Scaling Your Pilates Business: A Journey of Growth and Expansion
As a Pilates instructor with a degree in Kinesiology from the University of Colorado, I’ve had the privilege of watching both my practice and the Pilates industry evolve. What started as a job in an athletic club in 1998 grew into a Pilates studio, and eventually into an online business. Through hard work, continued education, and a passion for the practice, I’ve scaled my business to meet the demands of today’s fitness world. Here’s what I’ve learned, and how you can apply these strategies to grow your own practice.
1. Start with a Strong Foundation
When I first began teaching Pilates, I charged $45/hour at an athletic club. It wasn’t much, but it was enough to build the skills I needed. To scale your business, focus on becoming an expert in your field. Continuously improve your teaching, refine your anatomy knowledge, and earn comprehensive Pilates certifications. The more versatile you are—able to teach on all equipment and levels—the more clients you can attract.
2. Offer More Value with Group Classes
As I gained experience, I saw the value of offering group classes. They’re an efficient way to scale your business. Group sessions allow you to reach more clients in less time, increasing revenue without sacrificing the quality of instruction. Offering different levels and types of classes—such as beginner, intermediate, reformer, and mat—can help you serve a wider range of clients. When I opened my studio in 2019, I used group classes to maximize income while still offering private lessons for those willing to pay a premium.
3. Choose Your Clients Wisely
As your business grows, it’s essential to choose clients who respect your time and expertise. Avoid clients who frequently cancel, haggle over pricing, or push your boundaries. Be selective to protect your energy and business growth. Focus on clients who are committed to their practice. Set clear expectations regarding scheduling, payments, and policies, which helps you maintain a professional environment.
4. Maintain Professionalism
Being professional in every aspect of your business—whether in communications, handling payments, or managing your schedule—builds trust and long-term client relationships. A professional reputation will help you retain clients and encourage them to refer others. Showing up on time, respecting boundaries, being prepared, and enforcing clear policies around cancellations or late fees all contribute to your success. The more professional you are, the more likely clients will stay loyal and continue their practice with you.
5. Build a Strong Pricing Structure
When I first started, I was bound by the pricing structure of my employer. But when I opened my own studio, I set my own rates, which gave me more control over my income. Start by offering competitive rates for private lessons, then diversify with packages, memberships, or class passes. This creates steady revenue streams while also providing clients with different options. Tailor your pricing to your experience and expertise while offering flexibility for various budgets.
6. Go Digital: Launch Online Pilates Workouts
A game-changer in scaling my business was launching online Pilates workouts. In 2023, I started offering a mix of equipment-based sessions, mat work, and small props, allowing me to reach clients beyond my local area. Going digital not only expanded my reach but also increased my income. You can offer live Zoom classes or pre-recorded sessions, both of which allow you to scale by reaching a wider audience. A subscription model for your online content can provide steady income, so you don’t rely solely on in-person clients.
My Instagram, with over 250K followers, has also been crucial for growing my online business. It drives traffic to my website and helps expand my brand’s reach. Social media is a powerful tool for building trust, engaging with your audience, and establishing a robust business.
7. Host Master Classes and Workshops
In addition to regular classes, I host monthly 1.5-hour master classes. These events bring in extra revenue while showcasing my expertise. Hosting workshops with well-known instructors is another way to stay relevant and visible in the Pilates world. Workshops offer clients the opportunity to deepen their practice and help you reinforce your position as a leader in the Pilates community. These events also act as marketing tools, drawing in new clients and keeping your business top-of-mind.
8. Keep Learning and Evolving
Continuing education has been essential for my success. I prioritize attending workshops and courses, traveling to meet other teachers, and expanding my knowledge in Pilates. In addition to in-person courses, I take bi-weekly Pilates lessons via Zoom, which helps me stay connected to my clients’ experiences and informs my teaching.
Staying current in your field ensures that you can offer fresh, valuable insights to your clients. It also opens up new opportunities for business growth. By investing in your education, you ensure that both your skills and your business continue to evolve.
9. Delegate and Build a Team
As your business grows, you’ll reach a point where you can’t do everything yourself. Whether it's hiring additional instructors, support staff, or marketing help, delegating tasks is key to scaling. I eventually needed help managing day-to-day operations, and building a team has allowed me to focus on growing my brand and serving my clients more effectively.
Final Thoughts: Stay Passionate and Committed
The most important factor in scaling your Pilates business is maintaining your passion for the practice. Continuing education has kept me excited about my work, and every new course, client, and opportunity has allowed me to grow both personally and professionally. Scaling your Pilates business won’t happen overnight, but with dedication, professionalism, and the right strategies, it’s absolutely achievable. Your commitment to learning and offering value to clients will be the driving force behind your success.
I’ve been teaching Pilates full-time since 1998, drawn to its benefits while cross-training as an athlete. As a third-generation teacher, teacher trainer, and studio owner, I offer personalized Pilates experiences both in person and through online workouts on my website, fostering strength, balance, and joy while mentoring future instructors.