The Movement Lab
The Movement Lab is a Cape Town-based boutique Pilates studio and the only STOTT PILATES Licensed Training Centre in Africa, operating two studios, a digital on-demand platform, and a MOVE branded activewear line serving individual fitness consumers and aspiring instructors.
- Company typePrivate
- Founded-
- HeadquartersCape Town, South Africa
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Movement Lab does
The Movement Lab is a privately held boutique Pilates studio and instructor training center headquartered in Cape Town, South Africa, founded in 2017. It operates two physical studios in Sea Point and Claremont, offering Reformer, Cadillac, Mat, Barre, Cardio Sculpt, and Strength Lab classes to individual fitness consumers. The company is the only accredited STOTT PILATES Licensed Training Centre on the African continent, providing internationally certified instructor training programs accredited by the Register of Exercise Professionals, the American Council on Exercise, and canfitpro. This credentialing authority is a structural differentiator in the African market.
The business generates revenue across five streams: group fitness classes (drop-in, packages, and monthly subscriptions), instructor training courses, online learning content (TML On-Demand) accessible via mobile app, the proprietary MOVE branded activewear and Pilates props e-commerce line, and ancillary wellness services through The Nail Barre. Class bookings are processed through a dedicated mobile app, The Movement Lab Bookings, available on iOS and Android. Distribution combines in-studio attendance, digital on-demand streaming, and domestic e-commerce shipping within South Africa.
The company's go-to-market is direct-to-consumer, targeting individual fitness enthusiasts, pre and postnatal women, aspiring fitness instructors, and activewear consumers. Marketing is primarily organic through Instagram, Facebook, email newsletters, and community-driven referrals via the Move Club loyalty program. The founder, Lisa, leads the business, which is small-scale at approximately 10 employees with no disclosed external funding or institutional investors.
The Movement Lab firmographics
Firmographics- Name
- The Movement Lab
- Legal name
- The Movement Lab
- Website
- https://themovementlab.co.za
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Movement Lab is a Cape Town-based boutique Pilates studio and the only STOTT PILATES Licensed Training Centre in Africa, operating two studios, a digital on-demand platform, and a MOVE branded activewear line serving individual fitness consumers and aspiring instructors.
- Ownership category
- akta.pro rank
The Movement Lab industry classification
Industry- Product category
- Boutique Pilates Studio and Instructor Training
- NAICS
- Fitness and Recreational Sports Centers (713940), All Other Schools and Instruction (61169)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Pilates Instruction (Mat & Reformer) (HSADACAB)
- akta.pro secondary industries
- Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Fitness & Exercise Training Education (Strength, Cardio, Mobility) (EDAAAHAB), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Yoga, Pilates & Studio Wear Retail (CRAMACAE)
Keywords
Where The Movement Lab is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices3 records
Markets served
The Movement Lab business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Group Fitness Classes: Revenue from drop-in class bookings, class packages (e.g., 10-class reformer packages), and monthly unlimited memberships for Mat, Barre, and Reformer classes. Classes are conducted at physical studio locations in Sea Point and Claremont, Cape Town.
- Instructor Training Courses: Internationally accredited STOTT PILATES instructor certification courses, workshops, and continuing education programs. The only such licensed training centre on the African continent.
- Online Learning (TML On-Demand): Digital on-demand content accessible via The Movement Lab On-Demand app for remote class participation and continued education.
- Activewear and Merchandise E-commerce: Sale of MOVE branded activewear (leggings, sports bras, tops), grip socks, Pilates props, and branded accessories through the online shop. Products include The Amplified Legging (R945), The Sculpt Legging (R895), and various grip socks (R325).
- Nail Barrel Services: Additional wellness services offered at studio locations including nail care services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | THE UNLIMITED SUBSCRIPTION - Monthly unlimited Mat & Barre classes |
| One time/ perpetual license | Pay-as-you-go | Package of 10 Group Reformer/Chair Classes |
| One time/ perpetual license | Monthly | Monthly unlimited Mat & Barre class package |
| Unit Pricing | Pay-as-you-go | The Amplified Legging - Premium activewear |
| One time/ perpetual license | Pay-as-you-go | STOTT Pilates Instructor Training Courses |
| Unit Pricing | Pay-as-you-go | Grip Socks - Studio essential |
| Unit Pricing | Pay-as-you-go | STANLEY x MOVE IceFlow Tumbler collaboration |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
The Movement Lab product offering
Product offeringCore offering
The Movement Lab runs a boutique Pilates studio business across two Cape Town locations (Sea Point and Claremont) offering group Reformer, Cadillac, Mat, Barre, Cardio Sculpt, and Strength Lab classes, plus internationally accredited STOTT PILATES instructor certification courses. The studio is supplemented by the MOVE branded activewear and Pilates props e-commerce line and the TML On-Demand digital streaming platform for remote classes and continuing education.
Product overview
The Movement Lab is a Pilates studio and instructor training center operating two studios in Cape Town (Sea Point and Claremont) plus online offerings. The company offers a portfolio of services including reformer, mat, Cadillac, and barre fitness classes, instructor training accredited by STOTT PILATES, and TML On-Demand online streaming. Its MOVE branded e-commerce line includes activewear (leggings, sports bras, tops, shorts), grip socks, Pilates props (mats, resistance bands, weights, towels), and accessories. Key activewear products include The Amplified Legging, The Sculpt Legging, The Sculpt Bra, and The Lisa Bra. The props line features ankle/wrist weights, folding and rubber mats, resistance bands, and microfibre towels. Collaboration products include STANLEY x MOVE branded tumblers. Class bookings are managed through The Movement Lab Bookings mobile app available on iOS and Android.
Differentiator
Problem solved
Functional benefit
Brands
- MOVE: Activewear brand selling leggings, sports bras, tops, and accessories
- The Movement Lab Bookings
- TML On-Demand
- The Nail Barre
Products and services
- Group Pilates and Fitness Classes
Quantifiable outcome
- Courses internationally accredited by The Register of Exercise Professionals, American Council on Exercise, and canfitpro
Companies that use The Movement Lab
Customer profileSegments4 records
Ideal customer profiles4 records
The Movement Lab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Movement Lab partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- STOTT PILATEScoreThe Movement Lab is the only accredited STOTT PILATES Licensed Training Centre on the African continent. This partnership enables the studio to offer internationally recognised Pilates Instructor certification courses, examinations, and continuing education credits. Courses are accredited by The Register of Exercise Professionals, the American Council on Exercise, and canfitpro.
- BestminorCollaboration between Best and The Movement Lab resulted in the BestMOVE scrunchies - limited edition silk scrunchies in TML colourways, sold as a set of 4 in Best's iconic reusable box. Made from sustainable silk with OEKO-TEX Standard 100 certification.
- STANLEYminorCollaboration featuring the STANLEY x MOVE IceFlow Flip Straw Tumbler collection in 0.6L and 0.89L sizes. The collaboration includes branded water bottles with Stanley's vacuum insulation technology, keeping drinks cold for up to 7 hours and iced for up to 35 hours.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
The Movement Lab competitors and assessment
Company assessmentEmerging players
- Pilatesology: Online Pilates education and on-demand class platform. Comparable through TML On-Demand's digital content strategy and the broader online continuing-education angle of TML's STOTT training business.
- re:form Pilates: Emerging boutique Reformer Pilates studio concept. Comparable as a small-format Reformer-focused operator competing in the boutique Pilates segment, though typically single-location and without instructor training accreditation.
Direct peers
- Physique 57: Boutique barre/Pilates studio offering choreographed group classes. Comparable in barre-class format and premium studio positioning, though TML adds the Reformer equipment and instructor training dimensions.
- Solidcore: Boutique fitness chain operating Pilates-based classes on custom Reformer-style machines, with a strong brand-led DTC presence. Closely comparable in studio format, class structure, and branded merchandise playbook, though US-focused.
- Body Bar Pilates: Boutique Pilates studio chain offering Reformer and mat classes with a branded merchandise line. Comparable in target customer (premium boutique Pilates consumer) and in combining studio services with activewear/merch retail.
- SLT: Boutique fitness brand offering Pilates-based classes using custom equipment. Directly comparable in boutique positioning, equipment-based Pilates format, and digital/on-demand extensions.
Broad incumbents
- Club Pilates: Largest Pilates franchise globally with hundreds of studios offering group Reformer classes. Comparable as a Reformer-based boutique Pilates operator, though it operates at much greater scale and lacks TML's STOTT training accreditation and in-house activewear line.
- Virgin Active: Large South African health club chain with Pilates offerings. Comparable as a fitness operator competing for the same Cape Town consumer wallet, but operates at scale with a much broader (non-Pilates-specialist) portfolio.
Regional players
- Gymbox: South African boutique fitness studio. Comparable as a regional peer in the South African boutique fitness market, though typically more group-class and strength-oriented than TML's Pilates-led offering.
- Bashe: South African boutique fitness/studio operator. Comparable as a regional boutique fitness peer operating in the same geography, though differentiated from TML's equipment-heavy Pilates focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
The Movement Lab social profiles
Digital presenceThe Movement Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Movement Lab leadership team
Management profileNumber of profiles
Profiles1 record
The Movement Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Movement Lab 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 The Movement Lab
What does The Movement Lab do?
The Movement Lab runs a boutique Pilates studio business across two Cape Town locations (Sea Point and Claremont) offering group Reformer, Cadillac, Mat, Barre, Cardio Sculpt, and Strength Lab classes, plus internationally accredited STOTT PILATES instructor certification courses. The studio is supplemented by the MOVE branded activewear and Pilates props e-commerce line and the TML On-Demand digital streaming platform for remote classes and continuing education.
Is The Movement Lab a public or private company?
The Movement Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Movement Lab founded?
The Movement Lab was founded in -1. It employs 1 to 10 people.
Where is The Movement Lab based?
The Movement Lab is headquartered in Cape Town, South Africa, in the Africa region.
How does The Movement Lab make money?
Five revenue lines are on record. Group Fitness Classes are the primary driver. The others are instructor Training Courses, online Learning (TML On-Demand), activewear and Merchandise E-commerce and nail Barrel Services.
Who are The Movement Lab's main competitors?
Emerging players on record are Pilatesology and re:form Pilates. Direct peers are Physique 57, Solidcore, Body Bar Pilates and SLT. Broad incumbents are Club Pilates and Virgin Active. Regional players are Gymbox and Bashe.
Does The Movement Lab have an API?
No public API is recorded for The Movement Lab.
What industry is The Movement Lab in?
The Movement Lab's product category is Boutique Pilates Studio and Instructor Training. Its primary akta.pro industry code is HSADACAB, Pilates Instruction (Mat & Reformer), with a secondary code of EDAAAHAC, Yoga, Pilates & Mind-Body Movement Education. Its NAICS code is 713940 and its SIC code is 7997.