Pilates Studios: Strategic Considerations for investors

Marketing and Target Market: Tailoring Strategies to Studio Types

The marketing strategy and target demographic of a Pilates studio are deeply influenced by its foundational training philosophy.  Each type of studio; Historical Classical, Classical, Contemporary, Fitness Pilates, and Fitness Reformer appeals to distinct segments of the fitness and wellness market.  Understanding these nuances is crucial for effective marketing and communication, ensuring that studios attract and retain their ideal clientele.

Historical Classical Pilates Studios

Target Demographic:  Individuals who value tradition, authenticity, and the original teachings of Joseph Pilates.  This group may include long-time practitioners, those approving of cultural maintenance and historical memories seeking a deep, disciplined approach to body conditioning.

Marketing Strategy:  Emphasise the authenticity and purity of the Pilates method as taught by Joseph Pilates.  Highlight the lineage of instructors and the use of traditional apparatus.  Testimonials from clients who have experienced significant physical transformation or rehabilitation success stories can be particularly compelling.   Highlight testimonials from those who have tried Contemporary of Fitness Pilates and can attest that they didn’t understand what Pilates was until they did the ‘Real’ thing.

Classical Pilates Studios

Target Demographic:  Those interested in a balanced approach that respects Pilates' origins while being open to minor modifications for accessibility.  Likely includes a mix of ages and abilities, from those in their Thirties to older individuals looking to maintain mobility and strength.

Marketing Strategy:  Focus on the studio's commitment to maintaining the core principles of Pilates with a slightly modern touch.  Showcase the range of classes that cater to various skill levels and the benefits of a method that has stood the test of time.    Be happy to focus on the Classical nature of the Instruction but the more modern slant on the apparatus. 

Contemporary Pilates Studios

Target Demographic:  A broader audience including referrals from Doctors and medical charities, fitness enthusiasts, individuals with specific health concerns, and those interested in the latest trends in wellness and exercise science.

Marketing Strategy:  Highlight the studio's innovative approach, integrating modern exercise science with Pilates principles.  Feature the variety of classes, including those designed for special needs (e.g., prenatal Pilates, sports performance), and spotlight instructors' expertise in contemporary wellness practices.  Feature personalisation options as well as class options

Fitness Pilates Studios

Target Demographic:  Fitness-oriented individuals looking for a challenging workout that incorporates Pilates repertoire but with a stronger emphasis on cardio and strength training than personal style while exercising.  Likely appeals to a younger demographic or those with a general interest in fitness rather than Pilates purists.  Also typically the price of classes is cheaper than Classical or Contemporary classes and this will influence the demographic.

Marketing Strategy: Promote the dynamic, high-energy nature of Fitness Pilates classes.  Utilise social media to showcase energetic class snippets, upbeat music, and the community vibe.  Highlight the fitness benefits, such as improved endurance, strength, and flexibility, in a fun, supportive environment.   Use price as a differentiator i.e.  ‘the place where Pilates is affordable’.

Fitness Reformer Studios

Target Demographic:  Those seeking hormone raising, innovative, high-intensity workouts that leverage the Pilates Reformer for a unique fitness experience.  Appeals to a wide range of younger individuals, from the fitness-savvy to those curious about incorporating Pilates apparatus into their regimen but not interested in the slow precise nature of Pilates itself

Marketing Strategy:  Emphasise the unique blend of strength, flexibility, and cardio offered by Fitness Reformer classes.  Use dynamic imagery and video content to demonstrate the Excitement of balance challenges and gym exercises on the Reformer compared to the stable floor and the intensity of the workouts.  Highlight testimonials from satisfied clients who can’t wait for the next adrenaline rush.   Highlight the social nature of the classes.   Make sure imagery is of younger people in a bright ‘loud’ environment more akin to a Night club or disco than a Boutique Pilates Studio.

Take Away

Understanding the studio's training philosophy and aligning it with strategic marketing efforts is key to attracting the right clientele.  By clearly communicating the unique benefits and experiences each studio type offers, owners can effectively connect with their target market, ensuring a loyal and engaged client base.  Tailoring the message to resonate with specific demographic preferences and fitness goals will facilitate a stronger, more meaningful connection between the studio and its community.

Author:  Chris Onslow - Pilates Consultant

Chris Onslow, has run Pilates focussed businesses since 1998.  He and his team specialise in supporting Pilates entrepreneurs and business owners.  With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency.  His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew.  As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD.  Discover more about how Chris can support your Pilates Business or home exercise choices at www.pilates-consultant.co.uk 

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Pilates Studios: Strategic Considerations for investors