The Australia-founded Pilates franchise, which offers reformers integrated with rowers and stationary bikes, is eyeing nearly 100 additional locations across America
Strong Pilates has officially entered the California market, opening its first Golden State studio in West Hollywood as the Australia-founded brand accelerates ambitious U.S. franchise expansion plans.
Located at 7617 Santa Monica Blvd., the new studio marks a key milestone for the six-year-old brand, which has grown to more than 110 locations across 14 countries, with over 155 additional studios in development.
The West Hollywood outpost is operated by multi-unit franchisee Momentic Studios, which has committed to opening nearly 100 additional Strong locations across major metros including Los Angeles, New York City, Boston, Chicago, Nashville, Dallas, Houston and Minneapolis.
Founded in 2019 by Michael Ramsey and Mark Armstrong, Strong has positioned itself as a hybrid contender in the increasingly crowded Pilates market. Rather than offering traditional reformer-only classes, the brand centers its workouts around proprietary Rowformer and Bikeformer machines — reformer beds integrated with a rower or stationary bike — creating a 45-minute class that blends strength training and cardio while remaining low-impact.
The California debut reflects Strong Pilates‘ confidence in the U.S. market. The brand has previously opened studios in markets including New York, New Jersey and Texas.
“We are thrilled to bring Strong Pilates to California, starting with West Hollywood — a community known for embracing forward-thinking wellness concepts,” Strong Pilates co-founder Mark Armstrong said in a statement. “Our focus remains on delivering a training experience that is both effective and sustainable.”
The grand opening featured partnerships with recovery and skincare brands including Therabody and Dermalogica.
Additional Southern California locations are planned for Santa Monica and Westlake Village, Strong Pilates says.
