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Pronto Pilates, a Perth-based company that operates a virtual trainer network of Reformer Pilates studios nationally, has raised $1.64 million through an equity crowdfunding campaign that is among the largest undertaken in Australia this year.
Founded by Steve Anson and Emma Shelton, Pronto Pilates will use the funds to expand its current footprint which comprises 15 studios in Perth, Sydney, Melbourne, Brisbane and Adelaide, with more than 20 new locations in development.
The equity crowdfunding campaign, undertaken on the OnMarket platform, attracted 488 new investors who have backed the business model of “teacher-less” Reformer Pilates classes that are run in-studio via qualified instructors on screen.
Pronto Pilates has ambitions to open 1,000 studios globally over the next four years, targeting North America, the UK, Europe and Asia-Pacific.
The founders say their aim is to combine “tech-savvy solutions with expertly designed in-studio workouts making Pilates more accessible and convenient rather than just an occasional treat”.
The business leverages a low-cost model for studio members, with the classes provided on a rotating basis from 5.15am until late in the evening.
“My wife and I fell in love with Pilates back in 2022, but after paying more than $500 on classes in one week, we woke up to ourselves and realised just how out of touch and elitist Pilates is for the average person,” claims Anson, the Pronto Pilates CEO.
“Everything about Pilates is exclusionary and intimidating, from the high costs, to working up the courage to join a studio and attend classes as a beginner.
“I wanted to create an alternative that was affordable and accessible for all, leveraging my tech and business expertise to disrupt an industry that had obvious flaws. The class styles, pace, cues and moves are created with our members in mind, to give them a quality workout with little to no risk.”
Anson has welcomed the new investors to the company, among them many who have expressed an interest in buying a studio which was promoted as part of the crowdfunding campaign. Several interested parties are said to be healthcare providers who want a Pronto studio attached to their practice.
“We’re grateful for their investment and further validation of our business model,” says Anson.
“The new funds will accelerate our growth especially international markets with Singapore, New Zealand and the US on the plan for launch in Q1 2025.”
The $1.64 million equity raise is the third-largest crowdfunding raise in Australia this calendar year and the largest this financial year. It is also the second biggest for the OnMarket platform in 2024.
“When Steve approached me with the idea for Pronto Pilates I was sold,” says co-founder Emma Shelton, an accredited Pilates instructor.
“After years of working in the industry I had always been passionate about encouraging people to adopt Pilates on a regular basis as the health benefits are astronomical, but it’s not always affordable.
“Pronto not only solves this problem but also allows me to bring my Pilates expertise to a wider audience, in a more accessible and convenient way. Developing on-screen classes means I can guide people in Pronto studios across the globe which is pretty incredible.”
Pronto Pilates offers a variety of classes that are led by fully qualified instructors on-screen, including “orientation” for newbies, “foundation” for beginners and “open” for more advanced Pilates enthusiasts.
“We have filmed over 70 unique classes specifically designed for on-screen instruction and have these on rotation throughout an extensive weekly schedule, so you can go every day for two months without repeating a class,” says Shelton.
“Our classes run 365 days per year, from 5.15am until late in the evening, which is a game changer, as most studios only offer a limited number of classes in the morning and evening, even less on weekends and rarely Sundays, making it difficult to fit workouts into a busy schedule.
“Pronto studios are fully equipped with high quality reformer machines, resistance bands, rings, weights and anything else members may need during a session.”
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