Through a focus on mindful movement, Merrithew delivers premium equipment and globally-recognized educational training that fuels sustainable, profitable business.
The concept of fitness is expanding as consumers seek out modalities and studios that enrich their lives from the outside in. Gymgoers today are seeking holistic experiences that leave them stronger both mentally and physically, and set them up for continued health as they age. Franchises must find ways to align with this new direction. For those that do, opportunities abound.
“People are redefining fitness … they want training that enhances how they live, not just how they look,” said Jim Heidenreich, CEO of Merrithew. “Consumers today value movement that empowers every part of their life: greater mobility, endurance, strength, recovery, and longevity.”
With this in mind Merrithew, the mindful movement, education and premium Pilates equipment company, is helping gyms and studios take wellness from a side offering to a profitable business pillar. The company offers a range of high-quality Pilates equipment and accessories, as well as the globally recognized STOTT PILATES® education system, which provides science-backed training that blends anatomy, exercise science and biomechanics.
This combination of equipment and education places Merrithew at the leading edge of the fitness transformation and makes it uniquely qualified to help franchises optimize revenue through retention.
Pilates Popularity
Wellness has become a main focus for consumers today, which has expanded the definition of fitness to include mindfulness, recovery and longevity.
In this new landscape, it’s no wonder why Pilates is on fire. But unlike fads that burn out, the modality’s appeal is projected to stay red hot. According to Future Data Stats, Pilates is on pace to grow 11% annually through 2032. The reasons are obvious. Pilates delivers myriad benefits including stability, injury prevention and breath control.
“At its core, Pilates integrates strength and mindfulness, it builds a foundation for movement that enhances performance, supports recovery, and promotes long-term health.” said Wayne Seeto, Director of Education Product, Merrithew.
Pilates’ focus on core stability supports balance, joint health and posture, laying a foundation for every other type of movement and modality. Not only does this boost performance, but it enables consumers to train sustainably at any age and through any stage.
It’s also endlessly adaptable. Beyond classical routines, Pilates is now offered in contemporary and functional formats, including those that specifically focus on mobility, athletic conditioning and performance for individual sports.
Merrithew’s range of equipment reflects the versatility inherent in Pilates as a practice. The company’s Reformers are designed to appeal to a wide range of use cases with adjustable features and complementary accessories that transform the functionality. The Stability Chairs provide a full body workout for users who need a seated position and adjust for upper- and lower-body muscle groups. Further, a variety of Barrel options promote movements focused on stretching, balance and control.
The engineered precision equipment is built for franchise scalability thanks to standardized specs, easy maintenance and design flexibility. Pieces easily transform from general fitness into equipment that’s ideal for rehab and high-performance training.
Through equipment that offers a variety of wellness benefits, Merrithew positions franchises to attract a wider demographic, without diluting their brand.
Merrithew’s Difference
For studios and franchises looking to level up their longevity and recovery offerings, Merrithew’s dual offering of high-quality equipment and premium training programs provides a comprehensive way to create a future-facing facility.
“When education and equipment work together, instructors can deliver lasting physical results from core stability and mobility to strength and posture while also fostering confidence, body awareness, and a genuine sense of progress in their clients.” Seeto said.
These benefits also translate into success for owners and operators.
Across the board, studios that add Pilates or recovery services see a 15% to 30% increase in retention and a bump in referrals, according to FRANdata Industry Analysis.
Merrithew’s education acts as a powerful differentiator that helps solidify those outcomes. Beyond simply training instructors on how to use the equipment, STOTT PILATES® education also provides them with the tools they need to assess and respond to individual client needs, whether it relates to recovery, aging or building strength for specific activities. This level of personal attention helps deepen the connection between consumers and their franchise of choice.
Through a full range of courses, STOTT PILATES® provides training options for instructors who are just starting out as well as those that want to delve deeper into particular types of clients or specialized equipment. Training includes courses like Injuries & Special Populations for instruction for special conditions; Rehabilitation for clinical rehab techniques; and Bone Health and Exercise for Osteoporosis and Programming Protocols for Breast Cancer Rehab for clients recovering from those specific health issues.
“Our education is grounded in anatomy and biomechanics, but it’s delivered with empathy. We teach instructors to see movement as a conversation with the body and our equipment provides the language to make that dialogue meaningful.” said Seeto
Reaping the Benefits
With the equipment and education in place, franchises can explore premium revenue opportunities like private sessions, small-group reformer classes and recovery programs. It also positions them to attract corporate wellness and insurance partnerships.
“Successful studios see education and equipment as their brand differentiator,” Etienne de Pierrefeu Vice-President, Commercial Sales said. “They invest in training, choose high-quality equipment that highlights safety and performance, and create an environment that feels professional and aspirational.”
For owners and operators that want to go deeper into wellness but need help determining where to start, de Pierrefeu said start small.
Merrithew customers find success starting with two to four Reformers or Stability Chairs in a wellness zone. Those pieces plus STOTT PILATES® training for instructors lays the groundwork for proof of concept. As classes fill, retention climbs and members provide feedback, the Merrithew studio-planning team can advise on further equipment investments that optimize space and efficiency.
“We always remind partners: it’s evolution, not reinvention. Add wellness in layers, supported by education and equipment that’s built to grow with you,” de Pierrefeu said.
When it comes to leveraging these investments, de Pierrefeu advises franchises to communicate the outcomes related to their wellness offerings rather than the equipment or classes themselves. “Instead of saying, ‘We offer reformer Pilates,’ say, ‘Move better, sleep better, and feel stronger with every session,’” he said.
Marketing that appeals to consumers’ why proves more effective, as does transformation stories that allow them to envision the same types of gains for themselves.
Merrithew equipment itself is a visual cue to the professionalism of the studio or franchise location. de Pierrefeu advises that franchises use it to their advantage by creating instructor and studio content that showcases their wellness infrastructure. This “show, don’t tell” method communicates to consumers that the facility provides a wide range of fitness and wellness offerings, which is exactly what many are looking for today.
“Franchises aren’t moving away from fitness; they’re expanding what fitness means,” de Pierrefeu said. “The future belongs to brands that integrate education, equipment, and experience to help people move smarter, recover better, and live longer.”
