What’s Behind JETSET Pilates’ New Classes & Longevity-Friendly Approach

With adaptable workouts and new class formats on the way, JETSET Pilates is leveraging longevity to forge loyalty

As consumers’ perspectives on working out evolve, more people are gravitating toward fitness routines that serve their overall health over time. While intensity alone was the old metric, today, an improved wellbeing and consistency are the new benchmarks for success.

JETSET Pilates, the rapidly growing high-end brand, is leveraging the supportive and longevity-boosting nature of Pilates to deliver experiences that do just that through programing that allows members to select their own level of exertion. For operators, that adaptability is key to long-term loyalty.

“Members are becoming really thoughtful about what their workouts are doing for them long term,” said Alex Lyons, JETSET’s VP of Product and Talent. “They’re less interested in fitness that asks them to push harder without a clear purpose, so longevity and loyalty are very closely connected. When a member trusts that a workout will challenge them intelligently and support how they want to feel, they’ll be able to continue to evolve with that practice. Then, it becomes part of their lifestyle rather than just a short-term solution.”

With a strong understanding of this correlation, JETSET is leaning into longevity with its programming — continuing to weave it into current class formats and introducing it into new ones that will drop soon. 

How JETSET Does it

While most brands look to support consumers at different stages of their fitness journeys by offering classes with varying levels of intensity, JETSET takes things in another direction. All of the brand’s classes offer the same movements at the same “level” with opportunities for members who’d like to do so to challenge themselves further. 

Additionally, Lyons said JETSET instructors are specifically trained to provide the necessary assistance to whoever might need it. 

“They’re trained to intelligently see the room and offer support or amplification depending on what the client needs,” she said. “That involves thinking about variations in focus, the spring loads, tempo, sequencing and the time under tension.”

This balance between structure and flexibility, where members embrace longevity-related principles like following their body’s cues and moving through familiar programming, makes JETSET workouts adaptable. 

“Every day can be different, but also in longevity, you want to know that something is consistent,” Lyons said. “You want something that you can show up for that isn’t necessarily complex or won’t confuse you. You can really listen to your body and take what it needs that day.”

A Brand that Evolves with its Members

Lyons argues that this ability to adjust programming and apply it to members moving through different life stages is “essential” and “almost vital” to a brand’s long-term success. 

“A member’s goals, capacity or relationship with fitness will naturally change over time, and we should be able to preserve the integrity of the brand while being open to all the different members that want to engage with us,” she said. “That doesn’t mean that every class needs to become easier. It means that we have the training and the infrastructure for modifications and progression. No one gets left behind.”

Lyons said rigid programming can be a turn off. Similarly, classes designed to constantly push members to their limit aren’t for everyone—or every stage. A more customizable approach is ultimately more inclusive and inviting.

“There’s always something to work up to, but sometimes people might need to take a step back, so we want to make sure we’re presenting JETSET in a way that constantly supports them,” she said. “We don’t want to intimidate them or make them feel like they’re not worthy, which I think sometimes happens with some higher intensity styles.”

New Formats That Fit

JETSET will expand its capacity to keep pace with evolving consumer needs in the near future as well. This September, the brand will introduce a series of new class formats designed specifically to support clients during different stages of their fitness and lifecycle journeys. This includes JETSET Foundations, which helps members build strength and confidence on the reformer, as well as JETSET Upper Sculpt and Lower Sculpt — two different classes that target the indicated body areas and core. The brand is also launching JETSET PRO50, a more challenging 50-minute class that pushes members at a harder pace, and JETSET PRO60, which takes things to another level with an even more advanced experience that runs for an hour. 

Lyons says JETSET’s original, one-level classes will remain at the heart of the business while these newer formats will allow the brand to reach more consumers.

“We’ll always have the core, standard JETSET Reformer class that can be amped-up or modified as needed, but the new formats will create different progressions and challenges to sprinkle in during the week, so each week feels curated to the client,” Lyons said. 

It all centers around JETSET’s understanding that in order to lean into longevity, and forge loyalty by consequence, it needs to give members that reliable, welcoming exercise experience that still allows them to develop.

“Long-term loyalty is a play on trust,” Lyons said. “People want to come back when they trust the experience is going to be consistent, delivered at a high level and tailored to help them progress over time. The instructors understand the method, the clients and build community.”

The new classes will collectively concentrate on more advanced Pilates formats, body part-specific exercises and help revamp the new member experience to ensure attendees feel embraced.