Why UK Investors Struggle to See Value in Foreign Pilates Franchise Models

As a Pilates business consultant, I am often asked to evaluate franchise opportunities for UK investors. Time and again, the same question emerges: “Why would I invest in a foreign Pilates franchise when I could start an independent studio of my own?” It’s a fair question, and one that highlights the fundamental disconnect between the promises of foreign franchises and the realities of the UK Pilates market.

Franchises offer structure, systems, and branding—but do they deliver enough tangible value to justify the significant upfront costs, ongoing fees, and operational constraints? In many cases, the answer is no unless the investor or franchisee has little or no self confidence in their ability to run a business and even then, the franchisor does not ultimately run your business although they may kickstart it and give it a kick-start.

1. Upfront Costs vs. Perceived Value

Franchises often come with hefty initial investments and ongoing royalty fees that quickly add up:

Initial setup costs can range from £100k to £300k+, depending on location and studio size.
Ongoing fees: Most franchises take 8-10% of turnover in royalties, alongside additional contributions to centralised marketing funds (usually 2-3%).

For this, the franchisee is promised:

A proven operational system.
Brand recognition.
Marketing and ongoing business support.

The Problem: These “benefits” often fall short in the UK:

Many operational tools (e.g., booking systems, customer management software) may be bespoke to the franchise but good alternatives exist as off-the-shelf products available to any independent studio.
Brand recognition might carry weight in Australia or the USA, but foreign Pilates franchises are still relatively unknown in the UK.
Marketing support is frequently misaligned with UK needs (more on that below), forcing franchisees to shoulder additional local marketing costs.

An independent studio, by contrast, can achieve the same outcomes without sacrificing turnover to franchisor fees.

2. Instructor Recruitment: The Achilles’ Heel

A critical issue for UK investors is the shortage of qualified Pilates instructors, particularly those trained on apparatus like the Pilates Reformer.

Club Pilates, for example, relies heavily on well-trained instructors to deliver its product. However, in the UK:

o Equipment-trained Pilates instructors are in short supply.

o Proper instructor training is time-consuming and expensive.

High-quality instructors who have invested in their education often prefer to work independently, where they can earn more and retain creative control.

The Impact: Franchisees face a dual challenge:

Significant investment in staff training to meet franchise standards.
High staff churn as instructors leave to open their own studios, taking clients with them.

This staffing bottleneck erodes profitability, making it harder to justify the franchise’s ongoing fees.

3. The Cost of Rigidity: Franchises Are Not Agile

Successful Pilates studios, particularly in the UK, are typically built on multi-functionality. To thrive, they must:

Offer a variety of revenue streams: e.g., pure Pilates classes aimed at balance, strength and flexibility as well as more targeted more clinical Pilates, off-peak programmes for older clients, private sessions, and maybe even instructor training.
Adapt their class schedules and offerings to meet local demand.

Foreign franchises, however typically operate on rigid systems that often leave little room for local customisation.

Strong Pilates, for instance, requires large studio spaces with a fixed number of very long and wide Rowformer and Bikeformer machines (15+) and pre-set class formats. This works well for a fitness-driven concept, but it limits the flexibility needed to appeal to the wellness market.
Studio Pilates, with its screen-led classes, eliminates the opportunity for franchisees to deliver personalised instruction or diversify their offerings, something UK wellness clients value highly.

In contrast, an independent studio owner can adapt quickly, tailoring their business to local needs without the constraints of a franchisor’s “one-size-fits-all” model.

4. Location and Marketing: Missteps That Franchisees Pay For

Site Selection: Franchises often struggle to identify profitable locations in the UK, where commercial property costs are high, and success depends on subtle demographic nuances. A studio placed even slightly off-target can suffer from underutilisation and financial strain.
Marketing:

Foreign franchises typically rely on strategies successful in their home markets, such as TV or local radio campaigns.
In the UK, however, localised digital marketing—including social media and community engagement—is far more effective.

The irony is that franchises often outsource their social media marketing in the UK to third party contractor companies that independent studio owners could hire directly for a lower cost. Franchisees end up paying for a centralised marketing plan that offers little advantage.

5. The Long-Term View: Who Benefits?

Franchises are inherently weighted in favour of the franchisor.

The franchisor carries minimal risk. They collect royalties from day one, regardless of whether the franchisee turns a profit.
The franchisee shoulders all the financial and operational risk, often while being limited by rigid systems, ongoing fees, and external controls.

In a boutique wellness industry like Pilates, where success is built on client loyalty, personalisation, and local relationships, it’s hard to see how a franchise can offer a sustainable advantage over an independent studio.

6. Independent Studios: The Better Option for UK Investors?

When investors ask whether they should opt for a franchise or open their own studio, my answer is this: it depends on your goals, resources, and experience. However, in the UK market, the benefits of independence are clear:

Financial Control: No royalty fees, no franchise marketing costs, and full control over your turnover.
Operational Flexibility: Freedom to adapt your offerings, pricing, and schedules to meet local demand.
Brand Ownership: Build your own reputation, grow your community, and retain clients without competing against franchisor constraints.

For many investors, the effort required to establish a profitable franchise is no less than that of running an independent studio—yet the independent model offers far greater rewards.

Take Away

Foreign Pilates franchises promise a lot on paper, brand recognition, operational systems, and support. In reality, however, they often deliver little of real value to UK investors. With a significant upfront investment, ongoing fees, and operational rigidity, franchisees find themselves asking: “Why not just do this myself?”

The UK Pilates market is unique—wellness-driven, client-focused, and reliant on high-quality instruction. Independent studios have the freedom to meet these needs effectively while retaining full control over their business. For investors willing to build their own brand, the rewards are theirs to keep.

In this Series

Did you read the first blog in this series

· Why Successful Pilates Franchises Abroad Struggle in the UK Market

Stay tuned for the final blog in this series:

Pilates Reformer in Fitness vs. Wellness – A Tale of Two Markets.

If you’d like professional guidance on evaluating franchise opportunities or starting an independent Pilates studio in the UK or Middle East, I’m here to help.

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