Articles

How Independent Pilates Studios Can Compete in the Franchise Boom

22 July 2025

Independent Pilates studio using Pilates studio booking system to compete with franchise chains in 2025

TL;DR

Pilates is booming and on track to become a $420B market by 2033.
Franchises are scaling fast, yet agile independent studios quietly grew 22% in 2024 (How? Find out below)
Only 17% of successful Pilates studios achieve profit margins above 20%.
Read ahead for research-backed insights that'll inspire your studio’s next winning move.

The Pilates scene is buzzing like never before.

Independent boutique studios are popping up on every corner, while Franchise Pilates studios are scaling faster than ever. With more people turning to mindful, low-impact fitness, the demand has never been higher… but so is the competition.

Yet here’s the twist that should make any studio owner sit up: The BFS State-of-the-Industry survey found that only 9.4% of studios manage to clear a 20% profit margin[1].

So… where does that leave you? Whether you already own a Pilates studio, are ready to scale, or just dreaming about starting your own Pilates studio, this quick guide gives you an edge. It’s research-backed insights on what’s working right now, what’s changing in the market, and how to claim your spot before someone else does.

Inside, you’ll get fresh data, quick insights, and simple action steps to keep your independent Pilates business competitive—even against big-name franchise Pilates studios with bigger budgets and teams.

Who’s behind this?

We’re Kenko—a platform built for Pilates growth. Since 2020, we’ve helped 500+ Pilates studios grow from single locations to thriving multi-location businesses. And everything here? Backed by BFS data, not guesswork.

The window of opportunity is open—but it won’t stay that way for long. Skim the highlights in five minutes and plan your next quarter with confidence.

Let’s dive in!

1. Everything you need to know about the franchise wave

Let’s talk about the Pilates boom—because it’s bigger than ever.

The global Pilates market is projected to hit $420.98 billion by 2033, growing at a 10.6% CAGR[2]. That’s massive.

Private revenue is pouring into the industry, franchises are expanding aggressively, and member demand continues to climb. Studios are opening faster than ever, but here’s the twist: a majority of them will fail to capture their share of this growth.

Why?

Public data shows an interesting pattern: for every 10 new studios that open, 3 close within their first three years[3]. The closures aren’t about a lack of demand—they’re about weak strategy. Successful studios, especially franchise Pilates studios, are tapping into specific member acquisition tactics others ignore, such as:

Hyper-local targeting: By pairing demographic data with digital ads to reach the right audience.
Flexible memberships: By mixing class packs, subscriptions, and intro offers to improve retention.
Seamless booking experiences: By using intuitive and advanced Pilates studio booking software and automation tools that make sign-ups frictionless.
Community-driven marketing: By hosting events, partnerships, and referral programs that build loyalty.

Combine these strategies with growing urban populations and changing wellness habits, and it’s clear why franchises are scaling quickly while boutique studios struggle to keep up.

But here’s the good news—demographic growth patterns show huge untapped opportunity for boutique studios willing to adapt. If you’re an independent Pilates studio owner, you can compete, but you’ll need to adopt smarter acquisition strategies before the best markets get saturated.

So here’s the big question, how do you claim your slice of this $420B boom before it’s too late?

2. Who’s expanding and how fast?

Bar chart and data table showing Pilates franchise growth, including system-wide revenue and expansion-driven earnings—highlighting the benefits of franchising a Pilates studio

Below is a look at the brands topping every best Pilates franchises 2025 list—these have been dominating expansion with low Pilates franchise costs and turnkey operations.

Club Pilates: 1,000+ locations worldwide. It’s adding roughly 100 new studios a year under the Xponential Fitness umbrella. Their national campaigns have allowed them to secure prime real estate before most local owners can get a chance to invest in the same[4].
Solidcore: ~130 U.S. studios across 25 states. The franchise is fresh off a $325M credit facility (February 2025) to accelerate new builds and remodels. You can expect openings in metropolitan areas over the next 24 months[5].
BODYBAR Pilates: With 50+ studios running, BODYBAR has doubled its footprint in just three years, where average unit revenue sits around $631k with a lower entry cost than competitors[6].
Studio Pilates International: 115+ studios in six countries and 60 more on the way. It has reported zero studio failures in 20 years of franchising—a stat that continues to attract investors seeking the benefits of franchising a Pilates studio[7].

Together, these four brands are adding hundreds of reformer rooms each year, fuelled by private equity, actionable playbooks, and slick Pilates studio management software that scales effortlessly.

The punchline: Every month you wait, another franchise banner goes up in your backyard—raising rents, snagging instructors, and soaking up member demand.

Together, these brands are unleashing hundreds of reformer rooms every year, powered by private equity, actionable playbooks, and enterprise‑grade Pilates studio management software.

So, what do franchises know that you don’t?

3. How franchises keep winning — the “hush-hush” playbook

Graphic outlining what franchise Pilates studios do to succeed—like turnkey operations, large marketing budgets, and automation—highlighting key benefits of franchising a Pilates studio over independent ownership

Think of this part as a quick peek behind the franchise curtain—the quiet levers the big chains pull to dominate the Pilates boom:

Brand trust + roaming memberships: Club Pilates, BODYBAR, and others capitalize on instant national recognition; members swipe in with their one membership at any branch and find the exact same reformer setup. This is the trust that independent Pilates studios spend years earning on their own.
Scale that protects profit: Franchises have a single corporate back office that handles marketing, finance, payroll, and playlists. A small business would need ~3 full-time hires + six-plus tools (think Pilates studio management software, CRM, ad tech) that can consume $100-$150K a year and squeeze margins below 10%[8].
Predictable formats = premium pricing: BFS data shows that small, capped classes create scarcity that lets boutiques charge more; franchises lock that consistency into every 50-minute block, from Miami to Milwaukee.
Turnkey solutions: Site search, lease negotiation, floor plan, and the best Pilates studio software arrive in a plug-and-play package—franchises such as Studio Pilates International can have a new location open in no time[9].
National marketing firepower: Corporate spends seven figures on ads, SEO, and a centralized Pilates marketing system.

These stats aren’t just big-company bragging rights—they’re the tide already reshaping member expectations, ad costs, and real-estate availability in every city.

So ask yourself. When these franchise benchmarks become the new baseline, how will your independent Pilates studio keep pace?

4. Impact of the franchise boom on those owning independent Pilates studios

Franchises aren’t just opening doors—they’re rewiring the marketplace. 62% of all profitable studios reported churn below 5%, and 44% stated their average member lifetime value exceeded two years. Profitable studios retain their members.

What the franchise boom means for owning a Pilates studio

Marketing money stretches less. Boutique Pilates owners now earmark about $500–$1000 in Google/Meta ads each month just to keep pace with local search competition[10].
Retention isn’t optional. Pilates industry benchmarks show a healthy studio keeps at least 70% of clients year over year, yet many Pilates studios fall well below that mark. The hard truth is that acquiring a new member costs far more than keeping an existing one. In fact, 44% of franchises report an average member lifetime value of over two years—proof that loyalty pays[11].
Profit margins are slim. Typical Pilates profit lands in the 10–20% range; anything lower leaves little fuel for upgrades or expansion. Knowing your Pilates startup costs and profit margins is critical to compete with chains that are built to scale from day one[12].
First-time visits are the make-or-break moment. The majority of profitable studios have a conversion rate of 30% or higher for leads to first-time visitors and for first-time visitors to make a second purchase. Reports also show high-profit studios aren’t converting better, just reaching more people too[13].

Every empty reformer spot equals lost income. Industry benchmarks show that studios need an 85%+ fill rate at peak hours—often with waitlists—to stay healthy. Hitting that mark is tough when you’re juggling manual waitlists, dropped leads, and clunky booking flows.

The right tech could fix it all, but the “purpose-built” Pilates studio software are so scarce that most owners repurpose salon scheduling software to organize their reformer class schedules.

The perfect Pilates tool? It doesn’t exist—yet.

If you’re digging through salon apps and generic gym software, you’re shopping in the wrong aisle. A platform built for studios that plan to grow—one, two, many locations—does exist, and you’ll meet it next.

5. The tech gap no one warns you about

the tech gap between franchise Pilates studios and independents—highlighting how most Pilates studio owners struggle with outdated tools, poor support, and clunky Pilates studio management software

Franchises aren’t just bigger—they’re powered by smarter CRM for fitness studios, AI-driven retention loops, and enterprise-grade studio automation tools. When that stack meets Pilates’ premium price point, the boutique studio owners relying on “good-enough” tech get left behind.

5.1 How franchises weaponise Pilates software

Full-funnel automation: Platforms like ClubReady push leads from ad click to contract with built-in marketing automations, reports and messaged upsells[14].
AI retention engines: BODYBAR pairs FitGrid’s machine-learning “voice-of-the-customer” surveys with real-time prompts so instructors can save at-risk members before they cancel[15].
Data dashboards on demand: National HQs watch every key metric—attendance, LTV, instructor payroll—inside a single pane, fixing issues long before they hurt profit.
Pilates-specific UX: Not really. Most mainstream platforms were built for general gyms a decade ago. Smart waitlists, spot-booking, and reformer-map selection still aren’t native features.
Pricey integrations & consultants: Club Pilates franchisees set aside $3,671 just for technology and software during build-out, then layer paid integrations and outside consultants on top[16].

The result? They’re not just competing—they’re poaching. BFS data shows ≈42% of franchise memberships come from clients who first churned out of nearby independent studios.

Quick reality check: You could close much of that gap tomorrow—if there were a truly Pilates-first tech stack.

5.2 The real problem: Legacy platforms are holding you back

Franchises can bankroll all that AI-driven automation and enterprise CRM.

But for independent Pilates owners, the so-called “solutions” on the shelf are a patchwork—generic booking platforms that aren’t built for Pilates and fragmented tools that don’t talk to each other.

Frustrations that never go away:

Not purpose-built for Pilates: Tools like Mindbody and WellnessLiving handle generic class bookings, but can’t natively assign reformer spots or run dynamic waitlists.
Missed leads & revenue leaks: No built-in Pilates marketing system means you juggle separate email tools, ads managers, and spreadsheets—while franchise CRMs auto-nurture every prospect.
Good, but still not enough:
- Mindbody – Giant marketplace reach, strong payment rails—but high (and hidden) fees and dated UX.
- Mariana Tek – Sleek Pilates studio booking system and branded app—yet reporting gets pricey fast, and custom fields for equipment slots are still workaround-only.
Scaling nightmare: If the stack creaks at one site, adding a second location just multiplies the headaches.

You could match franchise firepower—but the current crop of “Pilates-friendly” tools won’t get you there.

In a world without this tech gap, your software would act like a silent partner—handling smart waitlists, one-tap spot-booking, AI-powered retention nudges, live profit dashboards, and multi-location controls out of the box.

The good news? A handful of next-gen platforms are finally pointing that way, blending true Pilates studio management software with built-in CRM, automation, and reporting so you can compete on franchise-level efficiency, without the franchise fees.

Bottom line: 32 % of studio owners in BFS surveys said “software glitches & poor support” are their #1 growth blocker—even ahead of rent.

6. The winning playbook to challenge franchises (Kenko’s way)

Diagram showing the growth journey of starting your own Pilates studio and scaling it into a multi-location Pilates studio business—from getting found online to converting leads and driving sales, supported by Kenko’s tech stack

Franchises dominate because their tech does the grunt work—pulling in leads, auto-filling classes, re-engaging no-shows, and tracking profit in real time. Let’s not forget that big brands have the payroll and manpower that small businesses cannot afford at their current stage.

Kenko gives over 500 independent Pilates studios the same firepower to get the very same results—without the franchise price tag.

What Kenko gives you that generic booking tools and software don’t:

Built-in Reserve with Google integration to dominate local searches and attract high-intent organic bookings.
A premium, search-optimized website that captures sign-ups in seconds.
AI-powered lead nurture automation to impress prospects with personalized messaging and keep new members engaged.
Friction-free booking that fills reformer spots and drives repeat visits.
Pilates-first design with reformer maps, dynamic waitlists & boutique-level care.
Real-time insights & analytics so you can track every $ you spend.
Retention-boosting automation that keeps your members coming back.

Why this matters:

BFS reports show studios generating 50+ new leads a month earn 20% more profit[17].
Franchises already do this seamlessly with AI-stacked software while independents juggle clunky tools never built for boutique Pilates.

That’s the tech gap you feel every time a class finishes half-full. Kenko closes all these hidden gaps and gives you features franchises pay to get custom-built.

6.1 How Kenko levels the playing field — Stage-by-stage

You’ve seen how the franchise boom, tech gap, and rising ad costs stack the odds against independents. Kenko’s job is to reverse that—meeting you at every growth stage with the exact tool a Pilates studio needs to punch above its weight.

We simplify the process of how to open a Pilates studio, grow your first location, and even scale into a multi-location Pilates studio business without costly consultants.

Growth stage	How Kenko delivers
Opening day	Reserve with Google integration: Kenko’s vetted partnership pipes your presence straight into Google Search & Maps, vaulting you to the top of local results and winning your neighborhood from day one.
First 100 leads	Auto follow-up: Built-in automations follow up every prospect within minutes and nudge customers until they become a permanent member.
Filling classes	Two-click booking: Branded web & app with smart waitlists and spot selection & facility maps keep reformers full.
Retention push	Progress + Win-backs: In-app milestone tracking and automatic “we miss you” offers boost engagement and cut churn.
Referral flywheel	Loyalty engine: Credit-based referral program issues rewards instantly—BFS says top-line growth comes from member referrals. Plus, bring-a-friend perks drive new leads that convert at an impressive 85%.
Multi-location scale	Shared Inbox: All your studio communications, like DMs, texts, and emails all are in one place, so your team spends less time on admin and you get simplicity and your brand stays consistent as you add new locations.

7. Why the future is still bright for independent Pilates studios

Franchises look massive, but they don’t own the boom—there’s still wide-open space for Pilates studios that move now.

BFS 2024 report shows small and mid-size businesses that pair their local vibe with smart automation have pumped revenue by 23% and achieved 90%+ class-fill rates last year.

Kenko puts that same firepower at your fingertips, step by step—matched to every growth stage of your Pilates studio. All this, so your studio, not the brand down the block, rides the next wave.

5-second recap

Big brands are scaling fast, but for SMBs, retention is the real growth engine—when members stay, profits compound.
Just two new recurring members/month (at $175 each) can get you to 20% profitability.
Ask yourself: How will the franchise wave hit your Pilates studio? And will you let it?
The tech gap + legacy tools are the anchors pulling you down.
Kenko = franchise-grade power at just 20% of the cost.

Ready to change your Pilates studio’s future? Book a 15-minute demo with a Kenko Pilates expert—slots this month are limited.

The franchise wave is real, but so is your edge: community, authenticity, and now—thanks to Kenko—the same franchise-grade Pilates studio management software that powers the big brands. Secure your demo spot before they’re gone, and let’s make your studio the one everyone’s talking about next quarter.

FAQ

1. What makes Pilates franchises so successful?

Franchise Pilates studios win on brand trust, proven playbooks, national marketing budgets, and tech stacks that automate everything from lead capture to retention—advantages called out in recent franchise-growth reports[18][19].

2. How can independent studios compete with Club Pilates?

Lean into hyper-local community events, premium coaching, and close the tech gap with modern Pilates studio management software that offers Reserve-with-Google booking, AI follow-ups, and referral automation—tactics already helping boutique studios outperform larger chains in neighborhood markets[20].

3. What tools help Pilates studios grow?

Studios scale fastest when they combine a Pilates studio booking system with smart waitlists, AI retention tools like Shared Inbox, and all-in-one platforms (e.g., Kenko) that replace “seven different apps.”

4. Why is Mindbody not working for small studios?

For many independents, Mindbody’s high fees, complex interface, and frequent glitches outweigh its benefits—issues documented in multiple 2024 reviews and user forums highlighting hidden costs and slow support[21].

5. What is the best booking software for Pilates studios in 2025?

Kenko—built by and for boutique fitness owners—understands the Pilates workflow end-to-end. It pairs a vetted Reserve-with-Google partnership for instant digital presence, lead-to-member automation, smart waitlists & spot-booking, habit-tracking apps, and a multi-location command center, giving you franchise-grade power at about 20 % of the cost.

6. What are the real Pilates franchise costs and how do they compare to independents?

Franchise Pilates studios like Club Pilates or BODYBAR typically require $200K–$500K in startup costs, including $3,671 just for technology and software integrations, plus ongoing franchise fees.

Independents can launch for far less—often $50K–$150K, especially with affordable Pilates studio booking systems that cut payroll and admin costs. Location, equipment, and marketing choices decide the final number, but independents keep full control (and no royalty fees)[22].

7. What’s the studio business model comparison between franchises and boutique fitness?

Franchises offer predictable formats and marketing but take royalties. Boutique studios usually go with loyalty and premium personalization—with the right Pilates scheduling software they can earn 23% more revenue while staying independent.