Club Pilates Launches New 'Circuit' Concept
Club Pilates president Tianna Strateman revealed the launch of a new athletic-based "Circuit" concept as part of the brand's ambitious expansion plans. This move signals a major player in the Pilates space diversifying its offerings to capture a wider fitness audience.
The new "Circuit" class is Club Pilates' first new national class format in seven years, developed in response to member demand for higher-intensity, performance-driven workouts. The class is designed as a progressive, full-body workout that combines strength, mobility, endurance, and cardio through circuit-style rounds. It utilizes various pieces of equipment, including the reformer, springboard, mat, and chair, and is offered at levels for advanced beginners and intermediate members. This diversification aligns with a broader trend in the boutique fitness market, where brands are expanding their offerings to attract a wider audience. Club Pilates, owned by Xponential Fitness, is the largest Pilates brand globally, with over 1,300 licensed locations. The franchise operates on a scalable, semi-absentee owner model, which is conducive to multi-unit growth. For studio owners looking to expand, a key strategy is securing pre-sale memberships to generate early cash flow and create buzz before a new location opens. Successful pre-sale campaigns often create a sense of urgency through limited-time offers and exclusive "founding member" deals with special pricing or perks. A structured 6-week pre-sale calendar can help build momentum, starting with brand introduction and culminating in exclusive previews and final offers. Site selection is critical for multi-location success, with a focus on neighborhoods that align with the target demographic—typically affluent, health-conscious individuals. Ideal locations have high visibility, easy accessibility, and are between 1,000 to 5,000 square feet to accommodate workout areas and amenities. A thorough analysis of local competition is also crucial to avoid market saturation. As studios scale, standardizing operations and member experience across all locations becomes paramount. This includes creating a comprehensive operations manual and implementing robust training systems for all staff. Multi-location gym management software can streamline scheduling, membership management, and reporting from a central dashboard, ensuring consistency and efficiency. Hiring and retaining quality instructors is a significant challenge in the fitness industry, with high turnover rates. To foster loyalty, studio owners can offer continuous training, career development opportunities, and a positive work environment. Building a strong sense of community among instructors, not just members, can also improve job satisfaction and retention. The target demographic of young professionals, including Gen Z and millennials, increasingly prioritizes health and wellbeing. In the UK, 63% of Gen Z and 61% of millennials exercise regularly. These generations, often dubbed "Generation Active," view fitness as a social experience and are driving the demand for boutique fitness. Understanding their preference for holistic wellness and community-oriented workouts is key to effective marketing and creating resonant experiences.
