Hi there,
This week’s main read is the Mariana Tek Trends Report, which shares some optimism about the future of the industry. I highly recommend you download it for yourself! We also look at the growing influence of Pilates across the fitness industry, especially its increasing appeal to professional athletes and a broader male audience.
Cheers,
Kaleen
Read of the Week
💡 The latest Mariana Tek report offers valuable insights for boutique fitness businesses, including Pilates studios which make up 43% of their customers. Read more. Key highlights include:
In-person attendance has returned to pre-pandemic levels
17% of monthly traffic comes from new clients
Paid intro offers convert better than free trials
Only 2% of visitors from 3rd party websites convert to membership *cough* ClassPass *cough*
60% of studio visits happen int he first 3 days of the week
Millenials make up 49% of all attendance via Mariana Tek in 2025
Pilates Biz
✂️ Xponential Fitness, parent company of brands like Club Pilates and Pure Barre, recently underwent layoffs and divested several brands, slimming its portfolio from 11 to five core fitness concepts. This strategic restructuring under new CEO Mike Nuzzo aims to optimize operations and create investment capacity, impacting the broader boutique fitness franchise landscape. Read more.
📈 Despite the layoffs, Xponential (parent company to Club Pilates) exceeded Q3 revenue expectations despite an overall sales dip. Read more.
🚀 Life Time is rapidly expanding its CTR Pilates class nationwide, with plans to offer the reformer-based group fitness workout in over 60 locations by the end of 2026. Read more.
🎶 Tempo Pilates, which integrates high-energy music with traditional Pilates movements, is gaining traction among celebrities and fitness enthusiasts. Read more ($).
In the News
😂 A male writer tried Pilates, challenging the idea that it’s only for women, which highlights an opportunity for studios to attract a wider clientele. His struggle and eventual appreciation for the workout demonstrate how breaking stereotypes can open up new markets for fitness businesses. Read more ($).
🧘 NFL player Byron Young credits Pilates for his improved performance, highlighting how the method enhances flexibility, stamina, and injury prevention for athletes. Read more.