dr pilates

What dr pilates does

dr pilates is a privately held, founder-owned boutique Pilates studio chain operating three physical locations in Southern California — one on Melrose Avenue in Los Angeles and two in the San Diego market (La Mesa and Scripps Ranch). Founded by Doug Riccio, a nationally certified Pilates instructor with 20+ years in health and fitness, the company delivers group reformer Pilates classes structured across Beginner, Intermediate, and Advanced tiers, plus specialized formats including Athletic Reformer, Pilates Jumpboard, Bootylicious, Pilates Unwind (stretch/mobility), and Therapy Led sessions led by a licensed physical therapist. Private one-on-one sessions and unlimited monthly memberships round out the offering, with package-sharing allowed and a 10% military/first responder discount available.

The company is supported by a 36+ instructor bench with diverse backgrounds (physical therapy, athletic training, dance, coaching) and a lean corporate team of 12 employees. The technology layer is a WordPress website paired with a 2025-launched proprietary mobile app (iOS and Android) and online scheduling platform, replacing the prior MindBody system. ClassPass serves as a marketplace acquisition channel. The business model combines recurring membership subscriptions, pay-as-you-go class packs (non-refundable, non-transferable), and private session fees, with a stated pricing entry point of $15 per class for first-time clients.

Operationally, the company navigated the COVID-19 period and grew from a single LA boutique into a multi-location brand, with no disclosed institutional funding, no M&A activity, and no parent company. The stated strategy emphasizes instructor quality, personalized reformer setup, and a welcoming non-pretentious studio environment as core differentiators, evidenced by multiple 'Best Pilates Studios in Los Angeles' recognitions, the La Mesa Courier Best of La Mesa 2025 award, and top-rated status on ClassPass.

Name

dr pilates

Legal name

dr pilates, Inc.

Website

https://drpilates.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

dr pilates is a founder-owned boutique reformer Pilates studio chain operating three locations in Los Angeles and San Diego, offering tiered group classes, private sessions, and memberships supported by a 2025-launched proprietary booking app and ClassPass integration.

Ownership category

akta.pro rank

Product category

Boutique Pilates Studio Services

NAICS

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

akta.pro industry

PRIMARYHSADACAB

Pilates Instruction (Mat & Reformer)

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

SECONDARYHSADACAI

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

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

Keywords

• Boutique pilates studio
• Reformer pilates classes
• Group fitness classes
• Private pilates training
• Pilates membership services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Classes: Reformer Pilates group classes offered at multiple difficulty levels (Beginner/Level I, Intermediate/Level II, Advanced/Level III) plus specialty classes including Athletic Reformer, Pilates Unwind, Bootylicious Pilates, Jumpboard, and Therapy Led sessions.
2. Private Sessions: One-on-one private Pilates sessions (50 minutes) with certified instructors for personalized training.
3. Memberships and Class Packages: Monthly and Unlimited Membership options available. Packages can be shared with friends or family members. Class packs and memberships are final sale and non-refundable.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

dr pilates runs boutique studios offering group reformer Pilates classes at beginner, intermediate, and advanced levels, plus specialty formats (Athletic Reformer, Pilates Jumpboard, Pilates Unwind, Bootylicious Pilates, and Therapy Led). The company sells class packs, unlimited monthly memberships, and 50-minute private Pilates sessions delivered by certified instructors across three Southern California studios. A proprietary mobile app and online scheduling system support booking, membership management, and client notifications.

Product overview

dr pilates is a boutique Pilates studio chain operating locations in Los Angeles (Melrose Avenue) and San Diego (La Mesa and Scripps Ranch). The company offers a unified service combining in-studio reformer Pilates classes with a proprietary digital booking platform. The core offering consists of group reformer classes structured across multiple difficulty levels (Beginner, Intermediate, Advanced), with specialized variants including Athletic Reformer, Jumpboard, Bootylicious, Stretch/Mobility, and Therapy Led classes. The product portfolio is anchored by physical studio instruction supported by private sessions and a recently launched mobile app and online scheduling system (2025) that replaced the previous MindBody platform. Membership options provide access to unlimited classes, with the company positioning regular attendance (minimum two classes weekly) as essential for client progress.

Differentiator

Problem solved

Functional benefit

Products and services

• Reformer Pilates Group Classes Group reformer Pilates classes delivered on specialized resistance equipment, structured across Beginner (Pilates I), Intermediate (Pilates II), and Advanced (Pilates III) levels for adult fitness consumers seeking strength, flexibility, and posture improvement.
• Private Pilates Sessions One-on-one 50-minute Pilates sessions with certified instructors delivering personalized programming, form correction, and tailored progressions for individual clients.
• Specialty Pilates Classes (Athletic Reformer, Pilates Jumpboard, Pilates Unwind, Bootylicious Pilates, Therapy Led) Specialty group class formats layering athletic strength, cardio, mobility/stretch, lower-body sculpting, or physical-therapist-led functional training on top of the standard reformer Pilates curriculum.
• Pilates Membership Plans Monthly and Unlimited Membership tiers providing recurring access to group classes, with optional package-sharing for friends and family and non-refundable terms; positioned as best value for clients attending two or more classes per week.
• dr Pilates Mobile App Proprietary iOS and Android mobile application enabling class booking, schedule management, membership viewing, and account management; replaced the prior MindBody platform.
• Online Scheduling Platform Web-based booking system integrated with the mobile app, allowing clients to reserve classes, manage reservations, and access account features via browser.

Quantifiable outcome

• Stronger and more flexible body with improved posture
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ClassPasscoreChannel Partner/ Reseller/ Distributordr pilates is integrated with ClassPass, allowing ClassPass members to discover and book Pilates classes at their studios. ClassPass members are subject to ClassPass's own contract terms rather than dr Pilates's standard membership policies.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Bodyrok: Fast-growing boutique Pilates/sculpt concept competing for the same SoCal premium consumer with a similar group reformer format but newer brand and tech-forward positioning.
• Riser Pilates: Emerging boutique Pilates brand with a similar small-group, instructor-led model. A relevant emerging threat targeting the same Los Angeles consumer as dr pilates.

Direct peers

• SLT: Multi-location boutique Pilates/sculpt concept with a similar premium, instructor-led, small-group class model. Comparable target market and membership pricing structure, with stronger presence on the East Coast.
• The Dailey Method: Multi-location boutique barre/Pilates hybrid concept with small-group classes and memberships. Comparable in class format, target customer, and California origin.
• solidcore: National boutique fitness brand built around a Pilates-based reformer/strength machine with a 50-minute group class format. Closely comparable to dr pilates on class structure, instructor dependency, and premium pricing, with broader geographic reach.
• Club Pilates: Largest boutique reformer Pilates franchise in the US with 700+ studios. Directly comparable to dr pilates on core product (group reformer classes), pricing model (memberships/class packs), and target customer (general fitness adults), though Club Pilates operates at vastly greater scale.
• Pilates Plus: Boutique Pilates studio chain offering group reformer classes with progressive levels and private sessions. Operates with a similar product mix and customer profile to dr pilates.

Broad incumbents

• Life Time Fitness: Large multi-state fitness operator that includes reformer Pilates and group Pilates classes in its club offering. Comparable on class type but operates a much broader wellness business than dr pilates.
• Equinox: Premium national fitness club offering Pilates reformer classes and private sessions as part of a broader fitness/wellness portfolio. Overlaps with dr pilates on premium pricing and Pilates instruction, but competes as a full-service club rather than a specialist.

Regional players

• Reform Pilates: Regional boutique Pilates studio operator with multiple California locations, similar product mix (reformer group classes and private sessions), and directly competitive at the local SoCal level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/drpilates

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 dr pilates