What is the added value of Pilates for a gym?

Pilates attracts new audiences, increases member retention, and generates additional revenue. It differentiates your gym from competitors and offers members health benefits not offered by traditional fitness programs.

Pilates has become incredibly popular in recent years. Instagram is full of inspiring examples, and more and more celebrities—from Cristiano Ronaldo to Ed Sheeran—swear by it. The benefits are also now firmly established scientifically. But what can Pilates actually do for your gym?

Below we explore the various benefits, challenges, and opportunities Pilates offers for gyms.

Reaching new target groups

One of the biggest advantages of Pilates is that it attracts a completely different demographic than traditional fitness. While your gym might primarily target young men with strength training, Pilates appeals to women, older adults, and wellness-oriented individuals.

These groups often seek low-impact training that doesn't overload their bodies. They want to get stronger without heavy weights, become more flexible without extreme yoga, and find stress relief while exercising. Pilates combines all these elements perfectly.

Think of young mothers who want to rebuild their core, office workers with back problems, or seniors who want to improve their balance. These people aren't normally drawn to a traditional gym, but they will be drawn to high-quality Pilates classes. This significantly expands your potential membership base.

You're also seeing growing interest among your existing members. Avid athletes are discovering that Pilates is the perfect cross-training method. It improves their core stability, mobility, and posture, which benefits their performance in other sports. Weightlifters, for example, report that Pilates increases their range of motion and prevents injuries.

Commercial benefits that count

Financially, Pilates offers interesting opportunities. People are willing to pay more for specialized classes with small groups and personalized attention. You can sell special memberships, offer punch cards, or charge a surcharge for Pilates Reformer classes.

While smaller group sizes (usually 6-8 people) do mean fewer participants per class, the higher per-person price can compensate for this. Moreover, you create more loyal customers who renew their contracts more quickly because they get more value out of their membership.

A smart advantage is taking advantage of off-peak hours. Pilates often attracts people who can train during quieter times—think late morning or early afternoon. This allows you to generate revenue at times when your space would otherwise be half empty. This increases the efficiency of your investment in the building and equipment.

You also differentiate yourself from competitors. In a crowded fitness market, a strong Pilates program can make all the difference in why someone chooses your gym. You position yourself as a modern, comprehensive gym that goes beyond just strength training and cardio.

Practical considerations

Introducing Pilates does come with challenges. You need space for group classes, and this can come at the expense of other uses. For mat Pilates, a floor, mats, and mirrors are sufficient. If you want to stand out with Pilates equipment like Reformers, this requires significant investment and more space per participant. However, there are models that can be stored vertically, allowing you to still use the space for multiple purposes.

Finding qualified instructors is crucial but can be challenging. Pilates is a specialized discipline that requires thorough training. You need instructors who are not only technically competent but also fit the culture of your gym.

Building a stable group of participants takes time. Initially, the numbers can be disappointing, which can be demotivating. You need to persevere with promotion and perhaps even try creative initiatives like free trial classes or introductory workshops to lower the barriers.

Health benefits that convince

Pilates offers your members unique benefits that traditional fitness programs don't. It strengthens the core muscles, leading to better posture and reduced back pain. Many office workers notice a significant improvement in their lower back pain after a few months.

The controlled movements improve the body's functional mobility. This is different from simply stretching—it improves how joints move in daily life. Older members maintain their mobility longer, while young athletes can squat deeper or jump higher.

Pilates also trains balance, coordination, and body awareness. The focus on technique and the smaller stabilizing muscles translates into better movement control. This reduces the risk of falls in the elderly and repetitive injuries in athletes.

An often-underappreciated benefit is the mental component. The focus on breathing and controlled movement has an almost meditative effect. Many participants feel relaxed and refreshed after a class. In a time when mental health is becoming increasingly important, this is a tremendous added value.

Pilates versus other options

Many gyms are torn between Pilates and yoga. Both appeal to a mind-body audience, but there are important differences. Yoga often has a larger potential audience but also more competition. Pilates offers less variation in styles, and instructors are more consistently trained, making it easier to guarantee quality.

Yoga classes can be larger (20+ people), while Pilates often has smaller groups for personalized attention. This means you can aim for volume with yoga, while Pilates is more of a niche approach with higher rates.

Other alternatives include Barre classes, core stability classes, or stretching sessions. These have their own benefits, but Pilates offers a complete combination of strength, flexibility, and mindfulness that's hard to find elsewhere.

Myths about Pilates

There are persistent prejudices about Pilates that can deter potential participants. A common misconception is that Pilates is primarily for women. In reality, Joseph Pilates developed the method for soldiers, and many male athletes today use it for core strength and injury prevention.

The idea that Pilates is "easy" is also incorrect. The controlled movements engage deeper muscles that are often neglected in conventional training. Many people are amazed at how challenging an hour of Pilates can be.

Finally, some people think you need expensive equipment. Mat Pilates works perfectly well without equipment and is very effective. Gym Pilates equipment adds variety but isn't required for results.

Successful implementation

Start small and build gradually. Begin with mat Pilates to gauge interest without a large investment. Find an experienced instructor who understands your culture and can enthusiastically share Pilates.

Communicate clearly to your members what Pilates is and what it offers. Organize an open house or free trial class to convert curiosity into participation. Show that Pilates is a valuable addition to existing training, not a competitor.

Schedule classes during off-peak hours to maximize your facility's use. Early morning, late morning, and early afternoon are often ideal times for Pilates enthusiasts.

Be patient when building a regular group. Word-of-mouth works well in the Pilates community, but it takes time to get going. Once established, you'll have loyal participants who often keep coming for years.

If things go well, you can expand with Pilates equipment for premium classes. This gives you an extra point of differentiation and justifies the higher prices. Just make sure you have the right guidance and sufficient space.

Frequently Asked Questions

Is Pilates attracting enough new members to my gym?

Pilates appeals to a specific but growing demographic that often eschews traditional fitness. Think of wellness-oriented individuals, seniors, and those recovering from injuries. Reformer Pilates is also gaining traction thanks to its popularity on social media. These groups are willing to pay for quality and often remain loyal for a long time if the experience is positive.

How much does it cost to introduce Pilates in my gym?

For mat Pilates, you only need space, mats, and mirrors. The biggest expense is finding a qualified instructor. If you want to distinguish yourself with equipment, Pilates Reformers and other equipment are a significant investment, costing several thousand euros each.

How do I prevent Pilates classes from being empty at the beginning?

Start with free trial classes and introductory workshops to generate interest. Communicate clearly what Pilates is and its benefits. Schedule classes at times that suit your target group and be patient—it takes time to build a loyal group.

Does Pilates fit the culture of my gym?

Pilates can easily complement traditional fitness programs. Emphasize that it's a supplement that helps athletes with core strength, mobility, and injury prevention. Many athletes discover that Pilates enhances their other workouts. Communicate this to your existing members to overcome resistance.

Do I have to choose between Pilates and yoga or can I offer both?

Larger gyms can successfully offer both because they serve different needs. Pilates focuses more on strength and stability, while yoga focuses more on flexibility and relaxation. If you have the space and resources, they complement each other well in a complete mind-body experience.