How to Open a Pilates Studio in 2025

Pilates is a growing market, making it an opportune time to start your own studio. In 2024, nearly 13 million people in the US participated in Pilates. The industry is thriving: US Pilates and yoga studios generated roughly $15.8 billion in revenue in 2023.

Whether you’re a seasoned Pilates instructor looking to create your own boutique reformer studio or a practitioner who wants to team up with a group of certified instructors to open a full-service movement facility, your success hangs on the details. Here’s how to open a Pilates studio—from finding the perfect space and equipment to recruiting instructors.

How to open a Pilates studio

1. Get clear on your vision
2. Research your competitors
3. Write a business plan
4. Incorporate and register your business
5. Find a studio space
6. Get insurance
7. Buy Pilates equipment
8. Hire staff
9. Forge your brand identity
10. Build a website
11. Incorporate a retail offering
12. Create a marketing plan and launch

Here’s what it takes to build a Pilates business from the ground up:

1. Get clear on your vision

Describe the type of studio you envision (e.g., intimate boutique with private reformer sessions versus. large studio with group mat classes) and who your target customers are. The more specific you get—busy professionals, new moms, athletes rehabilitating their injuries—the easier it is to hone your offerings for your target market.

Think through the day-to-day running of your studio. What will your schedule look like—early morning mat classes for commuters, lunchtime express sessions, or evening reformer classes? How many instructors do you need to cover the timetable, and will you have a front desk receptionist or use self check-in? Plan out class capacity and how you’ll handle booking. Also consider any software or systems needed for smooth operations, like fitness scheduling software, a website builder, or a point-of-sale system for selling merchandise.

2. Research your competitors

Don’t just research your competitors on paper—attend classes at other Pilates studios in the neighborhood. Note which ones have waiting lists for reformer classes, which instructors command a following, and where the equipment looks worn out. Observe the following closely:

• Classes and services. What types of classes do they offer (e.g., group mat classes, private reformer sessions, hybrid yoga-Pilates classes)? Do they offer any exclusive services like prenatal Pilates or physical therapy integration?

• Pricing. How much do they charge for drop-in classes, packages, and memberships? What about private sessions? This will give you an understanding of the market’s pricing expectations.

• Schedule and capacity. Observe their class schedule and how full classes are. This reveals peak times and demand in your community.

• Customer experience. Look at their branding, studio ambiance, and client reviews. What do clients love about them, and what shortcomings can you identify?

By researching competitors, you uncover opportunities for your own successful Pilates studio. Use the information you find to sharpen your offerings and find a niche or one-of-a-kind selling point for your Pilates studio.

3. Write a business plan

Aside from satisfying lenders, a good business plan helps you think strategically about every aspect of your business. List all startup costs (incorporation fees, equipment, rent deposits, renovation work, permits, studio furnishings) and ongoing costs (rent, water, electricity, instructor salaries, liability insurance, cleaning supplies, Pilates studio software). Estimate how many clients or classes you’ll need per week to cover costs and turn a profit.

Next, decide what classes and packages you’ll offer and how you’ll price them. Pricing your classes correctly is a balancing act—you need to cover expenses and make a profit, but also stay attractive to customers. Pilates classes, especially reformer sessions, tend to cost more than general fitness classes because of the specialized equipment and training. Most Pilates fitness studios offer a mix of pricing options to fit different clients. Here are common pricing packages in the Pilates world, and approximate pricing, according to data from AirTasker:

• Single drop-in class. Typically ranges from around $30 to $40 for a single session. This is the highest per-class rate and is aimed at casual attendees or newcomers who aren’t sure if they want to commit.

• Class packs. A way for clients to enjoy a discount when buying multiple classes upfront. You might sell a five-class pack for $150 to $195 or a 10-class pack for $200 to $300, depending on location. Packs incentivize commitment while giving flexibility on when to use them.

• Monthly memberships. Unlimited class memberships are popular for devoted clients and can range in price. Recurring memberships provide steady revenue and encourage frequent attendance.

• Semi-private sessions. These duet sessions (two clients with one instructor) can be priced at $40 to $85 per person, slightly lower per person than privates while still providing focused attention.

• Private session rates. One-on-one Pilates training will be the most expensive offering. Set prices based on market rates in your area.

Also consider offering an introductory special for new clients (for instance, two weeks of unlimited classes for a low flat rate) to encourage people to try out your studio. Consider quarterly workshops and instructor training weekends as well.

4. Incorporate and register your business

How you structure your Pilates studio business (e.g., a sole proprietorship, partnership, or limited liability company) has legal, tax, and financial implications. An LLC is a business structure that can be owned by one person or multiple people (called members). It’s a popular choice because it legally separates the business owners’ business assets and liabilities from their personal affairs. Consult with a legal adviser if you’re unsure of the best structure for your business.

Once you’ve decided on an entity type, it’s time for incorporation paperwork and registration with your state. Then you can obtain an employee identification number (EIN) from the IRS.

5. Find a studio space

Scout spaces with these factors in mind:

Location and accessibility

Aim to be near your target clientele. A spot in a high-traffic area (like a downtown district, shopping center, or near offices and gyms) can attract walk-ins and increase visibility. Ensure there’s ample parking or public transit access for clients’ convenience.

Size and layout

Plan for a studio layout that accommodates the type of classes you’ll offer. A mat Pilates studio needs open floor space for students to lay out mats with some buffer room. A reformer studio requires space for the machines (each reformer bed plus clearance for movement). You’ll also need space for client changing areas, storage, and reception.

Ambiance

Look for a place you can shape into a calming, inviting environment. Natural light and nice flooring will enhance the client experience. High ceilings and good ventilation are pluses for a comfortable exercise environment.

Lease terms and cost

Balance your dream location with what you can afford. Commercial rent will be one of your biggest ongoing expenses, so compare rates. Also consider the lease length and any restrictions (for example, some landlords may need to approve heavy equipment or renovations).

Before committing, picture a day in the life at that studio: Is there noise from neighbors that could disrupt a class? Choose a space that fits your needs out of the gate and allows room for growth if you plan to expand your offering later.

6. Get insurance

Protecting your business (and yourself) with the right insurance is a must before you open your doors. At a minimum, you will need general liability insurance to cover accidents or injuries that might occur at your studio. Because Pilates involves physical activity, having liability coverage is essential in case a client gets hurt during a class. If you’re renting a space, your landlord may also require you to carry liability insurance and name them on the policy.

Beyond general liability, consider professional liability insurance (sometimes called malpractice or errors and omissions insurance for fitness instructors). This protects you if someone claims your instruction caused an injury. If you hire employees, you may need workers’ compensation insurance as required by your state. And don’t forget property insurance for your equipment (especially if you invest in expensive reformer machines).

Shop around and talk to insurance providers who specialize in fitness or wellness businesses. Getting the right insurance will give you peace of mind and is often necessary to join professional organizations or to rent commercial space.

7. Buy Pilates equipment

Outfitting your studio with equipment is one of the most significant startup costs, and it will depend on the type of Pilates classes you plan to offer. 

Mat Pilates uses minimal equipment. You’ll need high-quality Pilates mats for students to exercise on. Many mat classes also incorporate small props for workouts, so consider buying magic circles (Pilates rings), resistance bands, light hand weights, yoga straps, and stability balls. These items are relatively inexpensive and easy to store. You might also include foam rollers and Pilates arcs for more variety. Mat Pilates is budget-friendly to set up—you mainly need open floor space and enough mats and props for a full class.

Reformer classes use specialized Pilates apparatus, primarily the Pilates reformer machines. They are a bigger investment—a single reformer can cost several thousand dollars. If you plan to run group reformer classes, you’ll likely buy four to 10 reformer machines (to accommodate multiple clients per class).

In addition, many fully equipped Pilates studios include other apparatus like the Cadillac (trapeze table), Wunda chair, and ladder barrel for a complete Pilates system.

8. Hire staff

Next, you’ll build a team. The key position will be qualified Pilates instructors—they are the ones teaching classes and representing your studio’s quality. If you plan to offer a full schedule (early mornings, evenings, weekends), you’ll likely need a few part-time instructors or one or two full-time instructors to cover all the classes. Ensure any instructor you hire is properly certified in Pilates (mat and/or equipment) from a reputable program like the Pilates Method Alliance (PMA), BASI Pilates, Balanced Body, or Stott Pilates.

You may also seek instructors with specialized certifications, such as:

• Pre/postnatal Pilates. Prioritizes core stability, pelvic floor, and pregnancy-adapted exercises. This certification lets you serve expectant and new mothers seeking safe movement.

• Athletic performance. Emphasizes sport-specific conditioning using Pilates principles. This attracts active clients seeking increased functional movement and avoiding injuries.

• Rehabilitation. Narrows the gap between fitness and physical therapy, whether that’s helping post-knee surgery patients regain proper walking mechanics or teaching desk workers how to maintain ideal posture while sitting for eight or more hours.

It’s common for instructors to be independent contractors, but you could also hire employees—decide what works for your business model and check legal requirements in your state.

Aside from instructors, consider if you need a front desk or administrative staff member. This person can greet clients, handle check-ins, manage class bookings, and answer inquiries while you focus on teaching. In the beginning, you might handle the desk yourself during off-teaching hours, but as you grow, a friendly, organized receptionist or studio manager can improve customer service.

9. Forge your brand identity

Your brand is how you communicate who you are and what makes your studio special—from the name and logo to the tone of your class descriptions and messaging on social media. It also differentiates you in a crowded wellness market—maybe you specialize in classical Pilates technique, or perhaps your studio vibe is high-energy and music-driven. Here’s where to start:

Define your vision and values

Articulate why your Pilates studio exists and what it stands for; then figure out what sets your studio apart from others. Maybe your mission is to make Pilates accessible for all ages and body types, or perhaps you offer the most athletic, sweat-inducing reformer workout in town.

Choose a business name and logo

Brainstorm a studio name that’s distinctive, easy to remember, and meaningful. Your studio name doesn’t have to match your legal business name; you can use a “doing business as” (DBA) name for your studio. Ensure the name isn’t already in use locally and grab the matching website domain and social media handles. Then design a logo and pick a color palette that visually represents your style.

Craft a consistent voice and tagline for your studio

Decide how you want to sound when communicating with clients—maybe it’s warm, welcoming, and encouraging, or perhaps upbeat and empowering. Write a short tagline that captures your studio’s essence. Use this voice and tagline for website copy, social media captions, and studio signage so that all messaging feels cohesive and on-brand.

Align every touchpoint with your brand

If your brand is about calm wellness, then everything from your studio décor (gentle lighting, relaxing music, aromatherapy) to your instructors’ teaching style should reflect that. If you brand yourself as an energetic, athletic Pilates gym, your studio might feature upbeat music, minimalist design, and instructors who motivate with high-intensity cues.

10. Build a website

A well-designed website accomplishes a lot for your business: It helps people find you in online searches, communicates your studio’s brand and offerings, and allows clients to view schedules or book classes with ease. Website builders and ecommerce platforms (like Shopify) make it straightforward to create a polished site that matches your studio’s vibe. Here’s what should be on your checklist:

Include must-have information front and center

Your site should clearly display what potential clients want to know: what types of classes you offer, when they’re held, and how much they cost. Have a dedicated schedule page that’s easy to read and a pricing section outlining drop-in rates, class packs, and memberships.

Integrate online booking and payments for classes

Make it effortless for someone browsing your site to become a client by adding a class registration and payment system. Many Pilates studios use scheduling software or plug-ins that let people reserve a spot in a reformer class or buy a multi-class pass online. If you build your site using Shopify, for example, you can install scheduling apps from the Shopify App Store to handle class bookings.

Capture your brand identity

Use the same branding colors, logo, and tone in your website and content so that it all feels like an extension of your studio. A simple, uncluttered layout with high-quality photos of your studio or instructors in action can convey your atmosphere.

Optimize for local search

Implement basic search engine optimization (SEO) tactics. Use keywords like “Pilates classes in [your town]” in your page titles and headings, and include your location information prominently. Embed a Google Map on your site and claim your Google Business listing so that your studio shows up in local search results and on Google Maps.

Show off your instructors and community

Include an About Us or Our Team page with photos and bios of your instructors, highlighting their certifications and teaching styles. Sprinkle in some testimonials from your students, and perhaps a few candid photos of real classes—as long as you have client permission.

Make contacting you and staying in touch easy

Provide your studio’s address, phone number, and email, along with your hours of operation. Mention any practical details like parking or the nearest public transit stop. Don’t forget to link your social media accounts so visitors can follow your studio accounts for updates and to get a sense of your community.

11. Incorporate a retail offering

Consider selling branded merchandise both in-studio and online, such as clothing, grip socks, massage balls, and resistance bands. You can also sell digital products, like downloadable guides, on your website. A Shopify store gives your students the option to browse your gear online while its POS system handles in-studio purchases, letting you track inventory and sales where clients can grab everything from your branded leggings to digital guides on posture.

12. Create a marketing plan and launch

For a Pilates studio, effective marketing is often a mix of old-fashioned community engagement and modern digital tactics. You’ll want to start spreading the word well before your grand opening (to build buzz and early sign-ups) and continue with ongoing outreach once you’re established. Consider these marketing tactics:

Host a memorable grand opening event

Kick off your studio’s launch with an open house, offering free demo classes and giveaways (like branded water bottles or grip socks). Collect contact information through an email sign-up or raffle during the event so you can follow up with promotions for those who showed interest.

Establish an online personality

Post across social media platforms—short TikTok videos of instructors demonstrating exercises on the reformer, client testimonials on Instagram, and behind-the-scenes peeks at class prep on Facebook. Use local hashtags (e.g., #PilatesDallas) to increase your reach in the area. Engage with your online audience by responding to comments and messages, and encourage happy clients to tag your studio in their posts.

Implement a referral program

Happy Pilates clients will naturally tell their friends about your studio, but a referral incentive gives them an extra push. Create a “bring-a-friend” deal where existing members can invite a guest to a class for free or at a special rate.

Reward client loyalty to boost retention

Encourage your members to stick with their practice by launching a loyalty program. For example, you could offer a free class after every 10 paid classes, or use a points system where members earn rewards like discounts on merchandise or workshops.

Partner with local businesses and events

Team up with complementary businesses like yoga studios, gyms, physiotherapy clinics, or wellness cafés for cross-promotion. You might do a joint event or simply agree to refer clients to each other.

Use email marketing to stay connected

Start building an email list of both prospects and members (through your website and in-studio sign-ups). Send out a regular newsletter to announce new class schedules or instructors, share a quick Pilates exercise of the month, highlight a member’s success story, or include a special offer for subscribers.

Plan promotions

Especially in the early days, strategic promotions can help draw in first-time customers. For example, you could run a new member special (such as three classes for $30) or offer a discounted monthly pass for the first month.

Consider paid advertising to boost growth

If budget allows, you can experiment with targeted online ads (like Facebook Ads or Google Ads) aimed at local residents interested in fitness. Track what marketing efforts bring in the most new sign-ups (ask your clients how they heard about you) and use that data to refine your marketing plan over time.