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.” 

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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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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.

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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.

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