Studio Pilates expands with new locations in North America

Studio Pilates, founded in Brisbane in 2002 by Jade and Tanya Winter, has revealed that it has entered the North American market - opening studios in both Canada and the USA on the same day.

This month has also seen the long-running chain - which now operates more than 110 sites across seven countries - open a new location in the Sydney suburb of Glenmore Park.

Jade Winter, a former Olympic swimmer, explained “we’re excited about continuing to expand into new markets, both domestically and internationally.

"What we’ve learned from expanding into different markets is that, at their core, people are the same the world over. No matter where they live, our customers want to feel strong, healthy and in control of their well-being.

"They want workouts that fit into their busy lives, deliver real results, and leave them feeling empowered. This universal desire for health, confidence and vitality transcends borders, and that’s why the Studio Pilates method resonates in every market we enter."

This method involves 40-minute reformer Pilates group classes led by skilled and highly attentive instructors that accommodate individuals of all ages and fitness levels, with every exercise carefully crafted to allow for the progression and regression of members at their own pace.

The new studios represent important milestones for Studio Pilates which is now in seven countries and saw its revenue rise by 32%t to $50.5 million in FY24.

The first US location, in San Juan Capistrano in California’s Orange County, is set to be followed with another in the state in 2025 in the Silicon Valley-adjacent Foster City.

With the group's landmark 100th opening this year in Chanhassen, Minnesota, other launches in the USA are planned for next year in Florida, Colorado and Idaho. The group now runs 13 studios in the USA market, where it first entered in 2020 in Kentucky.

With a solid footing in the USA where it still has much more room to grow, Studio Pilates now has its sights set on expansion over the border in Canada as well.

The first Canadian studio has opened in Langley, British Columbia, and another two - in Oakville, Ontario and Calgary, Alberta - are in the planning and construction phases with launches planned in 2025.

Winter advises “entering a new market isn’t something we rush into - it’s something we do with precision and purpose.

"For the past 18 months, we’ve been carefully researching, planning, and, most importantly, finding the right people in the right areas.

"We know that success in any market comes down to having the right franchise partners who share our vision, live our core values, and are ready to roll up their sleeves and get things done."

He says it takes time to identify people who will not just be franchisees, but are also deeply committed to "delivering exceptional experiences for their clients and building something truly impactful in their communities".

He adds “we’ve been strategic, not reactive, and that’s why we’re confident that our entry into Canada will be as successful as it’s been in other countries.

"It’s never just about opening studios - it’s about building a strong, values-driven network of operators who are aligned with our mission to change the way the world works out.

"This means making reformer Pilates, and its benefits, accessible to everybody, regardless if they’re an athlete or a complete beginner. We ensure that clients of all ages and fitness levels can experience the life-changing results from our workouts."

Despite Winter's philosophy that most people's motivations are the same, logistical nuances exist that shape how Studio Pilates will approach different markets.

He goes on to say “for example, Canada’s long winters may shape how people prioritise indoor fitness routines. When it’s cold and dark outside, people want warm, welcoming spaces where they feel inspired to move.

"Our studios are designed to be exactly that - bright, energetic spaces that people look forward to visiting, regardless of the weather outside."

Images: Studio Pilates and (below) co-founder and Director Jade Winter.