Changing the Way the World Works Out: The Studio Pilates Revolution
Photography Studio Pilates
Inside Studio Pilates: The Founders' Mission to Transform a Million Lives
With more than two decades in the Pilates industry, Studio Pilates founders Jade and Tanya Winter have carved out their niche in the world of Pilates. What began as a single Brisbane studio, where they worked tirelessly together—often clocking 70-80 hours a week instructing private and semi-private classes—has grown into one of the largest Pilates franchises in Australia and beyond.
The Early Days of Studio Pilates
“We started like every other independent operator,” Jade shares. “We were in business for seven years before we even thought about scaling. But when we did, we realised the importance of creating a scalable model that could be easily replicated.”
With a deep commitment to Pilates and ambitions to grow, Jade and Tanya realised that the traditional semi-private model they operated wasn’t sustainable long-term for them. “In semi-privates, if two clients cancel, you lose the revenue for that class so we knew there had to be a better way,” Jade explains. They both admired the level of personalisation the semi-private format allowed, but they also recognised how demanding it was for instructors and the difficulty in achieving consistent revenue. “We have often seen that the burnout rate for independent operators is high. It’s tough when you’re delivering most of the classes on your schedule,” he notes.
The Birth of the Studio Pilates Model
Their turning point came in 2009, when the couple travelled to fitness hubs like Los Angeles, London, and New York. Inspired by the potential of group reformer classes, they knew it was time to reinvent their delivery methods. Jade and Tanya worked tirelessly to develop Studio Pilates TV (SPTV), a groundbreaking tool that supports instructors while enhancing client experiences. “We spent years creating manuals, just on the craft of instructing,” Jade explains. “With television screens and an audio guide helping deliver reformer workouts, our instructors don’t have to cue every move. They can focus on tailoring the experience to the clients in front of them,” Jade adds. This system freed instructors from repetitive cueing, allowing them to make classes more engaging and personal.
As they grew Studio Pilates, Jade and Tanya learned that crafting effective workouts involved thoughtful choices about what exercises to include—and exclude. “Our secret sauce is about the exercises we leave out,” Jade explains. “We’ve taught all the exercises, but about 1 percent of our clients could handle the advanced ones. For us, it’s about ensuring the majority can stick with the practice, see results, and keep coming back. At a granular level, it means we focus on modifying and advancing exercises by use of the spring tension, again keeping it simple for our clients and instructors.” This selective approach reflects the founders’ commitment to accessibility and client retention, allowing for safe, progressive development for clients of all fitness levels.
The Expanding Global Reach of Studio Pilates
Building on this commitment, Jade and Tanya’s vision expanded as they recognised the potential to make the Studio Pilates model accessible to people outside the fitness industry. “We’re passionate about Pilates. We believe more people should be able to access it,” Jade shares. Their mission was not only to bring Pilates to more clients but also to empower people from diverse backgrounds to own their studios. “For someone from a corporate background, we give them the skills to break into the industry and have ownership of a business,” he explains.
This mission of inclusivity has driven Studio Pilates’ impressive growth. Their role in onboarding and supporting franchisees has been crucial, with their hands-on guidance ensuring that new owners feel equipped to succeed. After three years of rigorous testing and refinement, they were ready to share the Studio Pilates model more broadly. “We didn’t franchise it straight away—we did three years of road testing because we wanted it to be the best it could be,” Jade recalls. Today, with 110+ studios and over 60 more in the pipeline, they’re expanding across Australia, New Zealand, United Kingdom, Canada, and the U.S., with Switzerland and Ireland to follow in 2025.
Central to their vision is what Jade and Tanya call the “million people plan.” “We have our million people plan—it’s our vision for our business. Our goal is to have a million people per week changing their lives through the Studio Pilates service,” Jade explains. Reaching this ambitious milestone will require us to develop a global network of 2,000 studios. Jade who has been instrumental in designing the centralised systems that make Studio Pilates franchise-friendly, emphasises the importance of simplicity in scaling. “To do that, we need to keep things simple,” he says. “We streamlined the teaching, training, and operations so our franchisees can focus on delivering the best client experience.”
This simplicity extends to centralised marketing efforts, which allow franchisees to focus on their studios while Studio Pilates handles much of the promotional work. Their plan is bold, but Jade and Tanya are confident that, with their streamlined model, they’re setting a foundation that can reach millions of clients worldwide.
The Importance of Instructor Training and Community
The founders emphasise the importance of preparing and supporting instructors as a core part of their business. “Our best instructors are our customers,” Jade notes, explaining that many of the franchisees were once loyal clients. And it’s our ability to train world-class instructors and provide them with support is central to our success,” he says.
Conclusion
As Studio Pilates continues to grow, Jade and Tanya’s commitment to their clients, franchisees, and instructors remains steadfast. Together, they have crafted a model that combines innovation, accessibility, and community impact. “We’re here to change the way the world works out,” Jade reflects. From a single studio to a thriving global network, their journey reflects a dedication to the transformative power of Pilates. “We’re passionate about getting more people doing Pilates and enjoying the experience,” Jade adds. With their million-people plan guiding their growth, Jade and Tanya are looking to make a lasting difference, one studio pilates business at a time.
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Jade and Tanya Winter are the owners of Studio Pilates.
FAQs
1. What makes Studio Pilates different from other Pilates studios?
Studio Pilates offers a unique group reformer class format supported by Studio Pilates TV (SPTV), which guides instructors with pre-recorded cues, allowing them to focus on personalising each session. This system ensures a high-quality, efficient, and engaging experience for both clients and instructors.
2. How does Studio Pilates support its franchisees?
Studio Pilates provides comprehensive training, centralised marketing, and a streamlined operational model to help franchisees succeed. Their hands-on approach ensures that new owners have the tools and support needed to run a successful studio.
3. Can anyone do Pilates at Studio Pilates?
Yes! Studio Pilates caters to all fitness levels. Their approach focuses on accessible exercises ensuring everyone can progress at their own pace.