Redefining the Industry with Innovation and Global Expansion
A major disruptor is shaking up the Pilates industry. With 76 studios across nine countries and 150 more on the way, including Dubai this month, STRONG Pilates is said to be reshaping Pilates into something more dynamic and accessible. Co-founded by Michael Ramsey and Mark Armstrong, the brand is breaking new ground and pushing the boundaries of what traditional Pilates can offer, particularly for men.
After a career in F45 training and studio ownership, Ramsey discovered Pilates during his recovery from a broken ankle. "I enjoyed the Reformer, and suddenly I could do things with my body that I hadn’t been able to before, from a stability and mobility perspective," he shares. This transformative experience sparked the idea for STRONG Pilates, a concept blending strength training with Pilates principles.
“We’re probably the black sheep of the Pilates industry,” Ramsey states proudly. “We’ve bolted a rower and a bike onto a Reformer, pushing the boundaries of what traditional Pilates can evolve into.” This fusion of cardio and strength training on the Reformer sets STRONG apart. Instead of a continuous flow, the classes utilise heavy springs or dumbbells for progressive overload, allowing clients to build muscle while maintaining mobility and flexibility.
Global Growth and Expansion
STRONG Pilates’ unique offering is driving rapid global expansion. With 55 studios already in Australia and others thriving in New Zealand, the UK, Ireland, Philippines, Singapore, Canada and Indonesia the brand is preparing to enter new markets, just recently adding Texas and soon, Japan, South Korea, Malaysia, Dubai and Bahrain to the list. “The growth is super positive for everyone,” says Ramsey. “People globally are looking for low-impact workouts. They’re beaten up from HIIT, too much sport, and plyometrics. STRONG Pilates offers a solution.”
Ramsey’s approach to managing this rapid growth centres around systemisation and consistency. STRONG's in-house academy ensures franchisees and instructors meet rigorous training standards. “Not everyone passes the training. Each instructor undergoes assessments after teaching 100 classes and again after 12 months of teaching, alongside continuous education and workshops to maintain the highest quality instruction. The attention to detail ensures that every STRONG Pilates studio delivers a consistent, high-quality experience,” said Ramsey.
STRONG Pilates' innovative approach is redefining the traditional Pilates experience, setting it apart from the usual flow-based classes. "Rather than running a 45-minute Pilates flow, we incorporate heavier springs or dumbbells, with clients stopping and starting again throughout the session," Ramsey explains. "While there's still significant time under tension, we're pushing the boundaries of what can be done on a reformer." This unique methodology not only builds strength but also results in measurable outcomes. For instance, 68% of clients reported a decrease in injuries and body discomfort, and 85% noticed improved mobility and flexibility.
Innovation as a Driving Force
Innovation is at the heart of STRONG Pilates. Ramsey is particularly excited about a new development that’s coming soon: the reverse spring system. “It’s a world-first for Pilates. We’ve developed a system that allows us to do heavy lifts, like deadlifts upwards of 50kg, on a Reformer. It’s been two years in the making, and we’re testing big compound movements like squats and deadlifts under substantial load.”
This focus on strength training is helping STRONG attract more male clients. Historically, Pilates has been viewed as a female-oriented workout, but STRONG is changing that. “We’ve gone gender-neutral in our branding and focused on getting more men in the classes. We started with 11 per cent male participation and now we’re upwards of 20 per cent. We’ve even brought in athletes from the NRL and AFL who attribute their performance and longevity to Pilates.”
Feedback from male clients has been overwhelmingly positive. They tell us "I've never felt stronger. My lower back pain is gone." The fusion of Pilates with strength training resonates with men who may not have previously considered Pilates as part of their fitness routine.
Gamification and Tech-Driven Member Engagement
Keeping members engaged is a core focus for STRONG Pilates, and Ramsey is using technology to achieve this. "We’ve integrated instructor-assist technology on movement screens as a visual queue in our classes, and clients love it. Now, if you're a traditional
Pilates teacher, the idea of having TV screens in your class might make you shiver. However, when we implemented TV sessions, clients gained both a front and bird's-eye view of the movements, and our member retention increased. It has also boosted our instructors' confidence in managing larger groups," Ramsey explained.
Looking ahead, STRONG plans to integrate even more tech innovations to enhance member retention. “We’re finding ways to retain members longer through technology. Our focus is on keeping them happy, engaged, and rewarded and that’s likely to be through gamification. I see this being more and more integrated in the future.”
Holistic Wellness with Strong Recovery
In addition to its innovative Pilates offerings, STRONG Pilates has introduced a holistic wellness component with the launch of STRONG Recovery studios. These recovery centres are attached to existing locations, offering members recovery protocols like hot and cold therapy following their workouts. “They can finish a strong workout and do a quick half-hour recovery session all at the same time. It’s already proving to be a popular add on,” says Ramsey.
The Future of STRONG Pilates
As STRONG Pilates celebrates its fifth year, Ramsey sees significant opportunities ahead. “I’d like to make STRONG and Pilates more mainstream. We want to get people who never thought they’d try a Reformer to feel comfortable coming in.”
With plans to maintain and grow its presence in Australia while expanding into new international markets, STRONG Pilates continues to innovate. “Our goal is to keep members for at least 3-5 years, we’re all about longevity,” Ramsey emphasises.
In a sector that has long been synonymous with flow and flexibility, STRONG Pilates is one of the disruptive forces reshaping the Pilates industry, one Rowformer at a time.
Michael Ramsey and Mark Armstrong, co-founders of STRONG Pilates, launched the brand in 2019.