Confused or Bipolar? The Two-in-One Mistake in Pilates Studio Business Plans
Identifying the Dilemma in Pilates Studio Planning
“I plan on getting 4 or 5 Balanced Body allegro 2 Reformer for Pilates workouts as well as incorporating Lagree-style workouts on 4 or 5 ‘Megaformers’. Since this is my first studio, I want to ensure I’m making the right choices both in terms of equipment and business setup. I’d love to know if you offer consultation services for this process and how we could potentially work together”.
My Pilates Business consultancy is experiencing an intriguing trend in the past 3 months: in each of these I have had one new business enquiry from unconnected entrepreneurs in each of the Middle East, North Africa and UK, Planning to open studios that mix traditional Pilates Reformers with Lagree Megaformers.
This blend might seem innovative at first glance, but it introduces substantial business risks and strategic confusion. Typically, successful Pilates Group Reformer studios operate with 8-14 reformer stations, optimising both space utilisation and profitability. Similarly, Lagree studios follow this model for efficiency and coherence in training experiences but recommend higher numbers and larger floor areas. So, the question arises: Why are these new businesses opting for a handful of each type of machine, especially when the target markets for traditional Pilates and Lagree workouts are starkly different?
Megaformer Studio
Analysing Market Dynamics and Consumer Expectations
Traditional Reformer Pilates and Lagree Megaformer workouts cater to distinct demographic groups with specific fitness goals and expectations. Traditional Pilates focuses on core strength, flexibility, and overall wellness, appealing to those who prefer a gentler, more controlled workout regimen mostly from Generation X (born 1965-1979), Baby Boomers (born 1946-1964) and the younger members of the Silent Generation (born 1925-1945). In contrast, Lagree, known for its intensity and quick results in strength and conditioning, attracts a more dynamic crowd looking for challenging workouts in a noisy dynamic environment more typically suited to Generation Z (born 1995-2012) and Millennials (born 1980-1994.)
Combining these two vastly different offerings in one space might initially seem like a way to cast a wider net and attract more clients. However, this approach shows a lack of clear identity for the studio, confusing potential customers and diluting the brand’s message.
The Business Implications of a Mixed Equipment Strategy
Operating a studio that offers both types of workouts requires different types of expertise, training for instructors, and maintenance protocols, which can significantly increase operational complexities and costs. Additionally, the split focus can hinder the studio from achieving the critical mass of clients needed for any single program to become profitable.
Profitability in the fitness studio business is often tied to specialising and excelling in one primary offering. By trying to accommodate two different types of equipment and fitness philosophies, studio owners may find themselves unable to optimise their space and resources effectively. This could lead to higher operational costs and lower-than-expected client engagement and retention.
Strategic Recommendations for Pilates Studio Owners
Choose Your Niche: Studio owners should consider committing to either traditional Pilates, or fitness Reformer variations like Lagree workouts on the Megaformer based on thorough market research, potential clientele, and personal expertise. Specialising allows for a clearer brand identity and marketing strategy.
Market Research is Key: Understanding the local market demand, demographic preferences, and existing competition can help in making an informed decision about which fitness offering will be more successful.
Optimise Studio Design and Equipment: Instead of dividing resources between two types of equipment, investing in more stations of one type can lead to better economies of scale and operational efficiency.
Develop a Clear Brand Message: A focused approach helps in crafting a clear, compelling brand message that resonates with a specific target audience, making marketing efforts more effective and improving customer acquisition and retention.
Conclusion: Clarity Over Variety
While diversity in fitness offerings can be tempting, the most successful Pilates studios are those that identify and serve a specific niche excellently. For new entrants into the Pilates business, it may be wise to resist the urge to appeal to everyone and instead focus on building a strong, recognizable brand that excels in meeting the distinct needs of one particular client base. This clarity not only aids in customer decision-making but also sets the foundation for a more streamlined, profitable business operation.