The Pilates industry is growing, but for the people running studios, growth brings as many questions as it does opportunities.
From managing teams and building profitable businesses to navigating competition and changing consumer expectations, studio owners are being asked to think beyond the quality of their classes. As the industry evolves, so too must the conversations around what it takes to build a sustainable Pilates business.
At The Pilates Journal Expo LA 2027, taking place January 15–17 at The Waterfront Beach Resort in Huntington Beach, these conversations will take centre stage, with a dedicated Studio Owner Forum and a series of industry Business Panels bringing together studio operators, educators and business leaders.
Pilates Is Growing. So Are the Questions.
The growth of Pilates has created new opportunities for studio owners, instructors and entrepreneurs. But it has also changed the competitive landscape.
Boutique studios are operating alongside larger chains, franchise groups and increasingly diverse fitness offerings. Clients have more choice, instructors have more career pathways, and studio owners are navigating the challenge of maintaining quality while building commercially viable businesses.
For many, the question is no longer simply how to attract more clients, but how to build a business that can sustain its success.
That means looking more closely at leadership, retention, team development, pricing, marketing and the overall client experience.
Beyond the Reformer: The Business of Pilates
A successful Pilates studio needs more than great programming.
It requires a clear business strategy, strong leadership and systems that support both the team and the client experience.
As studios grow, owners often find themselves moving further away from teaching and deeper into the responsibilities of running a business. Hiring, financial decisions, marketing, managing people and planning for growth become increasingly important.
At the same time, not every studio owner wants to scale. For some, success means building a profitable, sustainable boutique business that allows them to maintain the teaching environment and community they've worked hard to create.
There is no single model for success, which is precisely why sharing different experiences and perspectives matters.
A Dedicated Day for Studio Owners
New for LA 2027, the Studio Owner Forum on Friday, January 15, will provide a dedicated programme focused on the practical realities of running and growing a Pilates business.
Designed for studio owners, operators and business leaders, the Forum will explore areas including marketing, client acquisition, leadership, team development and business growth.
Attendees will have opportunities to learn from experienced operators and business experts, ask questions and connect with others navigating similar challenges.
Whether you're opening your first studio, managing an established business or considering expansion, the Forum is designed to provide practical insights that can be taken back into your business.
There are tickets to the Studio Owner Forum just for the Friday for those who need to focus and hone in on running their business effectively.
Conversations Shaping the Future of Pilates
The business discussions continue on Saturday, with The Pilates Journal Expo's Business Panels bringing together voices from across the industry.
These conversations create an opportunity to look beyond individual studios and consider the bigger picture.
How is the Pilates market changing? What does sustainable growth look like? How are education, technology and consumer expectations influencing the future of the profession? And what can different business models learn from one another?
By bringing together perspectives from studio owners, executives, educators and entrepreneurs, the panels aim to encourage thoughtful discussion about the decisions and opportunities shaping Pilates today.
The full Business Panel programme and participating speakers will be announced as the event approaches.
Announced to date:
Are You Thinking Five Years Ahead? The Future of the Pilates Market - Hear from leading CEO’s from across the industry’s top tier
What Is Pilates Today - And Does the Label Matter?
The Hybrid Studio: Broadening How We Serve Clients
From Idea to Impact: Building a Brand People Believe In
The Pilates Retreat Opportunity: Is Your Studio Ready? with Fit4Travel and
Education for a Changing Industry: Are We Preparing Instructors for What Comes Next?
with more to follow
The Value of Learning From Each Other
One of the most valuable parts of attending an industry event isn't always what happens on stage.
It's the conversations between sessions, the exchange of ideas with another studio owner and the opportunity to hear how someone else has approached a challenge you've been facing.
Running a Pilates business can be isolating, particularly for independent owners who spend much of their time managing the day-to-day demands of their studios.
Connecting with others who understand those challenges can provide new perspectives, practical ideas and relationships that extend well beyond the event.
Join the Conversation in LA
As the Pilates industry continues to evolve, opportunities to share knowledge, challenge thinking and learn from different business perspectives are becoming increasingly valuable.
The Pilates Journal Expo LA 2027 will bring those conversations together through its dedicated Studio Owner Forum, Business Panels and wider programme of education, networking and industry connection.
The Pilates Journal Expo LA takes place January 15–17, 2027, at The Waterfront Beach Resort in Huntington Beach, California.
Explore the programme and secure your place at The Pilates Journal Expo.
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The Pilates Journal Expo LA 2027 will take place from January 15–17, 2027. The 2027 event has expanded to three days following the sold-out LA event in 2026.
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The Pilates Journal Expo LA 2027 will be held at The Waterfront Beach Resort in Huntington Beach, California.
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The Expo brings together Pilates instructors, studio owners, educators and industry leaders for education, movement sessions, business insights and opportunities to connect with others across the Pilates industry.
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A new addition for 2027 is the Studio Owner Forum on Friday, featuring targeted education and conversations specifically for Pilates studio owners and operators.
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Yes. Tickets for The Pilates Journal Expo LA 2027 are now on sale. Attendees are encouraged to secure tickets early following the sold-out LA event in 2026.