F45’s Vaura Pilates Ramps Up Global Expansion

Vaura Pilates, an athletic reformer Pilates experience owned by F45 Training, has named Luxe Fit Pilates its new master franchise partner that will grow the brand across Southeast Asia and the Middle East.

Vaura’s two new flagship locations are set to open later this year in Dubai and Jakarta. Its Singapore studios in Tanglin and Joo Chiat are now open. The Pilates concept launched its first U.S. location last January in New York City’s Upper East Side neighborhood.

In its 2024 metrics report, F45 noted that Vaura Pilates saw Average Unit Volumes (AUVs) surge by 51.5%, while same-store sales grew by 21.6% globally.

“We are delighted to be partnering with industry leaders Luxe Fit Pilates, who have experience and a deep understanding of operating our upscale boutique franchises, which is complementary to their unwavering passion for the Pilates community and the Vaura brand,” CEO Tom Dowd said. “With Luxe Fit Pilates’ proven expertise in building high-performing fitness communities, we are excited to see Vaura excel within their markets.”

The Pilates experience offers four 50-minute signature class formats in a club-like setting with immersive mood lighting and mirror ceilings.

Nurture: a slower-paced class with an emphasis on modifications, suitable for those returning to exercise, new moms and moms-to-be

Post class, showers are available at most locations as well as a hair bar with hair dryers and straighteners.

“The health and wellness landscape within Southeast Asia and the Middle East, which is home to a large population of health enthusiasts, offers a unique and thrilling opportunity to introduce communities to our refined Pilates,” Luxe Fit Pilates CEO Anna Michau said. “This expansion marks an exciting moment for Vaura, and with both markets emphasizing the importance of one’s overall well-being, lends itself as the ideal locations for our results-driven approach.”

F45 also owns FS8, a franchise concept that combines Pilates, tone and yoga. The brand opened its first studio last March in Austin, Texas, and has master franchise agreements set for South Korea, the U.K. and Europe.

Middle East gym giant GymNation is also capitalizing on the Pilates trend, investing $1.5 million in Pilates studios at its existing and future locations. The club operator recently partnered with Basi Systems to outfit its facilities with pilates equipment.