A Step-By-Step Checklist for Opening a Pilates Studio

Pilates was the most popular workout in 2023 with bookings skyrocketing by 92%.  

Who knew that something that started in a prison over 100 years ago as a rehabilitation method for soldiers would into a global $118 billion market by 2023?What started with Joseph Pilates developing exercises to strengthen and stabilize the body during World War I has exploded into a fitness phenomenon, with millions of practitioners worldwide. The global Pilates studio market is projected to reach $128 billion by 2033.

“You feel better in 10 sessions, look better in 20 sessions, and have a completely new body in 30 sessions.”

– Joseph Pilates

Nearly 12 million people in the United States participated in Pilates training alone last year.

Some of the world’s most influential people—Michelle Obama, Jennifer Aniston, Cristiano Ronaldo, and Harry Styles—are obsessed with it, making Pilates the fitness regime of choice for anyone looking to tone up, destress, and transform their body. Les Mills even dubbed it “the hottest trend of the year”—and for good reason. 

Pilates offers a perfect blend of strength, flexibility, and mindfulness, making it a magnet for fitness enthusiasts across the globe.

If you’re a fitness enthusiast and a Pilates expert, you could very well be researching how to set up your own Pilates studio to take advantage of the growing market. With demand skyrocketing, there’s no better time to jump into the game and open your own studio. But make no mistake: starting a Pilates studio isn’t for the faint of heart. It takes more than passion—you need strategy, planning, and the right Pilates studio software to make sure your studio doesn’t just survive but thrives in this booming industry.

This step-by-step checklist will show you how to take control of this fitness phenomenon and create a thriving studio that stands out in the market. From designing irresistible programs to pricing them right and selecting cutting-edge Pilates studio software, we’re giving you the inside scoop on what it really takes to succeed. Let’s get started.

A Step-By-Step Checklist for Opening Your Pilates Studio

Step 1: Business Planning

Business planning is the foundation of a successful Pilates studio. This phase will either set you up for a successful debut or leave you scrambling to keep up. This step involves understanding your market, choosing the right business structure, and preparing for financial management. Here’s what you need to do:

Market Research

For target audience analysis:

• Identify your ideal client base based on demographics (age, gender, income, education), lifestyle, and fitness goals.
• Dive deep into the psyche of your potential clients. Know their preferences, pain points, and desires inside out. 

For competitor analysis:

• Analyze every Pilates studio and fitness center around you. See their class offerings, pricing structures, and customer reviews. 
• Find out where they’re dropping the ball and position yourself as the flawless alternative. For instance, if competitor feedback suggests problems with booking and scheduling, consider adopting a specialized Pilates studio software.

For understanding market trends:

• Fitness trends evolve faster than you can say “Pilates reformer.” Are your potential clients raving about virtual workouts, or are they looking for holistic wellness experiences? 
• Align your studio with the latest trends, or better yet, set them. 
• An understanding of local market trends isn’t just about keeping up; it’s about leading the charge

Choose the Ideal Business Structure

Whether you go solo, partner up, or incorporate, this decision will affect your liability, tax obligations, and long-term growth. Don’t just default to the easiest option—consider what aligns with your vision. 

Here are common options:

• Sole Proprietorship: Simple and easy to set up, but offers no personal liability protection.
• Partnership: Shared ownership with another person, which requires a clear partnership agreement.
• Limited Liability Company (LLC): Provides liability protection while allowing for flexible management structures.
• Franchise: Operates under an established brand with support but requires adherence to franchise rules.
• Corporation: Offers strong liability protection and can attract investors, but involves complex regulations and higher setup costs.

Our advice is to consult experts, weigh your options, and choose a structure that’s not just adequate but optimal for your ambitious plans.

Financial Planning

Startup Costs 

• Be prepared for significant upfront expenses—rent, equipment, and renovations. Cutting corners here could jeopardize your studio’s success.
• Create a detailed budget to track and manage your startup costs.

Operating Expenses

• Ongoing costs like rent, utilities, dedicated Pilates studio software, and other tools expenses and salaries can quickly add up. 
• Create a financial forecast to predict your monthly and annual expenses.

Funding Options

• Explore all funding sources—personal savings, loans, and investors.
• Create a funding plan outlining your financial needs and how you intend to secure the necessary capital.

Step 2. Location and Facility

Location is your first major decision. It can also significantly impact your customer base, accessibility, and overall business operations.

Let’s have a look at Forma Pilates, for instance, known as New York City’s best Pilates studio and a favorite among A-listers like Hailey Baldwin Bieber and Kendall Jenner, this studio is the prime example of how a good location, functional design, and excellent service can make a Pilates studio really successful. Here’s how you follow their lead:

Factors to Consider while Choosing a Location:

• Visibility: The more eyes on your studio, the more potential clients you’ll attract. Opt for a location that screams “Look at me!”—whether it’s a bustling street corner or a high-traffic shopping district. 
• Accessibility: Make your studio the easy choice for clients, not the last resort. Look for a location with ample parking and proximity to public transport. If clients struggle to get to you, they won’t stick around.
• Foot Traffic: Your studio should be a magnet, not a hidden gem. High foot traffic areas aren’t just good—they’re vital. Position your studio near other fitness or health-related businesses to draw in a clientele that’s already primed for wellness.
• Lease Negotiation: Your lease terms should be as dynamic as your business plan. Negotiate aggressively for favorable terms, including rent rates, lease length, and options for expansion. 

Designing a Stunning and Functional Space

The layout and design of your studio should reflect both your brand’s identity and your clients’ needs. Create a layout that maximizes space efficiency and enhances the flow of exercises. Ensure every area—from the exercise zones to the reception—is meticulously planned. Your studio should be more than functional; it should be an experience. Invest in high-quality finishes and decor that make your space inviting and luxurious. 

Investing in Quality Renovations and Equipment

Budget generously for renovations. Go all in with high-quality equipment that reflects the excellence of your Pilates studio offerings and enhances the client experience. From flooring to Pilates gear, ensure every element is top-notch and designed to impress. Compliance with health and safety regulations is also non-negotiable. Make sure your facility meets all required standards to provide a safe and secure environment for both clients and staff.

Step 3. Building Your Pilates Program

If you want your Pilates studio to get a chunk of the growing Pilates market, you need more than just a few standard classes. Here’s how to build a Pilates program that not only meets but exceeds expectations, turning your studio into the go-to destination for fitness enthusiasts.

Class Types

Diversify your class types to cater to every need:

• Mat Pilates: Basic exercises on a mat, great for beginners.
• Reformer Pilates: Uses a machine for resistance, suitable for all levels.
• Prenatal/Postnatal Pilates: Safe exercises for expectant and new mothers.
• Therapeutic Pilates: Focuses on injury rehabilitation and pain relief.

Craft a Schedule that Buzzes

Fill peak times with a mix of early morning, evening, and weekend classes to capture clients at their most eager. But don’t stop there; introduce seasonal specials and exclusive workshops that create a sense of urgency. Clients should feel they’re missing out if they don’t book in advance. You can go a step further by using Pilates studio software to allow your clients to book their classes from anywhere.

Drive Client Progression and Success

Your clients should be able to see real progress. Achieve that by designing your program to guide clients from beginner to advanced levels, celebrating each milestone along the way. Conduct regular assessments and provide personalized feedback via the Pilates studio software. This approach will keep clients motivated and engaged, showing them that their hard work is paying off.

Step 4: Equipment and Supplies

Invest in top-notch Pilates reformers that offer unparalleled durability and comfort—your clients will notice the difference, and so will their results. Equip your studio with stability balls and resistance bands that push the boundaries of traditional workouts, making every session fresh and challenging.

Choose suppliers with a reputation for excellence and secure warranties to back your investment. Regularly inspect and maintain your gear; nothing says “unprofessional” like equipment that’s falling apart.

Stock up on eco-friendly cleaning supplies, because your clients deserve a pristine, hygienic space. Provide clean towels and water stations to elevate their experience, ensuring they feel pampered while they work out. Use sleek storage solutions to keep your studio looking immaculate and organized.

Step 5: Pricing Your Programs 

Many new Pilates studio owners make the costly mistake of treating pricing as an afterthought. You shouldn’t. Instead, follow this:

Pricing Models

• Class Rates: Charge top dollar for single drop-ins and boost upfront cash flow with discounted class packs. Make every session count.
• Membership Tiers: Hook clients with unlimited monthly memberships for flexibility or lock them in with annual plans for steady revenue. Make them choose their commitment.
• Private Sessions: Command premium rates for personalized one-on-one sessions. For a more affordable option, offer semi-private sessions and get more clients in the door.

Membership Structure

• Flexibility: Design memberships that cater to diverse needs with easy freeze or cancellation policies. Make clients stay because they want to, not because they have to.
• Add-Ons: Enhance memberships with exclusive workshops and special classes. Add value that clients can’t resist.
• Loyalty Rewards: Make long-term commitment irresistible with perks like discounted renewals and early access to new classes. 

Discounts & Promotions

To drive initial interest and boost your client base, give early-bird discounts, referral programs, and introductory offers. Special pricing for students, seniors, or corporate partnerships can further expand your reach. You can also use a dedicated Pilates studio software to manage these promotions.

Pro-tip: Do some research to see what other local studios are charging and set your prices based on what makes your studio unique. Using Pilates studio software can help you analyze pricing data and understand what your clients are willing to pay. This tool can also make it easier to manage your prices as your business grows.

Step 6. Hiring and Training Staff

Your team shapes your studio’s reputation and client experience. Start by bringing on board passionate and qualified Pilates instructors who not only have the necessary certifications but also a flair for engaging and inspiring clients. Look for individuals who can teach a variety of classes, from classic mat Pilates to advanced reformer sessions. 

But hiring is just the beginning. To ensure your team delivers a seamless and exceptional client experience, invest in thorough training. Familiarize them with your studio’s policies and procedures. Make sure they are comfortable using your Pilates studio software and all other tools to manage everything in the day-to-day operations.

Ongoing development is just as important. Push your team to continually refine their skills through workshops, certifications, and training on new Pilates techniques. Keep them adept with the Pilates studio software, ensuring they are always equipped to offer the best service and maintain an organized studio environment.

Step 7. Marketing and Promotion

You might have the best Pilates studio in town, but if no one knows about it, you’re fighting a losing battle. What you need is a marketing strategy that makes an impact and gets people talking. Let’s look at how you can get this right:

• Build a Strong Brand: Look at Club Pilates for inspiration. Their consistent branding across all platforms makes them easily recognizable. Similarly, you can also create a unique brand for your studio that stands out online and offline.

• Develop an Engaging Online Presence: East River Pilates excels with its engaging website and social media content. Maintain an active online presence with client testimonials, class highlights, and valuable content to keep clients connected.

• Digital Marketing: Use your Pilates studio software to manage and automate email campaigns, special offers, and newsletters. Tailor your communications based on client preferences and booking history for a personal touch.

• Promotions and Discounts: Run strategic promotions such as introductory offers, referral discounts, and seasonal specials. Your Pilates studio software can help you track these promotions’ effectiveness and adjust strategies accordingly.

And above all, make your grand opening impossible to ignore. When CorePower opens a new studio, they don’t just unlock the doors and hope for the best—they throw a massive, can’t-miss event. 

If your grand opening doesn’t generate buzz, it’s a wasted opportunity. Offer free classes, and exclusive discounts, and create an experience that leaves an impression. The goal is to have people talking about your studio long before the doors officially open.

• Stay Ahead of the Trends: If you’re not paying attention to the latest trends, you’re missing a huge opportunity to tap into new audiences. For instance, more men are jumping into Pilates, documenting their fitness journeys on social media, and shattering outdated stereotypes. On the flip side, the Pink Pilates Princess trend is sweeping through social media, blending fitness with a wellness-focused, aesthetic lifestyle that’s particularly appealing to young women seeking community. Studios that have caught onto such trends as well as other emerging fitness trends for 2025 are seeing an influx of clients. 

Step 8. Choose a Pilates Studio Software 

If you’re still thinking about managing your Pilates studio with a paper log or basic spreadsheet, you’re setting yourself up for failure. In a fast-paced, client-driven business, having the right Pilates studio software is an absolute necessity. 

The studios that thrive today are those that invest in powerful Pilates software to streamline operations, enhance client experiences, and stay organized. Here’s why you need to make this choice and get it right from day one.

Simplify Scheduling and Bookings: A good Pilates studio software eliminates the chaos of managing schedules manually. Members should be able to book classes, reformer sessions, or one-on-one training from anywhere, at any time.

Automate Member Communication: Whether it’s sending reminders, updates, or promotions, Pilates studio software keeps you connected with your members automatically. This keeps them engaged without any extra effort on your part. 

Manage Payments Seamlessly: You don’t want to be chasing clients down for payments or dealing with late fees manually. A robust Pilates studio software integrates payments, making it easy for clients to pay for classes and even products directly through the platform. 

Track Member Progress: A powerful Pilates studio software allows you to monitor each client’s journey, from how often they attend classes to the packages they’ve purchased. Studios that offer personalized attention like this build stronger client loyalty.

Run Your Studio From Anywhere: The best part? You don’t need to be on-site to manage your business. Whether you’re at the studio, at home, or on vacation, you can manage class schedules, memberships, and staff from anywhere. Leading Pilates studios use mobile apps that connect directly to their Pilates studio software, keeping them in control no matter where they are.

Step 9. Financial Management

Financial management is the backbone of your entire operation. Without a solid handle on your finances, your dream studio could quickly turn into a nightmare. Here’s what you need to remember:

Budget Like Your Business Depends on It (Because It Does): Studios that fail often do so because they don’t budget properly. You need to know every dollar going in and out of your business. Consider your startup costs—everything from studio renovations to equipment and Pilates studio software. Then, factor in your ongoing operating costs like rent, utilities, instructor salaries, and marketing. Break it all down to the smallest detail and know exactly what your studio needs to survive and thrive.

Monitor Cash Flow Relentlessly: If you’re not tracking cash flow, you’re flying blind. Many studios see a flood of clients at the start but get hit with financial strain when payments don’t come in as expected. Use your Pilates studio software to track membership payments, class fees, and additional revenue streams in real-time. Understanding your cash flow lets you see exactly where money is coming in—and where it’s leaking out—giving you the power to adjust before it’s too late.

Control Expenses: It’s easy to get distracted by unnecessary expenses when launching your studio—luxury interiors, over-the-top marketing, or hiring more staff than you need. But smart financial management is about cutting costs without compromising the quality of your service. Your Pilates studio software can help automate processes like billing, scheduling, and client communication, saving you time and money in areas where you might otherwise overspend.

Let’s be real: if you’re not meticulously managing every detail—from your marketing strategy to your financials—you’re setting yourself up for failure. Look at the top studios crushing it today. They aren’t leaving anything to chance. They’re investing in technology, refining their operations, and outpacing their competition at every turn. 

In the end, your success comes down to how well you execute.  You can either rise to the occasion and build something extraordinary, or stay complacent and watch your competition blow past you. The choice is yours.

Frequently Asked Questions