Australian-born Strong Pilates is gearing up to bring its blend of Pilates and cardio across the U.S., with over 100 confirmed locations, including 77 signed franchise agreements. This includes multi-site franchise agreements in Dallas, Austin, Los Angeles County, Orange County, San Diego, New Jersey, and Massachusetts.

Single-site franchise agreements have also been confirmed in Cinco Ranch, Texas, and across Long Island in Syosset, Garden City, Commack, and Ronkonkoma.

Strong Pilates sets itself apart from an otherwise crowded space by incorporating Rowformers and Bikeformers into its workout. Part rower/bike and part reformer, the equipment encourages an elevated heart rate for cardio enthusiasts. Strong Pilates owns the exclusive rights to both the Rowformer machine, which was developed in the U.S. and combines resistance training with cardio HIIT training, and the Bikeformer.

The brand has found a fan in NBA San Antonio Spurs player Zach Collins, who was the first to trial Strong Pilates in the U.S.

“There is increased demand in the United States for a boutique, multi-modality offering such as Strong Pilates, which has already garnered widespread interest among those wanting a more intensive low-impact option,” Strong Pilates’ co-founders Mark Armstrong and Michael Ramsey said in a joint statement. “Our expansion plans are indicative of a unique offering entering the U.S. market, which has already seen incredible growth across nine countries. With over 100 studios confirmed in our first year of entry, this is the start of an expansive roll-out of an unparalleled  fitness format.”

The two fitness industry veterans launched Strong Pilates in 2019.

Last month, the Pilates franchise launched its first U.S. studio in Stone Oak, San Antonio, marking its 70th studio globally, joining established Strong Pilates locations in Australia, New Zealand, the U.K., Ireland, Singapore, Canada, the Philippines, and Indonesia.

The Pilates franchise says additional studios are in the works for Japan, South Korea, Malaysia, Dubai, and Bahrain.

In addition to its upcoming franchised locations, Strong Pilates’ first corporate-owned studio is currently in development for Hermosa Beach, California, with 30 more planned for Florida and Texas.

Strong Pilates offers five classes: a beginner class centered on technique, Strong Loaded for those looking to make gains, Strong Body for a full-body workout that includes cardio bursts, Strong Sweat for the ultimate HIIT experience, and a Pilates-only class for mobility, balance, and strength. 

The Pilates business has dominated the boutique fitness industry in recent years, with brands such as JetSet Pilates, Club Pilates, and F45’s FS8 making moves. While the in-studio Pilates experience has certainly resonated with fitness consumers, fully booked classes have led some to consider investing in at-home Pilates equipment. According to one recent market report, the global Pilates equipment market size is projected to grow by $146.3 million from 2024 to 2028.

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The home gym of the future could soon feature Pilates equipment, per a new report from Technavio, which projects the global Pilates equipment market size to grow by $146.3 million from 2024 to 2028.

Although Pilates classes are seeing increased attendance (ClassPass, a booking and subscription platform, noted Pilates was its most popular workout in 2023, with reservations up 92%), classes that rapidly fill up have led many Pilates fans to consider at-home reformers, crowdsourcing recommendations on brands like AeroPilates or Balanced Body. 

Such demand for home fitness equipment is set to drive the global Pilates equipment market, according to Technavio, with 37% of the growth expected to originate from North America. Pilates equipment such as cadillacs, reformers, chairs, barrels, arcs, mats, resistance bands, Pilates balls, and rings are all in high demand, according to the report.

Additionally, chronic health conditions such as diabetes, obesity, lung problems, and musculoskeletal disorders contribute to the expected Pilates equipment market growth, particularly as consumers have adopted self-care routines and frequent boutique fitness studios.

Pilates Equipment Makers Compete

Leading Pilates equipment brands have been making advancements and leadership appointments in the last year as the low-impact workout has gone mainstream. Reform RX, a company that makes a commercial-grade, digitally connected Pilates reformer, recently landed $5.1 million in funding to drive its global expansion and advance the user experience.  

Merrithew, known for its at-home and commercial Pilates equipment and educational services, appointed Jim Heidenreich as its new CEO over the summer, in part to drive product development and digital engagement as Pilates gains more fans.  

“I am honored to step into the role of CEO at Merrithew and excited to lead a company that is not just a participant in the mindful movement industry but a leader at its forefront,” Heidenreich said of his new role. “My passion for empowering individuals to lead healthier lives aligns perfectly with Merrithew’s mission. Through strategic initiatives in education, product development, and digital engagement, we are committed to ensuring Merrithew strengthens its prominence in the global market and continues to inspire people worldwide to achieve optimal wellness.”

In September, Merrithew unveiled Cross-Bow Handles, an addition to the stability chair that provides Pilates enthusiasts with balance and stability. The handles also allow Pilates instructors to provide personalized support for clients and their specific needs.

Basi Systems, another leading Pilates equipment maker, launched an innovation over the summer with its Basi Systems Compact Reformer—a space-saving solution that satisfies evolving market demand, according to CEO Matthijs Wilhelmus.

“With the rise of larger group classes, there is a growing need for quick, easily adjustable equipment that maximizes space efficiency and caters to all levels of experience,” Wilhelmus said of the new compact reformer. Wilhelmus was appointed CEO last year to lead Basi System’s expansion plans.

Technavio’s Pilates Equipment Market Analysis report can be found here. 

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