BODYBAR Pilates

What BODYBAR Pilates does

BODYBAR Pilates, founded in 2012 and headquartered in Fort Worth, Texas, operates a boutique fitness franchise centered on Reformer-based Pilates classes delivered through the proprietary BODYBAR Method. The company began franchising in 2019 and had expanded to 81 studios across 21 states by early 2026, with over 18,000 members and nearly $44M in 2025 franchise system sales. Studios typically feature 12-14 Reformers and offer seven distinct class formats (Classic, Power Tower, Jump, Reformer Chair, Mixed Equipment, Express, and the signature Reformer class), supported by a 250-hour instructor certification program providing NASM/AFAA/ACE continuing education credits.

The business model is a hybrid of consumer subscription revenue and franchise licensing. Consumers access studios through two recurring monthly membership tiers — Speakeasy (2x per week) and Cheers (unlimited) — with optional private/semi-private sessions and mandatory retail (TAVI co-branded grip socks). Franchisees pay an initial investment of approximately $389,964 to $759,356, with the franchisor earning upfront fees and ongoing royalties, supported by AI-powered operations tooling (Delightree) and a 2026 national advertising campaign led by Kelly Scott Madison. Average franchisee net income was $182,143 in 2024, and the company has signed 150+ franchise agreements with 60+ additional studios planned for 2026.

The company is privately held as BODYBAR Franchising, LLC, with no institutional or parent-company ownership identified in the available data. Leadership includes COO Michael Piermarini, appointed in November 2024 from Orangetheory. BODYBAR has been recognized on the 2025 Entrepreneur Franchise 500 (#470) and Inc. 5000 (#727, 567% three-year growth) and operates across all major US regions with no international footprint.

Name

BODYBAR Pilates

Legal name

BODYBAR Franchising, LLC

Website

https://bodybarpilates.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

BODYBAR Pilates is a Fort Worth-based boutique fitness franchise founded in 2012 and franchised since 2019, operating 81 Reformer Pilates studios across 21 US states serving over 18,000 members through subscription memberships and a 150+ franchisee network.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Reformer pilates classes
• Boutique fitness studios
• Pilates franchise
• Group fitness training
• Fitness membership

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Membership Subscriptions: BODYBAR offers two primary membership tiers: Speakeasy (2x-per-week membership) and Cheers (unlimited membership). Members access small group fitness classes led by instructors, with online and mobile booking, freeze options, flexible class times, and retail discounts included. Founding memberships offer lifetime discounts of up to 15-20%.
2. Franchise Fees: Franchise opportunity with initial investment of approximately $389,964 to $759,356. Franchisees earn average net income of $182,143 in 2024. The company was founded in 2012 and began franchising in 2019.
3. Retail Sales: Sale of grip socks and other retail merchandise in studios. Partnership with TAVI for co-branded grip socks and apparel. Grip socks are required for safety during classes.
4. Private/Semi-Private Sessions: BODYBAR offers private and semi-private sessions at additional cost, scheduled by contacting local studios. Valid credit card required to reserve sessions.

Pricing tiers

Distribution channels3 records

Marketing channels8 records

Core offering

BODYBAR Pilates operates a franchise network of boutique fitness studios offering Reformer-based Pilates group classes under the proprietary BODYBAR Method. Studios deliver multiple class formats (Classic, Power Tower, Jump, Reformer Chair, Mixed Equipment, Express) led by certified instructors, sold through tiered monthly memberships and private/semi-private sessions. The company also licenses its brand and operating model to franchisees and runs an instructor certification program.

Product overview

BODYBAR Pilates is a boutique fitness franchise offering reformer-based Pilates classes through studio locations across the United States. The company's core product portfolio centers on its signature Reformer class alongside variations including Classic, Power Tower, Jump, Reformer Chair, Mixed Equipment, Express, and Stretch & Balance classes. Membership offerings include the unlimited Cheers membership and the 2x-per-week Speakeasy membership, with founding memberships providing lifetime discounts during new studio openings. The company operates a proprietary BODYBAR Instructor Training Program providing 250-hour certification with continuing education credits. BODYBAR also offers a mobile app for class scheduling and membership management. Founded in 2012 and franchised in 2019, the brand operates 81+ studios nationwide with franchise expansion ongoing.

Differentiator

Problem solved

Functional benefit

Products and services

• Reformer Pilates Group Classes Small-group Reformer-based Pilates classes (50 or 40 minutes) combining Pilates fundamentals with athletic intensity, offered in multiple formats (Reformer, Classic, Power Tower, Jump, Reformer Chair, Mixed Equipment, Express) for members at all experience levels.
• Cheers Membership

Quantifiable outcome

• 567% three-year growth rate
• +4 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Tegan DigitalcoreTechnology or Integration · 12 May 2026Dallas-based agency selected to lead comprehensive redesign and rebuild of BODYBAR's website. Partnership focuses on improving usability, performance, and scalability while creating clearer digital journey for both members and franchise prospects.
• Kelly Scott Madison (KSM)coreGTM or Marketing Partner · 21 April 2026Kelly Scott Madison, a Chicago-based independent media agency, named as agency of record to lead brand strategy, media planning, digital marketing, and analytics. Implementing full-funnel strategy across CTV, audio, social, and search using AI-powered targeting and predictive insights to accelerate national expansion.
• TAVIminorGTM or Marketing Partner · 1 April 2026Partnership with TAVI, a studio activewear and grip-sock brand, running April 1-30, 2026. New members joining with qualifying Cheers or Speakeasy Membership receive free limited-edition TAVI grip socks. Plans to expand partnership later in 2026 with limited-edition co-branded apparel line.
• The Worthy Co.minorStrategic or Co-development Partner · 3 November 2025BODYBAR Does Good campaign supporting survivors of trafficking through sale of co-branded candles. All proceeds from candle sales benefit The Worthy Co.'s programs for women rebuilding their lives. Candles available nationwide at BODYBAR studios.
• DelightreecoreTechnology or Integration · 15 July 2025AI-powered franchise operations platform selected to transform BODYBAR's franchise operations. Partnership supports scaling the franchise business and managing growth across expanding studio network.

Scale indicators8 records

Recent moves11 records

Expansion highlights6 records

Emerging players

• Pvolve: Pvolve is a newer boutique fitness brand offering low-impact, Pilates-informed strength workouts, and notably is co-located with BODYBAR at the Modera Higley Commons mixed-use development in Gilbert, Arizona. It targets a similar premium, professional-women demographic with comparable membership pricing.

Broad incumbents

• F45 Training: F45 Training is a global functional-training fitness franchise with a small-group, multi-format class model and rapid studio expansion. It is comparable to BODYBAR in franchise model, class-format diversification, and growth-stage franchise economics, though the underlying workout modality differs.
• Xponential Fitness: Xponential Fitness is the public franchisor of Club Pilates, Pure Barre, StretchLab, CycleBar, Rumble, and other boutique fitness brands. It is the most relevant strategic competitor and likely consolidation/roll-up counterparty, given its control of the largest Pilates franchise brand.
• StretchLab: StretchLab is a one-on-one assisted stretching franchise under the same Xponential Fitness umbrella as Club Pilates. It targets a similar wellness-oriented customer with a complementary flexibility/recovery offering and competes for retail space and franchisees.
• Orangetheory Fitness: Orangetheory Fitness is a national boutique fitness franchise with a broader heart-rate-based interval training model rather than Pilates. It is highly comparable as a franchise-driven boutique fitness business and is the prior employer of BODYBAR's COO, Michael Piermarini.

Direct peers

• Solidcore: Solidcore is a boutique fitness brand built around a Pilates-inspired workout on proprietary machines with a premium, small-group format. It competes for overlapping customer segments in many of the same metro areas BODYBAR is expanding into.
• Club Pilates: Club Pilates is the largest Reformer Pilates franchise in the U.S. with hundreds of studios and substantially larger system revenue than BODYBAR. It is the closest direct competitor, targeting a similar mass-market Pilates customer with comparable membership structures and franchise economics.
• Pure Barre: Pure Barre is a national boutique barre/Pilates-style fitness franchise offering small-group classes with a similar membership-based, multi-format class model. It competes directly with BODYBAR for the same professional-women wellness customer and franchisee pool.
• Pilates Plus: Pilates Plus is a Pilates-focused fitness franchise combining Reformer Pilates with cardio intervals in a small-group format. Its class structure and target customer closely mirror BODYBAR's BODYBAR Method offering.
• SLT: SLT is a boutique Pilates/Lagree-style studio franchise offering small-group classes on reformer-like equipment with a premium positioning. It targets a similar high-end, urban professional demographic and competes for retail real estate and members.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BodybarPilates
• LinkedInlinkedin.com/company/bodybar-pilates

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BODYBAR Pilates