SO Fitness (NZ)

What SO Fitness (NZ) does

SO Fitness (NZ) Limited is a boutique functional Pilates studio founded in 2020 by co-founders Nicole K. (a musculoskeletal physiotherapist) and Vivian C. (a former competitive rhythmic gymnast and ballet teacher), operating from a single studio at 2 Princes Street in Auckland CBD. The studio delivers group Reformer classes capped at 10 participants per session, private one-on-one sessions using multiple Pilates equipment (Reformer, Cadillac, Barrel, Chair), and runs The SO Academy — an internationally accredited (AUSactive) teacher training division offering 135-hour Mat and 150-hour Reformer certification courses, plus post-certification mentorship and continuous education. The SO Club membership programme provides recurring subscription revenue across Bronze, Silver, and Gold tiers with 6-month minimum commitments, while branded merchandise (grip socks, activewear, totes) and an integrated in-house physiotherapy clinic (SO Physio) round out the revenue mix.

The underlying technology stack combines Mindbody for bookings and payments, Squarespace for the public website, Mailchimp for email, and standard social media platforms (Instagram, TikTok, YouTube, Facebook) for marketing — with no proprietary AI or algorithmic systems. The core intellectual property is The SO Method™, a trademarked functional Pilates curriculum emphasising mobility, stability, and strength training adaptable to all fitness levels, developed and taught by credentialed instructors.

The business operates a direct-to-consumer model with diversified revenue streams: prepaid class packages (NZD $35-$465), recurring memberships (NZD $48/week Bronze to Gold unlimited), private sessions (NZD $90-$160), teacher training courses (NZD $2,199 in Auckland, NZD $4,798 in Bali), mentorship programmes (NZD $999.90 online, NZD $2,990 in-person), and merchandise. GTM motion is community-driven via social media content, seasonal challenges (Summer Reset, Winter Glow Up), wellness collaborations (The Spa Nomad, Thea Matcha, Gong Cha), and student club sponsorships. The Academy has expanded internationally to Bali (Indonesia) and Kuching (Malaysia) in 2026, with all 2026 Auckland courses reportedly sold out.

Name

SO Fitness (NZ)

Legal name

SO Fitness Limited

Website

https://sofitness.co.nz

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

SO Fitness is a boutique functional Pilates studio in Auckland CBD offering Reformer group classes, private sessions, and internationally accredited teacher training through The SO Academy, serving retail consumers, aspiring instructors, and clinical rehabilitation clients across New Zealand and Southeast Asia.

Ownership category

akta.pro rank

Product category

Boutique Pilates studio

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Reformer pilates classes
• Pilates instructor training
• Boutique fitness studio
• Clinical pilates physiotherapy
• Pilates merchandise sales

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Group Class Packages: One-time purchase class packs with varying expiry dates. Packages range from casual single sessions to multi-class bundles (5, 10, 15 classes) with tiered pricing based on quantity and validity period.
2. Membership Subscriptions: Weekly recurring membership with three tiers (Bronze, Silver, Gold) offering different class frequencies. Minimum 6-month commitment with auto-billing. Includes member benefits like discounted casual classes and partner discounts.
3. Private Sessions: One-on-one or small group (duo/trio) Pilates sessions with different instructor tiers (Junior, Senior, Master). Priced per session with package discounts available.
4. Teacher Training Courses: Internationally accredited Mat and Reformer Pilates instructor certification programmes. Offered in Auckland, Bali, and Malaysia with online and in-person components. Pricing varies by location and programme length.
5. Mentorship Programmes: Post-certification mentorship programmes for new instructors - in-person 6-month and fully online 4-month options. Includes career guidance and job placement support.
6. Merchandise Sales: Proprietary SO Fitness branded merchandise including grip socks, crop tops, and tote bags sold through the online store and in-studio.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

SO Fitness is a boutique functional Pilates studio in Auckland CBD that delivers group Reformer Pilates classes (capped at 10 machines per session) and multi-equipment private sessions built on The SO Method™. It also operates The SO Academy, providing internationally accredited Mat and Reformer Pilates teacher training, and earns recurring revenue through The SO Club membership, class packages, branded merchandise, and an in-house physiotherapy clinic (SO Physio).

Product overview

SO Fitness is a functional Pilates studio offering a comprehensive fitness ecosystem. The core offering includes Group Reformer Classes (max 10 machines) and Private Pilates Sessions using multiple equipment (Reformer, Cadillac, Barrel, Chair). The studio operates The SO Academy for internationally accredited instructor training (Mat 135hr, Reformer 150hr courses) and a Mentorship Programme for post-certification support. Additional revenue streams include The SO Club Membership (Bronze/Silver/Gold tiers), Class Packages and Passes (Intro Offer through 15-class packs), SO Grip Socks and Merchandise (proprietary apparel line), Events and Challenges (Summer Reset, Winter Glow Up), and in-house SO Physio physiotherapy services. All services are booked through the Mindbody platform with online and in-studio delivery across Auckland CBD.

Differentiator

Problem solved

Functional benefit

Brands

• The SO Academy: Elite Pilates teaching academy offering internationally accredited Mat and Reformer teacher training programmes, mentorship programmes, and continuous education courses
• The SO Club
• The SO Method

Products and services

• Group Reformer Classes Reformer Pilates group classes with a maximum of 10 machines per session, offered in Beginner, Intermediate, and limited-time Special formats. The studio's primary fitness offering built on The SO Method™, focused on functional, low-impact resistance training adaptable to all fitness levels.
• Private Pilates Sessions One-on-one or small group (duo/trio) Pilates sessions using multiple equipment including Reformer, Cadillac, Barrel, and Chair. Offered with Junior, Senior, or Master Instructor tiers and includes rehabilitation, pre/post-natal, and athletic conditioning options.
• The SO Academy (Pilates Teacher Training) Internationally accredited Pilates teacher training academy offering Mat (135-hour) and Reformer (150-hour) certification courses, continuing education (Cadillac, Barrel, Chair courses), and mentorship programmes. Delivered online and in-person across Auckland, Bali, and Malaysia.
• The SO Club Membership Tiered membership programme with Bronze (2 classes/week), Silver (3 classes/week), and Gold (unlimited classes) tiers. Includes exclusive partner discounts, priority booking, and SO Club Identity Sticker for partner benefits. 6-month minimum term with auto-billing.
• Class Packages and Passes Prepaid class packages used for group Reformer sessions, including the SO Intro Offer (5 classes for $50), casual single-class passes, weekly passes, and multi-class packages (5, 10, 15 classes) with varying expiry periods (1 month to 6 months).
• SO Grip Socks and Merchandise Proprietary Pilates apparel line including grip socks (Core Collection, Balletcore, Winter Warmer, Daisy Collection with Low Rise, Crew Ribbed, Bow Crew, and Leg Warmer styles), tote bags, and crop tops. Ships within New Zealand with free shipping over $70.
• SO Physio In-house physiotherapy clinic operated by Nicole Kwan, integrated within the SO Fitness studio. Offers musculoskeletal physiotherapy, pelvic floor health, and clinical Pilates assessment, with co-care for clients requiring injury management or rehabilitation.
• SO Mentorship Programme Post-certification mentorship for new Pilates instructors. Available in-person (6 months, $2,990 NZD) or fully online (4 months, $999.90 NZD). Includes studio access, mentor guidance, career planning, and job placement support.
• Continuous Education Courses Advanced training for certified instructors including Cadillac/Trapeze Table (2-day), Ladder Barrel & Wunda Chair (2-day), CCB Combo courses, Masterclass workshops, Pre & Post Natal Pilates, and Anatomy courses. Offered online and in-person.
• Events and Challenges Seasonal fitness challenges (Summer Reset, Winter Glow Up), wellness events, and community activities. Includes the Wellness Package (16 classes + spa rewards), The Spa Nomad collaboration events, and birthday week celebrations.

Quantifiable outcome

• Max 10 people per class ensures adequate attention and adaptations
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

14 partnerships are on record, tiered minor and core.

• Thea MatchaminorGTM or Marketing Partner · 17 May 2025Collaboration event providing complimentary matcha lattes to SO Fitness customers. Joint promotional event to drive foot traffic and reward community members. Includes exclusive discount codes for SO Club members (15% off matcha products).
• The Spa NomadcoreStrategic or Co-development Partner · 4 November 2023Wellness collaboration combining Pilates sessions with spa treatments. The Spa Nomad provides mobile spa services at SO Fitness studio for exclusive member events. Mobile spa services available across Auckland, Christchurch, and Wellington.
• Gong ChaminorGTM or Marketing PartnerPartner brand offering free topping at Lorne St & Queen St stores for SO Club members. Part of membership perks programme.
• Urban BeautyminorGTM or Marketing PartnerPartner salon offering 10% off all services with senior staff for SO Club members. Part of membership perks programme.
• RumoursminorGTM or Marketing PartnerPartner offering 15% off in-store purchases for SO Club members. Featured in birthday week events with complimentary drinks for class attendees.
• The Cosmetic Clinic Queen StreetminorGTM or Marketing PartnerPartner clinic offering 25% off laser treatments (excluding injectables and skin packages) for SO Club members. Prize sponsor for Summer Reset Challenge.
• Lululemon Commercial BayminorGTM or Marketing PartnerLululemon Commercial Bay team mentioned for potential future collaborations. Currently no direct product discounts or sponsorship but 'special collabs' teased.
• University of Auckland Women in BusinessminorOthersStudent club sponsorship programme targeting young female entrepreneurs. Personal connection as founders Nicole and Viv are co-founders of SO Fitness. Aims to inspire next generation of female business owners.
• Student Association of the Medical SciencesminorOthersStudent club sponsorship connecting with medical/health science students. Aligned with Nicole's clinical background and physiotherapy expertise. Promotes self-care and wellness balance for future health professionals.
• Universities Around the WorldminorOthersInternational student club sponsorship initiative to extend brand reach to university students globally, complementing the global expansion of teacher training courses.
• Grün Resort (Bali)coreStrategic or Co-development PartnerVenue partner for Bali-based Reformer Pilates teacher training intensives. Provides accommodation and studio facilities for immersive training experience in Ubud and Uluwatu locations.
• REFORM Studio (Kuching, Malaysia)coreStrategic or Co-development PartnerLocal venue partner for Malaysia-based teacher training courses. Enables SO Academy's international expansion into Southeast Asia market.
• SO PhysiocoreStrategic or Co-development PartnerIn-house physiotherapy clinic operated by Nicole Kwan inside SO Fitness studio. Provides clinical Pilates, rehabilitation services, and co-care with Pilates instructors for injury management.
• MindbodycoreTechnology or IntegrationBooking and business management platform used for class scheduling, online payments, customer management, and point-of-sale. Primary technology infrastructure for studio operations.

Scale indicators5 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• CityFitness: Major NZ low-cost gym chain. Comparable as a competing fitness membership option in Auckland for price-sensitive consumers considering Reformer Pilates subscriptions.
• F45 Training: Global boutique functional-training franchise with presence in Auckland. Comparable as a boutique fitness group-class brand competing for the same Auckland CBD consumer wallet, though different modality.
• STOTT Pilates (Merrithew): Industry-leading Pilates education and equipment brand with full certification pathway. Comparable to SO Fitness on the academy and multi-equipment training dimensions, though at much larger global scale.
• Les Mills New Zealand: New Zealand-headquartered global fitness content and club brand. Comparable as a local NZ fitness incumbent with group-class programming and a strong instructor-training backbone.
• Club Pilates: Largest franchised Reformer Pilates studio network globally. Direct peer in Reformer Pilates group classes and instructor training, with far broader geographic footprint and franchise model that SO Fitness could emulate via The SO Academy.

Direct peers

• KX Pilates: Australian-founded boutique Reformer Pilates chain expanding internationally. Comparable on Reformer group-class format, brand-led marketing, and franchise-style growth strategy.
• BASI Pilates: Internationally accredited Pilates teacher training provider offering Mat and Reformer certifications. Directly comparable to The SO Academy in curriculum, accreditation, and global graduate footprint.
• Polestar Pilates: Globally recognised Pilates education company with comprehensive instructor certification programmes. Comparable to The SO Academy in delivering accredited Mat/Reformer teacher training with international reach.

Regional players

• Habit Health (formerly TBI Health): NZ-wide physiotherapy and rehabilitation provider. Comparable through its clinical Pilates and rehab offering, representing a regional alternative to SO Fitness's clinical/rehabilitation segment.
• Body In Motion Physiotherapy (Auckland): Auckland-based physiotherapy clinic with clinical Pilates services. Comparable to SO Physio's clinical Pilates and rehabilitation positioning within the Auckland market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SOFitness
• Instagraminstagram.com/sofitnessnz
• TikToktiktok.com/sofitnessnz
• LinkedInlinkedin.com/company/so-fitness-nz

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SO Fitness (NZ)