The state of the pilates industry
Boutique fitness has gone from niche to mainstream, and Pilates is leading the charge. From reformer-based studios to classical Pilates, to hybrid classes combining mindfulness and strength, Pilates has proven it’s not just a passing trend. The sport of Pilates is a lasting and evolving part of the modern wellness lifestyle. The appeal lies in its versatility, accessibility, and deep mind-body connection that appeals to all age groups and fitness levels.
The global Pilates and yoga studios market was valued at $120.9 billion in 2024, and is projected to reach $520.6 billion by 2035 according to Allied Market research. Clearly, if you’re in this business, it’s a good place to be! Now is the ideal time to position your Pilates studio for long-term profitability. As more individuals prioritise both physical and mental health, the demand for high-quality, community-based wellness experiences continues to grow. Consumers are looking for results, connection, and convenience, and they’re willing to pay for it.
With growth comes competition, and the studios that prove to adapt and change with the needs of the market will be the most successful. Hybrid fitness models, blending in-person sessions with digital content will become increasingly popular in the years to come. Offering a flexible, polished, and personalised service experience positions your studio to not only survive but thrive. Turning a profit with your Pilates studio is no simple task. With this guide, we’ll go through the framework and steps to take to make your profit consistent.
1. Laying the groundwork: know your market
Before diving into tactical decisions like pricing structures or digital campaigns, take a moment to lay a solid foundation. Knowing your audience, your environment, and your brand positioning is crucial.
Define your ideal client
Are your members busy professionals, new mothers looking to regain strength, active seniors maintaining mobility, or athletes aiming to improve flexibility and core strength? Understanding the specific needs and behaviours of your audience helps you tailor everything from your class schedule to your tone of voice in marketing. You can’t serve everyone, so hone in on the people you serve best. The best place to do this research may be in the studio itself — leave forms and questionnaires for your members to get a better understanding of them and their needs.
Evaluate your competitors
Conduct a competitor analysis. What do other Pilates or fitness studios in your area offer? Are their classes full? How do they price their memberships? Is their branding stronger or weaker than yours? Spotting patterns and gaps will help you better position your studio. You can learn what to emulate and what to avoid, ultimately finding ways to differentiate in a crowded market.
Clarify your unique selling point (USP)
The key to setting yourself apart in a crowded market and many competitors is bringing your members something special. What’s the one thing people remember about your studio? Maybe it's the serene space, the personalised attention, or a signature class format. Identify what makes your business stand out and ensure that this is communicated clearly across all platforms—your website, your social media, even your in-studio experience.
2. Set yourself up for profit: strategy & pricing
Sustainable profitability is rooted in thoughtful strategy. The aim is not just to grow revenue but to create systems and structures that allow your business to scale and adapt. By setting these in place early-on, it will set you up for success and long term growth that doesn’t only rely on quick wins.
Refine your business plan
Your business plan should be a living, breathing document that reflects your studio's evolution. Especially as your studio grows, it’s a good idea to routinely revisit your business plan to see how your business is working and what changes you might want to make. Set quarterly goals and map out OKRs (Objectives and Key Results) tied to specific outcomes such as
- new member signups
- monthly revenue targets
- improved retention rates
Use KPIs (Key Performance Indicators) to monitor metrics like
- class occupancy
- conversion rates from trial classes to memberships
- average revenue per user
Review and optimise pricing
Effective pricing doesn’t mean just charging more—it means aligning your pricing with the value your studio delivers. Periodically review your pricing to ensure it’s competitive yet profitable. Run promotions strategically, consider tiered memberships, and be willing to test changes while monitoring the impact on member behaviour and satisfaction. Keep in mind that your pricing strategy may need to change depending on the season. In the same vein, be sure to take advantage of running special seasonal offers that keep members at your doorstep.
Understand your finances
Many studio owners underestimate the importance of financial literacy. Track all income sources and expenses carefully. Know your fixed costs (rent, staff salaries) and variable costs (utilities, maintenance, events). Calculate your break-even point and identify your most profitable services. Use budgeting tools to ensure your pricing and cost structure make sense.
3. Expand and diversify your revenue streams
Depending solely on revenue from group classes is risky and can limit your studio’s growth. Explore multiple income channels that complement your core offerings. Oftentimes, main revenue streams can come from the least obvious places!
Use fitness marketplace integrations
Joining platforms like ClassPass and Wellhub can help you reach new audiences. While these platforms may offer lower per-class payouts, they can introduce your studio to potential long-term members. Having your studio on one of these marketplaces instantly gives your studio higher visibility. Optimise their benefits by scheduling marketplace users during off-peak times or special intro classes, the choice is yours what you’d like to make available on the marketplaces. Having a management software that offers these integrations and allows you to have everything in one system removes the headache and makes scheduling easy.
Launch an online web shop
You don’t need to go full retail, but a curated selection of branded merchandise such as grip socks, resistance bands, mats, water bottles, or even wellness products like teas or essential oils, can add value. Use your studio’s brand aesthetic and story to make products feel exclusive and desirable, displaying them prominently in-studio and promoting them online. Having a web shop as a part of your check-out journey is a simple yet effective way to increase average basket size before customers pay.
Introduce video on demand (VOD) and livestreaming
With bsport’s integrations like YouTube and Vimeo, you can offer members exclusive access to a library of pre-recorded workouts. This creates an additional revenue stream and strengthens your connection with members who may travel frequently or prefer hybrid routines. Regularly update your VOD catalogue to keep engagement high.
Livestreaming is also a great way to engage those clients who want to attend a class but may not want to or be able to physically come into the studio. When teachers are already running a class, it might as well be livestreamed, optimising the outcome.
Offer private sessions and workshops
Upsell private training sessions or themed workshops (ex. “Intro to Reformer” or “Pilates for Runners”) to both existing members and newcomers. These sessions not only bring in extra income but also offer added value to your most engaged clients. These types of sessions oftentimes bring in more revenue than your general class type.
4. Optimise operations & studio efficiency
Strong operations are the engine behind a profitable studio. The smoother your backend systems, the better your front-end experience—and the more time you’ll have to focus on growth. This goes for both the digital and physical aspects you have in place.
Use an all-in-one studio software platform
Using a comprehensive tool like bsport allows you to manage class bookings, payments, CRM, email marketing, and performance analytics all in one place. A powerful management platform can be the “hidden hero” at your studio that plays a massive role in the operations at your studio. The less time you spend managing spreadsheets or solving booking errors, the more time you can spend creating high-impact experiences for your clients. Software that automates routine tasks also enhances the customer experience, from seamless sign-ups to personalised communications.
Learn more about how bsport can save you time with innovative features in our blog.
Automate wherever possible
Whether it’s scheduling, reminders, payment collection, or onboarding sequences, automation reduces admin burden and ensures a consistent client experience. Set up email flows for new clients, milestone rewards, and re-engagement campaigns to keep your community active without requiring constant manual effort. We all know that time = money, and in your studio’s case it is done through automation.
Hire the right people
Your instructors shape your studio’s reputation. Seek out instructors who connect with clients, build rapport, and reflect your studio’s values. Once you find them, invest in their development and create incentives for them to stay. High turnover increases costs and disrupts consistency.
Within a strong studio community where bonds are built over time, your members may start coming back to classes specifically for certain teachers. This indicates the value in hiring and retaining high-value, profitable instructors that are well-liked by your community.
Invest in durable, high-quality equipment
Investing in quality reformers, chairs, and props saves you money in the long run. Avoid constant replacements and downtime due to repairs. Routine maintenance and proper storage protocols will extend the life of your equipment and keep your classes running smoothly.
5. Engage and retain your members
Client retention is the foundation of profitability. Loyal members not only bring in consistent revenue but also act as ambassadors for your studio.
Launch loyalty and referral programs
Design creative ways to reward commitment. Offer perks for attendance milestones, long-term memberships, or referrals. Even simple incentives like a branded tote can build goodwill and encourage repeat visits.
An excellent way to foster engagement and new member acquisition at the same time is through a member referral program. Implementing a “bring a guest” strategy at your studio is a great way to get new people in the door with little cost to you; practically like free marketing.
Cultivate a sense of community
Host in-studio events like seasonal challenges, anniversary celebrations, or themed class nights. Building a strong community increases emotional investment and boosts retention. In the end, your studio should be not only a place to work out, but a space to be social, meet new people, and try new things.
Run regular marketing campaigns
Keep your studio top-of-mind through consistent, value-driven marketing. Share testimonials, instructor spotlights, behind-the-scenes content, and educational tips. Leverage marketing features to automate email flows and target communications based on member behaviour. This is where automation comes in handy again — minimum time investment, maximum results. Keep these marketing tactics in mind to target and reengage:
- “We miss you!”: send to clients when they have not made a booking for more than 3 weeks
- “Welcome home”: send to new clients as soon as they book their first class, building trust from the start
- “We’re updating our schedule”: send when you have class updates or changes, prompting clients to stay up to date with what you have to offer
- “Special promotion just for you”: send over holiday periods or whenever you have the chance to run a special promotion
Use social media as an additional marketing tool
Your business should definitely have an online presence in the form of social media, particularly Instagram. Instagram can be an asset in building community, spreading awareness of your studio, announcing new promotions or updates, and keeping members engaged. It can be a great place to highlight testimonials and social proof on a new platform. Encourage members to post on social media and tag your studio for greater visibility.
6. Plan for sustainable growth
Profitability today means little without planning for tomorrow. Building a future-focused strategy ensures your studio thrives for years to come.
Set long-term goals
Envision where you want to be in 1, 3, and 5 years. Do you want to expand your space? Open a second location? Use historical data to predict seasonal trends and prepare accordingly. Growth planning also helps when seeking external investment or partnerships.
Stay agile and adaptable
The fitness industry evolves quickly. Stay informed on trends, tech innovations, and client preferences. Be willing to pivot, test new offers, and try unconventional approaches. A willingness to learn and adapt is one of the greatest assets a studio owner can have.
Making your Pilates studio profitable isn’t just about squeezing more out of each class. It’s about understanding your business holistically—your clients, your operations, your value—and building a sustainable model that balances passion with strategy. With the right tools, team, and mindset, you can transform your studio into not just a place of movement, but a powerful, thriving business rooted in purpose and growth.
Profit is a result of a multitude of factors, not excluding a great studio management platform! See how bsport can help turn your Pilates studio profitable by having a conversation with one of our specialists.
