Pilates Studios: Strategic Considerations for investors

Pilates Studio Types Based on Training Philosophies

The variety of Pilates training philosophies naturally leads to a variety of studio types, each catering to different aspects of the Pilates practice and appealing to distinct client demographics. Understanding these variations is crucial for studio owners and investors to position their studios effectively in the competitive fitness market.

1. Historical Classical Pilates Studios

Focus: These studios dedicate themselves to preserving and teaching the original methods developed by Joseph Pilates, emphasising the authenticity of the exercises, sequences, and apparatus used.

Environment: The ambiance is often reflective of Pilates' own studio, with traditional apparatus such as the Reformer, Cadillac, Wunda Chair, Ped-a-Pull and High Barrel.  The machines are simple and have little adjustability for the client and will feature leather straps and handles rather than more modern ropes and springs will be cheaper steel type rather than Piano wire. The decor and setup may mimic the early 20th-century aesthetic, providing a sense of history and tradition.

Clientele: Attracts purists and those deeply interested in the historical and technical aspects of Pilates, including professional dancers, athletes, and long-time practitioners seeking to deepen their practice.

2. Classical Pilates Studios

Focus: While maintaining a strong foundation in the original Pilates repertoire, these studios are more flexible in adopting slight modifications for accessibility and modern relevance but will expect a full range of Pilates Apparatus.

Environment: These studios are equipped with traditional Pilates apparatus, yet the space may be designed to feel more contemporary and welcoming to a broader audience.

Clientele: Appeals to individuals looking for the rigor and discipline of classical Pilates with a touch of modernity, including those who value ‘The Method's’ foundational principles.

3. Contemporary Pilates Studios

Focus: Integrates modern exercise science, rehabilitation, and innovative techniques with the core principles of Pilates, offering a more adaptable approach to the method.

Environment: The layout is modern and may include the latest Pilates equipment and technology, aiming to provide a comprehensive wellness experience that extends beyond traditional Pilates.  The studio may focus on one or two pieces of Apparatus for example Reformer and half Cadillac rather than a wide range of Pilates Machines.

Clientele: Attracts a wide range of clients, from those recovering from injuries to individuals seeking a holistic approach to fitness that balances strength, flexibility, and mental well-being.

4. Fitness Pilates Studios

Focus: These studios emphasise general fitness over strict adherence to Pilates principles, combining Pilates-inspired exercises with other fitness modalities to create a dynamic workout experience.

Environment: The atmosphere is akin to a Health Club exercise to music studio with a focus on a multi-use space with scope to teach large group Matwork with small accessories and maybe Pilates Reformer where the Reformers can stand against the walls while Matwork classes take place.  Classes are designed to be accessible, engaging, and fun, often featuring upbeat music and a faster pace.  The teacher is likely to perform along with the class as opposed to cueing and correcting the participants.

Clientele: Appeals to the fitness-oriented individual looking for a varied workout that includes elements of Pilates for core strengthening and flexibility but with a greater emphasis on cardiovascular health and muscular endurance.

5. Fitness Reformer Studios

Focus: Specialises in using the Pilates Reformer for high-intensity, fitness-style classes, diverging from traditional Pilates to focus on strength, endurance, and cardio.

Environment: These studios feature a dynamic and adaptable setup, with Reformers and possibly other fitness equipment to support a vigorous workout regime. The vibe is energetic and motivating, designed to appeal to those seeking a challenging exercise session. There is likely to be loud music with a beat and often coloured and flashing lighting to compliment the ‘loud’ nature of the environment.  The instructor will typically be teaching through a head set with a loud voice to be heard over the music.

Clientele: Targets those who enjoy the physical challenge and balance challenges of working on the moving platform of a Reformer but desire a workout that prioritises fitness goals such as weight loss, muscle tone, and overall physical conditioning over Pilates principles.  The clientele are often in their late teens 20s and thirtees rather than the middle-aged and older generations.

Take Away

The diversity of studio types within the Pilates and broader fitness industry offers potential studio owners and investors a rich landscape to explore. By aligning a studio's focus and environment with a specific training philosophy, it's possible to cater effectively to the needs and preferences of a targeted clientele. Whether preserving the rich history of Pilates, adapting its principles to contemporary fitness needs, or innovating with high-energy Reformer workouts, each studio type plays a crucial role in the vibrant tapestry of the Pilates 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