as welcome as possible — talking to them about what’s going on in their life and building a relationship, that makes them feel like they’re a part of something.”
That culture takes the financial opportunity Pilates already brings to the table and supercharges it — delivering results most concepts can’t touch.
“The energy, the community and the results that our clients get build incredible brand loyalty and naturally drive strong business performance,” said Di Leo. “I think from an ownership standpoint, it’s rare to find a concept that delivers both a lifestyle that people really want to be a part of and also a high performing model for franchisees.”
Di Leo added that she also helps cultivate a JETSET lifestyle for her members through partnerships with local businesses.
“We’ll collaborate with coffee shops or medspas that our members love to offer discounts so JETSET isn’t just their workout,” she said. “They get so much more out of their membership.”
HQ Support
While popularity around Pilates and customer loyalty fuels JETSET franchise operations, they’re also reinforced by strategic assistance from the brand’s headquarters. In Di Leo’s experience, JETSET’s executives have been involved, accessible and resourceful.
“The support from the HQ side has been amazing since day one,” said Di Leo. “Whether they’re creating social media assets or marketing guides for us, they’re very detailed and help plan out months of different challenges or ideas. That’s extremely beneficial because everyone’s not super creative, and you have to be creative with social media and marketing.”
JETSET HQ matches its creative support operationally, setting up systems ahead of time so owners can hit the ground running at the start of their franchising journey and continue charging forward as they extend it.
“It allows someone like me, who loves to be very hands-on, to focus on other things rather than having to build different systems and put certain things into place,” Di Leo added.
JETSET also extends the sense of community it fosters with members to its franchisees, even sometimes showing up in person in a show of support.
“We’ve also had people from the marketing team fly out to be there for events we’ve had, not only to support, but to watch the team, see what we’ve put together and give us input,” Di Leo said. “I feel like I could go to them for any issue that we’re dealing with and get input.”
Evolution & Next Steps
Di Leo doesn’t expect Pilates to slow down, nor does she foresee any hesitation from JETSET in taking advantage of its surge.
Di Leo is actively contributing to the collective growth as well. Partnered with her siblings, she’s working on opening two more locations in Nashville and four more in South Florida, bringing her total up to nine sites.
“The brand awareness excites me the most because it’s growing so much and opening in so many new markets,” said Di Leo.
Evolving with the industry while staying true to what’s made you successful can be like walking a tightrope, but Di Leo knows JETSET has the balance to pull it off.
“I love the way the brand continues to innovate but also stick with its core,” she added. “You don’t see that too often, so it’s been great to see how they’ve stayed consistent since the beginning and since we’ve been involved.”
This article originally appeared in ATN’s Franchise Landscape 2025: Insights Into Fitness& Wellness Growth report, which explores how how boutique concepts, HVLP operators and multi-brand franchisors are reshaping the industry, from Pilates and barre studios to big-box gyms. Download the free report.
