Pilates By The Bay

What Pilates By The Bay does

Pilates By The Bay is a privately held, single-location boutique Pilates studio operating at 1403 Rt 37 E., Toms River, New Jersey, since 2008. Founded by Patty Baiano and acquired by current owner Michele Toscano around 2018, the studio employs 8 people and offers private Pilates sessions, small group classes (5-8 participants) on classical Pilates equipment (Reformer, Tower, Chair, mats, Bodhi Suspension System), specialty programs including Neuro-Pilates for neurological conditions, and Barre classes. The studio serves general fitness enthusiasts, therapeutic populations (back pain sufferers, neurological patients), and aspiring fitness professionals in the Ocean County market.

The company operates a hybrid business model spanning direct-to-consumer fitness services and professional education. Revenue streams include recurring private and group classes, episodic teacher training certification programs delivered through partnerships with Evolve Your Teaching (Jessica Spillane) and Barre Intensity, wellness workshops combining Pilates with Reiki and sound healing, and ancillary retail (merchandise and gift certificates). Pricing spans $35 per workshop, $65 per discounted private session, and $3,700-$4,200 for comprehensive Mat & Reformer teacher training cohorts, with $349 for one-day Barre certification.

Go-to-market is community-led and event-driven, anchored by an active Greater Toms River Chamber of Commerce membership, recurring charity partnerships (Pilates for Pink, holiday toy drives), local podcast appearances, and an instructor apprenticeship pipeline that trains new teachers who become brand ambassadors. The studio relies on organic social (Facebook, Instagram, LinkedIn, YouTube), email lead magnets, Google reviews (44 Excellent-rated reviews), and word-of-mouth referrals rather than paid acquisition. There is no external investment, no parent company, no subsidiaries, and no disclosed financials.

Name

Pilates By The Bay

Legal name

Pilates By The Bay

Website

https://pilatesbythebaynj.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Pilates By The Bay is a privately held boutique Pilates studio in Toms River, NJ, founded in 2008, offering private sessions, small group equipment classes, Neuro-Pilates specialty programming, and accredited teacher training to Ocean County fitness enthusiasts and aspiring instructors.

Ownership category

akta.pro rank

Product category

Boutique Pilates Studio Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940), Professional and Management Development Training (611430)

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

• Pilates studio services
• Private Pilates training
• Group reformer classes
• Pilates teacher training
• Neuro-pilates therapy

Headquarters

HQ city

Toms River

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Private Pilates Sessions: One-on-one instruction with certified teachers tailored to individual needs and goals. Premium pricing for personalized attention.
2. Group Classes: Small group equipment-based classes including Reformer, Tower, Chair, and mat. Limited class sizes of 5-8 participants ensure quality instruction.
3. Pilates Teacher Training: Comprehensive certification program in partnership with Evolve Your Teaching. Includes Mat & Reformer certification with tuition of $3,700-$4,200. Additional apparatus modules available.
4. Barre Instructor Training: One-day Barre Intensity certification program. Includes 12 AFAA CEUs, 1.4 ACE CECs, and 14 ACSM CECs.
5. Wellness Workshops: Specialized workshops combining Pilates with complementary therapies such as Reiki and sound healing meditation.
6. Merchandise: Sale of Pilates accessories including toe socks, grip gloves, Bala bands, and Savvi athleisure clothing through the studio.
7. Gift Certificates: Gift cards available for purchase as perfect gift idea for health and fitness enthusiasts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Pilates By The Bay is a boutique equipment-based Pilates studio in Toms River, NJ offering one-on-one private Pilates training and small group classes (Reformer, Tower, Chair, mat, Bodhi Suspension) for general fitness clients and specialized populations. It also serves as a host studio for classical Mat & Reformer teacher training certification and Barre Intensity instructor training programs, supplementing sessions with wellness workshops, gift certificates, and branded apparel/accessory retail.

Product overview

Pilates By The Bay is a boutique Pilates studio offering private training and small group classes. The core offerings include Private Pilates Training and Group Pilates Classes (Reformer, Mat, Tower, Chair, Bodhi), supplemented by specialty Neuro-Pilates for neurological conditions and Barre Classes. The studio operates a Teacher Training division providing Pilates and Barre instructor certification programs in partnership with Evolve Your Teaching and Barre Intensity. Additional revenue streams include wellness workshops (Stretch and Release), gift certificates, and retail merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Pilates Training
• Group Pilates Classes
• Neuro-Pilates Program
• Barre Classes
• Pilates Teacher Training (Mat & Reformer)
• Barre Intensity Instructor Training
• Stretch and Release Wellness Workshop
• Gift Certificates
• Studio Merchandise

Quantifiable outcome

• Reduced functional disability and pain intensity for chronic low back pain sufferers
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Barre IntensitycoreStrategic or Co-development Partner · 1 September 2023Hosting Barre Intensity Instructor Training at the studio. One-day certification program covering 40 core barre exercises, proper alignment, class choreography, and cueing techniques. Approved for 12 AFAA CEUs, 1.4 ACE CECs, and 14 ACSM CECs.
• Evolve Your Teaching / Jessica SpillanecoreStrategic or Co-development Partner · 1 September 2022Partnership with master Pilates teacher Jessica Spillane and her Evolve Your Teaching program. Pilates By The Bay serves as host studio providing equipment and space for the 13-year-old classical Pilates teacher training program. Jessica provides online curriculum, live seminars, and mentorship for trainee instructors.
• Serenity Renewal Reiki / Terri VassallominorStrategic or Co-development PartnerWellness workshop partner providing Crystal Pyramid Sound Healing and Reiki meditation sessions combined with Pilates classes. Hosts Stretch and Release workshops at the studio.
• Gym DoctorminorOthersEquipment maintenance partner for Pilates Reformers and fitness equipment. Provided wheel replacement and adjustment services for studio Reformers.
• Greater Toms River Chamber of CommercecoreGTM or Marketing PartnerActive 2025 member of GTRCC. Participates in Chamber Chat video visits, networking events, and local business community activities.
• SavviminorChannel Partner/ Reseller/ DistributorResells Savvi athleisure clothing and wellness products at the studio. Owner Michele Toscano has an affiliate store and promotes Savvi products including their wellness line and clothing collections.
• Shore Movement / Shore Luxury LimosminorGTM or Marketing PartnerCharitable partner for annual holiday toy drives. Hosted 7th annual Shore Luxury Limos Holiday Toy Trolley collection at the studio for children in Monmouth and Ocean Counties.
• Ocean County Cancer CoalitionminorGTM or Marketing PartnerCharitable beneficiary of Pilates for Pink fundraiser events. Studio raised approximately $1,000 for the coalition.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• SLT (Strengthen Lengthen Tone): Premium boutique fitness studio chain offering Pilates-based reformer classes in small group formats. Directly comparable in boutique positioning, Reformer focus, and small-class pricing model.
• Pilates on Fifth: NYC-based boutique Pilates studio offering classical Pilates instruction, teacher training programs, and small-group equipment classes. Closely comparable in operating model, classical Pilates curriculum, and teacher training offerings.
• Body Meets Pilates: Specialty Pilates and movement studio offering private and group Reformer sessions with a focus on classical and contemporary Pilates. Operates in a similar boutique equipment-based model.

Others

• Barre Intensity: Barre instructor certification provider with approved CEUs across ACE, AFAA, ACSM, and NASM. Pilates By The Bay hosts its one-day certification, making it a curriculum and channel partner.
• Evolve Your Teaching: Master teacher Jessica Spillane's Pilates teacher training program, which partners with Pilates By The Bay as a host studio. Directly relevant given the integrated curriculum and certification delivery model.
• Balanced Body: Major Pilates equipment manufacturer and provider of instructor training programs (Balanced Body University). Historically relevant as the studio's original equipment-based instructor training partner.

Broad incumbents

• Club Pilates: National Reformer-based Pilates franchise with hundreds of locations, offering group equipment classes at lower price points. Operates in the same category as Pilates By The Bay but at much larger scale and with a budget-oriented brand.
• CorePower Yoga: National boutique fitness chain offering yoga and Pilates-inspired classes with teacher training programs. Comparable in teacher training model and boutique group fitness positioning, but yoga-anchored and at significantly larger scale.
• Equinox Pilates: Premium national fitness club offering Pilates as part of a broader luxury fitness portfolio. Overlaps in Pilates clientele but operates a much broader fitness and wellness ecosystem.

Regional players

• Pilates Studios of Princeton: New Jersey-based boutique Pilates studio offering classical Pilates instruction and teacher training. Comparable in NJ market overlap and classical Pilates curriculum emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/PilatesByTheBay
• YouTubeyoutube.com/@pilatestomsrivernj
• Facebookfacebook.com/PilatesByTheBayTR
• LinkedInlinkedin.com/company/pilates-by-the-bay-nj
• Instagraminstagram.com/pilatesbythebay_nj

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Pilates By The Bay