What it Takes to Scale

ABOUT THIS EPISODE

In this episode, Michael Ramsay joins us to discuss what it really takes to scale a Pilates business - and why growth depends on much more than opening new locations.

As co-founder and CEO of STRONG Pilates, Michael has helped grow the Australian-founded brand to more than 120 studios across 15 countries. With major expansion underway across the United States, Europe and other international markets, he shares the systems, decisions and lessons that have shaped the company’s growth.

The conversation explores why the journey from zero to 20 locations can be the most difficult stage, the importance of strong unit economics and why selecting the right franchisees matters. Michael also explains how STRONG approaches instructor education, centralised programming and consumer feedback through data to maintain a consistent experience across markets.

We also discuss the changing expectations of the modern Pilates consumer, the growing demand for strength training and how brands can innovate without losing sight of their core purpose:

• Why growing from zero to 20 locations can be the hardest stage

• Building systems that can be replicated across studios and markets

• Why strong unit economics are essential for sustainable expansion

• Selecting franchise partners who will actively support the business

• Building an instructor pipeline through education and training

• The importance of pre-sales when launching a new studio

• Protecting brand culture as the business expands internationally

• Using client feedback to guide programming and product development

• Why consumers are increasingly focused on capability and progress

• The growing relationship between Pilates and strength training

• How technology can strengthen the client experience and improve retention

• Why innovation should always solve a clear customer problem