Pilates has become the defining boutique fitness story of the post-pandemic era—and the numbers back it up. It was the most-booked workout on ClassPass for the second year in a row, with reservations reportedly up 84% since 2023. That demand is fueling a wave of studio openings across North America and beyond, driven largely by franchising.
The category leader, Club Pilates, now has 1,300+ locations worldwide, and the competition is getting crowded. Newer and fast-growing concepts like JetSet Pilates, Strong Pilates, Pilates Addiction, Bodybar Pilates, FS8, Vaura Pilates, and Studio Pilates International are signing development deals and expanding into new markets—some blending reformer Pilates with cardio, strength, or yoga to stand out.
So… are we headed toward oversaturation? Most executives quoted in the industry aren’t worried yet. They argue Pilates fits a bigger consumer shift: people are prioritizing longevity, mobility, core stability, and low-impact training over “high-intensity aesthetics.” That positioning makes Pilates feel more sustainable—especially for busy professionals, older adults, and anyone who wants results without joint strain.
Still, the boom has a real business challenge: Pilates is equipment-heavy. Reformers cost money, studios have capacity limits, and buildouts aren’t cheap. That’s why some entrepreneurs are watching “neighbor modalities” like barre, which can scale more easily with less equipment and larger class sizes—potentially offering better margins long-term.
Bottom line: Pilates still looks strong—especially as brands innovate and diversify the experience—but the next phase may belong to studios that broaden the value proposition beyond “Pilates-only.” In a market this hot, the winners are usually the ones that evolve before the wave peaks.
