Pure Pilates
Pure Pilates is a Brazilian Pilates franchise network operating 457+ studios across Brazil, offering equipment-based Studio Pilates classes (max 4 students) plus Mat Pilates, clinical rehabilitation, instructor training (Academy), and multi-unit subscription memberships under the PurePass and Pure Club brands.
- Company typePrivate
- Founded2009
- HeadquartersSão Paulo, Brazil
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Pure Pilates does
Pure Pilates Franchising operates the largest Pilates franchise network in Latin America, with 457+ studios across Brazil and a first international unit in Cascais, Portugal, opened in 2024. Founded in 2009 and headquartered in São Paulo, the company serves end consumers through studio-based Pilates instruction using specialized spring-resistance equipment — Reformer, Cadillac, Chair, and Ladder Barrel — in 55-minute classes capped at four students per instructor for personalized attention. The offering extends beyond group instruction to include Mat Pilates, a therapeutic Pilates Clínico service for rehabilitation and post-surgical recovery, and the Pure Pilates Academy for instructor training and certification. Individual studios are operated by independent franchisees under standardized brand, equipment, and operational protocols, with each franchisee constituted as a separate legal entity (CNPJ).
The company's revenue model combines franchisor economics with subscription-based end-customer monetization at the studio level. Customer-facing monetization is structured around Pure Club subscription plans offered at 1x, 2x, or 3x weekly frequencies with monthly billing, plus a PurePass multi-unit membership that allows network-wide access for relocating or traveling customers. Free experimental classes serve as a top-of-funnel acquisition mechanism, while the Gympass/Wellhub corporate wellness partnership distributes access to employer-sponsored wellness benefits. A proprietary mobile app (iOS and Android) handles class scheduling, cancellation, rescheduling, and replacement-class notifications, supported by an online enrollment flow on the company website. Marketing combines content (active blog), organic social (Instagram, TikTok, Facebook, YouTube), and a benefits/loyalty program (Experiências).
Pure Pilates differentiates through scale, methodology standardization, and equipment-based (rather than mat-only) instruction. The franchisor entity, Pure Pilates Franchising (CNPJ 23.056.938/0001-29), does not disclose revenue, funding, or ownership structure beyond founder control by Douglas and Ligia; no external institutional capital or M&A activity is recorded. Cumulative network throughput exceeds 319,000 students and 2.95 million classes delivered. The company's expansion vectors are international franchise replication, corporate wellness distribution, and subscription-tier monetization, supported by an in-house instructor training pipeline via the Academy.
Pure Pilates firmographics
Firmographics- Name
- Pure Pilates
- Legal name
- Pure Pilates Franchising
- Website
- https://purepilates.com.br
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Pure Pilates is a Brazilian Pilates franchise network operating 457+ studios across Brazil, offering equipment-based Studio Pilates classes (max 4 students) plus Mat Pilates, clinical rehabilitation, instructor training (Academy), and multi-unit subscription memberships under the PurePass and Pure Club brands.
- Ownership category
- akta.pro rank
Pure Pilates industry classification
Industry- Product category
- Pilates Studio Services
- NAICS
- Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)
- akta.pro primary industry
- Pilates Instruction (Mat & Reformer) (HSADACAB)
- akta.pro secondary industries
- Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL), Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE)
Keywords
Where Pure Pilates is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices11 records
Markets served
Pure Pilates business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Studio Pilates Memberships: Monthly subscription-based memberships for studio Pilates classes with options for 1x, 2x, or 3x weekly attendance. Classes conducted in small groups of maximum 4 students per instructor.
- Franchise Fees: Revenue generated from franchise partnerships where individual studio owners operate under the Pure Pilates brand with standardized equipment, training, and operational protocols.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 1x per week - Entry-level membership |
| Subscription | Monthly | 2x per week - Best value membership |
| Subscription | Monthly | 3x per week - Premium membership |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Pure Pilates product offering
Product offeringCore offering
Pure Pilates operates a franchise network of physical Pilates studios across Brazil offering studio-based Pilates instruction using specialized spring-based equipment (Reformer, Cadillac, Ladder Barrel, and Chair). Classes are capped at a maximum of 4 students per instructor for personalized attention, with monthly subscription memberships available in 1x, 2x, or 3x weekly frequency options.
Product overview
Pure Pilates operates as a franchise network offering studio-based Pilates instruction across Latin America. The core product is Studio Pilates using specialized spring-based equipment (Reformer, Cadillac, Ladder Barrel, and Chair) in classes capped at 4 students per instructor. The company also offers Mat Pilates with accessories, the Pilates Clínico therapeutic service for rehabilitation, and an Academy for instructor training. Membership options include PurePass for multi-unit access and Pure Club subscription plans in 1x, 2x, or 3x weekly frequencies. An exclusive mobile app enables class scheduling and rescheduling. The company also operates Experiências, a discount loyalty program, and maintains an online store.
Differentiator
Problem solved
Functional benefit
Brands
- PurePass: A membership program allowing access to multiple Pure Pilates units across the network.
- Pure Club
- Academy
Products and services
- Studio Pilates
Quantifiable outcome
- In 10 sessions you feel the difference, in 20 you see the difference, and in 30 you have a new body
- +2 more outcomes
Companies that use Pure Pilates
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles3 records
Pure Pilates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Pure Pilates partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Gympass/WellhubcoreGympass/Wellhub corporate wellness platform partnership allowing employees from partner companies to use their wellness credits for Pilates classes at Pure Pilates locations across Brazil. This expands the customer base to include corporate employees with wellness benefits.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Pure Pilates competitors and assessment
Company assessmentDirect peers
- Just Pilates: Brazilian Pilates studio network operating equipment-based group classes with a subscription model. Competes head-to-head with Pure Pilates for Brazilian franchisees and studio customers in overlapping geographies.
- BODYBAR Pilates: Pilates franchise brand offering Reformer-based group classes in a boutique studio setting with a recurring membership model. Comparable to Pure Pilates in studio format, equipment focus, and franchise growth strategy.
- Club Pilates: US-based Pilates franchise network offering group Reformer classes with standardized equipment and a subscription model. Most directly comparable to Pure Pilates in business model, equipment-based studio format, and franchise-driven scaling.
Emerging players
- StretchLab: US-based franchise owned by Xponential Fitness offering one-on-one and small-group assisted stretching. Comparable as a franchise-driven boutique wellness concept targeting similar consumers focused on flexibility, mobility and recovery.
Broad incumbents
- Xponential Fitness: US-listed franchisor of boutique fitness brands including Club Pilates, StretchLab, CycleBar and others. Comparable as a multi-brand fitness franchisor platform and a strategic counterparty / acquirer of franchise networks like Pure Pilates.
- Anytime Fitness (Brazil): Global 24/7 franchise gym brand with Brazilian operations offering Pilates alongside general fitness programming. Competes with Pure Pilates for franchisees, real estate, and Brazilian consumers seeking flexible gym access.
- Bodytech: Premium fitness chain originating in Colombia with a significant presence across Latin America offering Pilates among other modalities. Comparable as a regional fitness incumbent competing for similar mid-to-high-income consumers.
- Smart Fit: Latin America's largest low-cost gym chain, publicly listed, operating thousands of units across Brazil with Pilates among its service offerings. Overlaps with Pure Pilates in the Brazilian fitness market and consumer wallet share, but competes across a much broader fitness portfolio rather than specializing in Pilates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure Pilates social profiles
Digital presencePure Pilates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Pilates leadership team
Management profileNumber of profiles
Profiles2 records
Pure Pilates subsidiaries and ownership
Company hierarchySubsidiaries10 records
Pure Pilates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure 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 Pure Pilates
What does Pure Pilates do?
Pure Pilates operates a franchise network of physical Pilates studios across Brazil offering studio-based Pilates instruction using specialized spring-based equipment (Reformer, Cadillac, Ladder Barrel, and Chair). Classes are capped at a maximum of 4 students per instructor for personalized attention, with monthly subscription memberships available in 1x, 2x, or 3x weekly frequency options.
Is Pure Pilates a public or private company?
Pure Pilates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pure Pilates founded?
Pure Pilates was founded in 2009. It employs 101 to 250 people.
Where is Pure Pilates based?
Pure Pilates is headquartered in São Paulo, Brazil, in the Latin America region.
How does Pure Pilates make money?
Two revenue lines are on record. Studio Pilates Memberships are the primary driver. The others are franchise Fees.
Who are Pure Pilates's main competitors?
Direct peers on record are Just Pilates, BODYBAR Pilates and Club Pilates. StretchLab is listed as an emerging player. Broad incumbents are Xponential Fitness, Anytime Fitness (Brazil), Bodytech and Smart Fit.
Does Pure Pilates have an API?
No public API is recorded for Pure Pilates.
What industry is Pure Pilates in?
Pure Pilates's product category is Pilates Studio Services. Its primary akta.pro industry code is HSADACAB, Pilates Instruction (Mat & Reformer), with a secondary code of HSADACAI, Private 1:1 Yoga/Pilates & Small-Group Sessions. Its NAICS code is 61162 and its SIC code is 7997.