Every Pilates studio owner asks the same essential question: how are others in this industry navigating the challenges that I face?
The 2024 BFS Pilates Report provides the most comprehensive answer available today. This report draws on data from 103 profitable Pilates, Megaformer, and Lagree studios across North America and abroad. Aligned with the boutique fitness industry as a whole, most of these operators (86%) have fewer than three locations, and 61% operate a single studio. For the first time, operators in these modalities can compare their performance to a benchmark group of peers who are not only surviving, but thriving.
In addition to the BFS analysis of profitable studios, we are introducing a powerful new perspective through our collaboration with FitGrid. FitGrid Intelligence analyzes anonymized activity data from thousands of studios worldwide, and it offers a unique lens on leads and client behavior. Together, these dual perspectives provide operators with both depth and breadth, the details of what drives profitability, and the larger patterns shaping the marketplace.
We are excited to share this Pilates Report with the industry because we believe that better data leads to better decisions and ultimately, more sustainable and more profitable businesses.
The 2024 BFS Pilates Report goes beyond numbers. It combines data benchmarks, BFS Member case studies, and recommendations from industry experts to give Pilates studio owners both perspective and practical strategies.
The 2024 BFS Pilates Report distills a comprehensive set of benchmarks into clear insights that Pilates owners can act on. Inside, you’ll discover:
| Revenue & Profit Margins See how studios at different stages perform, including gross revenue and profit margins broken down by years in business. |
Team Structures Compare staffing patterns across managers, front desk teams, and instructors, including compensation data. |
| Services Driving Revenue Find out which offerings generate the largest share of income for city vs. suburban studios. |
Recurring Revenue Models See how studios are building stability through auto-renew memberships, packages, and monthly recurring revenue percentages. |
| Objectives & Challenges Learn the most common goals Pilates owners set, and the biggest obstacles holding them back. |
Marketing & Sales Performance Get benchmarks for lead generation and conversions, sales conversion rates, intro offers, and first-time visits. |
| Client Behavior Understand the average number of visits per client per week and the average number of paying clients per month. |
Retention Benchmarks Explore data on churn and average member lifetime, alongside strategies operators use to keep clients engaged. |
The report includes various BFS Member stories that bring the data to life. For example:
BFS Member Case Study |
These case studies illustrate how real operators are applying the benchmarks to solve shared challenges like lead generation and client retention.
The BFS Scorecard benchmarks five critical metrics, including new leads, conversions of leads to first visit to member, recurring revenue, and retention. To help operators improve these measures, the Pilates Report features expert insights:
ABOUT LEAD GENERATION"So many studios believe that paid ads are the only way to get new clients. I'm here to tell you that is SO not true, and is actually not even close to the most return you can have on your dollar" - Alexa Cawley, host of The Friday Society |
Together, the data, case studies, and expert advice give Pilates studio owners both the hard numbers and the actionable strategies to strengthen their businesses.
Q&AQ: What revenue levels do most profitable Pilates studios report? Q: How profitable are Pilates studios compared to other modalities? Q: What services generate the most revenue for Pilates studios? Q: What are the top business challenges Pilates owners face? Q: How important is recurring revenue in Pilates studios? Q: How do experts recommend improving lead generation? Q: How can studios improve sales conversions? |
Alexa Cawley
Host of The Friday Society (a top 2% podcast) and marketing consultant to over 300 studios worldwide.
View her website»
Anastasiya Goers
A web marketing strategist who helps wellness professionals.
View on BFS Marketplace»
Founder of a referral-only agency that has helped over 250 Pilates and Lagree studio owners launch and scale profitably.
View on BFS Marketplace»
Reina Offut, MD/VA, US
Is both the creative mind behind and owner of RTR Pilates,she has grown the organization for one location with one employee to six locations with over fifty employees.
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An authority on fitness and wellness and a pioneer of the Pilates method. Creator of a comprehensive Teacher Training program.
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He is the founder of MK, a brand dedicated to providing comprehensive fitness, rehab, and nutrition coaching; with over 5 multi modality locations all over the UK.
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Dina Elshurafa, Dubai, UAE
A lawyer and entrepreneur, she co-founded Reform Athletica, a leading UAE fitness and wellness brand known for its innovative approach.
View Website»
Take the Next Step
The 2024 BFS Pilates Report gives Pilates, Megaformer, and Lagree studio owners a rare opportunity to compare themselves against a benchmark group of profitable peers. With data on revenue, margins, services, client behavior, team structures, and retention - plus case studies and expert recommendations - this report is designed to help you make smarter decisions and build a stronger business.
Don’t rely on guesswork. Download the 2024 BFS Pilates Report today and discover the insights that can take your studio from surviving to thriving.