BODYROK Reaches 100-Studio Milestone
With BODYROK officially reaching the 100-studio milestone, the brand has firmly established itself as one of the leading names in modern Pilates. What began as a boutique concept has evolved into a globally expanding business shaped by strong brand identity, elevated experiences and a clear understanding of today’s Pilates consumer.
For founder and CEO Jake Irion, however, the journey started far more simply - with a Pilates class his wife convinced him to take more than a decade ago.
Jake describes the early days of BODYROK as an exploration. Together with his wife, he was searching for something different from the conventional gym model.
“What can we do that’s different?” he recalls asking.
What emerged was a concept focused not only on Pilates itself, but on the entire experience surrounding it - the routines, the instructors, the environment and the emotional connection clients feel when they walk through the door.
“We focus on creating a great experience. Creating community,” Jake says. “It becomes part of their daily routine.”
That community element remains central to BODYROK’s identity. Jake speaks passionately about creating spaces where people - particularly those who may feel intimidated by fitness - can feel comfortable beginning their journey.
“I like to find those clients who are a little bit uncertain of their fitness journey and help them to feel comfortable and safe,” he says.
While the brand’s demographic may skew toward a mid-30’s female clients in urban markets, Jake is quick to point out that BODYROK’s audience is broader than any one profile.
“I don’t look at my customer as just this,” he explains. “Anyone who walks through the door is a potential customer.”
He still remembers one of BODYROK’s earliest loyal members - a 65-year-old first-grade teacher who attended class every morning at 6am. Those stories, he says, are what make the work meaningful.
Scaling Without Losing the Soul
As BODYROK expanded, maintaining consistency became one of the company’s greatest priorities and Jake credits much of the brand’s success to its people.
“Our team is critical,” he says. “We had a great team from the beginning.”
Some of the company’s earliest instructors and staff members remain part of the business today, growing alongside the brand as it evolved from a small studio concept into a national franchise network.
BODYROK currently operates a mix of corporate and franchise locations, with approximately 20 stores still corporately owned. If you ask Jake what are the most successful franchises, he’ll tell you.
“The successful franchisees are the ones that find value in creating community within their own market – they are focused on their community,” he explains.
Even as Pilates continues to expand rapidly across the fitness industry, Jake does not believe market saturation is the threat many people claim it to be.
“You can put five Pilates studios in the same shopping centre and they will be successful,” he says.
For him, the continued growth of Pilates reflects increasing public awareness of its benefits rather than a shrinking opportunity.
“There’s more customers out there that are falling in love with the impact Pilates has – there is room for everybody” he says.
Designing an Elevated Experience
One of BODYROK’s defining characteristics is its highly curated studio environment.
Jake speaks enthusiastically about the company’s focus on design, lighting and atmosphere - elements he believes significantly shape how clients feel during class.
“Our design of stores is super elevated,” he says. “We have proprietary lighting systems that enhance the experience.”
Inspired partly by experiences in boutique fitness and wellness spaces in New York, BODYROK began experimenting with lighting systems that could change colour and evolve throughout the class experience.
“Control over light in the studio became part of the experience,” Jake explains.
The company has also invested heavily in creating its own proprietary equipment - a decision Jake describes as a pivotal moment for the business.
“We wanted to be in charge of our own destiny,” he says. “Not be beholden to another provider.”
Rather than selling the equipment externally, BODYROK uses it internally to create consistency across locations and better support franchise operators.
The Evolution Continues
Despite BODYROK’s rapid growth, Jake insists the company still sees itself as evolving.
“I don’t know that the journey is done for us,” he says. “It’s an evolution.”
That mindset influences everything from instructor education to programming development. BODYROK now runs its own training systems and instructor development pathways, supporting teachers across the country every week.
“You’re not going to be a great instructor at first,” Jake says. “It takes time.”
The company also places strong emphasis on instructor milestones and long-term development rather than quick certifications alone.
Looking ahead, BODYROK’s next milestone is clear: 200 studios.
International expansion has already begun, with London becoming the company’s first international location and additional partnerships emerging globally. Yet Jake remains cautious about scaling too quickly.
“We don’t want to grow too quickly,” he says. “Our goal is to be a premium provider in this space for years to come. I’m not overly concerned by AI or screen-driven fitness trends. I’m more focused on supporting our communities.”
Even after opening four studios in a single day recently, Jake admits the responsibility still weighs heavily on him.
“A lot of people have invested their life savings and we take that really seriously,” he says. “I get nervous every time a franchisee signs a lease.”
“I’m also greatful for the support of our Partners Phil and Kim Palumbo who shared in our vision to turn BODYROK into an amazing franchise system.”
For BODYROK, growth may be measured in studio numbers - but the deeper ambition remains creating spaces where people feel connected, challenged and inspired to move.
Jakob (Jake) Irion is the Co-Founder and CEO of BODYROK, one of the world's fastest-growing Pilates-inspired fitness brands. Since launching the first studio in San Francisco in 2012, Jake has helped scale BODYROK into an international franchise network through a focus on innovation, premium studio experiences and sustainable business growth.