Feel Good Pilates
Feel Good Pilates is a Melbourne-based boutique Reformer Pilates studio chain operating four locations. Founded in 2022 by Ange Fletcher and Tanya Strong, it serves 4,000+ clients through eight class formats, subscription memberships, and private sessions.
- Company typePrivate
- Founded2022
- HeadquartersAshburton, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Feel Good Pilates does
Feel Good Pilates (legal entity MI MOVEMENT PTY LTD) is a privately held boutique Reformer Pilates studio chain operating four locations across Melbourne's inner-southeast suburbs: Carnegie (285 Neerim Road), Hawthorn (200 Burwood Road), Surrey Hills (358 Canterbury Road), and Ashburton (203 High Street). Founded in 2022 by co-founders Ange Fletcher and Tanya Strong, the company delivers group Reformer Pilates classes on Allegro 2 commercial reformers across eight proprietary class formats — Feel New, Feel Good, Feel Strong, Feel Fit, Feel Good & Calm, Feel Extra, Feel Good Baby (prenatal/postnatal), and Feel Fabulous (55+) — each running 45-50 minutes. The company serves 4,000+ clients with a 5.0-star cumulative rating and operates 200+ classes per week across its network.
The underlying technology stack is intentionally lean and service-oriented: Mindbody is the system of record for booking, payments, and membership management, while a proprietary mobile app (iOS and Android, built on the FitnessMobileApps framework) provides client-facing booking, waitlist, and progress-tracking functionality. No proprietary AI, data infrastructure, or software IP is reported; the company's intellectual differentiation sits in its curated class format repertoire and instructor methodology developed by the founders.
The business model is overwhelmingly subscription-driven. Weekly memberships price at $69 (unlimited), $60 (3 classes/week), and $50 (2 classes/week), supplemented by upfront annual ($2,950) and 6-month ($1,590) commitments that trade flexibility for 10-18% savings. New client acquisition is anchored by a $99 21-day introductory offer (valued at $340) that includes induction, planning, and weekly check-ins. Ancillary revenue is generated through private 1:1 sessions ($90), group 2:1 sessions ($65/person), gift cards (3-year validity), and a 150-hour Reformer teacher training programme delivered in partnership with Barre Body. Customer segments span general fitness consumers (primary), prenatal/postnatal women, seniors aged 55+, Pilates beginners, and aspiring instructors. Marketing is digital-first across blog content, Instagram, email, referrals, and seasonal community challenges. The company operates with 11 employees and no disclosed external funding, indicating self-funded growth from operating cash flow.
Feel Good Pilates firmographics
Firmographics- Name
- Feel Good Pilates
- Legal name
- MI MOVEMENT PTY LTD
- Website
- https://feelgoodpilates.com.au
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Feel Good Pilates is a Melbourne-based boutique Reformer Pilates studio chain operating four locations. Founded in 2022 by Ange Fletcher and Tanya Strong, it serves 4,000+ clients through eight class formats, subscription memberships, and private sessions.
- Ownership category
- akta.pro rank
Feel Good Pilates industry classification
Industry- Product category
- Boutique Fitness Studio Services
- NAICS
- Educational Support Services (61171)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Pilates Instruction (Mat & Reformer) (HSADACAB)
- akta.pro secondary industries
- Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Prenatal & Postnatal Yoga/Pilates (HSADACAD), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)
Keywords
Where Feel Good Pilates is headquartered
LocationHeadquarters
- HQ city
- Ashburton
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Feel Good Pilates business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Membership Subscriptions: Weekly auto-pay memberships providing unlimited or tiered class access. Includes Weekly Unlimited ($69/week), 3 classes/week ($60/week), 2 classes/week ($50/week), with upfront payment options saving up to 18%.
- Class Packs: Prepaid class bundles valid for 6 months from purchase date.
- Private Sessions: One-on-one private Pilates sessions at $90 per session. Group private sessions (2:1) at $65 per person.
- Introductory Offers: 21-day new client membership at $99 (valued at $340), includes unlimited classes, induction session, and weekly check-ins.
- Gift Cards: Digital or printed gift cards valid for 3 years, redeemable for classes, packs, or retail products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Weekly Unlimited - Unlimited classes across all studios |
| Subscription | Weekly | 3 Classes per Week |
| Subscription | Weekly | 2 Classes per Week |
| Subscription | Annual | Annual Unlimited |
| Subscription | Multi-year contract | 6 Month Unlimited |
| Subscription | Pay-as-you-go | 21 Day New Client Membership |
| Unit Pricing | Pay-as-you-go | Private 1:1 Session |
| Unit Pricing | Pay-as-you-go | Private 2:1 Session |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Feel Good Pilates product offering
Product offeringCore offering
Feel Good Pilates operates a boutique Reformer Pilates studio chain with four Melbourne locations offering group classes on Allegro 2 reformers across multiple proprietary class formats (Feel New, Feel Good, Feel Strong, Feel Fit, Feel Good & Calm, Feel Extra, Feel Good Baby, Feel Fabulous). The core offering is delivered through recurring memberships, an introductory 21-day new client offer, prepaid class packs, and 1:1 and small-group private sessions, with all bookings managed through the Mindbody platform and a proprietary mobile app.
Product overview
Feel Good Pilates operates as a boutique Reformer Pilates studio chain with four Melbourne locations (Ashburton, Carnegie, Hawthorn, Surrey Hills). The core offering consists of group Reformer Pilates classes on Allegro 2 reformers, available through multiple class styles (Feel New, Feel Good, Feel Strong, Feel Fit, Feel Good & Calm, Feel Extra, Feel Good Baby, Feel Fabulous). The business model centers on membership subscriptions (Weekly Unlimited, 3-class, 2-class, and upfront annual/6-month options) and introductory 21 Day Membership offers for new clients. Additional revenue streams include private 1:1 sessions, 2:1 group sessions, gift cards, and a teacher training partnership with Barre Body. All bookings and payments are managed through the Mindbody platform, with a proprietary mobile app for client-facing class booking and management.
Differentiator
Problem solved
Functional benefit
Brands
- Feel Good: Signature style class blending continuous flowing transitions with modern choreography and sculpting sequences.
- Feel New
- Feel Strong
- Feel Fit
- Feel Good & Calm
- Feel Extra
- Feel Good Baby
- Feel Fabulous
Products and services
- Reformer Pilates Classes Group Reformer Pilates classes conducted on Allegro 2 reformers across eight class styles (Feel New, Feel Good, Feel Strong, Feel Fit, Feel Good & Calm, Feel Extra, Feel Good Baby, Feel Fabulous), each running approximately 45-50 minutes. Designed for adults seeking evidence-based full-body strength and conditioning.
- 21 Day Membership (New Client Offer) Introductory 21-day unlimited membership for new clients at $99 (valued at $340), including a Reformer Induction & Personal Planning Session, weekly check-ins, and access to 200+ classes across all four studio locations.
- Weekly Unlimited Membership Rolling weekly membership offering unlimited classes across all four studios for $69 per week, with no lock-in contract and ability to pause for up to two months annually.
- 3 Classes Per Week Membership Weekly membership offering 3 classes per week for $60 ($20 per class), providing flexibility to attend any studio and any class style.
- 2 Classes Per Week Membership Weekly membership offering 2 classes per week for $50 ($25 per class), with access to all studios and class styles.
- Annual Unlimited Membership Upfront annual membership offering unlimited classes for $2,950, saving $638 compared to paying the weekly unlimited rate (18% discount).
- 6 Month Unlimited Membership Upfront 6-month membership offering unlimited classes for $1,590, saving $204 compared to the weekly unlimited rate (10% discount).
- Private 1:1 Pilates Sessions One-on-one personalized Reformer Pilates sessions with expert instructors priced at $90 per session, designed for clients seeking individualized guidance, specific fitness goals, or injury rehabilitation.
- Private 2:1 Group Pilates Sessions Small-group private sessions for 2 or more people (up to 18 participants) priced at $65 per person, combining individualized instruction with the shared energy of a group class.
- Gift Cards Digital or physical gift cards valid for 3 years from purchase, redeemable for group Reformer Pilates classes, class packs, or retail products.
- Teacher Training Program 150-hour Reformer Pilates teacher training program in partnership with Barre Body, including anatomy, class formatting, hands-on adjustments, and globally recognized certification, available in-person at Hawthorn or Byron Bay or fully online.
- Feel Good Pilates Mobile App Mobile application available on iOS App Store and Google Play for booking classes, joining waitlists, tracking progress, and filtering sessions by studio, instructor, and class style.
Quantifiable outcome
- 4000+ satisfied clients with 5.0 star average rating
Companies that use Feel Good Pilates
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Feel Good Pilates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Feel Good Pilates partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Barre BodycoreFeel Good Pilates partnered with Barre Body to offer Reformer Pilates teacher training programs. The partnership provides 150 hours of hands-on training leading to globally recognized certification. Training is available in-person at the Hawthorn studio, at Barre Body's Byron Bay location, or 100% online.
Scale indicators3 records
Recent moves8 records
Expansion highlights6 records
Feel Good Pilates competitors and assessment
Company assessmentDirect peers
- Studio Pilates International: ASX-listed reformer Pilates studio franchise with a similar weekly auto-pay subscription structure and multi-location rollout strategy, providing a directly comparable scaling benchmark.
- KX Pilates: Australian franchise reformer Pilates chain with a comparable group-class, multi-tier membership model and aggressive studio rollout across Australia — the most direct competitor to Feel Good's operating model.
- Reform Pilates: Multi-location Melbourne reformer Pilates operator with group class formats and subscription memberships that overlap Feel Good's customer base and inner-southeast Melbourne catchment.
- One Hot Yoga & Pilates: Australian multi-location Pilates and yoga studio operator with subscription-based class access and intro offers, directly comparable on membership structure and studio economics.
- Barre Body: Boutique barre and reformer studio chain with a teacher training partnership with Feel Good Pilates; comparable methodology (Pilates + strength) and overlapping premium-women customer segment.
Broad incumbents
- Fitness First Australia: Large incumbent gym chain in Melbourne with reformer-equipped studios; broader portfolio but overlaps at the premium end on reformer Pilates and group class access.
- Body Fit Training (BFT): Large Australian group fitness franchise offering programmed strength and conditioning classes; competes for the same time-poor, results-oriented Melbourne consumer with a broader fitness offering.
- F45 Training: Globally scaled functional training franchise with strong Melbourne presence; competes for the same discretionary fitness dollar although its modality (HIIT, not reformer) differs.
Regional players
- Modo Yoga: International hot yoga and Pilates studio chain with Australian studios; comparable community-led, premium positioning, though predominantly yoga-led rather than reformer-led.
- Kundalini House / Brunswick Pilates Studios: Independent Melbourne Pilates and wellness studios serving a similar inner-Melbourne wellness-oriented customer with comparable pricing and class-pack structures.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Feel Good Pilates social profiles
Digital presenceFeel Good Pilates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feel Good Pilates leadership team
Management profileNumber of profiles
Profiles9 records
Feel Good Pilates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feel Good 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 Feel Good Pilates
What does Feel Good Pilates do?
Feel Good Pilates operates a boutique Reformer Pilates studio chain with four Melbourne locations offering group classes on Allegro 2 reformers across multiple proprietary class formats (Feel New, Feel Good, Feel Strong, Feel Fit, Feel Good & Calm, Feel Extra, Feel Good Baby, Feel Fabulous). The core offering is delivered through recurring memberships, an introductory 21-day new client offer, prepaid class packs, and 1:1 and small-group private sessions, with all bookings managed through the Mindbody platform and a proprietary mobile app.
Is Feel Good Pilates a public or private company?
Feel Good Pilates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Feel Good Pilates founded?
Feel Good Pilates was founded in 2022. It employs 11 to 50 people.
Where is Feel Good Pilates based?
Feel Good Pilates is headquartered in Ashburton, Australia, in the Oceania region.
How does Feel Good Pilates make money?
Five revenue lines are on record. Membership Subscriptions are the primary driver. The others are class Packs, private Sessions, introductory Offers and gift Cards.
Who are Feel Good Pilates's main competitors?
Direct peers on record are Studio Pilates International, KX Pilates, Reform Pilates, One Hot Yoga & Pilates and Barre Body. Broad incumbents are Fitness First Australia, Body Fit Training (BFT) and F45 Training. Regional players are Modo Yoga and Kundalini House / Brunswick Pilates Studios.
Does Feel Good Pilates have an API?
No public API is recorded for Feel Good Pilates.
What industry is Feel Good Pilates in?
Feel Good Pilates's product category is Boutique Fitness 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 61171 and its SIC code is 7997.