Reimagining the Pilates experience
Sarah Luna is on a mission to reinvent Pilates before it fades into the past. As the CEO of Pilates Addiction, she is leading a bold new chapter for the industry, one that embraces invention, innovation, and inclusivity while refusing to let the method fade into irrelevance.
Pilates is at a crossroads, and Sarah Luna wants to ensure it moves forward. “Pilates will become irrelevant if we don’t invent and evolve,” she says, adding that the future depends on making the method resonate with the next generation. For Luna, that means honouring Joseph Pilates’ legacy as an inventor while embracing innovation to keep the work alive for decades to come.
More than a boutqiue brand
Pilates Addiction is more than another boutique fitness brand, it is a calculated movement to capture the imagination (and wallet share) of a younger demographic that sees health and fitness as lifestyle and community.
Gen Z and Millennials, Luna explains, are spending more than ever on wellness. But unlike generations before them, they aren’t drawn to nightlife or late-night indulgence. Instead, they’re choosing immersive fitness, sleek design, and experiences that feel entertaining, energizing, and inclusive.
At Pilates Addiction, the atmosphere has been engineered to feel like a “nightlife-inspired wellness space.” From the immersive lighting (“you feel hugged by the lights”) to the upbeat music and carefully choreographed class flow, Luna wants every member to feel both uplifted and engaged. “I don’t want them to worry about feeling stupid or not knowing the moves. Just to focus on feeling good in their body,” she shares.
The WundaFormer: Exclusive Innovation
At the heart of Pilates Addiction’s strategy is the WundaFormer, a hybrid apparatus exclusive to its studios. Imagine a piece of equipment that merges the best elements of a reformer, Wunda chair, jump board, and ballet barre into one. The result is a machine that cuts transition time, keeps classes upbeat, and opens the door to creative choreography combinations.
“The WundaFormer is the newest invention in Pilates,” Luna explains. “It allows us to honor Joseph Pilates as an innovator while creating an experience that feels fresh and exciting. Less downtime, more intensity, more fun.”
This exclusivity matters. For franchisees, the WundaFormer is a differentiator. For clients, it’s a reason to stay addicted.
Educators, Not Instructors
Another cornerstone of Luna’s vision is how her team shows up. At Pilates Addiction, they don’t hire “instructors.” They hire educators.
“Educators are trained to understand your body, not just to guide you through a class,” she says. “Every interaction has to be positive, energetic, and meaningful. We’re not about counting reps, we’re about educating people as they move through life.
With structured training, mentorship, and ongoing professional development, Luna is building a team and culture designed to grow with the brand.
From Club Pilates to Pilates Addiction
Luna knows a thing or two about scaling. More than a decade ago, she helped grow Club Pilates into the world’s largest Pilates franchise, making the method accessible and mainstream. Today, she’s taking that experience and refining it, creating a model that is boutique yet scalable, high-energy yet rooted in tradition. It’s a delicate balance: using technology, AI, and streamlined operations to grow quickly, while preserving the personal, human touch that makes boutique fitness so sticky. “The challenge,” she admits, “is scaling fast without losing that personal connection. That’s what makes us different.”
Addicted to More Than Fitness
For Luna, the word “addiction” is more than a brand name. It’s a philosophy.
“We’re building a health addiction, an addiction to the feelings you get when you prioritize your health and wellness,” she says.
Already, Pilates Addiction has 11 studios open, with over 100 territories purchased in just the past few months. It’s clear the concept is resonating. And it’s only the beginning.
Evolving Tradition for the Next Generation
While Luna is a classically trained teacher herself, she insists that Pilates must be experienced differently if it’s to survive and thrive.
“I love tradition,” she says. “But I also know that if we don’t evolve, we’ll lose the next generation. Our spaces, our machines, our teachers, our community, they’re all designed to unlock Pilates for people who might never have considered it before.”
It’s a bold vision. One that might just create not only a new wave of Pilates enthusiasts but also a new ecosystem and future for the method itself.
