Club Pilates launches in Australia

By Sarah Stowe | 14 Apr 2021 View comments

US chain Club Pilates launches in Australia under a master franchise agreement with big plans for a nationwide rollout.

The Australian business is headed up by CEO Brendan James.

He told Inside Franchise Business Executive “We have an agreement for 50 studios in Australia over the next 10 years in Australia but believe these will be sold out within 24 months.”

James set up his own Pilates business, Live Pilates, and established three outlets before deciding to convert to the global brand.

“The thinking was, let’s try and incorporate something much bigger, why not join the biggest group in the world? In Australia the Pilates and boutique fitness industry is in quite a boom phase.”

James’ two company-owned studios in Sippy Downs and Brisbane Metro North, and a franchised outlet in Noosa, have already been rebadged as Club Pilates.

“We are honoured to be part of a global brand that has the heritage to provide franchisees with such an established executive model. It’s a world-class franchise offer in terms of education, marketing, sales capability, and operational excellence,” he said.

“We do believe our offering is better than anything else in the Australian market, we are not deterred by competition so we are targeting anywhere we believe our offering will be superior,” he said.

The group has begun identifying key ‘A’ grade locations for Club Pilates studios based on an understanding of the demographics and habits of the local communities, and has already had interest in single and multi-unit developments. 

“It is not about a high traffic venue, it’s placing yourself where people are looking for what we do.”

Founded in 2007, Club Pilates offers extensive training certification for its instructors. Its 500-hour training program includes instruction on Pilates, barre, Triggerpoint, and TRX Suspension Trainers.

Australia is the 11th country the brand will operate in – it has almost 700 locations open across the globe.

Club Pilates joins CycleBar and the soon-to-launch StretchLab as brands owned by parent company Xponential Fitness now franchising in Australia, although the latter brands are expanding under the wings of Matt Gordin’s Boutique Fitness Studios.