Despite some negative headlines and a fraught macroeconomic environment, the fitness and wellness franchising industry is as robust as ever.
One look at your local strip mall should be enough to put to rest any ideas to the contrary, as big-box gyms, Pilates studios and wellness centers increasingly fill the spaces once occupied by now-shuttered department stores and retail giants.
Pilates Is Booming
Pilates has officially hit the mainstream. Once reserved for trendy studios in coastal cities, the mind-body modality developed by Joseph Pilates in the 1920s can now be practiced in towns across the United States as brands race to open franchise locations.
The OG in the Pilates franchising space, Club Pilates, continues to dominate, with over 1,000 studios across four continents. The Xponential Fitness-owned brand has done as much for the growth of Pilates as any entity or person, but it’s now got some competition.
JetSet Pilates, a Miami-based brand, launched its franchising arm in 2022 and has already sold over 50 locations nationwide, most recently opening in New York City’s SoHo neighborhood. The brand offers 50-minute classes that feature a modern, upbeat take on traditional Pilates workouts.
JetSet founder Tamara Galinksy believes the brand can open 600 locations domestically while also pursuing international expansion as the Pilates market shows no signs of slowing down.
“Pilates may seem like a crowded space, however, I see a renaissance and reinvention of reformer Pilates as a modern method that attracts so many and not just an elite few,” Galinsky has told ATN. “Reformer Pilates is still in the early stages of its growth phase within the market. Experts forecast the Pilates market to reach $277 billion by 2028, which is huge growth from 2022 when the market size was around $150 billion.”
Australia-based Studio Pilates is also beginning to spread its wings in America, with 10 franchise locations open in Colorado, Kentucky, New Jersey, New York, North Carolina, Minnesota and Tennessee. Additional Studio Pilates locations are planned for California, Idaho and Tennessee as the brand eyes more growth.