One of the top wellness trends of 2024, Pilates is rapidly taking over the nation. JetSet Pilates, a Miami-based boutique fitness franchise, is capitalizing, expanding well beyond its home state with studios planned across the U.S. and internationally.

Known as a “modern Reformer Pilates experience,” JetSet offers 50-minute workouts guided by curated playlists. Eight studios are open, with twelve in development across Tampa, West Palm Beach, Orlando, Doral, Coral Gables, North Miami, Coconut Grove, Pinecrest and Aventura.

Outside of the Sunshine State, JetSet has signed several development deals throughout Texas (McKinney) North Carolina, New York City (SoHo) and Georgia while the brand eyes 600 franchised studios across the U.S. as it expands. JetSet also has an agreement signed in Australia.

“JetSet is dedicated to cultivating a robust franchise community, grounded in trust and enriched by comprehensive support and training, to ensure our partners excel in delivering Pilates experiences,” said Bert Albertse, CEO of JetSet Pilates. “Each and every JetSet instructor is trained to create personal connections with clients so everyone can reach their personal goals.”

Pilates Power

Pilates has come a long way since it was developed in the early 20th century by Joseph Pilates, a German physical trainer who created the movement system while suffering the experience of being a prisoner of war, finding that movement and stretching were key to the human body.

Fast-forward to 2024, and the whole-body exercise modality is renowned for increasing flexibility, building strength and rehabbing injuries. The Pilates boom has also hit TikTok, with #PinkPilatesPrincess and #PilatesPrincess trending, further spreading the practice among young social media users who embrace fitness, wellness and ‘ballet core.’

Tamara Galinsky, JetSet Pilates founder, has long known the benefits of the practice, taking a leap of faith to launch the fitness brand in 2010. She recently spoke with Athletech News in an exclusive interview about JetSet’s remarkable growth, crediting the brand’s immersive class experience and certified instructors.

“Each session at JetSet is not just a pilates class; it’s a meticulously curated journey,” Galinsky told ATN in February. “What began as a single studio has burgeoned into five corporate locations, with 29 franchised locations in development and poised to expand to over 600 franchised studios domestically. This journey has been nothing short of extraordinary.”

Although she had desired to move to a franchise model early on, Galinsky said she was mindful of doing it at the right time and only after assembling the best in the industry.

“Today, I can confidently affirm that our franchising team possesses a level of expertise that few, if any, emerging brands can boast at this stage,” she said.

JetSet Lands in Australia

As for its international endeavors, Kathryn Woodfine, JetSet franchise owner, is bringing the boutique Pilates experience to the Australian market. Enthusiastic about the brand and the workout, she shared that the experience is unmatched.

“As a fitness enthusiast who has tried just about every group fitness class out there, I’ve found JetSet to be unrivaled and am confident it will thrive in Australia and around the world,” Woodfine said.

While Melbourne will be JetSet’s first international location, the Pilates franchise plans to focus on establishing flagship studios in other influential cities.

“Our team is dedicated to empowering franchise partners with operating systems, financial planning tools, technology, training, support and products that are second to none,” said Sarah Buie, head of franchise development. “We are passionate about these partnerships and bringing JetSet to communities worldwide.” 

The post JetSet Pilates Signs New Franchise Deals, Eyes 600 Studios appeared first on Athletech News.

Club Pilates, the wildly successful Xponential Fitness-owned brand, has hit a new record with the opening of its 1,000th location, in Portland, Oregon, underscoring Pilates’ position as one of the most in-demand fitness modalities.

On Xponential’s recent earnings call with investors, executives noted that Club Pilates experienced the strongest license sales in 2023 (361), followed by StretchLab (159) and BFT (149). 

“From 30 open locations in 2015 to opening the 1,000th nine years later, this milestone is a true testament to the incredible growth the brand has experienced and the impact Club Pilates has in the lives of our members and communities across the globe,” said Mike Gray, president of Club Pilates, which has a presence in 12 countries.

Prior to Gray leading Club Pilates, Shaun Grove helped catapult the brand to worldwide recognition alongside Xponential founder and CEO Anthony Geisler until Grove’s departure in 2021 to become president of Rumble Boxing, another Xponential brand.

In honor of its continued success, Club Pilates nationwide will host Millennia parties with members and staff to mark the milestone while also celebrating individual studio achievements.

“We’re thrilled to celebrate this moment with Club Pilates Grant Park, (Portland) which is particularly serendipitous, as the franchise owners are one of our earliest franchise groups, opening their first studio in 2013, and have partnered with us extensively to become our second largest franchise group in the Club Pilates System,” Gray said.

“This celebration would not be possible without the inspiring dedication of our franchise partners, studio teams and corporate team alongside our proven business model, which has helped continue to propel our growth forward and change lives,” he added.

Keely Watson, franchise owner of Club Pilates, Grant Park, emphasized the pivotal moment for the low-impact Reformer-based fitness brand.

“It’s been an incredible journey over the last ten years since we opened our first studio, which was the 13th location for Club Pilates,” Watson said. “Seeing the brand grow and bringing Pilates to so many people worldwide has been truly inspiring. We’re incredibly grateful for the opportunity to make Pilates accessible for our members and provide our staff with chances to grow in the industry across our 30 locations in two states.”

Watson added that the plan moving forward is to bring Pilates to even more communities, confirming that her group alone has 45 additional studios currently in development.

A hit in both urban and regional areas, the Pilates brand has opened in nearly 50 states in the U.S. and has been growing internationally with a master franchise agreement in France. Additional agreements are in development in Austria, Ireland, the Netherlands, Portugal, Qatar, New Zealand and Switzerland.

In addition to its success on land, the popular fitness modality has also made its way to the high seas as part of a partnership between Xponential Fitness and Princess Cruises, dubbed ‘Club Pilates at Sea.’ One upcoming adventure sets sail this August for a weeklong scenic cruise in Alaska, offering a full range of Club Pilates classes led by top instructors.

Fitness entrepreneur Allison Beardsley, founder of Club Pilates, has since moved on to launching Red Light Method, a boutique fitness experience that combines red light therapy with exercise. 

The post Club Pilates Hits 1,000 Studios as Modality Booms appeared first on Athletech News.

Solidcore has redefined Pilates by upping the ante. The popular boutique fitness brand is known for its 50-minute, high-intensity resistance training workout that uses reformer machines and for its focus on “breaking down muscles to failure” to develop strength.

Although it uses Pilates-inspired reformer machines, Solidcore (officially branded as [solidcore]) makes clear that the workout is not strictly Pilates. Instead, it’s a core-focused strength workout that targets different body parts based on each class’s programming.

Athletech News tested Solidcore to see if the “world’s hardest workout” can live up to its hype. 

Inside the Workout

Even as someone who works out frequently, I found Solidcore workouts challenging and scalable. The instructors speak throughout the entire class and give instructions to up the ante and lower the intensity for varying skill levels. The brand now offers a “Starter50” class to help beginners with foundational movements.

“This is for anyone who is new to the workout, revisiting after an injury, or anyone who wants something slower paced with more time dedicated to their form,” Taylor Bogenschuetz, director of training and development at Solidcore, told Athletech News,

The workouts begin and end with core exercises, which often take the form of planks. One of the best parts of Solidcore is that the instructors offer a more difficult version of the workout upfront and then offer modifications. This creates a challenging baseline for most class-goers, with the instructor offering ways to scale up and scale down for most workouts.

Strength Training in a Different Way

Solidcore accesses often-unused muscles through the reformer machines, which can help develop overall strength and stability. Because of the usage of these neglected muscles, the instructors give instructions on how many springs to apply (which changes the resistance level) based on the number of Solidcore classes each user has attended.

As a newbie to Solidcore, I sometimes found those instructions to be too easy based on strength I had built outside of the studio, but the instructors continued to encourage leveling up or down.

Because it focuses more on stability and toning, Solidcore likely will not replace traditional strength training in most people’s routines, but it will likely improve performance in all types of sports and workouts, as well as tone and lengthen muscles. 

I also appreciated Solidcore’s no-frills nature. There were not too many mantras reiterated in the classes, apart from its mission of embracing failure. The class was one of the more efficient I’ve taken. Even though I didn’t sweat too much in each workout, I found myself sore for days afterward. 

Price Points

One of the biggest downsides of Solidcore is its premium price point. Pricing varies by location, but in larger cities, it costs around $40 for a single class.

In some New York City locations, a monthly unlimited pass is around $430 at several popular locations, which comes out to $26 per class if attending four times per week. Solidcore does offer discounts for students, teachers, healthcare workers and military personnel, which can be around 25% off.

Another downside of the studio is that it does not provide showers to class-goers, unlike many competitors. The bathrooms are stocked with hair and skin cleansing products for freshening up. Although class-goers likely will not sweat as much as they would at a HIIT workout class, for those heading right to work or another event, this could be an inconvenience. 

Lastly, I (and some others I observed in the classes I attended) had issues with the reformers—namely the reformer handles. In one class, I had to switch machines because the handles were not working properly, but the instructor helped me do so promptly. It seemed like the cables for the handles sometimes became caught within the machine and did not pull properly. 

The Verdict

Solidcore is an efficient, effective workout that, while not cheap, could be one of the most challenging boutique fitness classes for those looking to strengthen and stabilize all muscles. 

The post Studio Spotlight: Solidcore Will Challenge Your Mind & Muscles appeared first on Athletech News.

Sometimes it makes sense to live by the old adage that if you want something done right, it’s best to do it yourself. 

Tamara Galinsky founded JetSet Pilates back in 2010 after she moved to Miami and struggled to find a reformer Pilates concept with the right mix of community, music and aesthetics. 

While opening a Pilates studio was a leap of faith at the time – the modality wasn’t nearly as popular fourteen years ago as it is today – Galinsky’s decision proved fruitful. JetSet’s 50-minute reformer Pilates classes have become a staple in the South Florida boutique fitness scene, and the brand recently set its sights on nationwide and international expansion.

Since launching its franchise arm in 2022, JetSet has signed development agreements to open multiple locations in states including New York, North Carolina and Texas as well as overseas in Melbourne, Australia. JetSet is eyeing 600 franchised studios as it continues to grow.

Galinsky spoke with Athletech News about her journey in creating JetSet Pilates, why she believes the reformer Pilates market is just getting started, and how aspiring founders can write their own boutique fitness success story.

The following conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us about your background and why you decided to create JetSet Pilates? 

Tamara Galinsky: Immigrating from the former Soviet Union when I was 15 years old, my family and I arrived in the U.S. with humble beginnings. I graduated with a degree in Economics from the University of Pennsylvania and embarked on my career journey in New York City, initially working in technology marketing and sales for Reuters. However, I always wanted more freedom and independence from corporate work life. I left that path to start a successful career in commercial real estate, first in New York and after getting married, in London, both with Cushman & Wakefield.   

My Pilates journey coincided with my time in London, where I discovered reformer Pilates after struggling with fitness after giving birth to my first daughter in 2007. Through Pilates, I not only shed postpartum weight but also progressed to the absolute best shape of my life. 

Upon relocating to Miami from London in 2009, I sought Pilates studios offering more than just classes—a vibrant community, curated music and beautiful studios at affordable prices. I failed to find what I wanted, and I took a leap of faith to start JetSet Pilates. At the time I lived in a luxury high rise on South Beach, and I recall how my friends were trying to talk me out of opening my first studio because our building had a big gym and they said it was not needed. I decided to do it anyway, and just six months after moving from London to Miami, I signed my first lease and launched JetSet in 2010. That studio is still here today and thriving. 

ATN: What has JetSet’s growth been like since 2010, and what are your plans for the future? 

TG: Our growth has been remarkable. What began as a single studio has burgeoned into five corporate locations, with 29 franchised locations in development and poised to expand to over 600 franchised studios domestically. This journey has been nothing short of extraordinary.

ATN: What’s been the secret to JetSet’s initial success and recent growth?

TG: In the creation of brands, there’s never just one secret ingredient; instead, it’s a combination of various elements that resonate with customers. This is what makes JetSet special. Our classes are tailored to our method, our music is crafted exclusively for our classes, (we use) only the best-of-the-best JetSet certified instructors who are aligned with the brand values and culture, and our studios are designed to provide an immersive experience unlike any other. Each session at JetSet is not just a pilates class; it’s a meticulously curated journey. 

What sets our workout apart is the seamless flow, guiding you effortlessly through a wide variety of exercises that efficiently challenge your muscles and make the time float by. Our dynamic 50-minute workout isn’t just about effectiveness – it’s an elevated experience. Every class will incorporate movements in at least two of the three planes of movement, preventing injury and sculpting a more functional body. We teach in a way that allows you to maintain muscular tension, offering multiple options for each exercise to make the workout more personalized to you and accessible to all ages and fitness levels. 

ATN: Pilates has become a highly crowded space. How do you ensure JetSet continues to stand out from its competitors?

TG: 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. 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.

Frequently, I hear a recurring theme from both our potential and current franchisees: they’re drawn to our luxury branding, next-level instructors, and our vibrant sense of community. Our clean and modern studio design blends with JetSet sleek reformers, while all of our staff are connected with clients not just inside the studios, but also in the community. Our instructors are trained to let our classes flow in a unique way you will not find today at other Pilates studios. I firmly believe that we possess all the essential elements to emerge as the premier modern reformer Pilates brand, both nationally and internationally. 

ATN: JetSet has seen a lot of interest since launching its franchise model. Why did you decide to start franchising? 

TG: I recognized that JetSet possessed a really robust business model with strong unit economics, a strong brand and a high demand for our offerings nationwide. While I wanted to franchise early on, I was unwilling to do so on a shoestring budget. My vision was to assemble the most exceptional team in the industry, and that required time. Today, I can confidently affirm that our franchising team possesses a level of expertise that few, if any, emerging brands can boast at this stage. 

While the transient nature of Miami’s population poses challenges for many businesses throughout the year, it became a catalyst for JetSet’s expansion. The pandemic and influx of people from all over the U.S. from 2020 to 2022 provided the final spark. This migration not only allowed us to thrive locally but also propelled us toward establishing a formidable presence in the domestic and international franchising arena as clients wanted to take JetSet home with them. With so many visiting Miami and loving our studios, we knew we were on the right path. 

This conviction was affirmed by the dedication of our first franchisee, who traveled an hour each way from Fort Lauderdale, to attend our studios daily, bypassing other Pilates studios along the route. Despite the distance, she remained committed for a year until we were ready to launch our franchise program, at which point she promptly signed up. Today, that studio is one of the most profitable in our network, with record-breaking revenue in just a few months of operation.

ATN: What advice do you have for founders looking to find success in the boutique fitness space?

TG: First, their offering should align with their strengths and passions. Second, success in the business world is often more about execution than the initial idea. Meticulous planning, strategic implementation, and attention to detail can transform a concept into a thriving reality. Moreover, perseverance is an invaluable skill set for founders navigating the challenges of the fitness industry. The ability to weather setbacks, adapt to evolving market trends, and maintain a steadfast commitment to the vision is what separates the thriving from the struggling. 

Lastly, fostering a strong sense of community is crucial. Beyond providing a workout, I have aimed to cultivate a supportive and inclusive environment for the team, clients, and community as a whole. Building a community around shared goals creates a unique proposition that goes beyond the workout itself. Our franchise partners recognize this even from their initial inquiry with JetSet Pilates.

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As Solidcore continues its rapid expansion, the Pilates-inspired strength training brand under blue lights is energizing fitness consumers with an inspiring trifecta that includes a new ad campaign, the national rollout of Starter50, a class designed with new clients in mind, and an exclusive perks program with health and wellness brand partners.

Dubbed “Fail With Us,” Solidcore’s new creative campaign aligns with January’s fitness resolution season, rewriting the concept of failure as a hurdle to mentally and physically overcome through the signature Solidcore workout.

“At Solidcore, failure is the name of the game,” Bryan Myers, Solidcore’s president and CEO, tells Athletech News. “But it’s not the ‘failure’ you’re used to. During each and every class, we purposefully activate our slow-twitch-muscle fibers, shaking to the point of muscle failure and needing to take a break. We embrace this idea of failure as a sign of growth, success, and strength, and the core of what makes this workout unique. This campaign brings this idea to life—and flips failure on its head.”

Intro Class To Attract New Clients

Complementing the campaign is Solidcore’s newest class, Starter50, which the fitness brand says not only introduces new clients to its community and workout but can jumpstart dedication — with Starter50 clients more than 15% more likely to commit to their goals. The new offering is now available nationwide at all of Solidcore’s 110-plus locations, providing an accessible pace and extra demonstrations. 

“Starter50 is meant to help new clients build confidence so they are equipped with the knowledge to go into a standard Solidcore class feeling ready to take on the challenges the 50-minute workout presents,” Myers explains. “Our goal behind rolling this class format out nationally is to simply introduce the workout to new clients, anyone revising after an injury, or anyone who has taken an all-level class before and wants something slower in pace.”

Exclusive Member Perks

The cherry on top of Solidcore’s New Year strategy, however, is Core Collective — a new membership benefits program that includes special perks from brand partners Liquid I.V., Milk Makeup, Daily Harvest, Celsius, Care/of, and Heyday. All current Solidcore members are eligible.

Intended to promote and support the holistic wellness of Solidcore clients, Core Collective offers 25% off cans of Celsius purchased in-studio, 20% off Liquid I.V. when purchased online, 25% off the first three months of a Care/of subscription, $10 off all facials through the year with Heyday, 20% off the new Real Food Reset through Daily Harvest and 20% off Milk Makeup.

Expansion Plans Underway

Officially branded as [solidcore], the Pilates-inspired workout concept has attracted fitness consumers of all kinds who are looking for low-impact, strength-based training.

“With the global surge in running, we’ve seen many of our clients utilize Solidcore for their cross-training days during marathon training blocks to keep their bodies intact while still targeting a moderate heart rate,” Myers shared, adding that low-impact workouts reduce the risk of injury and overuse, making it the ideal recovery workout.

Affectionately referred to as “Pilates on steroids” for its challenging fitness approach, Solidcore’s ambitious expansion plans include opening up 250 U.S. studios by 2028. For now, the brand is in high demand in areas like San Francisco, with Solidcore planning to expand in the Bay Area.

As Solidcore gears up for growth this year, the brand announced the move of its corporate headquarters from Washington, D.C., to Rosslyn, Virginia, doubling its workspace and touting adaptable workstations and wellness rooms to support employee health, as well as a mock studio for product innovation.

Serial entrepreneur and philanthropist Anne Mahlum founded the pilates-inspired boutique fitness company before selling it for an undisclosed amount last year to Kohlberg & Company, a private equity firm that has invested additional funding into the brand as it looks to scale.

The post Solidcore Powers Up With Starter Class, Member Perks Program appeared first on Athletech News.

Vaura Pilates, a total-body conditioning athletic reformer Pilates concept owned by F45 Training, is opening its first location, settling in New York City’s Upper East Side. The Vaura location will offer 28 Pilates reformers, showers and even a beauty bar. 

With Pilates projected to be one of the top wellness trends of 2o24, Vaura aims to deliver the popular fitness modality in its studio with a club-like vibe touting mood lighting, mirrored ceilings and a premium sound system. The concept stems from Australia’s Vive Active, which has three locations in Oz and two studios in Singapore.

“Vaura brings an electrifying energy to athletic reformer Pilates,” said Tom Dowd, CEO of F45 Training. A prior investor in the Mark Wahlberg-backed fitness franchise before becoming F45’s CEO last March, Dowd was recently featured on an exclusive podcast with Athletech News, where he discussed the boutique fitness franchise industry and his vision for F45 and its related brands.

“We are creating a new full-body sensory experience unmatched by any other exercise regimen,” Dowd said of Vaura. “Everything about our classes, from the studio design and luxurious amenities to the club-like mood lighting and more, work in harmony to create a space that inspires transformative results members will love, and they will awaken muscles they never knew existed.”

Vaura Pilates offers 50-minute classes suitable for both beginners and Pilates aficionados in four formats:

• Total: Vaura’s signature class combines strength, endurance and stretch in a full-body conditioning workout, with guidance from Vaura trainers providing beginner, intermediate and advanced exercise options.
• Stretch: Intending to improve mobility and flexibility, Stretch offers strength-building and stress reduction with its Pilates, yoga and flexibility-infused workout.
• Circuit: A blend of strength, HIIT and stability training, Circuit features 12 – 16 rounds at multiple stations to burn calories with 90-second intervals that work every muscle group.
• Fusion: A combination class that is spent half on the Pilates reformer and half on functional floor-based movements for a full-body strength and conditioning workout.

Travis Frenzel, Club Sports Group CEO and Vaura franchisee, remarked that it’s a privilege to launch the first Vaura studio in the U.S. and introduce the exciting Pilates concept in the heart of Manhattan.

 “As part of our January opening, we have several exciting moments on the horizon, which we’ll share more about on our social channels,” Frenzel said. “We look forward to welcoming Pilates enthusiasts of all fitness levels to our unique experience.”

Vaura Pilates opens on Saturday, January 13, 2024, at 1011 Third Avenue, on the corner of Third Ave and 60th Street. Single classes start at $42, with various class packages also available. To commemorate Vaura’s flagship Upper East Side location, new members can take advantage of exclusive offers for a limited time.

In addition to F45’s signature functional training brand and Vaura, the brand also recently debuted FS8, which offers 50 minutes of yoga, Pilates and toning. Expanding into other fitness arenas is a key priority for F45 moving forward.

“We want to make sure we’re offering the different modalities to really cater to everybody’s needs,” Dowd has shared with Athletech News. “We’re very focused on toning, yoga and Pilates so that we offer something different to the marketplace.”

The post F45 Launches Vaura Pilates, a ‘Full-Body Sensory’ Experience appeared first on Athletech News.

Staying active before, during and after pregnancy is essential for a mother’s and baby’s wellbeing. Studio Pilates, an Australia-based fitness franchise with locations in Brooklyn, Wilmington, North Carolina, and Lousiville, Kentucky, has introduced Prenatal and Postnatal Pilates classes to support women through their journey of motherhood.

“Pilates is one of the best methods for exercising while pregnant,” Marisa Fuller, owner of Studio Pilates franchises in the U.S., told Athletech News. “The highly targeted, modifiable exercises can effectively accommodate the needs of the pregnant women.” 

Some of the benefits of Pilates for pre- and post-natal mothers include a stronger pelvic floor, diastasis recti (abdominal separation) prevention, better posture and strengthened core muscles. Other benefits include managing injuries and improving post-pregnancy recovery.  The new Studio Pilates classes are designed by physiotherapists to help women stay strong and safe during and after pregnancy.

“It was only natural to create a prenatal/postnatal reformer Pilates class as the majority of our clients are women,” Fuller said. “We wanted our clients to keep moving their bodies safely during their pregnancies rather than have them stop during this time.”

Inside the Classes

The pre- and post-natal classes at Studio Pilates differ from the brand’s Reformer workouts, as they don’t include abdominal exercises, except for the obliques, nor adductor exercises (feet in straps). Fuller explained the physiology behind excluding abdominal and adductor exercises:

“As the stomach gets bigger, the risk of a pronounced Rectus Diastasis (abdominal separation) with a tighter Rectus Abdominis grows,” she said of the ab-exercise exclusion. “A smaller RD will generally provide a much faster recovery time, but also a faster return to sports. A decreased diastasis will also help with the management of lower back pain, especially if there is already a pre-existing lumbar issue.”

Many pregnant women experience groin pain as the pubic bone starts to separate, Fuller noted, so working the adductor muscles in the thighs, which attach to the pubic symphysis, can be harmful.

“Working the inner thighs when the pubic symphysis is already unstable can cause the pubic bone to separate even more, leading to more pain and discomfort,” Fuller explained. “Sometimes groin pain can become so bad that it can limit a woman’s ability to walk or move independently.” 

In class, the use of innovative audio-visual technology (known at Studio Pilates as SPTV) allows instructors to provide tailored attention, modifications and enhancements.

“All the exercises we perform at our studios have the ability to be intensified to challenge our clients, as well as scale them down to work with clients who are healing from an injury, returning from having a baby, or just starting their fitness journey,” Fuller said. “Everything we do at Studio Pilates starts with the person. We learn about any injuries, surgeries, goals, etc. that they have, and the reason ‘why’ they are starting their Pilates journey with us, and tailor their workouts to them.”  

Changing the Narrative

Pilates can help combat some of the major physiological changes from pregnancy. However, there remain many misconceptions about fitness and pregnancy. One of the most prevalent is that exercise during pregnancy can harm the baby or that only low-impact, gentle workouts are allowed.

Fuller and Studio Pilates are on a mission to reduce misconceptions about working out while pregnant and empower women to continue practicing fitness throughout the pregnancy journey. 

The post Studio Pilates Helps Pregnant Women Stay Active appeared first on Athletech News.

Along with a new year, data relaying the most popular exercise classes in the United States from 2023 has arrived, with some interesting findings. While a few familiar favorites made the cut, an array of fitness newcomers joined them as well.

Rhythm and rhyme reigned supreme this past year, as dance classes were deemed most popular, averaging 668,389 monthly Google searches, according to data compiled by Set for Set, which ranked exercise classes based on their average monthly search volume. Dance was followed by yoga classes, which posted a search volume of 454,664 per month. However, the gulf in searches (213,725) between yoga and dance stood larger than any of the other two activities in the top 10.

Boxing classes took the bronze with a 263,754 monthly search volume. Spin, Zumba, Pilates, barre, kickboxing, gymnastics and tai chi rounded out the top 10, in that order. Spin, Zumba and Pilates were right behind boxing, all accumulating a search volume of at least 137,211. After that, a steep drop off occurred as none of the remaining exercise classes reached six figures. 

“Exercising is beneficial for so many different reasons,” Set for Set co-founder Kiel DiGiovanni said of the list. “Whether you participate in classes to improve muscle tone, flexibility, strength, or to be more active, they are the perfect way to stay motivated. The key to great physical health is a positive mindset. Group exercise triggers the release of endorphins and can lead to stress relief and mood enhancement; they are a great place to make new friends with similar interests and are likely to lead to further attendance.”

The Most Popular Exercise Classes of 2023 (according to average monthly search volume):

1. Dance (668,389)
2. Yoga (454,664)
3. Boxing (263,754)
4. Spin (202,018)
5. Zumba (143,484)
6. Pilates (137,211)
7. Barre (61,128)
8. Kickboxing (57,615)
9. Gymnastics (48,984)
10. Tai Chi (27,959)

Breaking Down the Results

The least popular exercise class in the country was cross-training, which received a monthly search volume of just 199. However, the most surprising finish came from strength training. Despite the exercise modality experiencing a reported surge in popularity this past year, it ranked 22nd in terms of monthly search volume. Classes pertaining to strength training averaged just 4,486 monthly searches, falling behind CrossFit, rowing, hiking and bootcamp just to name a few.

Dance’s spot at the top of the list checks out, given the workout’s ease of access and wide range of health benefits both mentally and physically, While companies built entirely around dance like DanceBody thrived in 2023, organizations with broader offerings also dipped deeper into the activity. 

Les Mills recently made virtual reality dance classes accessible to the masses after launching its XR Dance app on Meta Quest 3. LG also upped its dance offerings, agreeing to a partnership with 305 Fitness.

As for yoga classes, YogaSix helped lead the charge in its overall popularity. The boutique yoga brand topped 600 signed franchise agreements earlier this year, making expansions into New York, Los Angeles, Long Island, and Boston. CorePower Yoga has also seen much success in 2023.

For boxing classes, UBX and Rumble stand out as noteworthy contributors to the modality’s popularity. UBX expanded into new continents this past year, including locations in New York, Tokyo, Manchester, and Dublin. The brand also agreed to partner with Warner Brothers and Universal Studios during the release of box-office hit “Creed III,” featuring events and workout methods that play off the film. Rumble has assisted in breaking down the gender barrier that held back boxing classes for years.  

The research cited in this article was compiled by the fitness experts at Set For Set, who gathered Google search volume for keywords such as “classes near me” and “class near me” combined with the name of each exercise.

The post Dance, Yoga Were Most Popular Exercise Classes of 2023, Data Shows appeared first on Athletech News.

BASI Systems, an international hand-crafted and advanced-engineered Pilates equipment maker, has appointed Matthijs Wilhelmus as its new CEO, an executive move designed to support the company’s accelerated growth plans.

Cengiz Han Üçgün, founder and chairman of BASI Systems, notes that Wilhelmus, a former professional athlete, is a “highly passionate executive” with a background across several brand-driven industries and says it’s a pivotal moment for the company.

“His wealth of experience positions him as a driving force to propel the company to new heights, aligning seamlessly with the ambitious vision for the future,” Üçgün said. “Matthijs’ strategic vision and commitment to excellence perfectly align with our trajectory and constant drive for improving, to create the perfect Pilates experience.”

With 2023 coming to a rapid close, BASI Systems reflects on its triumphant year, having equipped Pilates studios across 50-plus markets with its wide range of beechwood equipment such as an expandable reformer, a space-saving reformer combo, trapeze table, an orthopedic-padded arm chair barrel set, ladder barrel, spine corrector, Wunda chair, Ped a Pull, wall tower, raised mat and more.

As for the new year, BASI Systems will concentrate on its marketing efforts and customer-focused insights as it plans to boost its geographical footprint and deepen its relationships in the Pilates market. 

“Innovation will stay a key driver of growth; our engineering prowess will help us in solidifying our top-of-the-line equipment in broader market segments, fulfilling our promise to deliver the perfect Pilates experience,” a BASI Systems rep tells Athletech News. 

Wilhelmus said he’s honored to lead BASI Systems during its rapid growth and innovation period.

“When entering the company as a board member earlier this year, I was impressed by the passionate team at BASI Systems and the profound impact they have on individuals’ lives through the equipment,” the new CEO said. “BASI Systems’ commitment to delivering the highest quality, functionally engineered and beautifully designed Pilates systems aligns seamlessly with my passion and continuous strive for excellence.”

In addition to its equipment offerings, BASI Systems is closely affiliated with BASI Pilates, an academy offering teacher training and advanced and continuing education programs.

Pilates has been named one of Yelp’s hottest wellness trends for 2024, with search results for the fitness modality rising 71% year-over-year.

The post BASI Systems Hires New CEO as Pilates Equipment Maker Eyes Expansion appeared first on Athletech News.

Pilates is surging in popularity and making daily headlines in the news, but no brand does the modality quite like Solidcore.

Founded by fitness entrepreneur Anne Mahlum in 2013, Solidcore has grown its footprint to 110 locations, gaining tens of thousands of members who’ve become drawn to the Washington, D.C.-based brand’s unique take on the typical Pilates workout. Over the next five years, Solidcore, which brands itself as [solidcore], is looking to expand even further, eyeing 250 U.S. studios by 2028, and potentially many more after that. 

Endearingly dubbed “Pilates on steroids” by some fans on social media, Solidcore classes are significantly more intense than traditional Pilates, with no planned rest periods during a 50-minute-long session (members can take breaks at their own pace if they choose). Dimmed blue lights, upbeat music and energetic instructors add to the atmosphere, further differentiating a Solidcore class from your standard Pilates offering.

“The workout itself is much more athletic, and comes with a higher level of energy and intensity,” Solidcore president and CEO Bryan Myers tells Athletech News. “It’s just a totally different approach to what you see out there in the market traditionally under the Pilates umbrella.”

Myers was a Solidcore client before he joined the brand in 2018 as chief operating officer. Now CEO, a position he took in 2021, Myers believes the main thing that differentiates Solidcore from its boutique fitness competitors is the energy and efficacy of its workout. 

“It’s kind of sad that when we talk about the health and wellness industry a differentiator for us is that our product actually works, but unfortunately, that is the nature of our industry in many ways,” Myers says. “I’m really proud to stand behind a product that gives people the results they’re looking for when they walk in under the blue lights, whether those be physical strength, mental strength or emotional strength.”

The challenging nature of a Solidcore workout also fosters a strong sense of community among members, who become galvanized by the shared experience of pushing themselves to their limits, Myers adds. 

Solidcore’s Expansion Plans

Topping the 100-studio mark in its first decade of existence is impressive, but Solidcore is set to kick its expansion efforts into even higher gear. 

Earlier this year, Solidcore received an influx of strategic funding from Kohlberg & Company, a private equity firm that bought out Mahlum’s stake in the company. Armed with fresh funding and support from existing investors including VMG Partners and Peterson Partners, the boutique fitness brand has set an ambitious goal: having 250 studios open in the U.S. by 2028. 

Hitting the 250-studio mark means Solidcore will have to more than double its current footprint in just five years. Its executive team is confident it can meet that challenge. 

Heidi Blesy, the company’s vice president of studio development, believes Solidcore is only just “scratching the surface” of what it can accomplish. Beyond its effective workout and loyal membership base, Blesy points to the typical Solidcore class size as an advantage when it comes to expanding. 

“Our studios are medium-sized, so not as small as some of your mom-and-pop Pilates where it’s only five or six machines, but it’s not as large as (some boutique fitness brands) that require 50 or 60 people per class,” Blesy explains. “There’s a lot of white space for us.”

Unlike many boutique fitness concepts, Solidcore doesn’t franchise, so the brand can be strategic about which cities and towns it chooses to enter.

Winning the West Coast

Despite having locations in 25 states, Solidcore is still predominantly an East Coast brand, with large footprints in its home base of D.C. and in New York City. While it already has some presence on the West Coast with studios in Los Angeles and Seattle, Solidcore is looking to become even bigger in the Pacific. 

In July, the boutique fitness brand announced it would be entering the San Francisco market, with two studios planned for 2024 in the Castro and Marina neighborhoods. Plans are underway to open even more Bay Area locations, including in Silicon Valley and the South Bay. Solidcore is also eyeing the Phoenix and Portland markets, Myers tells ATN.

“It’s critically important that we not just enter, but that we really win the West Coast,” Myers says, noting the area is “one of, if not the most important fitness markets in the country.”

Scaling in the South

Solidcore also plans to continue placing studios in cities across the Southeast and Southwest parts of the U.S., which are steadily growing in population.  

“We’ve had great success in the southeast, particularly Atlanta and North Carolina,” noted Joshua Rainey, Solidcore’s director of real estate. “We recently opened in Nashville and had a really strong opening, so we’re looking forward to bringing some more (locations) to Tennessee.”

Rainey identified Florida and Texas as other key states for Solidcore’s growth.

“All of these areas have seen really great population growth and migration over the past 20 years from other parts of the country,” he said, adding that Solidcore is able able to take advantage of the “brand equity” it’s built with the increasing number of people from the Northeast who are moving down south to places like Atlanta and Miami.

Thriving in Small & Mid-Sized Markets 

It’s often said that boutique fitness only works on the coasts and in America’s largest cities, where people are drawn to flashy concepts and are more willing to spend their disposable income on wellness experiences. That’s not a sentiment the Solidcore brass agrees with; they believe the brand’s dynamic approach to Pilates works just as well in Fargo as it does in Flatiron. 

“One of the primary reasons I came to solidcore was because it was not a concept that only worked in the New York, D.C., LA and San Francisco markets; we have studios in North Dakota, Kentucky, Pittsburgh and other (small and mid-sized) markets that are amazing for us but are often overlooked,” Myers says. “We’re excited that we can be the outlet that doesn’t overlook those communities because they’re just as important to the health of this country.”

In addition to a scalable and highly refined economic model that allows it to place profitable studios in different geographic areas, Solidcore thrives in smaller markets because of the transformative power of its Pilates-inspired workout, Myers believes. 

“Our brand has never been about hype,” he reiterates. “It’s always been about delivering an amazingly effective product that gives you real results and is surrounded by an incredible community.”

Looking beyond 2028 and even further into the future, Myers believes Solidcore can potentially aim significantly higher than 250 locations. 

“We believe within this country that the number can be north of 1,000,” Myers says of how many studios Solidcore can open in the U.S. “That comes from the operating model that we have perfected over the years, which allows us to operate in New York City and LA, but also in Pittsburgh, Charlotte, North Carolina, and Fargo, North Dakota.”

The post Solidcore Eyes Major Expansion With Fresh Take on Pilates appeared first on Athletech News.

JetSet Pilates, a boutique fitness franchise delivering an athletic Pilates experience, is headed to Australia in 2024 as it charts a course for global expansion and projects triple-digit unit numbers by 2025.

Founded in Miami in 2010 by Tamara Galinsky, JetSet Pilates opened for franchise opportunities last year, signing agreements to open multiple locations in New York, North Carolina, Texas and Florida. In the fourth quarter, JetSet added additional agreements to bring the franchise to Atlanta and Orlando. 

Australia will become home to the brand’s first international studio location, which is set for Melbourne, the second most populated city in “Oz.”

“I created JetSet with the goal of integrating the things I love most in an elevated setting where authentic connections would be made,” said Galinsky. “JetSet has grown organically thanks to the strength of our community, enabling us to expand worldwide. With each new JetSet Pilates studio we’re fulfilling the intention of making JetSet’s elevated Pilates experience accessible and ubiquitous on a global scale.”

Kathryn Woodfine, JetSet franchise owner, is credited for bringing the boutique Pilates experience to the Australian market. 

“The workout itself and total experience are unmatched,” said Woodfine. “As a fitness enthusiast who has tried just about every group fitness class out there, I’ve found JetSet to be unrivaled and am confident it will thrive in Australia and around the world.” 

As JetSet plans its global expansion, it’s focused on establishing flagship studios in influential cities following Australia. 

“Our team is dedicated to empowering franchise partners with operating systems, financial planning tools, technology, training, support and products that are second to none,” said Sarah Buie, head of franchise development. “We are passionate about these partnerships and bringing JetSet to communities worldwide.” 

The Pilates Boom

Over 12 million people worldwide practice Pilates, and the low-impact, core-focused, full-body workout has continued to attract consumers looking to build stability and strength. The popular fitness modality has even been listed as one of 2024’s top wellness trends by Yelp, with searches rising 71% year-over-year on the local business guide app.

JetSet Pilates offers 50-minute classes designed to deliver quick results, with resistance and cardio training on JetSet’s custom reformer and a special ‘Abs & Arms’ class. Instructors offer a personal touch in the group-based sessions, ensuring all clients receive an effective workout suitable for their individual goals. Clients can also opt for a private session with an instructor.

While JetSet Pilates focuses on its international endeavors, its footprint in Florida has rapidly grown, with new studios recently opening in Fort Lauderdale and Miami. Additional locations are slated to open in Coconut Grove, Coral Gables, Doral and North Miami, with multiple studios planned for Boca Raton and Tampa.

The post JetSet Pilates Takes Off for International Expansion appeared first on Athletech News.

Ahead of the ball dropping to usher in a new year, Yelp, a crowd-sourced business review platform, is revealing its predictions for the top wellness and lifestyle trends for 2024.

Since millions of consumers use Yelp’s website and app to discover local businesses, the company has begun tracking search trends each year to detect habits and forecast what the future holds. 

Here’s what Yelp predicts will be some of the hottest fitness and wellness trends in 2024 based on search increases.

Taking the (Cold) Plunge

Consumer interest has spiked for cold plunge therapy, which Yelp says jumped a staggering 521%.

Cold water therapy may not sound appealing, but proponents say cold plunging naturally improves mental health and performance. One study demonstrated that dopamine levels increased 250% after cold plunging in water at 57.2 degrees Fahrenheit.

Boutique wellness franchise SweatHouz has been ahead of the cold plunge trend, offering the service at its studios along with infrared saunas, while some fitness operators like 24 Hour Fitness have added cold plunging as an amenity for its members.

Cold plunge therapy devotees can also experience the chilly benefits at home with self-cleaning tubs from Plunge.

Warm Lighting: Not Just for Selfies

While consumers are willing to plunge into cold water for numerous health benefits, Yelp reports that searches for heat therapies are also on the rise, particularly infrared sauna therapy — which rose 40% compared to last year. 

Fans of infrared saunas enjoy mood and metabolism-boosting benefits, as well as the relaxing vibe of direct heat, which can also help with muscle recovery.

Pause Studio, a studio concept founded in 2016 by former Equinox executives Jeff Ono and John Klein, encourages consumers to ‘hit pause’ and partake in wellness treatments. The studios offer cold plunges, infrared saunas, LED light therapy and more. 

Infrared saunas are also available to purchase for home, with brands such as Sunlighten shipping smart tech infrared saunas directly to consumers.

Yoga Cools as Assisted Stretching, Pilates Shine

In addition to recovery and wellness activities like cold plunges and infrared sauna therapy on the rise, Yelp predicts a boom in stretching, pilates and low-impact fitness classes for 2024. 

Searches for stretching and flexibility training increased by over 35%, while searches for yoga were up only 10%. 

Stretching franchises are popping up nationwide, with StretchLab and Stretch Zone each having opened over 300 franchise locations to date. Even gyms and fitness operators such as Life Time and GymGuyz are adding assisted stretching services.

As for low-impact fitness, Pvolve’s science-backed functional movement franchise has seen increased interest, especially with A-lister Jennifer Aniston starring in its ads and sharing the benefits of the resistance-based workout.

Pilates also shows great promise, with searches rising 71% year-over-year. Retro fitness has also spiked, with searches for step aerobics up 54% and Jazzercise up 16%.

Mocktail Madness

The sought-after Gen Z and Millennials cohorts are interested in fitness and wellness, which may be why this coveted segment of young consumers seek “sober curious” experiences and bars and restaurants serving non-alcoholic drinks. 

According to Yelp, searches for “mocktails” increased 137% compared to last year.

Instead of tying one on, younger consumers prefer to crack open a cold non-alcoholic beer so they can wake up early the next day to hit the gym for a strength-training workout. In response, beer brands such as Athletic Brewing are marketing craft brews to those who want to remain healthy and active.

The post Hot & Cold, Pilates, Assisted Stretching Named Top Wellness Trends of 2024 appeared first on Athletech News.

The Fit Guide is continuing its global expansion, bringing its independent fitness club rating system to Sydney, Australia. As The Fit Guide has scoured New York, London and Singapore to discover which clubs are delivering the best overall client experience, it’s been eager to examine Sydney, recognizing the city as one of the world’s leading fitness hubs and the birthplace of many boutique fitness brands.

For those still unacquainted with The Fit Guide, the concept serves as an unbiased international rating system for fitness enthusiasts to discover top boutique studios and experiences in their area or cities where they are traveling. 

On the business side, The Fit Guide aims to help fitness operators create five-star experiences. Clubs have private access to their results across several categories, with the option to access a comprehensive report that details all standards and observations. The in-depth look allows operators to identify areas of excellence and areas needing improvement. 

“Many of the world’s leading fitness brands have come out of Australia, so we were very excited to launch there and see what the data would tell us,” Jack Thomas, fitness industry veteran and co-founder of The Fit Guide, told Athletech News.   

Trouble Down Under?

While Thomas says The Fit Guide has seen some strong concepts, coaches and brands, he admits Sydney scored poorly compared to other cities in the categories of services and public areas.

“It was interesting to see many coaches and instructors were also in charge of front desk duties, with some juggling their responsibilities deftly whilst others struggled to provide good service across the board,” he said. “It will be interesting to see how Melbourne compares when we launch next year.”

Among the evaluated fitness clubs, only Vive Active, Double Bay, an athletic reformer Pilates studio, took home The Fit Guide’s 5-Star Award. Another 19 clubs received a 4-Star Award.

Although Thomas admits the Sydney launch and accompanying report “may ruffle a few feathers,” he hopes The Fit Guide ignites positive conversations around raising the bar. 

Matt Lavender, co-founder of The Fit Guide and CEO of Enlites, a hospitality consultancy, says that the reports offer a fresh layer of accountability for fitness businesses.

“Having lived and worked in the city, I’ve seen firsthand the importance of health and fitness in the lives of Sydneysiders,” Lavender said. “The upcoming launch is a chance to celebrate and showcase Sydney’s top fitness clubs and studios with them.”

As The Fit Guide looks ahead, the rating system is launching soon in Dubai, in conjunction with the Dubai Active show.

The post The Fit Guide Brings Fitness Rating System to Australia appeared first on Athletech News.

As consumers continue to seek holistic approaches to wellness to promote health, prevent illness and enhance their quality of life, SoulBody Fitness is opening a brick-and-mortar location to meet the growing demand.

Expected to open in early January 2024 in Fort Myers, Florida, SoulBody Studios will blend signature SoulBody programs like barre, yoga sculpt, low impact interval training and restore with popular recovery treatments like infrared saunas, red light therapy, compression, Pulsed Electro-Magnetic Field (PEMF) and salt therapy. 

Yoga, Pilates mat classes and the Total Gym Encompass Reformer will also be added to the practice.

Underscoring its commitment to health and wellness, SoulBody has partnered with Jeff Skeen, CEO of Results Redefined, to integrate medical services by the end of next year to give members a comprehensive approach to overall well-being.

As recovery and wellness trends continue to surge, SoulBody founder and CEO Stacey Seward Vandiver is excited to merge fitness and well-being for guests, allowing for a one-stop-shop for whole-body wellness. 

“The average fitness consumer may need multiple memberships to create a diverse schedule of workouts and recovery to achieve a balanced wellness regime,” said Vandiver, who created the SoulBody Fitness concept in 2015. The brand’s fitness programs are implemented in over 200 health clubs and studios. 

“I wanted to bring the SoulBody fitness classes the consumer has grown to love, plus proven recovery modalities into one space that creates a sense of community, calm and overall health,” Vandiver said of the brick-and-mortar location. “We have accomplished that with SoulBody Studios.”

Skeen, who owns and operates several healthcare companies aimed at lowering healthcare costs through insurance-based medical, fitness and wellness services, is encouraged by Vandiver’s vision of integrating medical services into the SoulBody business model. 

“With health insurance companies moving towards a value-based care model for medical reimbursements, SoulBody Studios will assist our medical groups in improving patient’s health with alternatives to medication and allow the ability to maximize reimbursements to our healthcare providers,” Skeen said

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Hardcore boutique fitness studios have had their time in the limelight for too long. Some consumers seek out instructors who yell at them for motivation, while others prefer dark studios with neon lighting. 

But what about the market for consumers who want a feel-good workout? Americans’ stress levels are in a dire state. Loneliness became a core facet of mental health issues during the pandemic and has continued to be an issue for many. A community-oriented, feel-good workout might be just what the doctor ordered. 

Heatwise is one such “feel-good” studio. The New York-based brand takes a hospitality-driven approach to hot yoga and focuses on providing a stress-free, premium experience for its members. The studio’s offerings include extra space between mats for comfort, hands-on teachers, the ability to pre-book a spot in the room and post-class cold towels. 

“Helping people stress less and feel good is at the core of everything we do. We don’t speak about weight loss or fat burning,” Ben Kopelman, a partner at Heatwise, told Athletech News about the studio’s approach. “We are all about feeling good. Seriously, we have candy at the front desk. Our intention is for you to access a feeling, and we have fostered a community that aligns with our mission.” 

A Heatwise studio is designed more like a living room than a locker room, with plants, exposed brick and light wood furniture. It’s designed to offer warmth and homeyness to its guests. In addition to classes, Heatwise offers workshops like its Full Moon Workshop and sound baths as well as yoga teacher trainings and retreats abroad. 

“Our mission is to help people feel good. Whatever that may mean to you. If you want to sweat and work on your core, we’ve got you,” Kopelman explained. “If you want to roll around in the heat and just stretch your hamstrings, we’ve got you. If you want to nail your first crow pose, we’ve got you.” 

Mantra is another studio that prioritizes mental health. Founded in 2012 in Sarasota, Florida, Mantra is an innovative approach to Pilates, combining the workout with cardio, strength, balance and flexibility. Its mission is to create a positive mindset toward mental and physical health, utilizing Pilates methods.

Kathy Maloy, Mantra’s Founder, spoke to Athletech News about why the “feel-good’ approach has resonated with consumers.

“At the core of Mantra Fitness lies a commitment to fostering mindfulness and positivity,” Maloy said. “By focusing your attention on the present moment, you reduce stress and anxiety while increasing mental clarity. Our clients resonate with these feelings and come back time and time again to find that headspace.” 

Mantra offers a holistic workout and uses a specialized reformer to engage muscles with slow and controlled movements. The workout highlights the connection between good fitness and a positive mindset. 

As mental health continues to be a challenge for much of the country, studios like Heatwise and Mantra are providing community, acceptance and positivity amidst a sea of workout classes focused on intensity. Move over, smoothies — candy after class might be the next big trend. 

The post Candy After Class: The Rise of the Feel-Good Fitness Studio appeared first on Athletech News.

Solidcore is moving its corporate headquarters from Washington, D.C., to Rosslyn, Virginia, as it gears up for continued expansion in 2024. The boutique fitness company received a strategic investment from private equity firm Kohlberg & Company earlier this year, intended to expand the fitness concept into new cities.

“Our HQ team is expanding to support the growth from 100 studios to 250 and beyond,” Heidi Blesy, Solidcore’s vice president of studio development, told Athletech News. “We are doubling our workspace square footage and moving into an amenity-rich building with great access to public transportation.”

Blesy added that Solidcore has changed the way it works and wanted to build a space that encourages collaboration for its hybrid team. The new headquarters will feature adaptable workstations and wellness rooms to support employee health, a mock studio for ongoing product innovation and integrated technology that allows Solidcore’s remote team members to participate in office-based meetings.

“We have growth plans in 2024 for 11 of our existing markets and are eyeing two to three new markets in addition to San Francisco,” Blesy said. “2023 will be the largest growth year in our brand’s history, and we expect 2024 to top that!”

The boutique fitness company recently expanded to the West Coast and is in high demand in California.

“Our number-one requested new studio location is San Francisco, and we are thrilled to announce our plans to enter the Bay Area with 3-4 studios in 2024-25,” Blesy said.

Founded nearly 10 years ago by serial entrepreneur and philanthropist Anne Mahlum, Soldicore has become a hit with fitness enthusiasts for its results-driven, Pilates-inspired workout. 

Mahlum sold the boutique fitness company for an undisclosed amount this year to Kohlberg & Company, awarding full-time employees with funds from an incentive pool she created in 2018. 

The post Solidcore Plans New Headquarters To Match Expansion Ambitions  appeared first on Athletech News.

JetSet Pilates, a Miami-founded elevated athletic Pilates experience, has announced its rapid expansion plans with franchise agreements signed in New York, North Carolina and Texas, bringing multiple locations to each city. Multiple JetSet studios will also open across the Sunshine State, from Miami to Tampa to Northeast Florida.

The Pilates company is now projecting triple-digit unit numbers by 2025. After launching its franchise applications last summer, JetSet Pilates had signed franchise agreements for over 20 units in less than a year, with new locations being sold monthly. 

The fitness concept, founded by Tamara Galinsky in 2010, has a loyal community of Pilates enthusiasts devoted to its 50-minute workout.

JetSet credits its brand visibility for its franchise expansion and reports that it has had numerous franchise inquiries from those new to the brand as well as those within its community, which Galinsky says is meaningful for JetSet’s vision.

“The impressive reaction from franchise applicants is a testament to the strength of the JetSet Pilates brand and community that I am very proud of,” Galinsky said. “As we scale at a rapid pace, we are passionate and focused on our franchise partner relationships, ensuring each JetSet Pilates location thrives.” 

Multi-unit franchise owners Alycia and Ryan O’Leary say they are excited to bring JetSet Pilates to Texas. 

“The brand, business model and team are remarkable,” said the O’Learys. “Class playlists are inspiring, and you instantly know and love what the workout is doing for your body and mind. As corporate technology leaders, we have been blown away by the detail and transparency of the systems and tools JetSet has implemented to support franchise owner success.” 

JetSet’s 50-minute classes are carefully crafted to get fitness enthusiasts moving with its high-intensity yet low-impact, age-inclusive practice that can be performed daily. The modern Pilates concept promises transformative results due to its specialized reformer with resistance and cardio training. 

With a personalized approach, JetSet’s class sizes accommodate a maximum of 12 to 16 reformers, so its trained instructors can forge a personal connection with clients, ensuring that they get the most out of their workouts and meet their individual goals.

The Pilates brand has also introduced an Area Representative opportunity for entrepreneurs specializing in business and franchise development. JetSet says the ARs will lead the expansion and recruitment of its Pilates concept in new markets and support new franchisees while benefiting from a royalty-sharing program.

The post Can JetSet Pilates Become the Next Big Boutique Fitness Franchise? appeared first on Athletech News.

CR Fitness Holdings, a leading Crunch Fitness franchisee, has been on an expansion tear as of late, recently surpassing the 50 location mark as it eyes 100 clubs by 2026. 

A key reason for the Crunch franchisee’s success is its commitment to offering a broad range of high-quality group fitness classes specifically tailored to the member profiles of its individual club locations in Florida, Georgia, North Carolina and Texas.

Alyssa D’Aquino, vice president of group fitness at CR Fitness Holdings, tells Athletech News that when CR is opening new franchise locations, it makes group fitness a priority.

“We make sure we open a club with at least 55 to 60 classes and work from there,” D’Aquino says. “Our really strong clubs at the moment have over 100 classes a week.”

Group fitness is “a huge part of the presale process” when CR is opening new clubs, D’Aquino notes. That includes surveying new members on their preferences in terms of class types and scheduling, as well as educating them on Crunch programming. 

By the time a CR Fitness-owned Crunch club opens, D’Aquino and her team have a strong idea of the types of classes they should offer and with what frequency, based on the feedback they get from the location’s first batch of members.  

“Right off the bat, we’re able to come in without having to just throw things up in the air and see if they stick,” she says. 

Part of CR’s commitment to group fitness stems from the larger Crunch Fitness brand, which offers over 100 class formats spanning just about every modality a member could want, including many proprietary formats and partnerships with top brands including Zumba. At the corporate level, Crunch adds around 10-12 new classes each year so things don’t get stale for members at its 400-plus locations. 

“We always say at Crunch that we want it to be members’ one-stop shop, for them not to feel like they have to go to multiple studios or different gyms,” D’Aquino says. “When they come here, they have a spin studio, boxing, hot yoga, fitness-style classes, bootcamp, it’s all in one. And we offer it all for a ridiculously low price.”

But CR Fitness takes things a step further. Most franchisees don’t have the operational expertise and financial resources of the Brandon, Florida-based company, which has investment from North Castle Partners, a private equity firm whose health, fitness and wellness portfolio includes brands like Equinox, Barry’s and Therabody.

“We’re not afraid to take risks,” D’Aquino says. “If it’s something new, we are the first franchise to go ahead and test-run it. We were actually the ones pushing for boxing to become a part of the Crunch umbrella.”

Last fall, CR Fitness helped Crunch officially launch its boxing classes, which have become popular amid the rising popularity of strength training. 

The team at CR Fitness also places a high emphasis on the way it designs its group fitness spaces. That includes deviating from the corporate Crunch playbook at times.

Around a year ago, CR Fitness realized that Crunch’s HIIT Zone, the brand’s signature functional training area, which is typically found in an open layout in the middle of the main gym floor, would be better off in an enclosed space to give it a studio-like feel and encourage more people to take classes. 

“Having it out on the floor is great because it draws a lot of attention, but we were also getting the opposite, having members complain,” D’Aquino says. “It’s tough to put on a class in the middle of a club.”

The move paid off and now CR Fitness uses the walled-off design concept at most of the new clubs it opens.

Trends in Group Fitness

In terms of which group fitness classes and exercise modalities are popular with Crunch members right now, it’s mostly a matter of broader fitness industry trends, according to the CR Fitness executive. 

While it differs slightly on a club-by-club basis, D’Aquino says that at the macro level, across all CR Fitness clubs, the most popular classes right now include strength-based classes, Pilates and boxing. HIIT training remains as popular as ever, but the focus has shifted to Crunch’s more strength-focused classes as opposed to cardio-heavy offerings. 

Pilates has surged in popularity just over the last few months, D’Aquino has noticed, a trend she puts down in part to preferences among fitness influencers, who have been honing in on things like core strength. 

“Everything is so tied into social media,” D’Aquino says. “I teach my group fitness managers to stay on trend and see what influencers are posting. Not that we’re going to base our entire business (off that), but that’s how the world is right now.”

On the other end of the spectrum, cycling has fallen from its pandemic-era height of popularity, although there are still some individual CR Fitness locations where Ride, Crunch’s spin class, is still the most popular group fitness class. 

D’Aquino is quick to point out the cyclical nature of trends in the fitness industry, so the popular group fitness modalities of today might not stay on top for long, and vice-versa. 

“I always say the fitness industry is a trend, it’s like this constant wheel of things that become trending and then trend back down, so it all comes back around,” she says.

There are some classes – and brands – that stand the test of time, however. 

“Zumba is always among those classes that perform very well,” D’Aquino says. “We know if we throw Zumba on the schedule, it’s going to (get people interested in) everything else that we have.”

Group Fitness Rebounds From the Pandemic

Echoing the findings from others in the group fitness space, D’Aquino says consumer demand for in-person classes has mostly returned to pre-pandemic levels across CR Fitness clubs, although it took a little while for things to get back to normal. 

“I would say this past January was the first time (since the pandemic) where we had a true January,” D’Aquino said, referring to what is typically the busiest month for buying gym memberships.

However, as with modality preferences, things can vary on a club-by-club basis. 

“Our club in South Tampa, for example, their group fitness never really popped right back off, but their HIIT Zone was so strong, so we made sure we capitalized on that area and gave them a bit more customized formatting,” D’Aquino says. “Now they’re doing better than ever.” 

That showcases CR Fitness’ approach of analyzing and understanding each club for its unique features, including member demographics, and creating group fitness programming that will do best at that location.

At each club, D’Aquino and her team set out to create a unique and thoughtfully designed group fitness schedule, matching classes with what will give that club’s members the best experience. It’s a complex logistical undertaking, but one that pays off with increased member engagement and time spent in-club.

“It’s like creating a puzzle and being very systematic on when you run certain classes, making sure they don’t battle against each other and creating a flow of classes we want the member to take,” she explains. “Maybe they’re going to do a fitness-style class into a spin class into a yoga class. It all matches up, so they’re there for two to three hours instead of just coming in and going out.”

The post How the Top Crunch Fitness Franchisee Uses Group Fitness To Fuel Expansion appeared first on Athletech News.

Heather Rhyu got into the fitness business almost by accident. In 2015, she moved from San Francisco to New York with her husband and baby daughter. Armed with both an MBA and a CFA (Chartered Financial Analyst) certification, she had made it in the world of finance, but felt she was missing out on life.

“I worked really hard to get where I was but wasn’t really that happy to just be sitting at a desk all day,” she said. “I felt like I was missing time with my kid, and had another one on the way.”

One day she got a cold call from a franchise consultant.

“I was skeptical to take her call initially, but was in a place in my life where I was ready to make a change, so I thought, why not. Let’s go for it.”

Rhyu, who was born in southern California but grew up mostly in Westchester, told the consultant about being bitten by the fitness bug during college and her longtime desire to own her own business. A month later, she was presented with three fitness franchise ideas. Although the cycling and kickboxing options weren’t particularly interesting to her, the third idea, Pilates, caught her attention. The franchisor was headquartered in southern California.

“I had a trip to LA planned to visit family, so we tacked on a trip to Irvine. I met the Club Pilates team and really fell in love with the concept, and thought they would be great to work with, even though I didn’t know a whole lot about Pilates back then.”

After doing some research, Rhyu realized that Westchester County, the suburb of New York City where she now lived, was an untapped market for the exercise modality that was beginning to increase in popularity elsewhere in the country. There were a few small studios in Westchester with one or two reformers, which limited their offerings to private sessions or duets (two-person classes). The Club Pilates layout with 12 reformer stations could serve a larger audience and make reformer Pilates more accessible.

Rhyu signed her licensing agreement in the summer of 2016 and a lease a few months later, finally opening her first studio, in Scarsdale, in March 2017. Over the next two and a half years she would open two more, followed by a Rumble boxing gym this year that she co-owns with one of her instructors.

The appeal of the Pilates modality, according to Rhyu, is its stickiness.

“When someone gets into Pilates, they can’t just stop and move to a different form of exercise. Many of our members have been with us since day one. It is the only thing that works forever. It’s such a good thing to be doing for your body, and it makes your body actually feel better and work better. I play a lot of tennis. I like to stay active. But when I don’t do at least two Pilates classes a week, I definitely notice the difference with my back. I think you’re just more injury prone without that core workout.”

Getting Started

Rhyu got a lot of support from the corporate Club Pilates team in Irvine to help make her dream a reality. She was assigned a commercial real estate broker to work with and given a list of recommended vendors, including a lease attorney and architect. Although franchisees can select their own contractors, they have no say in how the studio is set up.

“All of the Club Pilates have to look exactly the same, and I think that makes a lot of sense for the brand,” she says. “The main studio must have 12 Balanced Body reformers stations, or more if you’re doing a double studio. You must have the TRX, the Bosu ball, the Balanced Body bar and springboard. Xponential makes it very easy. In the private room, you have a little more flexibility depending on how much space you have.”

To run the front and back ends of the business, clubs use an app called Club Ready that is provided by and supported by Xponential. Franchisees don’t need to worry about the tech part.

Pilates was less known when Rhyu was starting out than it is today.

“People were commenting on our Facebook posts saying ‘I don’t even know what this is,'” she recalls. “It took a while to really ramp up Scarsdale. And then by the time I opened Ardsley six months later, the local Pilates community was growing, and that created excitement about the opening. We had a little bit of cannibalization at first, but not too much. And then a couple of years later, when I opened New Rochelle, I think Pilates was more popular.”

Rhyu’s three Club Pilates studios have an extremely active and engaged membership and a full slate of classes that almost always have wait lists. Although she doesn’t do any paid advertising, she receives about 5-10 leads per day that result in the membership growth to replace the 4-5% per month attrition her studios experience (which is lower than the 6% average for the Club Pilates system).

She was able to recoup her investment (which, according to Sharpsheets.io, is typically around $300K per studio) in fewer than the three and a half years it takes the average Club Pilates franchisee.  Rhyu said that margins at her studios are strong and financial performance has exceeded her expectations.

For the past several years, her clubs have ranked among the highest in the company for revenue from private sessions. Part of this may be due to the affluence of Westchester County, where median household income is 30% higher than the country as a whole.

Social media is another factor, she says.

“I think all the reformer Pilates studios got a bump in demand and revenue because people were posting about it on TikTok. So, it’s kind of nice because I wasn’t personally posting on the platform, but a lot of others, including celebrities and athletes, were doing so.”

The Advantage of Business Experience

Before Anthony Geisler and Xponential took over Club Pilates in 2015, many of the brand’s franchisees were Pilates instructors. Although they knew how to teach, they didn’t really understand how to run a business. Rhyu feels her business experience has played a major role in her success as a franchisee.

“I was a business major in college, and then right out of college was working in operations for Universal Studios in LA. It was not glamorous at all, but it was an entry point into corporate America. Later, I went back to business school and got into finance. Understanding the business side, the numbers side, really helped. Also, I’ve been on the sales side, too, which obviously is important when you’re in a customer-facing business.”

Although many of the original Club Pilates franchisees stayed for a few years after Geisler bought the company, Rhyu said that as Xponential grew, some of them decided the new business model wasn’t working for them.

“For some of the core crew, it wasn’t the same relationship. It was a different dynamic, and I think some people didn’t like it and decided to get out.”

Many sold to a new breed of franchisees who, like Nashville-based David Schuck, were beginning to accumulate large portfolios of fitness studios. Schuck’s company Spartan Fitness Holdings, backed by private equity firm Snapdragon Capital Partners, is now the largest Club Pilates franchisee with around 40 Club Pilates studios in Texas, North Carolina, Missouri, Ohio and Kansas.  

Rhyu is open to buying more Club Pilates franchises if the territories have potential and are conveniently located. But it’s getting harder and harder.

“I feel extremely lucky about my timing because now you can’t even find a Club Pilates if you wanted to open one,” she says. “You’d have to purchase one from another franchisee, or settle for one in an area you don’t want to be in.”

Tradeoffs

Rhyu enjoys some aspects of the business more than others.

“I don’t mind doing payroll, and I enjoy doing the reporting stuff. People are always joking about Excel, but I’m an Excel wizard. Anything that’s related to reporting and numbers, that’s my thing. And I love to be able to go in and take classes and see members.”

Marketing, however, is a side of the business she has not yet acquired a taste for.

“It’s extremely time-consuming, you have to spend a lot of time on social media, email marketing, things I don’t love but that I understand are a key part of the business. There’s a lot of detail in marketing now that it’s gone digital. It’s no longer as simple as you approve this campaign and then it launches.”

Her studios have monthly goals, and part of the managers’ compensation is a bonus tied to results like revenue and member retention. Rhyu feels there’s always room to run the business in a more professional way, however.

“There’s a franchisee who owns five studios in Chicago and has an entire management team of eight or 10 full-time salaried people, including a lead instructor and a district manager. As you open more studios, you can’t be as involved as you were with number one. And I find that the hardest thing for me is to figure out the balance and try to delegate, to empower my managers to take over the things that I was once doing without checking back all the time.”

When asked what the biggest challenges are on an ongoing basis, Rhyu was unequivocal.

“Staff turnover is always a difficult challenge, especially if you lose an instructor who’s teaching a lot, because it’s just so hard to find Pilates instructors. We conduct teacher training every year, but there still aren’t enough of them right now.”

How does she retain talent? “Obviously, compensation matters for everybody, but I also think it’s hard to build and maintain a culture the way our work environment is set up,” Rhyu says. “It’s not like an office where you have interactions with multiple people throughout the day. I have close to 40 employees across the three Club Pilates locations and many of them don’t know each other. I try to organize at least two social events a year.”

As is always the case in life, there are tradeoffs that come with being your own boss.

“I tell people who are thinking of making this move that you just have to have a strong backbone and be able to deal with the small fires because there really is never a dull day, there’s always something going on, whether your toilet’s clogged, or there’s a leak, or somebody quit, or an instructor didn’t show up, or a member is angry and wants six months of refunds,” Rhyu says.

These “small fires” pale in comparison to the pandemic, however.

“It was crazy, because we were in the heart of it,” Rhyu recalls. “New Rochelle was Ground Zero for COVID-19 in the U.S. I remember having a call with Anthony (Geisler) because I had a staff member in New Rochelle who had tested positive. We thought we could just close that location and keep the other two open. And then within a week or two, the whole world was shut down. We got very entrepreneurial, creating content for streaming and online classes. Luckily, we only had to close the studios for 6 months.”

About that fateful day in 2015 when she took the franchise consultant’s call, Rhyu says, “I’m so happy I made the decision that I made. I can’t imagine still working in the corporate world. I love the life that I’ve built. It’s really allowed me to have so much flexibility and time at home with my kids. If I want to make time to play tennis, I can do it. I think not reporting to someone has been nice, too.”

“Although I give all the credit to my amazing instructors for helping members move and feel better, I feel like I’m doing my part to give people access to something that will improve their lives. I feel like this was what I was meant to do.”

The post Club Pilates Franchisee Finds Her True Calling in Boutique Fitness appeared first on Athletech News.

Solidcore is expanding in the Golden State in 2024, having announced two new studio openings in San Francisco, which will be the first of many for the boutique fitness brand in the Bay Area.

The two new Pilates-inspired studios will come to the Castro and Marina neighborhoods, with plans underway to expand Solidcore’s presence to other locations in the Bay Area, including Silicon Valley and the South Bay.     

The fitness brand, founded by serial entrepreneur and philanthropist Anne Mahlum, has seen impressive growth since first hitting the West Coast a year and a half ago with 12 fitness studios in operation between Los Angeles and Seattle.

Solidcore received a strategic investment from private equity firm Kohlberg & Company this spring, intended to expand the boutique fitness concept into new cities. The fitness brand said it plans to open approximately 25 studios this year and over 250 studios globally over the next three to five years, including potential expansion into international markets. 

Heidi Blesy, vice president of studio development for Solidcore, commented that San Francisco is one of many West Coast cities that prioritizes health and fitness, aligning with the mission of Solidcore and its high-intensity, low-impact Pilates-inspired workout.

“Bringing Solidcore to San Francisco – an iconic fitness market – further reinforces the workout’s influence for people wanting to find the strongest version of themselves wherever they are in their wellness journey,” Blesy said.

Mahlum, who grew the boutique fitness brand to over 100 locations, sold the company for an undisclosed amount in April to Kohlberg & Company. As part of the deal, she awarded full-time employees with funds from an incentive pool she created in 2018, provided they had been at Solidcore for a year prior to the sale.

In addition to Solidcore, Mahlum also founded Ambition and recently invested $150,000 in The Athletic Clubs (AC), a New York City-based fitness startup with an innovative approach to group workouts called “squad training.” 

The fitness founder also invested $265,000 in Ice Barrel and extended a line of credit worth $1.5 million to support the cold therapy company specializing in ice baths.

The post Solidcore Plots Bay Area Expansion as Part of West Coast Plan appeared first on Athletech News.