Vaura Pilates Expands to Indonesia, Eyes More US Openings

The FIT House of Brands concept is entering Southeast Asia as it prepares to open four new U.S. locations

Vaura Pilates is expanding its international footprint, opening its first studio in Indonesia as the reformer Pilates concept reaches 10 locations worldwide.

The new studio, located in Jakarta’s Menteng district, marks Vaura’s debut in Southeast Asia’s largest economy and comes as the FIT House of Brands concept prepares to open four additional U.S. locations in California, Florida, Massachusetts and Texas.

The opening underscores FIT House of Brands’ continued push to grow its boutique fitness portfolio beyond its flagship F45 Training brand. In addition to F45 and Vaura, the company’s portfolio includes Pilates, yoga and recovery concept FS8.

“Reaching 10 studios is a meaningful milestone worth celebrating, and opening in Indonesia for the first time makes it that much more significant,” FIT House of Brands CEO Tom Dowd said.

Indonesia has emerged as an increasingly attractive market for premium fitness brands. Citing Nikkei Asia, Vaura noted the country’s fitness industry has grown into a $2.3 billion market, fueled by demand for higher-end boutique concepts in major urban centers including Jakarta.

The Jakarta opening also highlights the company’s growing reliance on international master franchise partners. Anna Michau, Vaura’s master franchisee for Southeast Asia and the Gulf Cooperation Council region, said the brand had targeted Jakarta as a priority market amid rising interest in premium fitness across the region.

Vaura positions itself as a more athletic take on reformer Pilates, combining traditional Pilates movements with strength and conditioning principles during 50-minute classes led by instructors in a high-energy studio environment featuring music, neon lighting and mirrored ceilings.

Looking ahead, the brand plans to continue expanding both domestically and abroad. In addition to the four announced U.S. studios, Vaura said it is pursuing franchise growth in markets including London, Toronto and additional international locations.