The Next Chapter of KX Pilates
For Aaron Smith, the idea behind KX Pilates was never simply about creating another workout. Long before boutique fitness became mainstream, he saw an opportunity to build something different - a Pilates experience grounded in consistency, connection and long-term sustainability.
More than 16 years later, KX Pilates has grown into one of the most recognised Pilates franchise networks in Australia, with further international expansion underway and a renewed focus on what the future of boutique fitness really looks like.
But according to Aaron and KX Pilates CEO Selina Bridge, the next evolution of the brand is less about rapid growth and more about depth, refinement and building a business designed to last.
“We’re a 16-year overnight success,” Aaron says. “There’s been so much hard work, investment and mistakes behind the scenes to unlock the growth people now see.”
Building a Brand Before Boutique Fitness Existed
When KX Pilates first launched in Melbourne in 2010, the Pilates industry looked very different. Boutique fitness as a category barely existed in Australia.
“Back then, there really wasn’t this concept of boutique studios,” Aaron explains. “We were around before F45. People forget how different the landscape was.”
After spending time in London and observing the fitness market there, Aaron returned to Australia with a clearer understanding not only of what he wanted to create, but also what he wanted to avoid.
“Straight away I knew I needed to nurture people through their fitness journey,” he says. “I learnt a lot about what not to do.”
The early years were built on hustle, unconventional marketing and a deep understanding of the KX customer.
Group buying platforms such as Groupon and Scoopon became powerful acquisition tools for the business, helping introduce a new style of Pilates to a younger audience and mothers looking for a premium fitness experience.
“It was a great way to get people involved,” Aaron says. “The audience was there already.”
What followed was rapid momentum. “My wife Andi Fiorenza and I moved to Sydney in 2014 – an interstate move which not a lot of people are willing to do, but we knew it was essential for growth,” he explained. KX’s Richmond studio became cash-flow positive within four weeks, and the brand quickly expanded into Sydney with a flagship studio in Surry Hills. “Andi put her money on the line and backed our expansion into Surry Hills in Sydney and these days runs our Innovation Studio in Noosa, in Queensland,” said Aaron.
From Founder-Led to Brand-Led
As the business scaled, Aaron realised the future of KX Pilates depended on building something larger than himself.
“In the early days I was very much the face of the brand,” he says. “But over the last five years, I’ve intentionally stepped away from that.”
Instead,
“the focus shifted towards strengthening the overall brand ecosystem - investing heavily into education, studio design, systems and operational consistency.”
“We’ve continually reinvested back into the brand,” Aaron explains. “A lot of the money goes into things people don’t necessarily see immediately - trainer education, studio evolution, equipment, systems, quality control.”
That long-term investment philosophy continues to shape the business today.
“You have to invest,” Selina adds. “Managing expenses smartly is important, but you can’t not fuel growth.”
The Future Is Retention, Not Hype
While the Pilates boom has created enormous opportunity, both Aaron and Selina believe the industry is now entering a more competitive phase.
“It’s really easy to open a Pilates studio today,” Aaron says. “The barrier to entry is low.”
But he believes that opening a studio and building a sustainable business are two very different things.
“What clients don’t need is just another workout,” he says. “Now they have choice.
“You have to hold onto your clients now more than ever.”
They want consistency, community and connection.”
For KX Pilates, the future is increasingly centred around retention rather than acquisition.
“Retention is number one.
“We always ask ourselves, how do you hold onto clients for five years? That’s the real challenge.”
He points to long-term member loyalty as one of the brand’s proudest achievements.
We’ve got clients who’ve been with us for over 16 years and completed more than 2,000 workouts,” he says. “But we also need to keep giving people reasons to continue showing up. We’re focused on creating more ways for clients to get value from the KX experience, which is why we’ve introduced new offerings like KX Strength and KX Active Recovery.”
That loyalty, according to Selina, comes from creating a studio environment where people feel recognised rather than processed.
“People want to belong,” she says. “They don’t want to feel like just another number.”
Aaron believes the industry is now returning to the fundamentals that originally made boutique fitness successful.
“I feel like we’re going back to the things that mattered 15 years ago - brand, community and connection,” he says.
Why Human Connection Still Matters
Despite increasing conversations around AI, automation and unmanned fitness models, KX Pilates is intentionally doubling down on the human side of the studio experience.
“You’ll never see screens inside KX studios,” Aaron says. “The connection should be with the person in front of you.”
That doesn’t mean the business is ignoring technology entirely. Instead, Selina says the company is focused on using AI and systems strategically behind the scenes to improve efficiency, scheduling and operational decision-making.
“AI should help humans be better - not replace humans,” she says.
Protecting the in-studio experience remains a core priority as the business evolves.
“The belonging piece can never be replaced,” Aaron adds.
Education as a Competitive Advantage
Education has been central to the KX philosophy since day one, and both leaders believe it will become even more important as the industry continues to grow.
“We’ve been educators from the very beginning,” Aaron says.
While the training landscape has evolved significantly in recent years, KX recently launched the KX Institute in response to growing demand for more accessible and structured education. The KX Institute provides entry-level certification in Mat and Reformer Pilates, alongside short courses focused on upskilling and ongoing professional development. Designed to support both new and emerging instructors, the Institute creates a seamless pathway into teaching at KX Pilates or across the broader reformer fitness industry.
For Selina, the Institute represents a major part of the brand’s long-term vision.
“We want to keep working on improving education and standards,” she says. “Especially as we move into new markets.”
Aaron believes the broader Pilates industry is moving towards greater professionalism and consolidation.
“I think the industry will consolidate,” he says. “The bigger brands with stronger loyalty and standards will naturally stand out more.”
Looking Ahead
As KX Pilates prepares for further international expansion into markets including North America and Europe, both Aaron and Selina remain focused on sustainable growth rather than explosive scaling.
“KX can work anywhere if there’s the right partner,” Aaron says. “But it has to be the right fit.”
Both Aaron and Selina say that as the Pilates industry matures, trust and reputation are becoming increasingly important for prospective franchise partners entering the space.
“People want to join a brand they feel secure in,” Aaron says. “If you want to run a business, there’s confidence that comes with being part of an established and reputable brand.”
For KX, the goal is not simply expansion for the sake of numbers, but creating a network that helps people turn their passion for Pilates into a long-term career and sustainable business opportunity.
“We never think we’ve made it,” Selina says. “It’s always about asking how we can do things better and serve clients better.”
For a brand that helped shape Australia’s boutique Pilates movement, the next chapter of KX Pilates may not be about reinventing the industry - but refining what matters most within it.
You can find out more about KX here
and the KX Institute