Pilates for the People
While fitness franchises are booming, BODYBAR Pilates is rising above the noise with a clear focus: sustainable growth rooted in real community. With over 170 franchise agreements now signed, over $27 million in total revenue as of August 31st 2025, and 53 new licences awarded so far this year, BODYBAR is proving that a Pilates-powered model has legs—and reformers—to scale.
But for CEO Matt McCollum and President Kamille McCollum, both co-founders of BODYBAR Pilates Franchising, the story goes back much further.
“We were franchisees first,” says Kamille. “We bought into this because we loved the workout and we loved the community. We knew the workout was great, and we believed there was huge demand for high-quality group reformer Pilates.”
By 2019, the McCollums made the leap from franchisees to owners, taking over leadership of the brand with a vision: to build a Pilates business model that balanced financial success with deep-rooted community.
“We love the franchise model—but we also understand the risks,” Matt says. “When we bought our first studio we had plenty of friends tell us not to do it. And we get that. There are a lot of franchises that don’t prioritize their franchisees’ success, and that’s senseless. You can’t build a brand if your franchisees aren’t thriving.”
BODYBAR’s approach is to flip that script. With 62 studios currently open and a ‘carefully curated’ group of franchise partners, Matt says their growth is guided by passion first, and numbers second.
“It takes a great team,” he continues. “We’ve built one. Our franchise partners are aligned with our values. They believe in the product, and they’re already seeing strong performance at the studio level—even though most locations are just a couple of years old.”
The Numbers Behind the Movement
According to Matt, many franchisees start to see positive cashflow within their first week of opening—and many recover their initial investment in less than three years. He adds that around 25% of the brand’s future growth is expected to come from existing franchisees opening their second or third location.
“If our franchisees are doubling down, that’s a great sign,” Matt says. “And over time, we’ll get even more targeted in our approach.”
To guide expansion, BODYBAR partners with various analytic partners to gain a deeper understanding of their core customer demographics. “We use demographic profiling to understand where our core customer density is strongest,” Matt explains. “It helps us identify exactly where to go next.”
While international expansion is in early stages—Canada is the next likely move—the brand remains laser-focused on the U.S. market for now. “We're getting the brand patented and laying the groundwork. But our priority is still domestic growth.”
Filling the Gap in the Pilates Market
So what makes BODYBAR different?
“We sit between two ends of the Pilates spectrum,” Kamille says. “In our view, Club Pilates brought the classical method to a group setting. Lagree created a more intense, athletic format. We fill the space in the middle—a workout that anyone can do together, in a group setting, but still with variety and challenge, and community at the centre.”
The class format is designed for inclusion and adaptability. “You might have a middle-aged woman, an athlete, a soccer mom, and a grandparent all in the same class,” he says. “And there are modifications for everyone.”
Every instructor teaches in the BODYBAR method. “I’ve never taken the same class twice,” Matt says. “Our programming builds strength and balance by focusing on a muscle group until it’s fatigued—and then we move on with intention.”
According to Matt, it’s this blend of structured variation, community atmosphere, and results-driven programming that’s helping BODYBAR unlock a larger market share—one that historically viewed Pilates as ‘exclusive’ or ‘inaccessible.’
“We want to create real communities and real relationships,” Matt says. “Pilates has long been seen as ‘uppity.’ We’re changing that.”
Built By the People, For the People
BODYBAR’s culture of inclusivity and long-term well-being echoes in the stories from its studios. “We’ve had clients who’ve lost their jobs, and the studio comps them a month of classes to support them,” Matt shares. “That’s what community looks like.”
It’s not uncommon for instructors or clients to become franchisees, either. “The relationship doesn’t end when someone walks through the door—it starts there,” he says.
That authenticity is backed by leadership experience. “We started selling franchises in the thick of COVID, it was a tough time to sell,” Matt recalls.
Now with 25 team members (and growing), the McCollums still own three studios themselves and Kamille still teaches classes. “We want to prove the value of our investment and have real conversations about what matters most. We always ask: what must we do first?”
Looking ahead, the BODYBAR team is exploring how to evolve their workout to stay ahead of market trends and continue generating revenue for franchisees.
“We believe everyone has an athlete inside them—and we’re here to support that,” Kamille says. “Pilates is about balance. It helps people age gracefully, live better, and feel stronger for longer.”
And with over 170 franchise agreements now signed, it’s clear that BODYBAR’s message—and model—is resonating.
BODYBAR Pilates Franchising is co-owned by Kamille McCollum and Matt McCollum, who serve as President and CEO, respectively.