Quote: Community as a Retention Tool
"You need high lead volume, but you also need a community that makes people want to stay," said STRONG Pilates CEO Michael Ramsey. He described community building as a foundational business principle, alongside a process of making “continuous 1% improvements” to the client experience each quarter.
- Franchise models like Club Pilates, which has over 1,000 locations, and corporate-owned chains like Solidcore, with around 130 studios, demonstrate two distinct paths for multi-studio expansion. Solidcore's growth is being accelerated by a $325 million credit facility secured in February 2025. - Analyzing booking data to optimize class schedules can increase a studio's revenue by 15-20% in as little as six months. Studios that regularly monitor and adjust their schedules based on attendance numbers, instructor popularity, and client feedback tend to have higher profit margins. - Creating clear career pathways for instructors is a key retention strategy during expansion; potential roles include studio manager, teacher trainer, or workshop presenter. Instructors with specialty certifications, such as pre- or post-natal training, can increase their earning potential by 15-20%. - The target demographic of young professionals is driving significant changes in fitness; Millennials and Gen Z now account for 80% of all gym-goers. This group prioritizes holistic health, integrating mental and physical wellbeing, and 72% of Gen Z exercisers use a hybrid model of in-gym and at-home workouts. - The transition from owner-operator to multi-unit leader often requires hiring studio managers with a strong background in sales to drive growth and revenue. Job postings for boutique fitness manager roles frequently list 2+ years of fitness sales experience as a requirement. - In the UK, 68% of employees aged 25-34 place a greater emphasis on their wellbeing now than in the past, opening opportunities for corporate wellness partnerships. Providing corporate wellness programs is a recognized career option for experienced Pilates instructors. - Boutique studio members in Europe spend, on average, €110-€125 per month, compared to the €40-€60 spent by members of conventional gyms, underscoring the high value placed on specialized and community-centric experiences. - Successful operational playbooks, such as that of Solidcore, ensure a uniform client experience across all locations by standardizing class formats, movement sequences, and using proprietary reformer-style machines.
