Good Day Pilates

What Good Day Pilates does

Good Day Pilates is a founder-led, private boutique Pilates studio chain operating three locations across New York City — Soho (Manhattan), Williamsburg, and Brooklyn Heights. The company was founded by Clara Gilmour, who holds a Bachelor of Health Science and a Masters of Physical Therapy from Melbourne, Australia, and the studio's core differentiator is a Physical Therapy-informed Pilates methodology grounded in evidence-based functional movement principles. Good Day serves individual fitness consumers across multiple segments: general fitness enthusiasts, prenatal and postnatal women, athletes, and clients in injury recovery, with group reformer classes (six class styles), private sessions, and semi-private Focus Pilates (2-3 people).

The company's core technology and IP is its proprietary Physical Therapy-informed curriculum, delivered through group classes (11-12 reformers per studio), one-on-one and semi-private sessions, and Good Day Academy — a comprehensive Pilates instructor certification sub-brand offering four programs (Mat + Anatomy, Reformer + Jumpboard, Equipment Training, and Pre + Postnatal Training) co-developed by Physical Therapists. Operational infrastructure relies on the Mindbody booking platform for class scheduling and account management, with branded merchandise sold via e-commerce. The company holds no patents, has no disclosed AI capabilities, and does not appear to maintain its own booking software.

Good Day's revenue model combines recurring monthly subscriptions ($160-$389/month tiers), class packs with 12-month expiry ($230-$840), private session packs ($660-$2,440), one-time Academy tuition ($539-$2,821 per certification), merchandise sales, and gift cards. The go-to-market is purely direct-to-consumer, relying on community referrals, organic social, SEO, and word-of-mouth within the NYC fitness community. The business is founder-owned with no disclosed institutional investment, operates a BIPOC scholarship program for its Academy, and partners with sustainable and premium brands (Aesop, Everybody.World, Plant Paper, HuskeeCup, Ananday) for amenities and merchandise.

Name

Good Day Pilates

Legal name

Good Day Pilates

Website

https://gooddaypilates.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Good Day Pilates operates three boutique Pilates studios across New York City (Soho, Williamsburg, Brooklyn Heights), offering Physical Therapy-informed group reformer classes, private sessions, and instructor certification through Good Day Academy to individual fitness consumers and aspiring instructors.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

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), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Reformer pilates classes
• Private pilates sessions
• Pilates instructor training
• Prenatal postnatal pilates
• Physical therapy pilates

Headquarters

HQ city

New York

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, Infrastructure, Supply Chain

Revenue model

1. Group Reformer Classes: Revenue from group reformer Pilates classes sold as single sessions, class packs (5, 10, 20), and monthly memberships (unlimited, 8-class, 4-class). Monthly direct debit memberships provide recurring revenue.
2. Private & Focus Sessions: One-on-one private Pilates sessions and semi-private focus sessions (2-3 people) sold as single sessions or packs (5, 10, 20).
3. Good Day Academy Training: Pilates instructor certification courses including Mat + Anatomy ($1,950-2,040), Reformer + Jumpboard ($2,700-2,821.60), Equipment Training ($899-940), and Pre + Postnatal Training ($515-539). Hybrid learning model with in-person and online options.
4. Merchandise Sales: Branded merchandise including apparel (crewnecks $109.90, shorts $59, long sleeve tees), accessories (caps $25), and apartment pants ($89). Sold via e-commerce on website.
5. Gift Cards: Gift cards available as class packages, private sessions, or dollar amounts ($20-$150) for merch, emailed directly to recipients.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Good Day Pilates operates three Physical Therapist-informed Pilates studios in New York City offering group reformer classes, private sessions, and semi-private Focus Pilates. The company also runs Good Day Academy, a multi-course Pilates instructor certification program, and sells branded merchandise and gift cards through its website.

Product overview

Good Day Pilates operates as a modern Pilates studio with three New York City locations (Soho, Williamsburg, Brooklyn Heights) offering group reformer classes, private sessions, and semi-private Focus Pilates. The company also runs Good Day Academy, a comprehensive Pilates teacher training program comprising four distinct certifications: Mat + Anatomy Training (100 hours), Reformer + Jumpboard Training (150 hours), Equipment Training (Cadillac, Chair, Barrel), and Prenatal + Postpartum Training. The Academy is developed by Physical Therapists and grounded in evidence-based practice. Additionally, the company sells branded merchandise including apparel and accessories made from sustainable materials.

Differentiator

Problem solved

Functional benefit

Brands

• Good Day Academy: Pilates teacher training and certification program including Mat + Anatomy, Reformer + Jumpboard, Equipment Training, and Prenatal + Postpartum courses.

Products and services

• Group Reformer Classes Group reformer Pilates classes offered in six distinct styles: Good Flow (mind-body flow), Good Athlete (athletic strength), Good Recovery (stretching and meditation), Good Momma (prenatal/postnatal), Good Air (jumpboard cardio), and Good Bubs (parent-baby classes). Classes accommodate all experience levels with 11-12 reformers per studio.
• Private Pilates Sessions One-on-one personalized Pilates sessions designed for clients with specific goals, injury rehabilitation, or those new to Pilates. Sessions include access to all studio equipment in a dedicated private studio.
• Focus Pilates Semi-private sessions with 2-3 people per session, allowing each participant to work toward their own specific goals in a small group private setting.
• Mat + Anatomy Training 100-hour Pilates teacher training certification covering comprehensive anatomy developed by Physical Therapists, applied to mat Pilates exercises with extensive practice teaching and mentoring. Includes 40 hours lectures/workshops, 30 hours practice teaching, and 30 hours self-practice.
• Reformer + Jumpboard Training 150-hour certification for teaching Reformer Pilates with Jumpboard. Covers detailed anatomy, extensive repertoire, class planning, and practice teaching. Includes 50 hours lectures/workshops, 50 hours practice teaching, and 50 hours self-practice.
• Equipment Training Training on Cadillac, Chair, and Ladder Barrel equipment with focus on functional application across different client populations and injuries. Requires prior completion of Mat + Anatomy training.
• Prenatal + Postpartum Training Pilates teacher training designed to lead pre and postnatal clients. Covers anatomy, physiological changes, assessment, exercise prescription, and common injuries based on latest evidence and developed by Physical Therapists.
• Good Day Pilates Merchandise Branded apparel and accessories including crewnecks ($109.90), long sleeve tees, shorts ($59), apartment pants ($89), caps ($25), and gift cards. Products feature sustainable materials such as reclaimed waste cotton and are manufactured in Los Angeles.
• Gift Cards Gift cards available as class packages, private sessions, or custom dollar amounts ($20-$150), emailed directly to recipients. Physical gift cards available upon email request.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Plant PaperminorOthersEco-friendly toilet paper partner. Part of Good Day's sustainability initiatives to reduce environmental impact.
• LoopsminorOthersResistance bands and reformer loops supplier. Used in studio classes and available for purchase.
• AnandayminorOthersSustainable cork yoga blocks supplier. Part of environmentally-friendly studio amenities.
• HuskeeCupminorOthersReusable coffee cups featuring coffee husk as raw material. Available in studio for member use.
• AesopminorOthersSkin and body care products provided in studio amenities (change rooms and bathrooms) at all three locations.
• Everybody.WorldminorOthersCollaborative partner for Good Day Apartment Pants. Products made from 100% reclaimed waste cotton.
• MindbodycoreTechnology or IntegrationBooking and scheduling platform used for class reservations, private sessions, and gift card purchases. Integrated throughout studio operations.

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Direct peers

• SLT: SLT (Strengthen Lengthen Tone) is a New York-based reformer Pilates studio chain with a comparable premium, urban, multi-location model focused on group reformer classes. It competes directly with Good Day Pilates for the same NYC premium fitness consumer.
• Solidcore: Solidcore is a national boutique fitness brand built almost entirely around the reformer, with a premium membership model and group class structure analogous to Good Day's. It competes for the same high-income urban reformer Pilates customer.
• Club Pilates: Club Pilates is the largest franchised reformer Pilates chain in the US, offering group reformer classes at a comparable price point with multiple locations in the NYC metro. It is the most direct scalable peer and a likely expansion template or competitor for Good Day.
• Body by Simone: Body by Simone is a NYC-based boutique fitness studio offering high-end group classes (including Pilates-informed strength work) with a premium, celebrity-instructor-driven brand. It competes for the same demographic and real estate neighborhoods as Good Day.
• Physique 57: Physique 57 is a NYC-origin boutique fitness brand with multiple Manhattan locations offering premium group classes that combine barre, strength, and stretching. It competes with Good Day for the same affluent urban member seeking small-group, instructor-led classes.
• AKT (Anna Kaiser): AKT is a NYC boutique fitness studio offering dance-based and Pilates-adjacent group classes in a premium, multi-location format. It targets the same female, urban, premium-tier customer as Good Day Pilates.

Others

• Pilates Anytime: Pilates Anytime is a leading online Pilates instruction streaming platform. It is not a direct studio competitor but represents a substitute that could cap Good Day's pricing power and serve as a distribution channel for the Academy curriculum.

Broad incumbents

• SoulCycle: SoulCycle is a national premium boutique fitness brand with deep NYC penetration and a similar community-driven, premium-membership positioning. It competes indirectly for share-of-wallet and class-cadence of the same consumer segment as Good Day.
• Barry's: Barry's is a global premium boutique fitness brand combining HIIT and strength training with a high-spend, urban member base. It is adjacent rather than overlapping on modality, but competes for the same premium discretionary fitness dollar in NYC.
• Equinox: Equinox is a national luxury fitness brand whose NYC flagship clubs include reformer Pilates classes as part of a broader premium offering. While not a pure-play Pilates studio, it competes for the same premium NYC member and adjacent geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/good-day-pilates

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Good Day Pilates