How to Grow Your Pilates Studio: 5 Proven Strategies for Sustainable Success
As a Pilates studio owner, you’re guiding individuals through their Pilates journey, but also building a brand, supporting your community, and working towards long-term business success. The Pilates industry is known for its passion and personal touch; intentional growth is essential. Whether your goal is to increase your number of clients, diversify your revenue, or establish your studio as a leader in the Pilates industry, here are five practical ways to scale your business while staying true to your mission and values.
Offer Online Classes
The last few years have taught us that online Pilates classes are part of the industry's evolution. Offering virtual classes allows you to expand your reach, retain clients as they travel, and provide a consistent experience no matter where your clients are located. One key component to success in the online Pilates space is continuing to provide connection in your classes!
Here are some ideas to help make build your online offerings in a strategic and personal way:
Live Zoom Classes
Live Zoom classes do a good job of replicating the in-studio vibe and energy. You can offer real-time corrections, use your clients’ names, and create a sense of community and belonging. These types of classes may help retain current clients who have moved or prefer in-home practice.
Niche Workshops & Series
Concepts like “Pilates for Office Workers”, “Prenatal Pilates” or “Core Strength for Cyclists” are all specialized topics that can help attract new audiences, build your authority in the market, and provide passive income streams.
Support Your Clients Digitally
Consider creating a private Facebook group, offering email check-ins, or personalized video responses to your clients. These simple and easy-to-do touches will help build loyalty and give your online clients a reason to continue with your studio.
Stand Out from the Competition
This is important! As the Pilates field grows, you don’t want to be “just another Pilates studio” in your community. It’s critical that you own your niche and let your studio’s identity and culture shine through to current and future clients.
Consider what makes your studio yours. What makes it unique?
What type of clients do you attract and enjoy working with?
What values and principles set your team apart from others?
What are you known for? Post-rehab work? Inclusive programming?
Once you’ve determined what makes you different, find a way to include that in your messaging:
Make sure your website reflects your brand identity. Your website is a tool to convey who you are, not just a place to list class times and fees.
Use social media to give the world a glimpse into your studio culture. Show off what makes your instructors and studio special!
Allow prospective clients to feel your studios vibe before they roll out their mat. Clients aren’t just choosing classes, they’re choosing an experience.
Be Consistent on Social Media
Contrary to popular belief, you don’t need a full-time content team to maintain a powerful online presence. Social media is a fantastic tool to build and maintain relationships. When used properly, it can help you build trust, educate your audience, and stay top-of-mind without sacrificing your sanity.
Here are some ideas on how to stay relevant on social media:
Focus on Value
Instead of stressing over “likes”, ask yourself this: “what will help my followers move better, feel better, and get to know our studio better?” Offering short form tips and short demo videos are a great way to engage your audience.
Show Off Your Community
New clients like to see themselves reflected on your feed. In addition, it’s important to feature stories including long-time clients, spotlight instructors, and celebrating milestones. Real people will help build a genuine connection.
Batch and Repurpose Content
Take a single photo or video clip and repurpose it into a Reel, a photo post, and an email tip. You don’t have to waste time reinventing the wheel, just be consistent!
Be Human
Your audience doesn’t expect or need perfection, they want connection. Don’t be afraid to show the behind-the-scenes, bloopers, and everything in between.
Get More Clients
Marketing can feel overwhelming sometimes, especially with all ever-changing trends. Don’t fall into the trap of chasing marketing gimmicks. The trick to effective marketing is staying true to your brand while building trust, visibility and value.
Here’s how to attract more clients in an authentic way:
Client Referrals
Offer a free class or discount to clients who bring a friend along. This will keep your current clients happy and introduce new clients to the mix who already have some trust in your studio due to the personal recommendation.
Local Collaborations
Partner with local wellness professionals like physical therapists, nutritionists, or boutique gyms. Co-host events, offer free intro classes, or trade shoutouts on social media.
Make Yourself Easy to Find
Keep your Google Business Profile up-to-date, ask clients to leave reviews, and make sure your website has useful and easy-to-find information. Ensure you focus on your website’s SEO to improve visibility on search engines.
Build a Teacher Training Program
If you’re feeling ready to take your studio to the next level, creating your own teacher training program might be the most impactful move you make! This is a great way to solidify your studio’s role as a leader in the Pilates landscape. This is also a great way to create an additional revenue stream, and ensure new teachers are trained to your standards.
Building a program from scratch can feel daunting, that’s why it’s useful to have some help. The Pilates Education Institute is a trusted resource that offers curriculum support, accreditation guidance, and business mentoring to help Pilates studio owners launch teacher training programs with confidence. PEI’s approach is flexible and practical, making it easier for studio owners to scale effectively.
The benefits of launching your own training program include:
Growing your team from within
Retaining clients who are dedicated to deepening their practice
Increasing studio income with training tuition and mentoring fees
Building your reputation as an educator
A strong teacher training program not only sustains your studio, but also shapes your future in the Pilates industry.
Growing your Pilates studio doesn’t mean diluting your mission or trying to do everything all at once. Sustainable growth means strategically expanding your reach, deepening your impact, and creating systems that support long-term success. Whether you’re launching online classes, investing in teacher training, or leveling up your marketing, do it in a way that stays true to your unique voice and values.
