Episode Overview

Title: Why Pilates Is Exploding (and How to Make Your Studio Stand Out)
Podcast: Pilates Business Podcast
Host: Seran Glanfield
Guest: Rachael Lea, CEO of Arketa
Date: September 22, 2025

This episode delivers a dynamic conversation between host Seran Glanfield and Rachael Lea, CEO of Arketa, one of the fastest-growing platforms supporting boutique fitness studios. Together, they dissect the current “Pilates boom,” talk through why consumer demand has exploded, and offer real-world insights and actionable strategies for studio owners who want to ride this wave—and stand out in a competitive market.

Key Discussion Points & Insights

1. The Rise and Resilience of Pilates Studios

[05:29]

• Both Seran and Rachael have observed an "explosion" of new Pilates studios opening post-pandemic.
  • Rachael: "Everyone is opening up a space... We're seeing studio owners switch locations to grow into bigger spaces. People are opening up net new units. It’s so surprising because the pandemic is five years old, but yet wellness is now starting to have its boom."
• Demand is so high that some localities have multiple studios on a single street, all waitlisted.
  • Rachael: "There’s a small street in Michigan that has like seven Pilates studios all on the same street and they’re all wait listed." [07:09]
• Seran: “This pie is getting bigger…there is a lot of opportunity out there—because it’s all demand driven.” [06:38]
• The term “Mat Pilates” is trending, and classes with the Pilates label fill more easily than when branded as “Sculpt,” despite being a similar format.

2. Is Pilates a Passing Trend?

[08:05]

• Both agree: It's here to stay.
  • Seran leans on her experience since 2008: “When people find Pilates and they fall in love with Pilates, they stay in Pilates.” [08:37]
  • Rachael adds: “A studio can only take so many members... [and] the good stuff stays good.” [09:22]
• Pilates appeals to a wide demographic and remains sustainable for instructors and owners.

3. What Makes a Studio Thrive?

[11:37] Rachael’s Success Formula:

1. Location:
   • “There’s one thing that matters: Location, location, location.”
   • Bad logistics or inconvenient spaces seriously limit prospects.
2. Studio Experience (Space & Equipment):
   • Investing in quality décor and good equipment sets great studios apart; cheaping out hurts business.
   • "There’s a difference between being efficient and just being cheap...like buying mats that everybody slips on and having dirty towels that smell."
3. Superstar Instructors:
   • The value of magnetic and effective instructors is critical.
   • “If you have a one [superstar] business, the problem is that human can only teach so many classes till they burn out.” [13:45]

• Beware the trap of relying too much on the owner as “star”—scalability comes from developing a team of stars.

4. The Owner-to-Leader Transition

[16:08]

• Owners must learn to shift “star teacher” roles to others, take less desirable slots, and foster talent:
  • Rachael: “The best way you’re going to scale a business is give everyone else the prime times and you actually take below times and build those. And so it’s this mind flick of like—I’m used to being a star. Why would I not be a star? To: If this business is going to scale, I have to actually make new stars.” [16:13]

5. Evolving Client Expectations

[18:50]

• Clients demand seamless, premium experiences—from website to studio to ongoing communication.
  • Modern clients expect: beautiful branding, mobile booking, easy navigation, quick support responses, and ongoing connection outside of class.
  • “If that website doesn’t look nice… I’m not going.” [18:50]
  • The studio experience starts online: slow or outdated web experiences are dealbreakers.

6. The Power of Streamlined Technology

[22:46]

• Rachael walks through “Count the Clicks:" minimizing friction in booking, signup, and checkout processes.
  • "When you are a customer, you are going on a website to book for the first time. You need to count how many clicks it takes as a first timer—not a second-timer… Those counts need to happen on a website." [22:46]
• Optimizing the digital experience (web/app) is crucial: “Your website, app, and booking software should feel three to five times bigger than your studio is. You always want to look bigger, not smaller, in your web presence.” [18:50]
• Arketa’s platform offers configurable features, so studio owners can remove unnecessary hurdles from the check-out flow.

7. Personalization & Flexible Studio Operations

[26:22]

• Checkout flow, pricing options, and marketing campaigns need to match the studio’s exact model—not just generic fitness software.
  • “You need a platform that can adjust those [experiences] based on your studio type. And most platforms are built for a yoga group class based business… Businesses are evolving.” [28:00]
• "Your software should facilitate every service and revenue stream you want to offer—without hacks or workarounds." [29:08]

8. Data-Driven Decisions

[32:13]

• Key metrics to track:
  1. Profit: “Revenue doesn’t matter if you can’t pay your rent… Your actual revenue model starts when you sign your lease.” [32:13]
  2. Revenue by Source: Break down by memberships vs. packages, pricing per service/member, and track marketing sources to see what’s really working.
  3. Lifetime Value: Use data to identify top clients and the best acquisition/retention channels.
  • Arketa recently expanded its dashboards to make all these metrics easily visible.

9. Industry Trends & Where Things Are Headed

[36:00]

• Shift from Large Franchises to Smaller Franchises/Independents:
  • “You’re seeing this massive bubble popping of franchise. Why…? Franchise build outs are crazy expensive… you’re not giving 10% back to this big brand.”
• Studio Size Polarization:
  • Growing split between micro-studios (4–5 reformers, boutique feel) and “mini gyms” with multi-service offerings. The mid-size studio struggles with unit economics.
• The Enduring Appeal of Pilates:
  • High demand for reformer and apparatus classes; Pilates allows frequent participation and ages well.
  • “You can do Pilates five, six times a week … and people love the way that movement makes them feel.” [41:11]
• Expansion of Wellness Offerings:
  • Studios incorporating sauna, cold plunge, IV drips, massage, and more to enhance the member experience and diversify revenue.
• Adapting for Longevity:
  • As Seran notes: “If you find Pilates, you will stay with it and you can stay with it until the end of time because it is so good for…and can be adapted for every age.” [42:00]

Notable Quotes & Timestamps

• On Industry Growth:
  • Rachael: “Everyone is opening up a space...wellness is now starting to have its boom of net new locations. And it’s just beautiful to see.” [05:29]
• On Longevity of Pilates:
  • Seran: “When people find Pilates and they fall in love with Pilates, they stay in Pilates.” [08:37]
• On Studio Differentiators:
  • Rachael: “The studios that are the most successful invest in the space and they invest in the equipment.” [11:37]
  • “The superstar instructors...this is the secret sauce.” [13:45]
• On Owner Mindset:
  • Rachael: “If this business is going to scale, I have to actually make new stars. And oh wait, these stars might get so good they might leave me...” [16:13]
• On Tech & Customer Experience:
  • Rachael: “You always want to look bigger, not smaller, in your web presence.” [18:50]
  • “Count the clicks...Big brands like Amazon and Shopify optimize for getting you to buy now in one click.” [22:46]
• On Software Adaptability:
  • Rachael: “You need a marketing solution that can be bespoke for you. Not Orange Theory or Barry’s Boot Camp who just has a totally different business model than you.” [28:00]
• On Data-Driven Strategy:
  • Rachael: “Revenue doesn’t matter if you can’t pay your rent…Your actual revenue model starts when you sign your lease.” [32:13]

Actionable Takeaways for Studio Owners

• Invest in Location, Facility, and Instructors—these are the non-negotiables for long-term success.
• Embrace technology that minimizes friction for the client: modern website, easy booking, beautiful branding—first impressions matter deeply.
• Leverage personalization in all client touch points, from marketing automation to checkout options.
• Monitor profit and data, not just revenue or member counts—use software with robust reporting to guide all major decisions.
• Don’t get complacent: The market is moving. Regularly update tech, equipment, and continually up-level the client experience.
• Diversify services— explore wellness add-ons and different class types to extend value and retention.
• Build a team and culture of stars, not just a single star. Growth depends on empowering others.

Memorable Closing Moment

• Seran: “Experience is absolutely number one. Experience in the studio and giving that best experience you can to your clients is so critical. And that's what really will truly help you stand the test of time....building a profitable and sustainable Pilates business is not about doing all the things. It's about doing the right things.” [42:52]

Key Timestamps

• [05:29] — New studio boom and surge in demand for Pilates
• [08:05] — Is Pilates a fad or here to stay?
• [11:37] — Top characteristics of high-performing studios
• [16:08] — The shift from owner-as-star to leader-as-talent-developer
• [18:50] — Expectations for seamless, premium digital and studio experiences
• [22:46] — “Count the Clicks” and digital experience optimization
• [26:22] — Importance of personalization in tech and marketing
• [32:13] — Data-driven studio management and what metrics matter
• [36:00] — Market trends: franchise shifts, micro/macro studios, wellness additions
• [41:11] — Pilates’ longevity and versatility
• [42:52] — Final insights and action steps

This episode is an essential listen for any boutique fitness business owner—packed with both visionary foresight and tactical, real-world advice on leveraging the Pilates boom, tech, and team-building to grow and sustain a thriving studio in 2025 and beyond.