Pilates Business Podcast

Episode: 100 Locations in 14 Countries: The Systems, Strategy & Secrets Behind Strong Pilates' Global Growth

Host: Seran Glanfield
Guest: Michael Ramsey (Co-Founder & Director, Strong Pilates)
Date: March 23, 2026

Episode Overview

In this dynamic episode, Seran Glanfield interviews Michael Ramsey, the co-founder and Director of Strong Pilates—a global fitness brand blending Pilates and strength training with high-intensity, low-impact programming. Since opening in 2019, Strong Pilates has rapidly expanded to 100 studios across 14 countries, with ambitious plans to scale further, particularly in the U.S. Michael shares the inspiration behind Strong Pilates, the crucial role of systems and franchise readiness, strategies for maintaining consistency across global locations, and the innovative, tech-driven future of boutique fitness.

Key Discussion Points & Insights

1. The Genesis and Concept of Strong Pilates

• Michael’s background: Transition from owning F45 franchises to discovering Pilates during personal injury rehab.

  "I broke my ankle and I rehabbed on a reformer ... not only did my ankle heal, but all my injuries dissipated very quickly." (03:08 - Michael Ramsey)

• Felt Pilates provided healing and core strength, but personally wanted more intensity and load.
• Discovered the 'rowformer' in the U.S.—a machine merging rowing and reformer Pilates.
• Co-founded Strong to combine the strengths of Pilates, rowing/cardio, and strength training for a full-spectrum, hybrid experience.

  "We just wanted to sort of create a... all-encompassing workout." (06:17 - Michael Ramsey)

2. Class Structure & Client Experience

• Offers both 'bike former' and 'row former'—clients pick row or ride each session.
• Heavy dumbbells (up to 35kg/70lbs) included.
• Class flows alternate between reformer, rowing/riding, and strength work, keeping heart rate elevated and programming fresh.
• Variety of classes: pure Pilates, Pilates + strength, or combinations including cardio.
• Programming is designed for frequent attendees (e.g., seven-days-a-week users).

3. Franchising Mindset from Day One

• Michael and co-founder Mark set out intending to franchise early, leveraging prior franchising experience.
• Opened first corporate then first franchise location within a month.
• Growth driven by strong consumer demand; even Pilates teachers from other studios became paying customers.

  "We had all the Pilates teachers from the surrounding studios coming and training at Strong—and paying." (08:10 - Michael Ramsey)

• Largest member base comes from regular gyms, not just Pilates or functional training backgrounds.

4. Brand Positioning and Demographics

• Deliberate gender-neutral branding (black, white, blue) on social and marketing.
• Although classes start with a majority female base, over time, locations reach up to 25% male membership—a significant figure for Pilates-centric spaces.
• Attracts a diverse membership across age, gender, and fitness backgrounds, including those moving on from higher-impact training.

5. Building a Franchise-Ready Business: Systems and Infrastructure

• Critical Importance of Systems:

  "You cannot grow without the systems in place ... running a franchise with 20 studios compared to 100 is also very, very different." (11:16 - Michael Ramsey)

• Robust systems standardize teacher training, brand voice, studio experience, design/look, and operational processes.
• Constant infrastructure planning for future growth (e.g., currently planning for 250+ as they hit 112 sites).
• Performance management and franchisee support evolve as the network grows; processes constantly refined.

6. Scaling: Leadership & Communication

• Michael’s leadership focus has shifted from "in the weeds" to overseeing international teams and high-level strategy.
• Clear, deliberate communication is essential—never assume knowledge at any level (members, staff, or franchisees).

  "Never assume ... all that messaging needs to be out there." (13:55 - Michael Ramsey)

• Distinct stakeholder layers: headquarters team → franchisees/staff → members.

7. Consistency & Retention: Systems in Action

• Onboarding of franchisees is comprehensive, covering studio operations, pre-sale strategy, staffing, marketing, and experience delivery.
• Teacher Academy ensures class quality and brand consistency.
• Focus on retention: embedding progression into workouts (progressive overload for strength, cardio, and Pilates), plus small member rewards (milestone grip socks, hoodies) but always results-first.

  "What our clients want are results. And that's what we can give them." (18:00 - Michael Ramsey)

8. The Strong Franchisee: Who Succeeds?

• 70% of franchisees eventually own more than one location.
• Most successful owners often have sales backgrounds, not necessarily fitness, but business/service experience is helpful.
• Ideal owner: a connected "local hero" who is engaged with their community and/or an effective operator.

  "Our most successful studios in the world ... the franchise owner comes from a sales background." (22:00 - Michael Ramsey)

• Coaching and support is extensive—performance managers meet regularly with owners, especially in initial stages.

9. Learning from Failure

• Value in testing new ideas and learning from missteps:

  "Never let a good disaster go to waste." (24:41 - Michael Ramsey)

• Over-engineered pre-sales or gimmicky tactics (e.g., extreme discounts, AI sales agents) can backfire due to lack of authenticity.

10. Innovation & The Future of Boutique Fitness

• Strong Pilates invests in annual innovation, with every department expected to present major developments at internal conferences.
• Rolling out "fully connected" studio technology—iPads/monitors on machines to collect performance data, recommend weights and springs, track heart rate zones, and even AI feedback on form.
• On-floor tech (TVs/screens) assists both instructors and members, notably helping with member (especially male) confidence and faster transitions.

  "Tech to support the experience, but not tech to be fancy for the sake of tech." (28:49 - Michael Ramsey)

• Tech amplifies member engagement with personal milestones and automated onboarding content for new members.
• Innovations all circle back to supporting instructors and ensuring member results, not replacing the human aspect.

11. Looking Forward: Global Markets & Expansion

• 155 additional sites planned in the US alone; mature operations in Australia, UK, and Canada.
• 2026-2027 focus: entering new US markets (NYC, Chicago, Boston, LA, Texas, Charlotte, Florida), and new countries (Poland, Brazil, Middle East, aiming for 20 countries by year-end).
• Heavy investment in education and market brand awareness.

  "There's a huge amount of education required at the moment ... just to show people who we are and what we do." (32:15 - Michael Ramsey)

Notable Quotes & Memorable Moments

• On the importance of systems for scalability:

  "You cannot grow without the systems in place ... running a franchise with 20 studios compared to 100 is also very, very different." (11:16 - Michael Ramsey)

• Regarding franchisee success:

  "Our most successful studios in the world ... the franchise owner comes from a sales background." (22:00 - Michael Ramsey)

• On innovation:

  "We're going to a fully connected brand ... we can put sensors in the springs and reward based off things like time under tension and give them a score." (26:00 - Michael Ramsey)

• Management mantra:

  "Never let a good disaster go to waste." (24:41 - Michael Ramsey)
  "Never assume ... all that messaging needs to be out there." (13:55 - Michael Ramsey)

• On why members stay:

  "What our clients want are results. And that's what we can give them." (18:00 - Michael Ramsey)

• On tech and the class experience:

  "Tech to support the experience, but not tech to be fancy for the sake of tech." (28:49 - Michael Ramsey)

Key Timestamps

• 02:28 — Michael shares his journey from injury rehab with Pilates to co-founding Strong.
• 05:16 — How a Strong Pilates class is structured: row former, bike, strength, and programming choices.
• 07:43 — Franchising from the start: motivations and early signs of product/market fit.
• 11:16 — Foundational importance of systems and infrastructure for rapid franchise growth.
• 13:55 — Transition to international operations and evolving leadership: lessons on communication.
• 15:52 — Consistency across global studios: onboarding, training, maintaining brand culture.
• 17:23 — Retention strategies: progression, community, and rewards.
• 19:56 — Most franchisees now own multiple locations; who makes an ideal franchisee?
• 22:00 — The value of a sales background for franchisee success.
• 24:41 — Learning from failures and rejected sales tactics.
• 25:44 — State of innovation and tech’s future in boutique fitness.
• 28:49 — The philosophy of "tech to support, not replace" in Strong Pilates.
• 32:39 — Michael outlines new U.S. and international market openings.

Conclusion

Seran and Michael’s conversation is a crash course in building a world-class, tech-forward boutique fitness franchise. Michael’s insights affirm that systematization, relentless innovation, and clarity of vision are foundational to scaling without sacrificing brand integrity or customer experience. Whether you operate a single studio or dream of international expansion, this episode provides a compelling roadmap for marrying operational rigor with bold, innovative thinking—without losing sight of member results or leadership evolution.

For more information about Strong Pilates:
Visit Strong Pilates Website or find them on Instagram @strong.