What Complete Pilates does

Complete Pilates is a UK-based, physiotherapist-owned clinical Pilates studio founded in 2015 by chartered physiotherapist Helen O'Leary. The business operates four physical locations — three across London (Angel/Islington within the Business Design Centre on Upper Street, the City on Lime Street near Leadenhall Market, and Chelsea on Fulham Road co-located with the related Complete Physio clinic) and one in Norfolk — supplemented by live online group classes and a subscription OnDemand library of pre-recorded Pilates classes.

The core service offering centers on equipment-based clinical Pilates using Balanced Body apparatus (Allegro 2 reformers, Allegro 2 towers, Trapeze tables/Cadillac, Ladder Barrel, Wunda Chair) delivered through 1:1 sessions, duet (2:1) sessions, and small group (3:1) classes. New clients begin with a two-session, 55-minute 1:1 assessment package priced at £156, after which they progress to ongoing pay-as-you-go or block bookings (5/10/20 sessions at progressive discounts up to 20%). The business is differentiated by its clinical positioning: instructors are chartered physiotherapists or specialist-trained clinical Pilates instructors, and the company collects structured outcome measures (PSEQ, TSK, Roland Morris Disability Questionnaire, Lower Extremity Functional Scale, EQ5D, Neck Disability Questionnaire) to track client progress.

The commercial model is direct-to-consumer with no membership or contract requirement, generating revenue across studio sessions, online live classes, OnDemand subscriptions, and gift vouchers. Channels include direct studio delivery, the Mindbody online booking platform and mobile app, plus referral flow from medical professionals including partnerships with Fortius Clinic (pre/post-operative rehabilitation) and BARTS Hospital Trust (clinical research). Customer segments are anchored in rehabilitation and injury recovery, pre/postnatal women, athletes and sports enthusiasts, and secondarily general wellness seekers and oncology patients, with primary customer acquisition driven by clinical credibility, content marketing, and medical referral networks.

Name

Complete Pilates

Legal name

Complete Pilates Medical Ltd

Website

https://complete-pilates.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Complete Pilates is a UK-based, physiotherapist-owned clinical Pilates studio operating four locations in London and Norfolk plus online. It serves rehabilitation patients, pre/postnatal women, athletes, and wellness seekers through chartered-physiotherapist-led equipment-based sessions, small groups, and an OnDemand subscription.

Ownership category

akta.pro rank

Product category

Clinical Pilates and Physiotherapy Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Sports and Recreation Instruction (61162)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Prenatal & Postnatal Yoga/Pilates (HSADACAD)

Keywords

• Clinical pilates services
• Physiotherapy-led pilates
• Reformer pilates sessions
• Rehabilitation pilates programs
• Prenatal postnatal pilates

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Studio Sessions: One-to-one, duet, and small group (3:1) Pilates sessions conducted in-studio using equipment including Reformer, Trapeze Table, Cadillac, Ladder Barrel, and Wunda Chair. Pay-as-you-go or block booking options ranging from single sessions to blocks of 20.
2. Online Classes: Live online one-to-one sessions and group mat classes conducted virtually. On-demand subscription service providing library of pre-recorded Pilates classes accessible anytime.
3. Gift Vouchers: Pre-paid gift cards and session bundles sold for gifting purposes, covering studio classes, online classes, and new client packages
4. Block Bookings: Prepaid session bundles (5, 10, 20 sessions) offered at discounted rates compared to single session pricing, providing revenue predictability and customer commitment

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Complete Pilates delivers physiotherapist-led clinical Pilates sessions in-studio (1:1, duet, and small group formats using Balanced Body equipment such as Allegro 2 reformers, trapeze tables, cadillac, ladder barrels and wunda chairs) and online (live classes plus an OnDemand subscription library). Services span rehabilitation, pre/postnatal care, sports performance, and cancer recovery, underpinned by an individual clinical assessment and validated outcome measures.

Product overview

Complete Pilates is a physiotherapist-owned clinical Pilates studio offering equipment-based Pilates services across four locations (Angel, City, Chelsea in London, and Norfolk). The core offering centers on 1:1 Pilates sessions and small group classes using specialized Pilates equipment including Allegro 2 reformers, towers, trapeze tables/cadillac, ladder barrels, and wunda chairs. The service portfolio includes specialized programs for rehabilitation (post-surgery, injury recovery), pre-natal and postnatal care, and cancer rehabilitation. Delivery channels encompass in-studio sessions at three London locations plus Norfolk, live online group classes, and an OnDemand subscription service providing pre-recorded classes. The company integrates with MindBody Online for booking and gift voucher purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• 1:1 Pilates Sessions Individual, tailored Pilates sessions led by physiotherapists and clinical Pilates instructors, including a thorough assessment and personalized exercise program designed for the client's specific goals, injuries, or rehabilitation needs. Delivered in-studio using equipment including Allegro 2 reformers, towers, trapeze tables/cadillac, ladder barrels, and wunda chairs.
• Small Group Pilates Classes Duet (2-to-1) and small group (3-to-1) equipment-based Pilates sessions offering personalized programs in a supportive group environment with close supervision by clinical Pilates instructors.
• Online Group Classes Live streaming of group mat Pilates classes delivered online for clients who prefer to train from home or are traveling.
• OnDemand Pilates Subscription-based library of pre-recorded Pilates classes accessible anytime, allowing clients to follow structured workouts at their convenience.
• Reformer Pilates Equipment-based Pilates using Allegro 2 reformers, offering versatile full-body workouts adaptable to all levels and exercise needs.
• Rehab Pilates Physio-led equipment-based Pilates for rehabilitation from injury and surgery, guiding clients safely through early rehab phases and progressively challenging them as they heal.
• Pre-natal Pilates Safe and effective equipment-based Pilates for pregnant women, helping manage niggles, maintain activity levels, and prepare the body for pregnancy changes.
• Postnatal Pilates Low-impact Pilates focusing on core and pelvic floor strengthening for women during postnatal recovery, providing confidence to start moving again.
• Pilates for Cancer Rehabilitation Specialized rehabilitation Pilates program for cancer patients, covering pre-op, during treatment, post-op, and survivorship phases.
• Gift Vouchers Prepaid session packages and custom-amount gift cards available for 1:1 sessions, duet sessions, online group classes, and studio classes, sold in single sessions or blocks of 5, 10, or 20, purchased through the Mindbody checkout.

Quantifiable outcome

• 300+ sessions per week conducted across studio and online locations
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Fortius CliniccoreStrategic or Co-development PartnerPartnership with Fortius Clinic providing integrated care pathway for patients requiring pre and post-operative Pilates rehabilitation. Complete Pilates serves as movement specialists within the broader clinical team alongside renowned spinal surgeons and orthopaedic consultants.
• BARTS Hospital TrustcoreStrategic or Co-development PartnerResearch collaboration with BARTS hospital trust for participation in clinical research, data collection, and development of holistic approaches linking Pilates with medical and surgical communities. Part of vision to create pioneering link between Pilates and medical field.
• Complete PhysiocoreStrategic or Co-development PartnerClose operational integration with Complete Physio, sharing clinic facilities (Chelsea location) and enabling seamless referrals between physiotherapy and Pilates services. Team members work alongside innovative clinicians in private practice, education, and research.
• Polestar Pilates (Training Provider)minorOthersInstructor training and certification through Polestar Pilates, one of the internationally recognised Pilates training institutions.

Scale indicators6 records

Recent moves2 records

Expansion highlights5 records

Others

• Complete Physio: Sister/partner physiotherapy practice that shares the Chelsea clinic with Complete Pilates and is a core referral partner. Closely aligned operationally and clinically, representing an enabling rather than direct competitor.

Direct peers

• Frame: London-based fitness and wellness operator offering Reformer Pilates, Barre, and yoga classes across multiple London studios. Targets the same affluent urban demographic with a multi-studio boutique model.
• Heartcore: Boutique Pilates and strength studio chain operating multiple London locations with premium, design-led studios. Competes directly for the same affluent, urban clientele with Reformer Pilates and small group classes.
• Ten Health & Fitness: London-based multi-location studio offering clinical and Reformer Pilates, physiotherapy, and personal training with a strong clinical and professional positioning similar to Complete Pilates. Operates a comparable premium, multi-studio urban model targeting London professionals.
• Reformer Pilates London (Re:Pilates): London-based chain of Reformer-focused Pilates studios with similar small-group equipment-based class formats and pay-as-you-go/block booking pricing. Direct competitor for the London Reformer Pilates segment.
• The Pilates Room: UK Pilates studio chain offering mat and equipment-based Pilates classes including pre/postnatal and rehabilitation programs. Comparable customer segments and class-based delivery model.
• Equilibrium Pilates: Physiotherapist-led Pilates studio offering clinical and rehabilitation-focused Pilates in London, with a comparable clinical positioning and 1:1/small group model. Closely aligned with Complete Pilates's physio-led, evidence-based approach.

Broad incumbents

• F45 Training: Global functional training franchise with a presence in London and UK. Competes for the same affluent, fitness-engaged customer base in London's premium fitness market, though its core offering is HIIT rather than Pilates.

Emerging players

• Polestar Pilates: Internationally recognised Pilates education and certification provider which also trains practitioners and runs studios. Comparable because it sits at the intersection of clinical Pilates training and studio delivery, and is a named training partner of Complete Pilates.
• Better Pilates: UK studio offering equipment-based and clinical Pilates to a similar clientele, including rehabilitation and performance-focused sessions. Emerging regional competitor with overlapping clinical positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCzYorDlJtnkXFQdGBAGGFNA
• Xx.com/PilatesLDN
• Facebookfacebook.com/CompletePilatesLondon
• LinkedInlinkedin.com/company/complete-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 Complete Pilates