Defining the Future of Pilates: BASI Systems’ Vision for Growth
Matthijs Wilhelmus didn’t start his career in Pilates. With a background in Jiu-Jitsu and sports management, his journey into the industry was anything but conventional. “I wish I knew Pilates back then,” he reflects, acknowledging how much the discipline could have enhanced his athletic performance and recovery. Now, as the CEO of BASI Systems, he is bringing a fresh perspective to the Pilates world, blending business acumen with an athlete’s mindset to push the industry forward.
At the heart of his vision for BASI Systems is a commitment to innovation, accessibility, and education. “Pilates is a family,” he says. “The BASI family is a big part of it.” This sense of community is what drives the company’s approach, ensuring that both instructors and clients have the best experience possible.
Making Pilates More Accessible
One of Wilhelmus’ key beliefs is that group reformer classes serve as a gateway into Pilates. “It might not be the purest form, but think of it as great news—it’s an introduction,” he explains. Studios like Club Pilates Summer Hill, in Australia which utilize BASI equipment, create warm and welcoming environments that make Pilates more approachable for newcomers.
In the past, our research shows that reformers were used in about 50% of Pilates sessions. Today, that number is closer to 80-90%. “Demand has changed,” Wilhelmus notes. “We’ve spent years developing best-in-class equipment, always listening to what we can do better.” The result is their latest innovation a compact reformer designed specifically for group classes. “It’s quiet, easy to adjust, and helps studios fit more reformers in the room while maintaining our relentless focus on high quality, premium equipment.”
Scaling the Pilates Business
Beyond equipment, Wilhelmus understands the need for studio owners to scale their businesses effectively. “If you want the best experience, one-on-one training is the gold standard,” he acknowledges. “But group reformer classes can scale your business faster. If your goal is to reach more people or simply make more money, this is the way to do it.”
In his view, he believes the Pilates industry has undergone a major shift, driven by three key trends:
A broader societal focus on health and wellness.
The influx of capital into the fitness industry, leading to more professionalised operations.
The necessity for a balance of financial investment, business knowledge, and time.
Wilhelmus sees an opportunity for studio owners to take advantage of economies of scale. “Pilates businesses need to think about efficiency,” he explains. “With the right equipment and mindset, you can optimise your space, streamline operations, and ultimately increase profitability.”
The Future of Pilates: Innovation & Digital Integration
Looking ahead, Wilhelmus sees the industry moving toward greater accessibility and possibly digital integration. “Reformers may be the new treadmill that lives in people’s homes,” he predicts. While digital reformers are still in their early stages, he believes they could be an important step toward making Pilates more widely available for home use– but much development is needed to make them really fill that demand.
BASI Systems is staying ahead of the curve by continuously innovating. “We have an innovation funnel, responding to what we see in the market,” he shares. “A new line of accessories has just launched, and we have a few medium and large launches in 2025-2026 planned.”
Despite these advancements, Wilhelmus is cautious about straying too far from Pilates’ core principles. “Strength training is a big trend, but do we need to play in that space? I don’t think so. What Pilates does best is add longevity. Our goal is to make it accessible to a broader audience without compromising its essence.”
The Global Evolution of Pilates
Wilhelmus has a unique perspective on Pilates’ growth worldwide. “Australia is one of the most mature markets for Pilates—it’s incredibly dynamic,” he says. “But there’s still so much room for improvement, especially in-home training and catering to a broader demographic.”
In contrast, Germany, where BASI Joseph Pilates was born, is one of the most conservative markets. “They hop on a trend only when it’s more established,” he notes. “But I expect Germany to become a major driver of Pilates in the near future.”
He also sees a pressing need for better education in the industry. “We need more well-educated instructors, and there is a big opportunity in educating personal trainers on how to integrate Pilates into their programs.” With more bodies entering the Pilates space, equipment providers will have to adapt quickly. “Any company that’s not innovating in the next two years will be obsolete.”
BASI Pilates’ education program plays a crucial role in meeting this demand, providing comprehensive training to ensure that instructors are equipped with the knowledge and skills needed to succeed. “It’s not only about the equipment,” Wilhelmus says. “It’s about fostering a deeper understanding of Pilates and how it can be effectively taught and practiced at all levels – that’s one thing the team at BASI Pilates really excels at.”
The BASI Systems Difference
So, what sets BASI Systems apart? Wilhelmus is clear: ““We provide the best equipment out there. And we’re going to invest where we see growth for Pilates. Hotels are great for democratising Pilates, but that’s not always the biggest business potential. Our goal is to help businesses develop—our equipment is a means to achieve that.”
BASI Systems will continue to support traditional one-on-one studios while also embracing industry growth. “Pilates for rehabilitation? We support it. Group reformer classes? We support that too. It’s about finding the balance between honouring the past and embracing the future.”
For Wilhelmus, innovation isn’t about flashy marketing—it’s about making a difference. “We’re not the loudest in the room. If we make a good product, it should sell itself.” But behind the scenes, his team is working tirelessly, collaborating with some of the smartest minds in the industry to push Pilates forward. “Lots of new innovations are coming,” he promises. “We’re staying ahead of the curve in terms of functionality and will maintain our high quality – that’s how we’ll win.”
With an athlete’s discipline and a CEO’s strategic vision, Wilhelmus is leading BASI Systems into a new era—one where Pilates is more accessible, more efficient, and more integral to people’s lives than ever before.
Matthijs Wilhelmus is the CEO of BASI Systems, a premium Pilates equipment company, who has held leading positions in corporate and family owned companies across several industries, ranging from sports and consumer goods to pharma and appliances. In addition to his professional achievements, he is a former professional athlete, having become the World Champion in Jiu-Jitsu in 2002.