Studio Pilates
Studio Pilates International is a privately held Reformer Pilates franchise founded in 2002 in Brisbane, operating 138 open studios plus 70 in development across seven countries through a franchise model, delivering standardized 40-minute classes with proprietary SPTV technology and in-house trained instructors to consumer fitness markets.
- Company typePrivate
- Founded2002
- HeadquartersBulimba, Australia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Studio Pilates does
Studio Pilates International, founded in 2002 in Brisbane, Australia by former Olympic swimmer Jade Winter and physiotherapist Tanya Winter, operates a global Reformer Pilates franchise with 138 open studios plus 70 in development across seven countries (Australia, United States, Canada, United Kingdom, Germany, China, and New Zealand). The core product is a standardized 40-minute Reformer Pilates class delivered in studio environments featuring proprietary custom spring-based resistance machines, physiotherapy-designed programming, and the proprietary SPTV audio-visual system that displays workouts on studio screens so instructors can focus on form correction rather than demonstration.
The business operates through a capital-light franchise model: franchisees acquire studio locations and pay initial franchise fees, ongoing royalties, and marketing contributions, while the company supplies instructor training through the Studio Pilates Training Academy (14,000+ instructors trained globally; 3,787 in 2025), site selection and build support, pre-launch marketing, operational systems, and brand assets. End consumers purchase class packs transactionally with no lock-in contracts, anchored by a standardized "6 Classes for $60" (or regional equivalent) intro offer, supplemented by event formats such as Hell Week, the Amplify Challenge, and The Pilates Games. Distribution is omnichannel, with an iOS/Android mobile app, studio-level websites, social media, blog content, email, and a referral program.
In 2025 the system recorded 2,705,588 client visits, with the most recent studio milestones including the 100th location in Chanhassen, Minnesota (April 2024) and the 136th studio in Wiesbaden, Germany (May 2026, first mainland Europe entry). The company is privately held with no disclosed institutional ownership and no public revenue disclosure.
Studio Pilates firmographics
Firmographics- Name
- Studio Pilates
- Legal name
- Studio Pilates International
- Website
- https://studiopilates.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Studio Pilates International is a privately held Reformer Pilates franchise founded in 2002 in Brisbane, operating 138 open studios plus 70 in development across seven countries through a franchise model, delivering standardized 40-minute classes with proprietary SPTV technology and in-house trained instructors to consumer fitness markets.
- Ownership category
- akta.pro rank
Studio Pilates industry classification
Industry- Product category
- Boutique Fitness Studios
- NAICS
- Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Educational Support Services (61171)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Pilates Instruction (Mat & Reformer) (HSADACAB)
- akta.pro secondary industries
- Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Studio Pilates is headquartered
LocationHeadquarters
- HQ city
- Bulimba
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Studio Pilates business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Class Pack Sales: Studio Pilates sells class packs to clients. The Intro Offer provides 6 classes for $60 (or regional equivalents). Clients purchase class packs through the Studio Pilates app and in-studio. No lock-in contracts or memberships required.
- Franchise Fees: Revenue is generated through franchise fees from studio operators. Franchisees pay an initial franchise fee, ongoing royalty fees, and marketing contributions. The company provides franchise opportunities globally with territories awarded exclusively.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Intro Offer - 6 Classes for $60 |
| Unit Pricing | Pay-as-you-go | Referral Credit Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Studio Pilates product offering
Product offeringCore offering
Studio Pilates operates a global franchise network of boutique Reformer Pilates studios delivering 40-minute, full-body workouts on custom spring-based reformer machines, supported by proprietary SPTV audio-visual performance technology that provides real-time visual guidance during each class. Programming is designed by co-founder Tanya Winter (a physiotherapist) and delivered by Academy-trained Platinum Instructors to provide safe, low-impact, results-driven exercise for general fitness consumers.
Product overview
Studio Pilates International operates a Reformer Pilates studio franchise model founded in Brisbane, Australia in 2002. The core offering consists of 40-minute Reformer Pilates classes featuring custom spring-based resistance machines combined with proprietary SPTV audio-visual technology for real-time class guidance. The product portfolio includes the 6 for $60 Intro Offer (1 Orientation + 5 Reformer Workouts) for new clients, recurring programs like Hell Week (10 classes in 5 days), the Amplify Challenge, and The Pilates Games competitive format. The Studio Pilates Training Academy provides the Platinum Instructor Course for instructor certification. A mobile app on iOS and Android enables class booking and pack purchases. The company also offers franchise opportunities for studio ownership with full operational support.
Differentiator
Problem solved
Functional benefit
Products and services
- 40-Minute Reformer Pilates Classes Standardized 40-minute, full-body Reformer Pilates group workout delivered on custom spring-based reformer machines at franchised studios; designed by co-founder Tanya Winter (a physiotherapist) and led by Academy-trained Platinum Instructors. Targeted at general adult fitness consumers.
- 6 for $60 Intro Offer New-member introductory class pack of six Reformer Pilates classes for $60, redeemable within 30 days of purchase, designed to onboard first-time clients.
- Hell Week Challenge A 7-day fitness reset program featuring 6 or 7 Reformer Pilates sessions designed to refocus body and mind; a recurring themed challenge delivered at studios.
- Amplify Challenge A 4-week studio-based challenge program that uses progress photos and structured Reformer sessions to track results and intensify training.
- The Pilates Games A 13-day studio-based challenge delivering daily Reformer Pilates workouts with a social/competitive component connecting participants across the network.
- Studio Pilates Training Academy (Platinum Instructor Course) Centralized instructor certification program that trains Pilates instructors to the brand's "Platinum Instructor" standard, with job placement feeding graduates into the Studio Pilates franchise network. Over 14,000 instructors have been trained globally.
- Studio Pilates Franchise Franchise offering that licenses the Studio Pilates brand, operating system, custom equipment, and Training Academy support to franchise operators; 195 studios currently operate across 7 countries under this model.
- Studio Pilates Mobile App Companion mobile application for Studio Pilates clients supporting booking and engagement with classes and the brand's challenge programs.
Companies that use Studio Pilates
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
Studio Pilates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Studio Pilates partnerships and signals
Strategic signalScale indicators7 records
Recent moves14 records
Expansion highlights6 records
Studio Pilates competitors and assessment
Company assessmentBroad incumbents
- Orangetheory Fitness: Large global boutique fitness franchise combining technology with group workouts. Comparable to Studio Pilates in franchise-led scale, tech-enabled in-class experience, and broad consumer fitness positioning.
- Barry's Bootcamp: Premium boutique fitness brand offering high-intensity group workouts in a luxury studio setting. Comparable to Studio Pilates in premium positioning, aspirational consumer base, and franchise/licensed expansion.
- 9Round Fitness: International boutique fitness franchise with a HIIT-focused 30-minute workout model. Comparable to Studio Pilates in franchise expansion model, time-efficient class format, and global footprint.
- F45 Training: Globally scaled boutique fitness franchise with a group-training model. Comparable to Studio Pilates via its international franchise-led expansion into 60+ countries and similar middle-market consumer target.
- CycleBar: Indoor cycling boutique franchise with premium studio environments and franchise-led growth. Comparable to Studio Pilates in franchise model, premium studio build-out, and aspirational consumer targeting.
Direct peers
- Solidcore: US-based boutique fitness brand centered on 50-minute Lagree-style Reformer workouts in a small-group studio format. Directly comparable in equipment, class length, and premium positioning to Studio Pilates.
- SLT: Boutique fitness chain centered on 50-minute Reformer-based small-group classes. Comparable to Studio Pilates in Reformer modality, premium positioning, and time-efficient class format.
- Club Pilates: Largest Reformer Pilates franchise in the US with 700+ studios. Directly comparable to Studio Pilates in core offering (group Reformer Pilates), franchise-led expansion model, and beginner-friendly positioning.
Emerging players
- Pilates Instructor Academy: Pilates-focused instructor training provider. Comparable to Studio Pilates' Training Academy as a competing pipeline for certified Pilates instructors in the same talent market.
Regional players
- Body by Pilates: Australia-based Reformer Pilates studio chain. Comparable to Studio Pilates as a same-modality, same-region competitor in the Australian boutique fitness market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Studio Pilates social profiles
Digital presenceStudio Pilates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Studio Pilates leadership team
Management profileNumber of profiles
Profiles2 records
Studio Pilates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Studio Pilates M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Studio Pilates
What does Studio Pilates do?
Studio Pilates operates a global franchise network of boutique Reformer Pilates studios delivering 40-minute, full-body workouts on custom spring-based reformer machines, supported by proprietary SPTV audio-visual performance technology that provides real-time visual guidance during each class. Programming is designed by co-founder Tanya Winter (a physiotherapist) and delivered by Academy-trained Platinum Instructors to provide safe, low-impact, results-driven exercise for general fitness consumers.
Is Studio Pilates a public or private company?
Studio Pilates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Studio Pilates founded?
Studio Pilates was founded in 2002. It employs 101 to 250 people.
Where is Studio Pilates based?
Studio Pilates is headquartered in Bulimba, Australia, in the Oceania region.
How does Studio Pilates make money?
Two revenue lines are on record. Class Pack Sales are the primary driver. The others are franchise Fees.
Who are Studio Pilates's main competitors?
Broad incumbents on record are Orangetheory Fitness, Barry's Bootcamp, 9Round Fitness, F45 Training and CycleBar. Direct peers are Solidcore, SLT and Club Pilates. Pilates Instructor Academy is listed as an emerging player. Body by Pilates is listed as a regional player.
Does Studio Pilates have an API?
No public API is recorded for Studio Pilates.
What industry is Studio Pilates in?
Studio Pilates's product category is Boutique Fitness Studios. Its primary akta.pro industry code is HSADACAB, Pilates Instruction (Mat & Reformer), with a secondary code of HSADACAE, Therapeutic/Adaptive Yoga & Clinical Pilates. Its NAICS code is 61162 and its SIC code is 8200.