Reformer, Revenue, Repeat: Building a Scalable Pilates Franchise: Pilates Addiction

Pilates Addiction, a boutique fitness franchise founded in 2025, brings high-energy, results-focused workouts to members nationwide. With a variety of innovative class formats and an engaging studio culture, the brand aims to bring Pilates workouts from niche to mainstream fitness practices. By Erika Ortega

Pilates Addiction, a boutique fitness franchise founded in 2025, brings high-energy, results-focused workouts to members nationwide. With a variety of innovative class formats and an engaging studio culture, the brand aims to bring Pilates workouts from niche to mainstream fitness practices.

“Powered by its patented AURUM™ (formerly referred to as the WundaFormer) and expert educators, every workout session delivers a full-body transformation while fostering a community-driven culture that inspires connection, motivation and consistency,” said Vice President of Partnerships and Communications Molly Crimmins. “With rapid national expansion and strong franchise momentum, the brand is setting a new standard for what boutique Pilates can achieve for both members and the fitness industry as a whole.”

In the first four months after opening, Pilates Addiction sold more than 200 territories nationwide. Offering a robust training and leadership development platform, the brand says it ensures franchisees comply with top service standards and maintain a community-driven culture.

“Currently in the process of opening over 250 studios nationwide, the brand will create more than 2,000 roles and invest $5.25 million in training scholarships, ensuring franchisees and staff are fully equipped for success,” said Crimmins. “Studios are opening rapidly across the U.S., with signature classes, immersive design and creative pop-ups driving visibility and brand authority, resulting in rapid sales and expansion.”

By adapting the classic Pilates method through invention and modern experience design, Pilates Addiction offers members access to the AURUM, a hybrid apparatus that combines elements of the basic reformer with a Wunda chair, jump board and barre tools.

“The AURUM reduces transition time, increases intensity with more workout minutes and allows for more dynamic, combination choreography – a first in the Pilates industry – creating a results-driven, full-body workout that feels both athletic and accessible. Also, it’s dipped in gold,” said Crimmins.

Founded by Sarah Luna, who helped scale Club Pilates into one of the largest franchises of its kind, Pilates Addiction was designed to reinvent Pilates while keeping modern consumers and business owners in mind.