Pilates is scaling up
Pilates demand is broadening: StudioGrowth is positioning itself as a studio‑management platform for premium boutique Pilates operations, describing the market as in “full growth mode” (openpr.com). Consumer interest is rising too — Decathlon’s Pilates reformer has drawn long lines, and Martha Stewart says she does three 45‑minute Pilates sessions a week at 84 (okdiario.com) (trendencias.com).
Pilates is moving from a boutique studio workout to a broader fitness business, with software companies, retailers and celebrities all pushing the trend at once. (usatoday.com) StudioGrowth said on April 13 that it is targeting premium boutique Pilates studios with an all-in-one management platform that bundles booking, payments, branded apps and customer messaging. The company said Pilates studios are adding locations and expecting the same digital tools already common in other boutique fitness categories. (usatoday.com) Consumer demand is rising on the booking side too. ClassPass said Pilates was its most-booked workout worldwide for the third straight year in 2025, with reservations up 66% from 2024 and more than 15 million Pilates bookings made through the platform. (classpass.com) That demand is also showing up in home equipment. Okdiario reported on April 13 that Decathlon shoppers were lining up for a Mobiclinic reformer priced at €415.95, pitching it as a cheaper alternative to monthly studio classes. (okdiario.com) Decathlon’s own storefront now has dedicated reformer sections in several European markets, including France, Spain, Italy and the United Kingdom. The listings range from foldable home units to higher-end machines sold through marketplace partners. (decathlon.fr) (decathlon.es) (decathlon.it) (decathlon.co.uk) Pilates is also benefiting from a wider shift in fitness spending toward repeat memberships and tech-enabled studios. Mindbody said in its 2025 industry report that 72% of fitness and wellness businesses were optimistic about performance, 54% said monthly or tiered memberships were their most popular pricing model, and more than half were investing in or evaluating new technology. (mindbodyonline.com) The appeal is not limited to younger customers or studio regulars. In an interview published in December 2025, Martha Stewart said she does 45-minute Pilates sessions at 6:30 a.m. on Mondays, Wednesdays and Fridays, usually on the mat and reformer, and said the routine helps keep her “very strong” at 84. (health.yahoo.com) Pilates still carries a premium image in many cities because reformer classes require expensive machines, trained instructors and small class sizes. The new mix of studio software, marketplace booking and lower-cost home gear suggests operators and retailers are betting that demand now extends well beyond that niche. (classpass.com) (mindbodyonline.com) (okdiario.com) For now, the clearest sign is where the money is going: into more software for Pilates operators, more bookings on fitness marketplaces and more reformers sold for living rooms instead of studios. (usatoday.com) (classpass.com) (okdiario.com)
