Pilates Addiction prepares for next 300 territories

Now the Pialtes brand has revealed plans for its next major expansion effort.

The national boutique Pilates franchise, and part of the Sequel Brands portfolio of companies, announced in May that it had awarded more than 300 franchise territories in 27 states. The benchmark arrives in less than a year since its launch.

Expansion plans

Next, the brand says it plans to reach another 300 territories. This includes opening development in a number a major metropolitan markets, including Portland, Sacramento, Los Angeles, Portland, Salt Lake City, Denver, and Fort Worth.

This year, Pilates Addiction said it expects to open 125 studios and noted that locations are preselling memberships at rapid pace prior to the actual opening of some studios. The brand said memberships are being driven its proprietary equipment, studio design, and the go-to-market sales and marketing strategies executed by its local franchise operators.

“Our first year created extraordinary momentum and we are pleased with the early success we’ve seen with new studio openings,” said Sarah Luna, founder and CEO of Pilates Addiction. “As we launch the next 300 territories, we’re selecting entrepreneurial franchisees who desire building impactful businesses and strong communities, ultimately shaping the future of Pilates.”

Jennifer D’Alessandro of Minneapolis is Pilates Addiction’s 300th franchise owner and brings more than 25 years of leadership experience across Amazon, Target, and Hive Brands. She also currently serves as vice president of merchandising and e-Commerce at Grove Collaborative.

“The real ‘aha’ moment for me was seeing my 15-year-old daughter and her friends eager to sign up for a class,” D’Alessandro said. “Pilates is transcending generations. It’s no longer just a trend, it’s a lifestyle. I chose Pilates Addiction because I believe it is the perfect execution of the modern Pilates experience, designed to elevate the studio environment and reach a new, diverse range of consumers. I am incredibly excited to bring this brand to the Minneapolis–Saint Paul market and contribute to the community in such a positive, impactful way.”

In Greenwood, Indiana, franchising was a new avenue for Amber and Kevin Knafel. But Kevin brought the experience of operating one of the largest automotive dealerships in the state while Amber has background in sales and network marketing.

“We can’t thank the Pilates Addiction team enough for their unwavering support from day one, from Discovery Day through our latest pre-sale launch,” Amber and Kevin said. “We love the team-oriented culture here and appreciate that the organization genuinely wants to see every franchisee succeed.”

Educator training

Pilates Addiction said that it continues to invest heavily in educator training and operational support through the Pilates Addiction Movement Academy (PAMA), led by vice president of education Liza Beres.

The franchise has more than 335 educators currently enrolled and more than $1.34 million in active educator sponsorships underway systemwide. The PAMA program trains Pilates educators, along with instructors, in anatomy, biomechanics, and movement science.

Looking ahead, Pilates Addiction said it has more than 700 territories available including Sacramento, Phoenix, Salt Lake City, Denver, Kansas City, Chicago, Pittsburgh, Omaha, Atlanta, Naples, Boston, Hartford, and Long Island, among others.