JetSet Pilates Targets Northern California for Hybrid Work Crowd

Zoom calls in the morning, Pilates by noon? With Millennials weaving workouts into remote workdays, JetSet Pilates is zeroing in on Northern California’s health-driven, hybrid-work culture

JetSet Pilates has set Northern California in its sights, highlighting the region’s hybrid work culture and wellness-driven lifestyle as it plans to open 25 to 35 studios in the coming years, with a strong focus on the Bay Area.

The Miami-based Pilates franchise, which has already awarded eight studios in the Bay Area with more in development, cites Northern California’s wellness-oriented population and strong demand for weekday and weekend classes as expansion drivers.

“Northern California is one of the most dynamic wellness regions in the country, and JetSet is ready to be part of the movement,” JetSet Pilates CEO Bert Albertse said. “The area’s culture, premium boutique spend and consumer/hybrid work patterns create strong demand for a premium Pilates experience that fits into busy schedules while still delivering unmatched results, and we look forward to providing that to the community.”

The hybrid work patterns Albertse mentions could translate into more mid-day workouts at JetSet Pilates studios. According to a recent YouGov survey, nearly one in five Millennials structure remote workdays around exercise, often using it as a way to manage stress.

By the end of this year, the Purchase Capital-backed JetSet Pilates expects 50 studios to be open nationwide. To support new launches, the company is expanding its Training Academy, which provides enhanced education and strategies to ensure consistency and quality across its studios.

“Launching new locations in Northern California is about finding the right partners who share our passion for redefining Pilates,” JetSet Pilates founder and brand president Tamara Galinsky said. “From our DJ-curated playlists to our studio design, JetSet is more than just fitness, it’s a lifestyle. This is a community that embraces innovation, and the JetSet experience will bring something fresh to the market.”