Pilates Studios: The Future of Boutique Fitness and How to Reduce Membership Churn

The UK fitness industry is evolving, with boutique studios as opposed to Health Club Chains or Multi discipline Fitness clubs increasingly recognised for their unique value. However, the latest statistics from the Leisure Database show that membership churn remains a significant challenge for gym and studio operators. As a Pilates studio owner, there are actionable strategies to not only attract but retain members, ensuring your business thrives in this competitive market.

The Growing Demand for Pilates

The boutique fitness sector, including Pilates, is surging in popularity:

UK gym membership grew by 3.9% in 2023, but churn rates remain high, with some facilities experiencing over 30% annual member turnover.

Pilates studios, however, report lower churn rates, particularly among membership-based models, as opposed to pay-as-you-go options.

Pilates resonates with modern fitness enthusiasts due to its focus on mindful movement, strength, and flexibility. Studio owners can draw upon this momentum to create a sustainable business model—one that attracts members and keeps them engaged for the long term.

Membership Churn: A Call to Action for Studio Owners

Churn is a reality for all fitness businesses, but Pilates studios are uniquely positioned to tackle it effectively. Studios I’ve worked with have successfully reduced churn to below 10% through targeted strategies. Here’s how you can achieve the same:

Create Incentives to Stay:

Offer price incentives for members considering cancellation, such as price benefits for members who remain loyal.

Provide flexible membership options, such as freeze periods for holidays or life events, to prevent cancellations during transitional times.

Build Community Engagement:

Foster a sense of belonging through regular events like workshops, Pilates challenges, or social gatherings.

Social competitions for members will enhance retention

Take advantage of local authority provision to organise social competitions for members, creating a crossover between Pilates and social recreation. Activities like this enhance community spirit and make members think twice before leaving. Recreational green bowling, ten pin bowling and recreational tennis or pickle ball tournaments for Pilates members can be a great success.

Offer Membership-Only Perks:

Highlight the benefits of a membership over your competitors offering pay-as-you-go or class pass systems, such as long-term same-class bookings and improved progression over time.

Build a loyalty rewards programme where members earn points for attendance, referrals, or participating in events.

Why Pilates Studios Outperform Traditional Gyms

Pilates studios should be able to excel in engagement and retention compared to traditional gyms. Here's why:

Holistic Appeal: Pilates offers more than fitness; it delivers mental clarity, stress relief, and functional movement training, appealing to the growing demand for wellness.

Community Focus: Boutique studios foster close-knit communities, making members feel valued and connected—a stark contrast to the transactional feel of many gyms.

Targeted Programmes: Tailored classes, such as wellness focusses, back-care, stress, women’s wellness or post-injury recovery sessions, cater to niche audiences who are likely to remain loyal.

The statistics back this up. Membership-based Pilates studios consistently show lower churn rates than gyms and pay-as-you-go options. By building on this foundation, studio owners can secure long-term success.

Using Gym Trends to Boost Pilates Studio Business

The trends in the wider fitness industry can offer valuable insights for Pilates studio owners:

Strength Training Boom: As gym-goers shift towards strength training, Pilates can position itself as a complementary activity. Highlight how Pilates enhances strength, mobility, and recovery for gym-goers.   Consider how Pilates Apparatus like the Wunda Chair, or contemporary Pilates-based apparatus like Fuse Ladder or Suspension training might enhance and add to an existing Reformer only Studio; requiring little or no more studio space but widening the appeal for those focussed on Strength training.

Value-Added Amenities: Just as gyms are adding recovery zones and sauna access, Pilates studios can introduce similar perks, such as meditation sessions or post-class stretch areas.

Multi-Modal Appeal: Collaborate with local Physiotherapists or community sports clubs to cross-promote Pilates classes to their members, emphasising the unique benefits of Pilates for strength, posture, and injury prevention.

Your Next Steps as a Pilates Studio Owner

If you're ready to reduce churn and build a thriving community around your studio, consider implementing some of these steps over the next 12 months.

Review your membership structure and create incentives to retain long-term clients.

Plan community activities, like local sports events or wellness workshops, to enhance member engagement.

Collaborate with complementary businesses, such as Physiotherapists or tennis clubs, to expand your reach.

Invest in member feedback systems to understand and address their needs proactively.

The UK fitness industry is increasingly competitive, but Pilates studios have a distinct advantage. By focusing on engagement, personalisation, and community, you can turn current trends into long-term growth.

Final Thoughts

The fitness landscape is changing, and Pilates is poised to lead the way. By addressing churn strategically, understanding industry trends, and fostering a strong community spirit, your studio can thrive. Remember, it's not just about signing members up—it’s about keeping them inspired, motivated, and loyal to your brand.

Are you ready to take your Pilates studio to the next level? Let’s make it happen.

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