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One of Australia's longest-running Pilates chains has entered two new markets this month with Studio Pilates International making a splash in both Canada and California on the same day, in addition to an opening in the Sydney suburb of Glenmore Park.
"We’re excited about continuing to expand into new markets, both domestically and internationally," says director Jade Winter, a former Olympic swimmer who co-founded the business in 2002 with his wife and high school sweetheart, Tanya Winter, a physical therapist.
"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.
Three new studios may be just a tiny part of the footprint for a group that now spans more than 110 locations, but they represent important milestones for Studio Pilates which is now in seven countries and saw its revenue rise by 32 per cent to $50.5 million in FY24.
The first Californian location is in San Juan Capistrano in southern Orange County, with another planned in the state in 2025 in the Silicon Valley-adjacent Foster City.
Other US launches are planned for next year in Florida, Colorado and Idaho, and the group's landmark 100th opening this year was in Chanhassen, Minnesota. Studio Pilates now boasts 13 studios in the US market, where it first entered in 2020 in Kentucky.
With a solid footing in the US 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.
"Entering a new market isn’t something we rush into — it’s something we do with precision and purpose," Jade Winter explains.
"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".
"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," he says.
"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.
"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," he says.
"Our studios are designed to be exactly that — bright, energetic spaces that people look forward to visiting, regardless of the weather outside."
Jade and Tanya started Studio Pilates from humble beginnings in a gym basement in Brisbane, and the group still has its global headquarters in the Queensland capital in the upmarket riverside suburb of Hawthorne.
In fact, around two in every five Studio Pilates studios are in Queensland, and the only Australian location where it has officially announced another opening in 2025 is in the southside Brisbane suburb of Tarragindi.
The company's rapid expansion was propelled by its move into franchising a decade after founding, and this was soon followed by the first foray overseas in 2014 with a studio launch in New Zealand - now one of Studio Pilates' largest markets with a studio footprint of 12, comparable to its presence in Sydney.
Studio Pilates entered China in 2018 where it still just has one location in Guangzhou, and the UK in 2023 where it currently has three studios.
Winter's goal is to make reformer Pilates as mainstream as going for a run or hitting the gym, with his vision for the business underpinned by its "Million People Plan".
"Once achieved, this will see one million people per week changing their lives through the Studio Pilates International class experience by 2035," he says.
"To fulfill this objective and make our dent in the universe, we are in the process of recruiting 2,500 franchisees globally who share our vision.
"I see Studio Pilates International as more than just a fitness business. It’s a place where people discover their potential, where someone who’s never exercised before can fall in love with movement and where even elite athletes can be pushed to new limits."
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