Studio Pilates

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.

Name

Studio Pilates

Legal name

Studio Pilates International

Website

https://studiopilates.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 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

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 industry

PRIMARYHSADACAB

Pilates Instruction (Mat & Reformer)

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

SECONDARYHSADACAE

Therapeutic/Adaptive Yoga & Clinical Pilates

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

SECONDARYEDAAAHAC

Yoga, Pilates & Mind-Body Movement Education

Education/Adult & Continuing Education/Health, Wellness & Lifestyle Education (Nutrition, Fitness, Mindfulness)

SECONDARYHSADACAI

Private 1:1 Yoga/Pilates & Small-Group Sessions

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

Keywords

• Reformer pilates classes
• Boutique fitness franchise
• Pilates instructor training
• Group fitness workouts
• Pilates studio operations

Headquarters

HQ city

Hawthorne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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.

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves14 records

Expansion highlights6 records

Broad 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

• Facebookfacebook.com/studiopilates
• Instagraminstagram.com/studio_pilates
• Xx.com/studiopilates
• LinkedInlinkedin.com/company/studio-pilates-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Studio Pilates